HONOLULU - The economic recovery in Maui's hotel industry continued in January, with occupancy and average room rates and revenue making significant gains over the same month in 2010.
Consulting firm Hospitality Advisors reported Monday:
* Maui occupancy at 73.6 percent, up 6.7 percentage points from 66.9 percent last January.
* Average daily room rate (ADR) for the month at $245.23, up $15.32, or 6.7 percent, from $229.91.
* Room revenue per available room (RevPAR) daily for the month at $180.49, up $26.68, or 17.3 percent, from $153.81.
The Maui visitor numbers for January reflected similar statewide trends. Hotel occupancy averaged 74.5 percent for January, up 8.1 percentage points. This was driven by an 11.5 percent increase in visitor days as reported by the Hawaii Tourism Authority and was the 14th consecutive month of occupancy gains, the report said.
The state ADR was up 6.8 percent from the previous January, with a $188.95 average daily cost for a room, an increase over last January's $176.88. Much of the hotel recovery has been based on higher occupancy driven by room discounting, but the ADR "has finally strengthened over the past three months due primarily to gains on Oahu and Maui," Hospitality Advisors said.
With higher occupancy and ADR, RevPAR for January rose 19.9 percent to $140.77, up from $117.45 the same month the previous year. Putting a slight damper on the increase, Hospitality Advisors noted that the figures are still well below the RevPAR peak of $162.12 for January in 2008.
"Although the market remains well below its historical peaks, the January results were quite encouraging," said Joseph Toy, president and CEO of Hospitality Advisors. "In particular, the strengthening in room rates over the past several months was welcomed news and is a major turning point in Hawaii's recovery cycle.
"While we remain optimistic for 2011, the recovery will continue to be a lengthy process given the extent of the fall in demand and pricing discounts that the market had to absorb over the past three years."
Comparing numbers by island, Maui's ADR and RevPAR were the highest in the state for January. Oahu had an ADR of $162.21 and $131.23 RevPAR; the Big Island, $194.42 and $123.26; and Kauai, $196.88 and $115.57.
Occupancy rates by island were led by Oahu (80.9 percent), followed by Maui, the Big Isle (63.4 percent) and Kauai (58.7 percent).
Breaking down the Maui data by region, occupancy, ADR and RevPAR (numbers in parentheses are from 2010):
* Wailea, 71.2 percent (67.3 percent); $385.19 ($359.16); $274.26 ($241.71).
* Lahaina-Kaanapali-Kapalua, 73.7 percent (65.9 percent); $223.42 ($207.52); $164.66 ($136.76).
* Other, 73.4 percent (68.2 percent); $271.51 ($255.50); $199.29 ($174.25).
There were increases across the hotel types as well. The data by hotel type, occupancy, ADR and RevPAR follow:
* Luxury, 69.1 percent (65.2 percent), $348.79 ($329.91); $241.01 ($215.10).
* Upscale, 76.2 percent (62.8 percent); $215.92 ($210.96); $164.53 ($132.48).
* Midprice, 73.1 percent (65.6 percent); $161.01 ($144.45); $117.70 ($94.76).
* Economy, 76.6 percent (72.4 percent); $146.98 ($128.02); $112.59 ($92.69).
The hotel survey is put together by Smith Travel Research for Hospitality Advisors. The January survey included data from 157 properties and 47,230 rooms - or 83.3 percent of lodging properties with 20 or more rooms in Hawaii. Among the businesses excluded from the survey were small bed-and-breakfasts, single-family vacation rentals and youth hostels.
