by numbers the Evidence mounts that increased interest in the soon-to-end


shuttle program is exerting a positive impact on the local hotel industry.


An abnormally active launch schedule – five shuttle launches took place between July 2009 and April 2010 – contributed to just two year- over-year declines in the local hotel occupancy rate over the same ten months. Both of the months, in which a decline was recorded, October 2009 and January 2010, were absent of shuttle launches.


Most recently, the April launch sent the occupancy rate rocketing


up 4.4 percentage points; the impact of the May 14 launch will likely be reflected in data not currently available at time of writing.


More than Space Of course, there is evidence the local tourism economy is running


on far more than shuttle launches. In a challenging environment, local operators have undoubtedly offered concessions to prop up demand - until April, the average daily room rate commanded had fallen for seven consecutive months. Similarly, the April gain in hotel occupancy also coincided with a 19% year-over-year increase in cruise passen- gers through Port Canaveral, a 67% increase in revenue passengers at Melbourne International and the successful debut of the Art of Sand Festival, which ran throughout the month.


Hotel Occupancy Rate/Average Daily Rate % Change from Previous Year


10% 8% 6% 4% 2% 0% -2% -4% -6% -8% -10%


10% 8% 6% 4% 2% 0% -2% -4% -6% -8% -10%


Hotel Occupancy Rate/Average Daily Rate % Change from Previous Year


Avg. Daily Rate Hotel Occupancy Rate


Avg. Daily Rate Hotel Occupancy Rate


40% 50% 60% Source: Space Coast Office of Tourism As we enter a period of local transition that will most


likely curtail local spending as job fears intensify, a healthy tourism sector will go at least some way to smoothing the path ahead.


Average Daily Hotel Room Rate $120


2009 2009 Source: Space Coast Office of Tourism 64]JULY2010 spacecoastbusiness.com 2010 2010 May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr Source: Space Coast Office of Tourism


$100 $80 $60


$100 $80 $60


Average Daily Hotel Room Rate $120


2010 2009


2010 2009


70% 80%


lyndaWEATHERMAN


Lynda Weatherman is president and CEO of the Economic Development Commission of Florida’s Space Coast.


Hope Rises in Hospitality Hotel Occupancy Rate


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