Do a Marriott Courtyard and a Hilton Garden Inn have about the same room rate on average? How do Hyatt Place and Starwood Hotels aloft brands stack up in room rates?
STR and STR Global package hotel industry data. I like to read HotelNewsNow.com to see hotel industry trends and average room rates, although to get detailed information about hotel brands and places requires paying for information. I stick with the free stuff.
One of the valuable STR resources for me is the chain scale hotel list that categorizes hundreds of USA and global hotel brands on a scale of six market segments from economy to luxury. Hotel brands are placed on the scale solely using average daily rate as the factor. Note: the average daily rate data was added March 7 based on Smith Travel Research data for January 2012.
- Luxury = $262 ADR
- Upper Upscale = $148 ADR
- Upscale = $112 ADR
- Upper Midscale = $94 ADR
- Midscale = $73 ADR
- Economy = $50 ADR
Any specific hotel may have a large rate differential from another hotel in that brand, but the average rate says something about the brand overall across the hotel chain and across the USA and globe.
STR and STR Global have moved some hotel brands to a higher chain scale based on 2011 average daily rates.
• Best Western Premier moved from upper-midscale to upscale. Best Western launched a rebranding campaign in 2011 to distinguish the better hotels in the 4,000+ global chain.
All the other chains operate several different hotel brands across different market segments and Best Western finally got into the game with three tiers of Best Western, (3,000 or so hotels), Best Western Plus (1,000+ hotels) and Best Western Premier (over 100 hotels). The numbers given here are just rough estimates based on past data I have seen.
Best Western Premier moves to upscale hotels. My stay last year in Napa was a great room in an old motel style building. The room was definitely upscale.
Napa, California Best Western Premier Hotel Ivy
Hotel Ivy Napa, Best Western Premier Hotel.
Hotel Ivy Napa, Best Western Premier.
• Country Inns & Suites moved from midscale to upper-midscale. That is a huge accomplishment for Carlson Rezidor Hotel Group working to become a more recognized name in the chain scale competition.
Upper midscale includes brands like Hampton Inn, Clarion, Best Western Plus, Fairfield Inn, Holiday Inn and Holiday Inn Express.
Candlewood Suites, La Quinta and Ramada are examples of hotel brands in the midscale segment.
Hyatt Place, Hilton Garden Inn, Courtyard, Residence Inn and Four Points are in the higher upscale segment. The bad news for Club Carlson members is this chain segment change indicates rates are rising at Country Inns.
Loyalty Traveler note: This post originally had seven hotel brand changes based on a HotelNewsNow.com article (media arm of STR and STRGlobal). I received an email on March 7 stating HNN will issue a correction on their article and only Best Western Premier and Country Inns are changing in the hotel chain scale. I deleted references to the other hotel brands originally included in this post.