The revenue per available room — a barometer used by the hotel industry to gauge hotel performance — of St. Louis hotels declined 13.1 percent to $46.80 through October since the same month last year, compared with the national decline of 17.7 percent to $55.70.
Though American Airlines reduced its number of local flights recently, analysts say the number of people who drive to St. Louis from neighboring cities has resulted in some good hotel business.
Gary Andreas, a hotel consultant for H&H Consulting, said that during the past decade, nearly 70 percent of the hotel room nights in St. Louis were occupied by visitors who drove to the city instead of flying in.
Andreas said he anticipated the overall demand of the people who drove to St. Louis to increase a little bit this year with the flight cutbacks.
Robbie Hall, director of franchise development for Hilton Worldwide, agreed that leisure travel by automobile has been on the increase.
Hilton, which has 24 hotels in the St. Louis area, opened two new ones in the region this year: Hilton Garden Inn in Berkeley and Homewood Suites in Richmond Heights.
Our hotels in St. Louis have done very well despite the downturn,” Hall said.
The area, he said, has a very strong corporate, medical and health care base that keeps the business strong. Hilton’s hotels rely in part on family members or friends who stay in town while visiting hospital patients.
“Hospital facilities are less impacted by the downturn, because people don’t choose to get sick,” he said.
Stephen Stickford, senior vice president for sales and services for the St. Louis Convention and Visitors Commission, said St. Louis hotels had better occupancy rates and revenue per room numbers compared with areas such as Indianapolis; Houston, San Antonio and Austin, Texas; Nashville, Tenn.; Denver; and Minneapolis.
Brian Hall, chief marketing officer for the visitors commission, said St. Louis was a new destination for many people, which includes business as well as leisure travelers.
Many meeting planners are looking at second-tier cities such as St. Louis instead of Las Vegas or Orlando as places to hold their meetings, he said.
Hall says he expects the trend to continue.
“We do not anticipate that we are going to return to the previous normal,” he said. “This is the new normal.”
St. Louis is also seeing a trend of multi-year bookings for big conventions. For instance, First Robotics, which will hold its first convention in St. Louis in April 2010, has a struck a three-year deal with the visitors commission.
“There are many cities who are attempting to do that,” Stickford said.
Daniel McCoy, vice president for the Dallas office of HVS Global Hospitality Services, said that market performance and financing conditions had slowed the pace of new hotel development but that some new projects were still able to find financing and move forward.
HVS provides consultation for the hotel and gaming industries.
Thirty-two hotels have opened in the area since 2005, with a total of 5,053 rooms, a 14.8 percent increase, according to a HVS report. About nine hotels opened this year.
Although there is some stability in the St. Louis hotel market, not all the new hotels that have opened in the area this year are doing well.
Steve and Mike Roberts, owners of Robert Cos., opened Hotel Indigo in the Central West End in July. Steve Roberts says the hotel’s performance has been “slower than expected.”
“Since it is a new brand, we realistically had no significant expectations,” he said.
Even though the business is down, Steve Roberts says he is happy about the location of the hotel. They attract people doing business in the Central West End, such as Barnes-Jewish Hospital, he said.
The brothers are planning a second Hotel Indigo in downtown St. Louis. It is still in the development stages and is planned to open in 2011, Steve Roberts said.
Moonrise, one of the area’s newest hotels, in the Delmar Loop, is thriving despite the tough economy. Joe Edwards, the owner of Moonrise, said he was surprised at the number of St. Louisans staying at the hotel since it opened in April. A businessman, Edwards is known for his contributions to the Loop. He is the owner of the Blueberry Hill bar, the Pageant nightclub and founder of the St. Louis Walk of Fame.
The Moonrise, because of its location, can draw crowds from parties nearby, Edwards said.
Katie Maguire, a Minnesota resident who often visits St. Louis, stayed at Moonrise for a few days recently with a group of friends. Maguire usually visits St. Louis to see her son, who is enrolled at St. Louis University. The Moonrise provides convenience because of its proximity to the school, she said.
Drury Hotels Co. LLC is also revving up its marketing strategies in order to pull more crowds to its hotels. The St. Louis-based company will start serving free hot food and cold beverages at 5:30 p.m. by February.
The hotel group has 21 hotels in the St. Louis area, with a new Drury Inn & Suites under construction in Arnold, and a total of 130 hotels in 20 states across the country.
Eric Strand, vice president sales and marketing said, “We have held up reasonably well.”
Strand said he was now seeing a pick-up in demand.