Hotel average daily rate (ADR) in the Miami/Hialeah market is projected to reach a record level for a Super Bowl weekend, according to a custom forecast from STR’s Consulting & Analytics office.
The market is projected for an ADR between $520-540 for Friday, January 31 through Sunday, February 2.
“Miami is interesting because high season for the market is February and March,” said Blake Reiter, STR’s director of custom forecasts. “The projections for the Super Bowl will not necessarily reflect high percentage changes from last year, but the ADR we are forecasting is unprecedented because the market is already so strong in February. This mega event is adding a layer to that already elevated performance.