Sheraton Hotel Redding At Sundial Bridge - Redding Record ...

FIGURE 6-6 HISTORICAL MARKET TRENDS
Year
the information in the table differs from the previously presented STR data and is
consistent with the supply and demand analysis developed for this report.
Est. 2008 254,007 — 375,220 — 67.7 % $102.63 — $69.48 —
Est. 2009 238,542 (6.1) % 375,220 0.0 % 63.6 96.50 (6.0) % 61.35 (11.7) %
Est. 2010 254,955 6.9 392,860 4.7 64.9 97.42 1.0 63.22 3.1
Avg. Annual Compounded
Demand Analysis
Using Market
Segmentation
Accommodated
Demand and Marketwide
Occupancy
Accommodated
Room Nights % Change
Room Nights
Available
% Change
Market
Occupancy Market ADR
% Change
Market
RevPAR % Change
For the purpose of demand analysis, the overall market is divided into individual
segments based on the nature of travel. Based on our fieldwork, area analysis, and
knowledge of the local lodging market, we estimate the 2010 distribution of
accommodated room night demand as follows.
FIGURE 6-7 ACCOMMODATED ROOM NIGHT DEMAND
Market Segment
Marketwide
Accommodated
Demand
Percentage
of Total
Commerci a l 104,538 41 %
Meeting a nd Group 29,338 12
Leisure 121,080 47
Total 254,955 100 %
The market’s demand mix is dominated by leisure demand, at 47% of the
accommodated room nights. Commercial demand follows at roughly 41% of
accommodated room nights. The remaining portion comprises meeting and group
at 12%.
Using the distribution of accommodated hotel demand as a starting point, we will
analyze the characteristics of each market segment in an effort to determine future
trends in room night demand. Demand in the subject’s market has been projected
to grow by the following rates.
February-2011 Supply and Demand Analysis
Sheraton Hotel Redding At Sundial Bridge – Redding, California 54