With a lens focused on identifying seasonal patterns in the key performance indicators, STR reviewed three years - 2015 to 2017 - of U.S. performance data. STR found that on a national basis, U.S. room demand - along with its related occupancy indicator—follows a distinct seasonal pattern with clear high and low months. Average daily rate, on the other hand, showed remarkably little movement across months. In an industry that thrives on understanding and anticipating long-term trends, seasonality is an often-neglected factor that has major implications within the hotel sector. In particular, local players, who are tasked with making marketing decisions along with planning appropriate pricing and room availability, can benefit from a deeper understanding of seasonal performance trends. Get the full story at HNN