(1) There were 188 North American franchised hotels for which Smith Travel Research, Inc. (“Smith Travel”) data was available and which were open and operating at least one year as of January 1, 2011. For the one-year period ending December 31, 2011, those franchised hotels achieved an average occupancy rate of 64.8%, an average daily room rate of $131.33, and an average revenue per available room (“RevPAR”) of $85.15. The occupancy rate for the 188 franchised hotels ranged from a high of 86.8% to a low of 39.0%. One hundred and two of the franchised hotels (54%) achieved an average occupancy rate equal to or greater than 64.8%. The average daily room rate ranged from a high of $274.48 to a low of $82.92. Seventy-three of the franchised hotels (39%) achieved an average daily room rate equal to or greater than $131.33. The RevPAR ranged from a high of $209.34 to a low of $42.81. Eighty of these hotels (43%) achieved or exceeded the average RevPAR of $85.15.
The 188 North American franchised Marriott hotels that had been open for at least one year as of January 1, 2011, based on Smith Travel data, achieved an average yield index of 107.5% for the one-year period ending December 31, 2011. The total yield index ranged from a high of 198.5% to a low of 61.1% for the hotels during that period. One hundred and eight North American franchised hotels (57%) achieved a total yield index equal to or greater than 107.5%.
(2) ) Marriott’s Consumer Marketing Department tracked the 188 North American franchised Marriott hotels that had been open and operating for at least one year as of January 1, 2011. For those hotels, for the one-year period ending December 31, 2011, Marriott hotel guests who were members of Marriott Rewards generated Marriott Rewards eligible revenue that is approximately 62% of the total room night revenue with an average daily spend of $158. The Marriott Rewards hotel room nights ranged from 10,400 to 80,200 and 85 North American franchised hotels (45%) achieved or exceeded the average of 37,100 paid Marriott Rewards room nights.
During 2011, the average number of gross room nights booked through the Marriott Channels was 54,924 for the 188 North American franchised Marriott hotels that had been open for at least one year as of January 1, 2011 that were tracked in Marriott’s internal databases. As a percentage of gross room nights per hotel, the percentage generated by the Marriott Channels for such 188 North American franchised Marriott hotels in 2011 ranged from 25.7% to 75.8%, and the average percentage was 55.7%. Eighty-nine franchised Marriott hotels (47%) had more than 55.7% of their gross room nights booked through the Marriott Channels.
(3) See Item 19, Franchise Disclosure Document for Marriott Hotels & Resorts and JW Marriott dated 3/31/2012. [pdf] These statements relate to historical performance of franchised North American Marriott Hotels & Resorts and JW Marriott hotels and are not guarantees of future performance. The figures above were based on hotels with at least two years of operating results. Hotels typically achieve lower results in their first year of operation. We do not claim or expect that you can or will expect to achieve the same average occupancy rate, average daily room rate, average RevPAR, reservations, Marriott Rewards room nights or yield index, as these figures will vary from hotel to hotel and will depend upon many variables and factors, including size, location, seasonality, competition, the length of time your hotel has been open or affiliated with Marriott, the condition of the hotel, the quality of service at the hotel, and the efficiency with which you operate your hotel. Operating results are subject to numerous. risks and uncertainties, including economic conditions, public reaction to terrorist attacks and political unrest, supply and demand changes for hotel rooms, competitive conditions in the hospitality industry, relationships with customers and property owners, and the availability of capital.
(4) Source: Marriott internal database. Global distribution figures represent open properties and committed pipeline projects as of 4th Quarter 2012.