Most everyone agrees that 2010 will be a challenging year for hoteliers to maximize revenues. However, the year got off to a positive start with January booking volumes showing growth (+9.46% vs. 2009, +9.69% vs. 2008 and +20.64% vs. 2007). Unfortunately, this is offset by depressed average daily rate (ADR), which in all cases is lower than that achieved in January 2009, 2008 and 2007. Overall net revenue is growing and, although not back to 2008 levels, it has risen above January 2007 (January 2010 up +2.45% vs. January 2007).

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