On the other hand , both fullservice and select-service hotels could not match the luxury segment ’ s snapback . GOPPAR in July 2021 versus July 2019 at full-service and select-service hotels was still off by US $ 19.32 and US $ 13.05 , respectively .
The phenomenon is not isolated to the United States . In the Middle East , luxury hotels saw their fortunes turn , too . With luxury occupancy well below 25 % as of July 2020 , according to HotStats data , the rate increased by more than 10 percentage points in July 2021 and , coupled with an average daily rate of US $ 232 , RevPAR was more than US $ 35 higher than it was at the same time a year prior . Mixed with a bump in ancillary revenue , GOPPAR for the month of July 2021 hit US $ 26.94 for luxury hotels , a level that was only US $ 6 off July 2019 ’ s number .
Europe continued to be a laggard , as lockdowns and shuttered hotels did not help the cause . GOPPAR at luxury hotels in Europe in July 2021 was still 51 % off its July 2019 level . Europe ’ s asset classes have plumbed the depths of the pandemic , with select-service the only asset class able to achieve positive profit in July 2020 at US $ 3.02 . Luxury was down to US $ 9.27 , while full-service basically broke even . At the same time in 2021 , all asset classes are positive , but still vastly trailing 2019 levels .
The hotel industry is in want of good , sustained performance data . The good news is that it ’ s happening incrementally , but will take time before it ’ s back to normal . Moreover , what does the new normal look like and how will hotels adapt to the change of , for example , the workand-stay hybrid ?
All asset classes are different ; measuring the rebound by segment is a smart way to see how far we ’ ve come and where we are headed .
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