#hotel-pricing

#hotel-pricing

The late-winter months are not usually a busy season for San Francisco hotels, but occupancy is high this month thanks to Super Bowl 60 on Sunday at Levi's Stadium in Santa Clara. Top-ranked hotels - if any still have rooms available - are cashing in on demand, with average rates fetching more than $1,200 a night. That's more than six times the average rate for peak times outside the weekend of the game, explained Kathleen Davis, CEO of the Sports Management Research Institute.

But for many hotels, visibility-and sometimes survival-comes at the expense of profits. That dynamic is now at the heart of Beijing's antitrust probe. Regulators allege Trip.com is abusing its market position, with analysts citing deflation across the sector as the government's main concern. Interviews with lodging operators, industry groups and travel consultants describe a system where constant price-cutting and opaque policies are eroding profitability, even as demand rebounds.

Hotels across North America have begun hiking prices to astronomical levels as they prepare for the FIFA World Cup in 2026. Next year's World Cup will take place in host cities in the United States, Mexico, and Canada. With the tournament's first matches set to begin in less than six months, hotels are trying to take full advantage of one of the world's largest sporting events.

We wanted to be competitive and focus on ADR [average daily rate] rather than having the guest perception of hidden and/or unwanted extra fees," Surfjack's general manager, Lynette Eastman, told SFGATE.