Hoteliers slow boosting rates

Hoteliers on the Gulf Coast remain hesitant to boost rates despite rising occupancies.

Consider the latest reports from tourism research in Lee and Collier counties, courtesy of the respective convention and visitor bureaus.

In Lee County in July, for example, the occupancy rate at area hotels jumped 6.2% compared with the same month a year ago. But rates barely budged as hoteliers raised the average daily rate just 1.3% in the same period.

In Collier, hoteliers have been willing to raise rates more, but still lag occupancy. The occupancy rate increased 4.1% but rates rose 3% in July compared with the same month a year ago.

While visitor traffic improves at hotels, there's still uncertainty about the future and hoteliers don't want to jack up rates for fear of losing occupancy.