Golf's four majors had very different effects on hotel pricing in their host cities this year. The US Open at Shinnecock Hills sent Suffolk County, New York, hotel rates up 106% year over year, while the Open Championship in Liverpool rose 80% and the PGA Championship lifted Philadelphia 18%. The Masters in Augusta was the outlier, falling 37%, the only major to post a year-over-year decline.
In this Lighthouse Quick Take, Blake Reiter explains why: Augusta National's crackdown on ticket resale removed buyers who previously relied on the secondary market, leaving corporate room blocks unsold and forcing hoteliers to cut prices. The takeaway for hoteliers: when access to an event changes structurally, historical booking pace stops being a reliable comp.
Explore more of Lighthouse's travel & hospitality research: mylh.co/spotlightinsights
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