SONOMA COUNTY HOTEL RATES RISE

More people are paying more money to stay in Sonoma County hotels,

according to a monthly survey by PKF Consulting of San Francisco.

Both room rates and occupancy rates rose in September compared with

September 2004, the survey showed.

The average daily room rate in September was $133, compared with $119 in

September 2004. September occupancy rates increased to 78.3 percent in 2005,

up from 76.7 percent in 2004.

Operating profits are also on the rise for the first time since 2000, the

survey said. The consulting company now projects an average 14 percent to 16

percent profit growth for hotels in 2005, while noting the typical hotel

suffered a 36 percent drop in profitability from 2000 to 2003.

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