Disney has announced it is accepting reservations for the Pop Century, which it calls a 'value resort' with room rates in the $80 to $100-per-night range. Each of the 2,880-room hotels that comprise Pop Century will have its own registration area, lobby and food court. Disney hasn't set a tentative date for breaking ground on the second, 2,880-room phase.

When completed, the Pop Century will bring Disney's portfolio to 21 hotels with about 22,000 rooms, according to GlobeSt.com research. Disney's second largest hotel is the 1,920-room All Star Sports Resort.

Disney's plans to open the long-awaited hotel and introduce new multi-million-dollar rides comes as Smith Travel Research, the Hendersonville, TN-based industry analyst, reports a 71%, pre-Easter occupancy level at metro Orlando's 429 hotels totaling 116,000 rooms.

That's an improved performance from most of this year and 2002 but still below the 91% occupancy level area hotels enjoyed in the pre-Easter period of last year, Smith Travel says. Disney area hotels posted an average 81% pre-Easter occupancy rate, down from 97% in the comparable 2001 period.

"Compared to prior years, the STR report suggests an improvement in occupancy for the broad market," Orlando hospitality industry consultant Robin L. Webb tells GlobeSt.com. "However, performance remains below 2002 in the broad market by six occupancy points."

Webb is sticking with his previous forecast that metro Orlando occupancy will come in at about 63% by yearend. "It has been my stated belief for some time now that the significant turn in the market would occur in the 2004 season and 2003 would be a year of lower level occupancy stabilization," he says.

"Interestingly, Lake Buena Vista actually improved over Easter Week for the prior year, but it gave up $20-plus in average daily room rate in order to do so, pointing strongly to the proposition of value on the part of travelers," Webb says. "The secret to a full recovery will be reflected in not only improved occupancy, but also a return to the pre-2001 average daily rate in all markets."

The longtime area consultant says "it appears that the long-awaited recovery is showing early signs of being a reality." He thinks Disney's plans to open the Pop Century Resort and invest in new rides is a calculated risk but coming at the right time. "Clearly, Disney has its finger on the pulse of Orlando better than anyone else," Webb says.

"They have the advantage of being able to quantify traffic on a daily basis in order to project rends in attendance," he says. "Their planned opening of the Pop Resort in December is no accident."

He says "the trickling in of our forces [returning from Iraq] will add to travel, but not in a significant enough proportion to affect real change in Central Florida occupancy. Look for the Christmas season this year to be the real turning point for hotel occupancies and the recovery of average daily rates for hotels in metro Orlando."

Webb is also the managing broker in the Winter Park, FL office of Coldwell Banker Commercial NRT.