May 13--As summer nears and vacation planning gears up, South Florida hotels and attractions are rolling out promotions to woo locals and other Floridians through their doors to help boost business during the typically slower tourist season.

With the economy improving and hotel occupancy and rates already trending higher than last year, tourism officials and hoteliers are cautiously optimistic about the summer season.

Last May through August, hotels in Broward and Palm Beach counties saw increases in occupancy and room rates from 2011, albeit marginally in some months, according to data from industry tracker Smith Travel Research.

"[Hotel] operators expect rates to go up but they are cautious about "pushing" too much, fearful of losing occupancy," said Scott Brush, a South Florida-based lodging industry consultant. "I expect rates to go up about 4 to 6 percent in general, but occupancy levels to show less growth in South Florida markets."

Still, Fort Lauderdale is expected to be one of the top deals destinations this summer, according to travel websites Hotwire and Orbitz. The city ranked No. 3 on Orbitz's top 10 list of most affordable summer destinations, with average daily hotel rates of $147 and average airfare of $272.

Overall, budget-conscious travelers are likely to find the best hotel deals if they book late July and throughout August when prices tend to drop and last-minute discounting begins, according to Hotwire.

A beach trip is the top summer vacation choice for Americans who plan to vacation this year, a recent Orbitz survey showed.

This bodes well for local restaurants, hotels and shops near or on the beach but establishments away from the sand and surf may have to work harder or get creative to attract summer crowds.

"We've even offered packages with transportation to and from the beach to try to compete against beachfront hotels," said Carolina Torres, area director of sales for Homewood Suites by Hilton, Hilton Garden Inn and Fairfield Inn & Suites Fort Lauderdale Airport-Cruise Port hotels in Dania Beach.

Other summer business strategies include offering deeper discounts for AAA or AARP travelers and special rates for Latin America and Caribbean tourists. Promotions that include a $20 gas card or retail or restaurant discount cards also work, Torres said.

In its "Stay More, Save More" summer package, which runs through Sept. 30, the Riverside Hotel on Las Olas Boulevard is offering 10 to 30 percent off room rates starting at $139 a night. The package also includes free Sun Trolley passes from the downtown hotel to Fort Lauderdale beach Fridays through Mondays.

"Not only do guests receive a number of discounts and perks on hotel amenities and local venues, but the longer they stay the less they pay," General Manager, Heiko Dobrikowsaid.

Other South Florida summer promotions include two-for-one offers on attractions, free room upgrades and discounts for state residents.

"The Florida Resident Rates are part of a 'Lauderdeals' section of our site [sunny.org], which highlights special offers throughout the destination for visitors," said Jessica Savage, spokeswoman for the Greater Fort Lauderdale Convention & Visitors Bureau.

For example, the Courtyard by Marriott Fort Lauderdale Beach is offering a 15 percent discount off the best available room rate, two welcome drinks and a free room upgrade based on availability valid on hotel stays from May through September.

During this period, visitors and residents can take advantage of the CVB's Super Summer Savings promotion that offers two-for-one access at more than 30 area attractions.

"We have distributed more than 3,000 Summer Savings cards to date," Savage said.

Earlier this month, the Palm Beach County Convention and Visitors Bureau launched MyPalmBeachSummer.com for the second year to showcase travel packages valid for vacations between June 1 and Sept. 30.

Promotions are categorized as "Affordable Luxury," "Family Fun", "Florida Residents," and "Drive and Dine," which is new this year and spotlights hotel packages with meals and/or food credits included.

One example is the Boca Raton Resort & Club's "Uniquely Boca Package" that offers rates starting from $199 with complimentary breakfast and valet parking, 15 percent off golf greens fees, tennis fees, spa services and its kid-friendly Camp Boca facility.

"It is customary for hotels to offer special rates to state residents and potential drive-market visitors during their shoulder season," said Shirley Talbert, the bureau's chief marketing officer. "Often times, tourism marketing organizations such as ours will go a step further and take the lead to create a campaign around these offers to help boost business during that low season."

Lion Country Safari in Loxahatchee is again participating in a special pass that gives visitors entrance to four attractions for the price of one when visiting between May 13 and Sept. 30. The pass costs $55 per adult and $45 a child plus taxes, and includes access to the Museum of Discovery & Science, Zoo Miami and Miami Seaquarium.

For South Floridians planning to fly for summer vacations, travel specialists say domestic airfares are up slightly from a year ago and airfare sales will be hard to find.

Average domestic airfares in June and August are up 1.4 percent and 1.5 percent respectively, meanwhile July fares remain flat from last year, according to Priceline.com.

From Fort Lauderdale, summer airfare deals are likely to be found to Arizona, California, New York and Latin American countries like Colombia, CheapOair executive Mark Drusch said.

"Look now and book now," advised Drusch, noting that more options will be available the earlier airfares are booked for July and August travel.

Still, with airlines not adding any significant capacity this summer, he cautioned: "It'll be tight getting seats."

[email protected], 954-356-4209 or Twitter@TheSatchreport.

___

(c)2013 the Sun Sentinel (Fort Lauderdale, Fla.)

Visit the Sun Sentinel (Fort Lauderdale, Fla.) at www.sun-sentinel.com

Distributed by MCT Information Services NYSE:MAR,NYSE:BX,