Florida Hotel Market 2026: Occupancy, ADR, RevPAR and Recent Sales
Florida’s hotel market in 2026: South Florida rates are up double digits while summer occupancy slipped, Tampa posted a record August, and the state accounted for the biggest resort deals of the year. This page tracks the numbers that matter to owners, buyers and lenders, and every Florida sale logged in the Hotelier Times Transaction Tracker.
Last updated: October 21, 2026 · Refreshed as new monthly data and transactions come in.
Source: STR data published by the Greater Miami Convention & Visitors Bureau, September 2026 industry update.
2026 performance at a glance
Florida’s 2026 story splits by season and by price point. Through August, Miami-Dade hotels raised average rates 12.8% while filling slightly fewer rooms, so RevPAR still rose 10.1%. Summer was softer: in August alone, Miami-Dade occupancy fell 7.6% to 63.6% and RevPAR dropped 7.9% to $103.43, with rates flat. Palm Beach and Broward both grew occupancy and rate through August.
Central and West Florida held up. Orlando hotels ran 74.1% occupancy in July, up 1.5%, at an ADR of $198.25, nearly flat, Visit Orlando reports, and room demand for August through October was pacing 3% ahead of last year. In Hillsborough County, August occupancy rose 4% to 67.8%, ADR rose 2.6% to $142.47 and RevPAR rose 6.7% to $96.59, Visit Tampa Bay says, and taxable hotel revenue set an August record of $73.6 million.
Florida markets compared, January–August 2026
| Market | Occupancy | ADR | RevPAR | RevPAR change |
|---|---|---|---|---|
| Miami-Dade | 74.2% | $261.54 | $193.95 | +10.1% |
| Palm Beach | 73.4% | $310.21 | $227.71 | +12.2% |
| Broward (Fort Lauderdale) | 74.3% | $197.84 | $146.90 | +7.7% |
| Orlando | 73.2% | $211.23 | $154.65 | +4.1% |
Source: STR, as published in the Greater Miami Convention & Visitors Bureau’s September 2026 Miami-Dade industry update. Year-to-date through August 2026.
| Market | Period | Occupancy | ADR | RevPAR |
|---|---|---|---|---|
| Miami-Dade | August 2026 | 63.6% (−7.6%) | $162.67 (−0.3%) | $103.43 (−7.9%) |
| Hillsborough County (Tampa) | August 2026 | 67.8% (+4.0%) | $142.47 (+2.6%) | $96.59 (+6.7%) |
| Orlando (Orange County) | July 2026 | 74.1% (+1.5%) | $198.25 (−0.2%) | Not reported |
Sources: Greater Miami Convention & Visitors Bureau (STR); Visit Tampa Bay, October 15, 2026; Visit Orlando via WFTV, September 8, 2026. Changes are year over year.
Miami-Dade submarkets, January–August 2026
| Submarket | Occupancy | ADR | RevPAR | RevPAR change |
|---|---|---|---|---|
| Surfside / Bal Harbour | 66.7% | $787.89 | $525.74 | +14.9% |
| Coconut Grove / Key Biscayne | 67.0% | $393.36 | $263.65 | +12.4% |
| Miami Beach | 71.4% | $340.39 | $243.10 | +10.1% |
| Aventura / Sunny Isles | 68.1% | $307.98 | $209.61 | +1.7% |
| Downtown Miami / Brickell | 75.1% | $278.28 | $208.98 | +9.4% |
| Coral Gables | 76.1% | $247.90 | $188.65 | +13.2% |
| Doral | 79.5% | $174.46 | $138.73 | +9.0% |
| Airport | 80.3% | $155.63 | $125.04 | +7.5% |
| Central Dade | 79.9% | $156.07 | $124.75 | +11.2% |
| North Dade | 72.5% | $150.09 | $108.76 | +15.2% |
| South Dade | 70.7% | $119.21 | $84.25 | +7.8% |
| Miami-Dade total | 74.2% | $261.54 | $193.95 | +10.1% |
Source: STR regional hotel performance, January–August 2026, published by the Greater Miami Convention & Visitors Bureau. Occupancy fell in most beach and resort submarkets while rates rose, so revenue growth came almost entirely from pricing.
Florida hotel transactions, 2026
From the Hotelier Times Transaction Tracker and the Hotel Deal Map. Price per key is shown only where a price was publicly disclosed.
| Date | Hotel | City | Keys | Price | Per key | Buyer / seller |
|---|---|---|---|---|---|---|
| Feb 19, 2026 | Four Seasons Resort Orlando (sold with Four Seasons Jackson Hole) | Orlando | 569 (both resorts) | $1.1B (both resorts) | about $1.93M | Sold by Host Hotels & Resorts |
| Mar 2, 2026 | The Ben, Autograph Collection | West Palm Beach | 208 | Not disclosed | — | Related Ross from Wheelock Street Capital |
| Apr 10, 2026 | Hilton St. Petersburg Bayfront and Embassy Suites Palm Beach Gardens PGA Blvd (part of a four-hotel sale) | St. Petersburg / Palm Beach Gardens | Not stated | $252.5M (four hotels) | $280,000 (combined, as reported) | Sold by Ashford Hospitality Trust |
| May 5, 2026 | JW Marriott Marco Island Beach Resort | Marco Island | 809 | $835M | $1,032,138 | Sculptor Real Estate and Trinity Investments from Barings |
| June 12, 2026 | Mayfair House Hotel & Garden | Miami (Coconut Grove) | 180 | About $110M (deed: $69.4M for the real estate) | $614,525 (LWHA) | Elliott Management from Brookfield |
| July 13, 2026 | Cheeca Lodge & Spa | Islamorada | 254 | Nearly $306M (LWHA) | About $1.2M (LWHA) | Bass Pro Shops from Northwood Investors |
| Aug 2026 | Pier House Resort & Spa | Key West | 142 | $190M | About $1.34M | Sixth Street and Riller Capital from Braemar |
| Sept 1, 2026 | Grande Lakes Orlando (JW Marriott and Ritz-Carlton) | Orlando | 1,592 | About $1.38B | About $867,000 | Ryman Hospitality Properties from Trinity Investments |
| Sept 8, 2026 | Hotel Maren Fort Lauderdale, Curio Collection | Fort Lauderdale | 141 | Not disclosed | — | Rockpoint and Newbond Holdings |
| Q3 2026 | Hampton Inn Miami Airport East; Hampton Inn & Suites Lakeland-South Polk Parkway; Aloft Gainesville; Hampton Inn Boca Raton-Deerfield Beach | Miami / Lakeland / Gainesville / Boca Raton | Not stated | Not disclosed | — | Four sales closed by Hunter Advisors in the third quarter |
| Oct 20, 2026 | Hampton Inn West Palm Beach Florida Turnpike and Hampton Inn & Suites Boynton Beach | West Palm Beach / Boynton Beach | 275 | Not disclosed | — | Brasswater |
Know of a Florida hotel sale we missed? Send it to the Transactions Desk.
Florida hotels for sale now
Four Florida listings are in our Florida hotels for sale roundup this week, all select-service or extended-stay. The one with a fixed asking price works out to about $105,000 a key, a small fraction of what Florida’s resort deals traded for this year.
| Hotel | City | Keys | Asking price | Per key | Broker |
|---|---|---|---|---|---|
| Comfort Suites and Econo Lodge/Suburban Studios Daytona Beach | Daytona Beach | 229 (two hotels) | Starting bid $4,000,000 (auction) | — | Listed on Crexi |
| Residence Inn Jacksonville South-Bartram Park | Jacksonville | 122 | Unpriced | — | Hunter Advisors |
| Hampton Inn & Suites Jacksonville South-Bartram Park | Jacksonville | 103 | Unpriced | — | Hunter Advisors |
| Comfort Suites Ocala | Ocala | 89 | $9,350,000 (reduced) | $105,056 | Mumford Company |
From the Hotelier Times Hotels for Sale roundup, last checked October 21, 2026. These hotels are listed by their brokers, not with The Hotelier Times; per-key figures are our math from the asking price. Selling a Florida hotel? List it with us for a flat monthly fee, no commission.
What’s driving Florida
- Rate, not occupancy, in South Florida. Every Miami-Dade submarket raised ADR through August, led by Coconut Grove/Key Biscayne (+23.5%) and North Dade (+17.4%), while occupancy fell in eight of eleven submarkets.
- A soft summer. August was Miami-Dade’s weakest month of the year, with occupancy down 7.6% and RevPAR down 7.9%. Owners heading into 2027 budgets should look at year-to-date gains and the summer dip together.
- Tampa Bay’s record August. Hillsborough County’s August hotel revenue of $73.6 million beat its previous August high, and fiscal 2026 revenue topped $1.1 billion, the fourth year in a row above $1 billion, Visit Tampa Bay says.
- Orlando leisure demand held. Visit Orlando credits overlapping U.S. and international school breaks for July’s gains, and says demand for August through October was pacing 3% ahead of last year.
- Supply is building on the Gulf Coast. Lodging Econometrics counts a record 61 projects and 8,370 rooms in Tampa’s pipeline at mid-2026, and 54 projects with 5,474 rooms in early planning in Orlando.
- Resort buyers paid up. Florida produced four of the year’s priciest U.S. trades: Grande Lakes Orlando at about $867,000 a key, JW Marriott Marco Island above $1 million a key, and Cheeca Lodge and Pier House in the Keys at roughly $1.2 million to $1.34 million a key. See them all on the Hotel Deal Map.
- Select-service is trading quietly. Hunter Advisors closed four Florida select-service and lifestyle sales in the third quarter, and Brasswater added two Hampton Inns in Palm Beach County in October.
Run your own numbers with our price per key and cap rate calculators, and compare brand costs with our franchise fee comparison.
Sources
- Greater Miami Convention & Visitors Bureau, Miami-Dade Industry Updates, September 2026 (STR data through August 2026)
- Greater Miami Convention & Visitors Bureau, August 2026 Greater Miami Occupancy and ADR (STR)
- Visit Tampa Bay, record August 2026 hotel revenue (Oct. 15, 2026)
- WFTV, Visit Orlando reports strong July growth (Sept. 8, 2026)
- Lodging Econometrics, U.S. markets hotel construction pipeline, Q2 2026
- Hunter Advisors, 21 hotel transactions in the third quarter of 2026 (Oct. 5, 2026)
- Hotel Realtor, Brasswater expands South Florida portfolio
- Hotel Online, Hotel Maren Fort Lauderdale sale
- Ryman Hospitality Properties, Grande Lakes Orlando acquisition (Sept. 1, 2026)
- LODGING, Pier House Resort & Spa sale
- JLL, Cheeca Lodge & Spa sale
- LW Hospitality Advisors, Q2 2026 major U.S. hotel sales survey
- Commercial Observer, Mayfair House Hotel & Garden sale
- JLL, JW Marriott Marco Island Beach Resort sale
- Hotel Management, Ashford hotel sales
- REBusinessOnline, The Ben sale
- Host Hotels & Resorts, Four Seasons Orlando and Jackson Hole sale
Florida hotel market FAQ
How is the Florida hotel market doing in 2026?
Rates are carrying the year. Through August 2026, Miami-Dade ADR rose 12.8% to $261.54 while occupancy slipped 2.4% to 74.2%, lifting RevPAR 10.1% to $193.95. Palm Beach RevPAR rose 12.2% and Broward 7.7%.
Which Florida market has the highest hotel RevPAR?
Among the markets STR compares, Palm Beach led through August 2026 at $227.71 RevPAR on a $310.21 ADR, ahead of Miami-Dade at $193.95.
How did Tampa and Orlando hotels perform in 2026?
Hillsborough County (Tampa) posted August occupancy of 67.8% (up 4%), ADR of $142.47 and RevPAR of $96.59 (up 6.7%), with record August taxable hotel revenue. Orlando ran 74.1% occupancy in July at a $198.25 ADR.
What was the largest Florida hotel sale of 2026?
Host Hotels & Resorts sold the Four Seasons Resort Orlando together with the Four Seasons Jackson Hole for $1.1 billion in February 2026. All Florida sales we track are in the transactions table on this page.
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