Visit Santa Barbara, the official destination marketing organization for the Santa Barbara South Coast region, on March 21, presented hotel performance data for February 2025.

Santa Barbara South Coast hotel occupancy increased 1% in February 2025, compared to February 2024. Hotel occupancy was 63% in February 2025.

The average rate for a Santa Barbara South Coast hotel room in February 2025 was $277 per night, up 8% from the same month last year.

Revenue per available hotel room was $174 in February 2025, increasing 9% compared to the same month last year. 

Transient Occupancy Tax (TOT) for the city of Santa Barbara is projected to be $2.04 million, a year-over-year growth of 15% and the tenth consecutive record-breaking month.

The data referenced is generated by STR, an independent hospitality data analytics company. It includes hotels in Santa Barbara, Goleta, Montecito, Summerland, and unincorporated Santa Barbara County (between Gaviota and Summerland).