Autumn travel to the Santa Barbara South Coast delivered steady hotel performance, continuing to generate local tax revenue and support jobs across the community, according to seasonal data presented by Visit Santa Barbara (VSB).
“Fall hotel performance on the Santa Barbara South Coast held steady compared with last year, even as the travel industry navigates reduced international visitation and households remain cautious amid broader economic uncertainty,” said Kathy Janega-Dykes, president/CEO of Visit Santa Barbara, the region’s destination marketing organization.
“That stability matters locally, as overnight visitation continues to play an important role in supporting our workforce, funding public services. and maintaining the vitality of our community year-round,” Janega-Dykes said.
September, October and November hotel performance for fall 2025 held close to fall 2024 levels, with occupancy averaging 71.4%, slightly below last year, according to VSB.
Higher room rates supported continued revenue stability, as average daily rates rose 2.6% to $359 and revenue per available room increased 0.75% to $257, VSB reports.
November was particularly strong, with the Santa Barbara South Coast’s occupancy outperforming most cities in its competitive set, and revenue per available room increasing 4% year over year, according to VSB.
The data referenced is provided 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.
VSB has also brought back its Locals Lodging Promotion, offering 30% discounts for residents from Goleta to Carpinteria who book overnight trips within the Santa Barbara South Coast for stays between October and early 2026 at a dozen area properties.
New this year, in tandem with Visit Santa Barbara’s lodging promotion, more than 25 South Coast hospitality partners are providing deals just for locals, VSB said.
To view available offers, terms, and booking instructions, visit https://santabarbaraca.com/locals.