Visit Santa Barbara, the official destination marketing organization for the Santa Barbara South Coast region, on July 26 presented hotel performance data for June 2024 and the 12 month-fiscal year ending in June.

The Santa Barbara South Coast hotel occupancy increased 6% in June 2024, compared to June 2023. Hotel occupancy was 78% in June 2024.

The average rate for a Santa Barbara South Coast hotel room in June 2024 was $368 a night, up 1% from the same month last year.

Revenue per available hotel room was $287 in June 2024, increasing 7% compared to the same month last year.
 
“The June 2024 data demonstrates an achievement for the Santa Barbara South Coast, with the highest Transient Occupancy Tax (TOT) reported for any June in the city of Santa Barbara,” said Kathy Janega-Dykes, president/CEO of Visit Santa Barbara.

“After a difficult winter of weather that was colder than usual, the improvement in June represented a key turnaround for local hospitality business, their employees and visitor-generated tax collections along the South Coast,” she said.

The success in hotel performance is seen in neighboring South Coast areas, as Visit Santa Barbara forecasts the city of Goleta and the unincorporated areas of Santa Barbara County will receive their highest TOT for any previous June.

June also marked the end of the fiscal year used by local governments. Reflecting on the past 12 months, the Santa Barbara South Coast hotel occupancy was flat in 2024, compared to 2023. Hotel occupancy was 70% in 2024.

The average rate for a Santa Barbara South Coast hotel room in 2024 was $333 a night, down 4% from the previous 12-month period.

Revenue per available hotel room was $232 in 2024, decreasing 4% compared to last year.
 
“As June was the end of the city of Santa Barbara’s fiscal year, the city’s lodging businesses and overnight visitors paid $33.2 million in TOT, which was a new all-time record,” said Janega-Dykes.
 
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.