Market Trends
San Diego Hotel Market Trends
I have been tracking this market for more than 40 years. Occupancy, average daily rate (ADR) and RevPAR for San Diego County and its seven submarkets, checked every month against eight years of history. For the other West Coast and AZ markets I track, see the Western US hotel market comparison.
The numbers at a glance, June 2026
- County total: $234.79 ADR (up 7.7%), 84.4% occupancy, $198.18 RevPAR (up 12.1%). ADR and RevPAR are both all-time June records.
- Fastest-growing submarket: Chula Vista and South, RevPAR up 42.4% on continuing Gaylord Resort momentum.
- Rate leader: Downtown and Marinas, $291.17 ADR.
- Every submarket grew RevPAR this month, a much broader gain than May, when five of the seven submarkets were down.
San Diego hotel market trends, June 2026
Direct answer: San Diego County hotels averaged $234.79 per night in June 2026, up 7.7 percent from June 2025. RevPAR of $198.18 was up 12.1 percent. Both are all-time June records for the eight years of data we track: RevPAR beats the old mark of $184.62 set in 2022 by 7.3 percent, and ADR beats last year's $219.62 by 6.9 percent. Occupancy of 84.4 percent did not set a record, it ranks fifth of the last nine Junes, which makes this a rate-driven month rather than a demand-driven one.
San Diego, trailing 12 months vs. the same month last year
Each month against the same month one year earlier. A new column is added and the oldest one drops off each update.
Robert's take: a record June, built on rate
San Diego submarket performance, June 2026
RevPAR by submarket
Revenue per available room, June 2026. Hover any bar for the full picture.
Submarket detail
Click any column header to sort. YoY figures are change versus June 2025.
Frequently asked questions
What is the average daily rate for San Diego hotels in 2026?
San Diego County hotels averaged $234.79 per night in June 2026, up 7.7 percent from June 2025, an all-time June record for the eight years of data we track. RevPAR of $198.18 was up 12.1 percent, also a June record. Submarket ADR ranged from $148.91 in La Mesa and Areas East to $291.17 in Downtown and Marinas.
Is June 2026 a record month for San Diego hotels?
Yes, for rate. ADR ($234.79) and RevPAR ($198.18) are both all-time June records, beating the prior marks of $219.62 (2025) and $184.62 (2022) respectively. Occupancy (84.4 percent) is not a record, it ranks fifth of the last nine Junes, so the growth is coming from rate rather than demand.
Which San Diego submarket is growing fastest in 2026?
Chula Vista and South, where RevPAR was up 42.4 percent year over year in June 2026 to $159.93, driven by the continuing ramp-up of the Gaylord Resort. Every one of the county's seven submarkets grew RevPAR this month.
What is RevPAR and how is it calculated?
RevPAR is revenue per available room: rooms revenue divided by rooms available, whether sold or not. It combines rate and occupancy in one number. Example: San Diego's June 2026 ADR of $234.79 at 84.4 percent occupancy produces RevPAR of $198.18. Occupancy cannot be taken to the bank. RevPAR gets closer to what can.
How does this page differ from the West Coast market comparison page?
This page is the San Diego deep dive: submarket-level detail, a 12-month trend, and multi-year record-checking against 8 years of history. The West Coast hotel market comparison page shows San Diego alongside Los Angeles, San Francisco, Anaheim and Phoenix at the metro level, month by month, without submarket detail.
How often is this page updated?
Monthly, usually within two weeks of month-end, with the newest month added to the trend chart and submarket tables. Commentary is written by Robert Rauch, a hotel operator and consultant with more than 40 years in the industry.
Methodology and definitions
Figures reflect hotel-collected performance data compiled and analyzed by Hotel Guru from licensed Kalibri Labs sources, alongside our own tracking of the San Diego market going back more than 40 years. Submarket figures cover San Diego County using Kalibri's current submarket boundaries; those boundaries do change occasionally (most recently for the area now called La Mesa and Areas East, previously East County), and this page notes it when they do. Multi-year comparisons and record-checks draw on an internal 8-year reference workbook; specific findings are cited in prose here, the underlying multi-year series is not published. For the other four West Coast markets we track, see the West Coast hotel market comparison.
- ADR
- Average daily rate. Rooms revenue divided by rooms sold.
- Occupancy
- Rooms sold divided by rooms available. Year-over-year change is shown as relative percent change, not percentage points.
- RevPAR
- Revenue per available room. ADR multiplied by occupancy.
- Booking cost per room night
- What hotels pay in commissions, transaction fees and acquisition costs for each booked room night. Lower is better.
Robert Rauch, CHA
Bob has been an owner-operator of San Diego hotels for decades, founding chairman of Brick Hospitality and CEO of R. A. Rauch & Associates. He's published Hospitality Innsights since 1984 and has taught Hospitality Entrepreneurship at Arizona State University and San Diego State University.
Read the full bio →Your Source for Hospitality Innsights
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June is a record month for San Diego. RevPAR of $198.18 is the best June in the eight years of data we track, beating the old mark of $184.62 set in 2022 by 7.3 percent. ADR of $234.79 also set a June record, topping last year's $219.62 by 6.9 percent. Occupancy of 84.4 percent did not set a record, it ranks fifth of the nine Junes since 2018, behind 2018, 2019, 2022 and 2023. This was a rate-driven month, not a demand-driven one, and that is a healthier kind of growth. It holds up better if demand softens than a month built on occupancy alone.
Against the last twelve months, June's RevPAR is the strongest since last July's $200.38, and that was the peak of last summer. Getting this close to last year's high point in June, before July and August even arrive, is a good sign heading into the county's busiest stretch.
April was a good month here. May was more complicated, RevPAR down 4.4 percent as rate held but occupancy softened. I said at the time that operators holding rate through a soft May would be positioned for a stronger summer. June bore that out.
Every submarket grew RevPAR this month, a much broader gain than May, when five of the seven submarkets were down. Chula Vista and South led by a wide margin, RevPAR up 42.4 percent on the continuing strength of the Gaylord, occupancy and rate both up double digits. Downtown and Marinas bounced back from May's convention-driven slump to post the county's highest ADR, $291.17. Del Mar-La Jolla Coastal held the second-highest ADR at $263.03, steady rather than fast, its 10.0 percent RevPAR gain was the second-smallest of the seven. Oceanside-Carlsbad's spring rate discipline is paying off with an 11.4 percent RevPAR gain. SeaWorld-Mission Valley posted the smallest gain of the seven at 9.0 percent, still a solid month, just the quietest of a strong group.