Florida’s 2024 hotel market combined strong spring demand with a pronounced late-summer slowdown. VISIT FLORIDA Research / STR reported monthly average daily rates from $150.96 in August to $238.30 in March, while calendar-year occupancy reached 69.3%. The state also welcomed 109.4 million visitors across the first three quarters reported here and generated $133.6 billion in tourism economic impact for the year.
Florida hotel statistics at a glance
- Annual occupancy: 69.3% in calendar year 2024 (VISIT FLORIDA Research FAQ).
- Annual occupancy change: Up 0.4% from 2023 (VISIT FLORIDA Research / STR).
- Annual average daily rate change: Down 0.5% from 2023 (VISIT FLORIDA Research / STR).
- Annual room-nights change: Room nights sold rose 1.6% from 2023 (VISIT FLORIDA / Governor DeSantis press release).
- Highest monthly ADR: $238.30 in March 2024 (VISIT FLORIDA Research / STR).
- Lowest monthly ADR: $150.96 in August 2024 (VISIT FLORIDA Research / STR).
- Highest monthly occupancy: 78.5% in March 2024 (VISIT FLORIDA Research / STR).
- Lowest monthly occupancy: 59.7% in September 2024 (VISIT FLORIDA Research / STR).
- Highest monthly room nights sold: 12.1 million in March 2024 (VISIT FLORIDA Research / STR).
- Lowest monthly room nights sold: 8.9 million in September 2024 (VISIT FLORIDA Research / STR).
Contents
- Monthly hotel rates
- Monthly occupancy
- Room nights sold
- Quarterly visitors and airport activity
- Year-over-year hotel performance
- Tourism’s economic impact
Monthly hotel rates
Average daily rate (ADR) measures the average amount paid per occupied hotel room. In Florida, the 2024 monthly pattern peaked during the spring travel period, then eased through the summer before recovering toward the end of the year.
| Month | Average daily rate |
|---|---|
| January 2024 | $197.77 |
| February 2024 | $229.00 |
| March 2024 | $238.30 |
| April 2024 | $204.66 |
| May 2024 | $185.30 |
| June 2024 | $172.31 |
| July 2024 | $167.87 |
| August 2024 | $150.96 |
| September 2024 | $151.47 |
| October 2024 | $170.99 |
| November 2024 | $178.07 |
| December 2024 | $200.47 |
Florida’s ADR was $197.77 in January and climbed to $229.00 in February. March produced the year’s high at $238.30. The rate then fell to $204.66 in April, $185.30 in May, and $172.31 in June. July’s average was $167.87, followed by the year’s low of $150.96 in August. September was nearly identical at $151.47.
Rates improved in the final quarter. October reached $170.99, November reached $178.07, and December reached $200.47. The monthly data therefore shows a clear spring high, a late-summer low, and a year-end recovery. These are Florida hotel ADR observations for each calendar month of 2024 from VISIT FLORIDA Research / STR; they are not a forecast for later years.
Monthly occupancy
Occupancy describes the share of available hotel rooms that were occupied during a period. The 2024 monthly readings were highest in March and lowest in September.
| Month | Hotel occupancy |
|---|---|
| January 2024 | 68.8% |
| February 2024 | 77.2% |
| March 2024 | 78.5% |
| April 2024 | 71.6% |
| May 2024 | 68.5% |
| June 2024 | 69.1% |
| July 2024 | 68.2% |
| August 2024 | 62.2% |
| September 2024 | 59.7% |
| October 2024 | 68.6% |
| November 2024 | 70.8% |
| December 2024 | 69.8% |
Occupancy rose from 68.8% in January to 77.2% in February and 78.5% in March. It then moved down to 71.6% in April and 68.5% in May. June was 69.1%, while July was 68.2%.
The late-summer decline was more pronounced than the rate decline alone suggests: occupancy was 62.2% in August and 59.7% in September. It recovered to 68.6% in October, 70.8% in November, and 69.8% in December. For the full calendar year, VISIT FLORIDA Research FAQ lists Florida hotel occupancy at 69.3%.
Room nights sold
Room nights sold counts the hotel room nights purchased during each month. It reflects both the amount of available inventory and the amount of demand, so it provides a useful companion to ADR and occupancy.
| Month | Room nights sold |
|---|---|
| January 2024 | 10.6 million |
| February 2024 | 10.7 million |
| March 2024 | 12.1 million |
| April 2024 | 10.7 million |
| May 2024 | 10.6 million |
| June 2024 | 10.3 million |
| July 2024 | 10.5 million |
| August 2024 | 9.6 million |
| September 2024 | 8.9 million |
| October 2024 | 10.6 million |
| November 2024 | 10.6 million |
| December 2024 | 10.8 million |
Florida hotels sold 10.6 million room nights in January 2024 and 10.7 million in February. March was the strongest month at 12.1 million, matching the year’s highest occupancy and ADR. April returned to 10.7 million, followed by 10.6 million in May and 10.3 million in June. July reached 10.5 million.
Sales fell to 9.6 million room nights in August and 8.9 million in September. The final quarter brought a rebound: October and November each recorded 10.6 million, while December reached 10.8 million. The annual comparison supplied by VISIT FLORIDA / Governor DeSantis press release shows room nights sold in 2024 were up 1.6% from 2023.
Quarterly visitors and airport activity
Visitor volume provides context for hotel demand, but the visitor figures cover Florida tourism broadly rather than hotel guests alone. Florida welcomed 40.6 million visitors in Q1 2024, including 37.2 million domestic visitors, 2.1 million overseas visitors, and 1.3 million Canadian visitors. Enplanements at 19 Florida airports reached 30.2 million during the quarter.
In Q2 2024, Florida welcomed 34.2 million visitors. The total included 31.5 million domestic visitors, 2.0 million overseas visitors, and 739,000 Canadian visitors. Airport enplanements reached 29.2 million. The same VISIT FLORIDA / Governor DeSantis press release reported that Florida hotel room demand increased 0.9% in Q2 2024 compared with Q2 2023.
Florida welcomed 34.6 million visitors in Q3 2024. Taken together, the reported first three quarters represent 109.4 million visitors, although the totals are presented by quarter and should not be treated as a hotel-stay count. The Q1, Q2, and Q3 visitor figures come from VISIT FLORIDA / Governor DeSantis press release reporting for those specific periods.
Year-over-year hotel performance
The calendar-year comparison shows a slightly fuller hotel market in 2024, even as the annual average rate edged lower. VISIT FLORIDA Research / STR reported that Florida hotel occupancy was up 0.4% from 2023. The annual occupancy level listed by VISIT FLORIDA Research FAQ was 69.3%.
At the same time, calendar-year average daily rate was down 0.5% from 2023, according to VISIT FLORIDA Research / STR. That annual movement sits alongside the monthly pattern: the market recorded particularly high rates in February and March, lower rates in August and September, and a recovery in December.
Demand was stronger on a room-night basis. VISIT FLORIDA / Governor DeSantis press release reporting states that Florida hotel room nights sold increased 1.6% from 2023. The same source reports a 6.7% increase in hotel occupancy during Q4 2024 compared with Q4 2023, while room nights sold increased 1.7% in Q4 2024 versus Q4 2023.
These measures describe different dimensions of performance. Occupancy tracks the share of available rooms filled, ADR tracks the average rate of occupied rooms, and room nights sold tracks purchased room nights. A year with higher room-night demand can therefore coexist with a modestly lower annual ADR.
Tourism’s economic impact
Hotel performance is part of a much larger Florida travel economy. VISIT FLORIDA Economic Impact release reporting says the state’s 2024 tourism industry generated $133.6 billion in economic impact and supported 1.8 million jobs. The sector generated $79.9 billion in wages and $33.6 billion in taxes.
The same release reports that out-of-state visitor spending reached $134.9 billion in 2024. It also states that travel and tourism accounted for 7.8% of Florida’s nominal gross state product in 2024.
These economic figures cover the statewide travel and tourism sector, not hotel revenue alone. They should therefore be read alongside, rather than substituted for, the hotel measures above. The hotel statistics describe ADR, occupancy, and room nights; the economic-impact figures describe the broader contribution of tourism-related activity across Florida.
For readers comparing Florida travel conditions across the year, the clearest 2024 pattern is seasonal: March led the monthly hotel measures, late summer was the softest period, and the final quarter recovered. The annual figures add a broader frame: occupancy was 69.3%, occupancy was 0.4% higher than in 2023, ADR was 0.5% lower, and room nights sold were 1.6% higher.