Holiday demand and major events boosted hotel performance statewide, while several markets continued to absorb significant new supply.
The Columbia hospitality market benefits from a stable base of government-related demand, with growing business travel providing additional support. Occupancy declined 90 basis points year-over-year as the market continued to absorb the 457 rooms delivered over the past year.
Charleston’s hospitality market continues to shift toward high-end travel. The spring 2026 opening of The Cooper further strengthened a luxury segment that already leads the market, and with its rates reaching above $1,000/night, helped drive overall ADR up 5.6 percent year-over-year to $179.13.
Greenville-Spartanburg posted gains in occupancy and RevPAR, driven by summer corporate travel and the start of the Clemson football season. Corporate demand should remain a key driver, particularly with the proposed Falls Park Conference District.
Hilton Head’s hospitality market posted strong performance this quarter, with year-over-year occupancy gains in the Midscale, Upper Midscale, and Upscale segments driving RevPAR growth across each class.
Myrtle Beach posted slight year-over-year declines in occupancy and RevPAR, with the softening concentrated in the Economy segment, where demand has been declining for several years. Economy occupancy fell 740 basis points despite ADR dropping to $92.93, the segment’s lowest rate since Q3 2002.
-Contributing Analysts: Will Schenk | Director of Research and Megan Lawson | Market Analyst
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