St. Joe Boosts Hotel Occupancy and Rates Amid Expanded Marketing Push
Event summary
- St. Joe's 12-hotel portfolio in Northwest Florida saw year-over-year growth in occupancy and average daily rates (ADR) during the 2026 summer season.
- Texas was the top feeder state for the 30A hotel portfolio, with significant growth also seen from New York, Chicago, and Oklahoma City.
- The company attributes the growth to targeted marketing efforts, particularly in the New York metropolitan area, leveraging nonstop Delta flights from LGA to ECP.
- St. Joe plans to continue marketing efforts in New York during the 2026–2027 winter season to promote Northwest Florida as a winter destination.
The big picture
St. Joe's summer performance highlights the success of its strategy to diversify its guest base beyond the traditional drive market. The company's ability to increase both occupancy and ADR suggests strong demand for its differentiated hospitality offerings. With nonstop air service connecting Northwest Florida to seven of the ten largest MSAs in the country, St. Joe is well-positioned to capitalize on expanding tourism trends in the region.
What we're watching
- Market Expansion
- Whether St. Joe can sustain growth from non-traditional markets like New York and Chicago beyond the summer season.
- Airline Partnerships
- How the continued availability of nonstop flights from major metropolitan areas will impact St. Joe's ability to attract out-of-region travelers.
- Seasonal Strategy
- The effectiveness of St. Joe's winter marketing campaign in positioning Northwest Florida as a year-round destination.