Jacksonville Hospitality Market Report

Demand localized to select area amid stadium renovations. Jacksonville was one of two major markets to record demand growth in 2021 relative to 2019, though performance has since leveled off. With supply projected to increase in 2025 at its fastest pace since 2009, additional inventory may put pressure on occupancy. Echoing the national trend, weakness is most pronounced in the limited-service segment. The divergence is visible in the Beaches submarket, where occupancy improved modestly last year. With ADR levels nearly double those of any other submarket, driven by to coastal appeal and higher-income visitors, the area bucked the broader metro trend as most other locations recorded steeper declines amid softer demand. Compounding these pressures, EverBank Stadium’s renovation will reduce seating capacity during the 2026 NFL season, likely trimming room demand tied to Jaguars’ home games, particularly within the Northbank and broader downtown submarkets. By 2027, renovations at EverBank Stadium should conclude, restoring full seating capacity while introducing upgraded amenities and infrastructure.