San Francisco’s Hotel Industry Poised for Massive Surge with Super Bowl LX

• San Francisco hotels anticipate a significant revenue boost from Super Bowl LX, with room rates projected to rise by 37%.
• Despite challenges, the city is poised for strong hotel performance, capitalizing on the national spotlight and increased demand.

As Super Bowl LX approaches, set to take place on February 8 at Levi’s Stadium in the San Francisco Bay Area, the city’s hotel industry is gearing up for a substantial economic impact. The last time San Francisco hosted the Super Bowl, in 2016, the city experienced a notable surge in hotel performance, with revenue per available room (RevPAR) jumping 30% and average daily rate (ADR) climbing significantly.

This year, San Francisco hotels are forecast to deliver another strong performance, with room rates expected to rise 37% year over year, leading to a 47% increase in RevPAR. Although the projected occupancy rate shows a 19% decline from 2016, the ADR is expected to increase by 20%, highlighting the city’s ongoing post-pandemic recovery.

The ripple effect of the Super Bowl extends beyond San Francisco, with nearby cities such as San Jose seeing even larger spikes in hotel performance. In 2016, San Jose hotels saw rates surge by 139% the day before the game, with RevPAR soaring by 162%. This trend is expected to continue in 2026, benefiting the broader Bay Area.

Despite the challenges posed by a larger hotel supply than in previous host cities, such as New Orleans, San Francisco is well-positioned to capitalize on the national spotlight. The city has shown impressive gains in hotel metrics throughout the year, setting the stage for a strong start to 2026 as it welcomes football fans from across the country.

Discover more at CoStar.