Bluffton and Hilton Head Island Experience Hotel Occupancy Declines

Bluffton and Hilton Head Island, SC, September 19, 2025

News Summary

Bluffton and Hilton Head Island, South Carolina, saw significant drops in hotel occupancy rates during the summer of 2025, largely due to economic uncertainties. While Bluffton’s rates fell to as low as 72%, Hilton Head experienced a 5% decrease overall. Interestingly, average daily room rates remained stable on Bluffton, whereas Hilton Head saw an increase. The region is adapting its marketing strategies to cope with changing travel patterns and engaging more with younger travelers through social media.

Bluffton and Hilton Head Island, South Carolina, faced a notable drop in hotel occupancy during the summer of 2025, driven by rising economic uncertainty and a negative outlook for leisure travel across the United States. According to data from the Hilton Head Island & Bluffton Chamber of Commerce Visitor and Convention Bureau, Bluffton’s hotel occupancy rates plummeted significantly in the spring and early summer months.

In April 2025, occupancy in Bluffton fell by 8% to 80%, followed by a steep 17% decrease to 72% in May, culminating in a 10% decline to 76% in June. Despite these declines, the average daily room rate remained relatively stable. However, revenue per available room saw substantial drops—9% in April, 16% in May, and 10% in June.

Meanwhile, Hilton Head Island recorded an overall hotel occupancy of 63%, which is a 5% decrease from the preceding year. The average daily room rate on Hilton Head, however, increased by 6% to $402, although revenue per available room remained unchanged at $255. Additionally, the occupancy rates for homes and villas on Hilton Head slightly declined, yet their average rates and revenue showed an upward trend.

In contrast, full-service oceanfront properties, such as the Hilton, outperformed others, witnessing improvements in occupancy, average daily rates, and revenue. Overall tourism marketing strategies for Bluffton highlighted a mix of traditional and modern approaches, including social media engagement, influencer marketing, and collaborations with major platforms like Google.

While Bluffton experienced a downturn in engagement on Facebook and Instagram, a surge in followers on TikTok and X (formerly Twitter) indicated a shift in social media dynamics. Bluffton’s tourism pages reported varied results, with Hilton Head’s audience growing by 2% and social referrals to partner businesses jumping 43%, despite a 59% decline in social sessions.

Featured publications for Bluffton included notable magazines such as Country Living, Southern Living, Travel + Leisure, and People Magazine. In contrast, Hilton Head appeared in 474 stories, including coverage in esteemed outlets such as Good Housekeeping and the Washington Post. Research indicated that influencer marketing resonated with younger travelers, as three out of four travelers under 40 acknowledged being influenced by an online personality to book their trips.

The accommodation tax in Hilton Head, set at 3% for rooms rented for less than 90 days, helps fund tourism-related expenses and preservation efforts. Bluffton employs a similar 3% accommodation tax on stays of 30 days or less. Moreover, the Bluffton visitors bureau is engaging in a pilot program with Google to enhance tourism marketing and tackle challenges posed by the rise of “zero-click” Google searches, which now account for two-thirds of total searches. This revolution in search behavior presents challenges to the visibility of visitor bureaus.

As the summer season wraps up, the tourism sector in Bluffton and Hilton Head Island reflects changing travel patterns, fueled by economic conditions and evolving marketing strategies. How these areas adjust to these trends will shape their tourism future in a post-pandemic environment.

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Additional Resources

• Island Packet: Travel and Tourism
• Wikipedia: Tourism
• Augusta Chronicle: Improved Tourism Numbers
• Encyclopedia Britannica: Tourism
• Island Packet: Local News
• Google News: Bluffton Hilton Head Island Tourism
• Island Packet: Business News
• Google Search: Hotel Occupancy Rates South Carolina
• Island Packet: Coronavirus Impact on Tourism
• Google Scholar: Tourism Marketing Strategies

Author: STAFF HERE HILTON HEAD

The HILTON HEAD STAFF WRITER represents the experienced team at HEREHiltonHead.com, your go-to source for actionable local news and information in Hilton Head Island, Beaufort County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as the RBC Heritage golf tournament, Hilton Head Island Wine & Food Festival, and the Gullah Celebration. Our coverage extends to key organizations like the Hilton Head Island-Bluffton Chamber of Commerce and Community Foundation of the Lowcountry, plus leading businesses in tourism and hospitality that power the local economy such as Sea Pines Resort and Sonesta Resort Hilton Head Island. As part of the broader HERE network, including HEREAiken.com, HEREBeaufort.com, HEREChapin.com, HERECharleston.com, HEREClinton.com, HEREColumbia.com, HEREGeorgetown.com, HEREGreenwood.com, HEREGreenville.com, HEREHiltonHead.com, HEREIrmo.com, HEREMyrtleBeach.com, HERENewberry.com, HERERockHill.com, and HERESpartanburg.com, we provide comprehensive, credible insights into South Carolina's dynamic landscape.