Visit Myrtle Beach Releases Lodging Metrics for June 29 - July 5
The Grand Strand experienced mixed tourism performance during the Independence Day holiday, influenced by Tropical Storm Chantal, a shorter holiday window and continued economic pressures affecting travel patterns, according to weekly lodging metrics provided by Smith Travel Research (STR).
For the week ending July 5, 2025, overall occupancy rates for flagged hotels in Horry County averaged 75.3 percent, reflecting an 8.2 percent year-over-year decrease. Yet, despite the week’s overall softness, Friday, July 4 proved resilient with occupancy climbing to 92.5 percent, matching last year’s level and marking the week’s strongest-performing day.
Myrtle Beach Area Occupancy Data as reported by STR for June 29-July 5, 2025 compared to same day of week for the previous year.
Each week, hospitality data analysts from STR track a segment of the region’s lodging inventory, primarily focusing on branded hotels, providing Visit Myrtle Beach with insights into tourism demand. Key factors influencing travel patterns are analyzed to enhance the destination’s performance.
For the week of June 29 – July 5, weather concerns, shorter booking windows and travelers’ tighter budgets contributed to midweek softness.
This year, Tropical Storm Chantal threatened the coast throughout the week and impacted feeder markets during the crucial booking window, reducing last-minute demand. While the fourth was a typical sunny summer day with patriotic festivities proceeding as planned, July 5 and 6 experienced significant weather impacts due to the storm. Chantal made landfall near Litchfield Beach early on July 6, bringing overcast skies, intermittent rain and strong winds throughout Saturday and Sunday.
In contrast, the Independence Day holiday in 2024 featured pleasant weather with sunny or mostly sunny skies and no precipitation, making it ideal for outdoor activities throughout the weekend.
Additionally, the Fourth of July holiday fell on Thursday in 2024, which supported a longer, early-week travel window compared to this year.
“Despite the storm, visitors and residents enjoyed a beautiful day at the beach on the Fourth, celebrating with family and friends,” said Stuart Butler, President of Visit Myrtle Beach. “While weather and calendar shifts impacted midweek travel, the strong turnout on July 4 shows the enduring draw of the Grand Strand as a summer destination. We remain optimistic of the Grand Strand’s resilience and ability to remain competitive as we move deeper into the season and continue welcoming guests to make lasting memories.”
For travel inspiration and up-to-date summer happenings, visit VisitMyrtleBeach.com.