Colliers Report: South Carolina Hospitality Market Q1 2026
May 26, 2026
Colliers | South Carolina Market Report
Hospitality Market Updates
Megan Lawson | Market Analyst
Higher-end properties continued to perform statewide, while several markets saw
activity return towards historical norms following anomalous early-2025 demand
driven by the effects of Hurricane Helene.
Columbia
Columbia’s hospitality market continues to experience bifurcating demand as upscale and higher properties saw occupancy spike above 77% in February and March. Simultaneously, the market returned to winter norms as year-over-year demand declined overall following a 2025Q1 boost from Hurricane Helene displacement.
Charleston
The Charleston market maintained strong marketwide performance as all classes showed year-over-year improvement in occupancy, ADR and RevPAR. The pace of new construction remains modest as the pipeline centers on properties further from the market’s core hospitality areas, catering primarily to family and business travel.
Greenville-Spartanburg
Following bolstered demand in early 2025 from the aftereffects of Hurricane Helene, the Greenville-Spartanburg saw 2026Q1 demand reset towards historic norms. Occupancy, ADR and RevPAR all declined over the prior year as weekend demand slowed.
Hilton Head/Beaufort
The Hilton Head market saw a modest uptick in demand during a characteristically slow winter season behind golf travel and conference activity, with occupancy passing the 50% mark. Demand continued a trend of mixed growth over the past couple of years, with a pipeline which has seen minimal recent construction supporting rate growth in the market’s existing properties.
Savannah
The Savannah hospitality market continues to reposition towards a higher-end audience as the market’s supply boom continues. Both business travel, bolstered by an expanding convention center and the nation’s fastest-growing industrial market, and tourism are major contributors.
Myrtle Beach
Myrtle Beach’s hospitality demand saw modest revenue growth driven by improving ADR performance despite occupancy remaining largely flat. Seasonal snowbird travel from Canadian visitors continues to freefall amid international tensions, while spring break travel represented a relatively modest improvement in March.
About Colliers
Colliers | South Carolina is the largest full-service commercial real estate firm in South Carolina with an annual transaction volume of $1.5 billion. The firm has 225 real estate professionals covering the state with locations in Charleston, Columbia, Greenville and Spartanburg. Colliers is the largest manager of commercial real estate properties in South Carolina with a portfolio of over 31 million square feet of office, industrial, retail and healthcare properties. Colliers | South Carolina’s sister company, LCK, provides project management services across the Southeast and beyond with an annual project value of $1.3 billion. LCK helps clients maximize the value of their development projects while remaining on schedule and within budget. Colliers and LCK staff hold more professional designations than any other commercial real estate firm in South Carolina.
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