WATERTOWN — Jefferson County hotels saw a decline in overnight guests in March, even as two other important indicators of hotel-business performance were mixed in the month.
The hotel-occupancy rate (rooms sold as a percentage of rooms available) in the North Country’s most populated county fell 5.5 percent to 40.9 percent in the third month of 2025, compared to a year prior, according to STR, a Tennessee–based hotel market data and analytics company. Year to date through March, occupancy was down 4.1 percent to 38 percent.
Revenue per available room (RevPar), a key industry gauge that measures how much money hotels are bringing in per available room, slipped 0.6 percent in Jefferson County to $44.76 in March, compared to March 2024. In the first three months of the year, RevPar was up 0.8 percent to $41.77.
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The average daily rate (ADR), which represents the average rental rate for a sold room, increased 5.2 percent to $109.41 in March from the same month in 2024, per STR. Year to date through March 31, ADR was higher by 5.1 percent to $110.05.
