Napa lodging: 63.5 percent full at $400 a night
STR data through July 2025 shows occupancy at 63.5 percent, average daily rate at $400.73, and RevPAR at $254.34. The luxury tier is carrying the valley.
NAPA: Napa County hotels ran 63.5 percent occupancy year to date through July 2025, at an average daily rate of $400.73 and revenue per available room of $254.34, according to STR data published by Visit Napa Valley.
The headline rate tells only half the story. The STR report breaks the county by jurisdiction and service tier, and the splits show a familiar pattern: luxury properties holding rate while the middle of the market competes on occupancy. In a valley where the average night costs $400, the guest mix matters more than the headcount.
The pattern is a mature luxury destination managing through softer demand with rate discipline rather than discounting, protecting the long-run price position at the cost of short-run occupancy.
For the wine trade, lodging economics are upstream of tasting room economics. The visitor who pays $400 for the room is the visitor who can pay $79 for the tasting and join the club. When occupancy softens at the top tier, the tasting room feels it two quarters later.
The 2026 watch item is whether rate discipline holds. If luxury ADR cracks, the valley's entire visitor-value chain reprices downward, from the tasting fee to the bottle price. If it holds, Napa keeps its position as the premium end of American wine tourism, at the cost of fewer, richer visitors.
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