Bryan, Texas, Breaks Records With May 2025 Hotel Revenues

Bryan achieved another milestone in May 2025, reporting record-breaking hotel revenues. The city generated $4.5 million in hotel revenues, surpassing the previous record of $4.42 million set in November 2024. This increase highlights the growing appeal of Bryan as a destination.

Several key events contributed to the impressive hotel revenues recorded in May 2025. Among these were the 3SSB Adidas Basketball tournaments, the Troubadour Music Festival, and the NCAA Track & Field event. Additionally, targeted advertising efforts by Destination Bryan played a significant role in attracting visitors to the city during the month.

“Last month’s success was driven by a combination of ongoing events at Legends Event Center and Texas A&M continuing to bring in new citywide events, which has really shifted the local market dynamics,” said Director of Sales Melissa Moreno at Hyatt House Bryan / College Station. “The stacked weekend tournaments helped spread out demand across the city, while the week-long NCAA Track and Field Championships provided strong midweek occupancy, resulting in a well-balanced performance overall.”

Bryan hotels hit a new monthly high in May 2025, reaching a 70.2% occupancy rate. This marks the highest monthly average occupancy since 2014. This high occupancy rate reflects the success of the events hosted and the city’s appeal as a destination. Bryan's central location and unique blend of small-town charm, history, and cuisine make it a popular getaway destination for residents of major Texas cities, including Dallas-Fort Worth, Houston, Austin, and San Antonio.

“Visitors are vital to the Bryan economy,” said Destination Bryan Executive Director John Friebele. “If these visitors stopped coming to Bryan, each household would need to spend an extra $5,500 a year to keep our economy going. The success seen in May furthers this mission and is a testament to the work of our hotels, Legends Event Center, businesses, City leadership, and Destination Bryan staff who continue to attract more visitors to Bryan.”

In 2024, an estimated 4.8 million people visited Bryan, Texas. These visitors spent $184.7 million in our community. If these visitors stopped coming today, each household in Bryan would need to spend an extra $5500 to keep our economy moving. Visitor spending in Bryan supported an estimated 2,200 local jobs in 2024.

This continued growth lends itself the perfect opportunity for Bryan to expand its hospitality offerings. Downtown Bryan is expected to add a new hotel with 130 rooms in 2027.

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Data provided by:
STR.com
U.S. Census
City of Bryan

Photos for Media Use.

Media Contact:
Lina Adams
PR & Communications Coordinator
lina@destinationbryan.com
OFFICE: (979) 721-9506