Florence, Texas hotel market
Williamson County · Measured room revenue from state hotel occupancy tax filings, through May 2026.
Quarterly hotel room revenue
state filingsRoom receipts reported by Florence hotels to the Texas Comptroller, summed by calendar quarter so monthly and quarterly filers land in the same buckets. Short-term rentals are excluded and measured separately. *Market RevPAR divides trailing revenue by registry rooms x 365; registry capacity can lag renovations.
Short-term-rental share
measuredSTR share of all measured lodging revenue: platform remittances (Airbnb, Vrbo, Vacasa) plus individually permitted hosts and rental managers. Open dots are partial years.
Hotels in Florence
1 filing locations| Hotel | Brand family | Rooms | FY2025 revenue | TTM revenue | $/key | YoY | |
|---|---|---|---|---|---|---|---|
| The Vineyard At Florence | Independent | 19 | $716k | $718k | $38k | +32.5% | Screen |
Every hotel and motel filing state room tax in Florence, ranked by trailing-12-month reported receipts. Brand and tier are read from the filing name; $/key divides TTM revenue by registry rooms. Quarterly filers report at quarter granularity, so their trailing windows can lag by up to two months.
Hotels vs short-term rentals
measured · state filings| Year | Hotel revenue | STR revenue | STR share |
|---|---|---|---|
| 2026 (5mo) | $275k | $80k | 22.5% |
| 2025 | $716k | $156k | 17.9% |
| 2024 | $462k | $164k | 26.2% |
| 2023 | $480k | $163k | 25.4% |
| 2022 | $454k | $71k | 13.6% |
| 2021 | $389k | $43k | 10% |
| 2020 | $95k | $15k | 13.7% |
| 2019 | $425k | $0 | 0% |
| 2018 | $396k | $1k | 0.3% |
| 2017 | $209k | $4k | 2% |
Short-term-rental revenue combines platform remittances (Airbnb, Vrbo and similar file one aggregate per city) and individually permitted hosts and rental managers. Revenue is measured; listing counts are not derivable from tax filings.
Williamson County context
Census ACS + CBPAmerican Community Survey 5-year estimates and County Business Patterns, county level. Employment counts are private-sector payroll establishments.
Screen a specific hotel
A screening turns one property's public record into a cited report: monthly revenue back to 2017, ownership and franchise research, competitive set, hazard history, and the market context on this page. New accounts get 3 free screenings.
Methodology. Measured from TX Comptroller hotel occupancy tax filings. Corporate housing operators, condo/HOA rental regimes, RV parks, and vacation-rental managers are classified out of the hotel universe by name; hand corrections via override_class win over the computed class. Self-reported and unaudited; amended filings restate history. Registry room capacity can lag renovations. Growth figures need full 12-month coverage in both years; partial-coverage locations show revenue but no growth rate. Quarterly filers are included at quarter granularity: their trailing windows can lag monthly filers by up to two months. Market growth rates substitute a typical month for detector-flagged single-month filing anomalies (amended filings lumped into one month); raw revenue totals stay as filed. Registry room counts that are impossible for the building (a re-registered permit filing 18,872 units against 188) fall back to the last plausible count filed at the same address, or are withheld from room totals when no such filing exists. Room and hotel counts are per building: when a hotel changes filing entities, its co-located registrations count once, at the most recently seen plausible room count, while revenue sums across every filer. Platform rows are city-level aggregates remitted by booking platforms (Airbnb, Vrbo/HomeAway, and similar) under marketplace agreements; they carry real revenue but placeholder unit counts, so listing counts are NOT derivable from this data. Individual-filer figures capture hosts with their own tax permits plus vacation-rental managers and condo rental programs classified by name (one manager can file many locations under one permit); corporate housing operators and RV parks are excluded from both sides. A host who files individually may also have some bookings remitted by a platform, so minor double counting is possible. The small-property heuristic (<=4 units) can misclassify tiny B&Bs or motels. All figures are self-reported, unaudited, and restated by amended filings. Figures are our interpretation of public state records and are not a valuation or investment advice.