Frisco, Texas hotel market

Tripled in eight years

Frisco's hotels reported $77.6M in 2017, $101.2M in 2019, and $226.2M in 2025. The trailing twelve months stand at $231.8M, up 8.7%, and unlike most of the big Texas markets this year there is no filing artifact anywhere in the number: no flagged months, no implausible lumps, just growth. The calendar years since the pandemic stack $129.9M, $173.4M, $204.5M, $226.2M.

The current run is holding the pace. February through May 2026 each beat the prior year, by 16.7%, 12.6%, 11.7% and 6.5% respectively; January was the one soft month. This is what a demand-led market looks like in the filings: the growth arrives in steps, and each step corresponds to something that opened.

One resort is a fifth of the market

The Omni PGA Frisco Resort, 500 rooms beside the PGA of America's headquarters, reported $51.7M in the trailing year, up 12.8%, in its third year of operation. That is 22% of the entire city's hotel revenue from one property, and it is still compounding. The rest of the top tier: the 300-room hotel at The Star filing as Frisco Silver Star at $22.7M, the Westin Stonebriar at $18.2M, the Hyatt Regency at $14.9M, and HALL Park Hotel, the 224-room Autograph Collection that opened in October 2024, already sixth-largest at $14.9M in roughly its first full year.

The select-service layer is healthy too: the Drury Inn is up 12.5%, the Homewood Suites 18.6%, the Canopy at Frisco Station 7.6%. The one big property moving backward is the 330-room Embassy Suites by the conference center, down 12.3%. Short-term rentals barely register here: $15.8M in the trailing year, a 6.4% share, the profile of a market whose demand wants meeting space, practice fields and a front desk.

Sources: Visit Frisco: HALL Park Hotel opens

Universal, and the wave behind it

On July 1, 2026, five weeks after this data ends, Universal opened its first regional theme park in Frisco: seven lands built for families with children aged roughly 3 to 8, with a 300-room themed hotel on site. For the existing roster the park is mostly upside, family demand that will book across every tier, but it is also the front of a supply wave. The Dream Hotel at Firefly Park, 190 rooms and 16 stories, is in vertical construction targeting early 2028, and the city's development pipeline behind it is the deepest since the Omni PGA era.

Measured supply is still catching up to the story: 33 hotels and 5,361 registry rooms, essentially flat over the year. Several recent first-time filings are re-registrations of existing hotels under new operators rather than new buildings, and the counts treat them that way; the genuinely new inventory of the past two years is HALL Park Hotel and now Universal's hotel. Meanwhile Toyota Stadium's $182M rebuild runs through 2028 with the stadium open throughout, keeping the events calendar, including World Cup training expectations, intact during construction.

Sources: Universal: the resort opens July 1, 2026 · Community Impact: Firefly Park goes vertical · The Real Deal: the $182M Toyota Stadium overhaul

The buyer's read, and the data notes

Frisco is the rare Texas market where growth is planned rather than cyclical. Demand arrives in openings, The Star, then the Omni PGA, then HALL Park, now Universal, and supply has so far followed in steps the market absorbed. The underwriting question is sequencing: the 24 months after this data add the most new rooms in a decade at the same moment a theme park tests whether family leisure can fill the midweek that sports and corporate demand already own. Assets tied to the tournament and corporate calendar carry the longest track record here; the new leisure tier is a newer, thinner bet. Watch the Embassy Suites, the one large property in decline, for whether it is repositioning or repricing, and watch the Omni PGA's group pace, because a fifth of the market rides on it.

Data notes: no flagged filing artifacts sit in the current comparison windows. Several first-time filings are re-registrations of existing hotels rather than new supply, and the roster treats them as such. All figures are self-reported state tax filings, unaudited, and restated when operators amend.