Green Bay, WI hotel market report, Q1 2026

Green Bay's hotels are at or near ten-year highs on rate and RevPAR, and almost nothing new is being built. Over the twelve months to April 2026 the market ran 54.7% occupancy, a $137.01 ADR and $74.91 RevPAR, with all three up on the year.

Executive summary

Green Bay enters 2026 with solid fundamentals and momentum: occupancy +2.2%, ADR +5.6% and RevPAR +7.9% on the year, all at or near ten-year highs. Only one hotel is under construction, a 90-room TownePlace Suites by Marriott in De Pere due in summer 2026, and no rooms were delivered in the last twelve months. The 43 existing hotels and 4,409 rooms keep absorbing demand with little dilution, a good setting for further rate growth.

Demand rests on a strong healthcare cluster of four major hospital systems and on Lambeau Field and the Green Bay Packers, a demand engine no other market in the region has. The April 2025 NFL Draft brought an estimated $72.9 million of economic impact to Brown County. Tourism spending in Brown County reached $850 million in 2024, +6.2% on the year. Downtown is in a revitalization wave, with new mixed-use projects, the planned Public Market and riverfront redevelopment all pointing to broader demand over the next 24 to 36 months.

Against its Wisconsin peers, Green Bay's occupancy (54.7%) trails Madison (61.6%) and Milwaukee (59.4%), and its ADR ($137) and RevPAR ($75) are also lower, reflecting a smaller market and highly seasonal, event-driven demand. Its 10.1% cap rate, the highest of the three, is an attractive entry point given improving performance and a thin pipeline.

The market

Green Bay is Wisconsin's third-largest city and the economic hub of Northeast Wisconsin. It sits at the southern tip of the bay of Green Bay on Lake Michigan, about 119 miles north of Milwaukee, 121 miles northeast of Madison and 185 miles north of Chicago. The Green Bay-Ashwaubenon metro covers Brown County, a regional population of about 334,700. The city and neighboring Ashwaubenon, home of Lambeau Field, work as one hotel market.

Paper and food processing built the economy, but it has diversified. Healthcare is now the largest and fastest-growing sector, with four major hospital systems, and insurance, logistics and education matter too. Median household income is about $79,876, unemployment about 3.2%, and the poverty rate 7.9%, well below the national 12.2%. One in five local jobs is still in manufacturing, mostly food and allied products, which brings steady demand for midscale and economy hotels.

Healthcare dominates the employer list, with four hospital systems. Schreiber Foods and Schneider National are the largest manufacturing and logistics employers, which support the corporate travel base.

New supply

Under construction

One hotel is under construction: a five-story, 90-room TownePlace Suites by Marriott, an extended-stay hotel on the former Shopko site on W. Wisconsin Street in De Pere. Construction began in August 2025 for a summer 2026 opening. It is part of a larger mixed-use project in De Pere's Broadway district with a 60-unit apartment building and the city's first parking ramp. It was not yet in CoStar's April 2, 2026 data; we verified it through local news.

Proposed and in planning

CoStar tracks one deferred proposal: a 107-room Cambria Hotel by Choice Hotels at 2129 S. Oneida Street in Ashwaubenon, near Lambeau Field, now pushed to around 2033, which suggests financing or entitlement trouble. A separate Cambria concept (2001 Holmgren Way, 100 rooms) and a Staybridge Suites by IHG (1963 Holmgren Way, 80 rooms) are both listed as abandoned. Local news and permit records showed no other projects as of April 2026.

The Legacy Hotel, Trademark Collection by Wyndham (101 rooms, 1004 Brett Favre Pass) opened in January 2024 and is the most recent significant addition. Its second phase, Legacy Heights, a 26-unit luxury condominium building, was slated for 2025, a sign of continued investor confidence near Lambeau even as hotel construction has stalled.

With so little in the pipeline, Green Bay's supply is among the most constrained in Wisconsin.

Demand drivers

Green Bay's demand combines healthcare, professional sports and events, leisure and corporate and industrial travel. For a market its size it is unusually event-driven: Lambeau Field lifts occupancy on game weekends and for special events to levels rarely seen in secondary Midwest cities. Healthcare supplies the steady, counter-cyclical base that keeps occupancy up outside the NFL season.

Healthcare and medical

Green Bay has four major hospital systems: Bellin Health (a 244-bed flagship hospital, 100+ clinics and about 4,200 employees), HSHS St. Vincent Hospital (the largest system in Green Bay, serving Northeast Wisconsin and Upper Michigan), HSHS St. Mary's Hospital Medical Center (244 beds) and Aurora BayCare Medical Center (167 beds, part of Advocate Health, about 1,800 employees). Together they draw patients, specialists, vendors and traveling healthcare workers from across the region every day. Healthcare is Wisconsin's fastest-growing employment sector, expected to add 10,000 jobs statewide in 2025-2026. Prevea Health, with 2,000+ staff at 100+ locations, adds another layer.

Leisure and tourism

Leisure centers on the Packers. Lambeau Field, named a Wonder of Wisconsin in 2025, draws millions of visitors a year for stadium tours, the Packers Hall of Fame and game days. The Packers generate about $450 million a year in economic impact, about $15 million per home game. Hotels near Lambeau regularly run 95%+ occupancy on game weekends, with ADR often above $200 to $250. The April 2025 NFL Draft drew an estimated 600,000+ visitors and generated $72.9 million of impact in Brown County and $104.8 million statewide. Green Bay is also the gateway to Door County, an 80-mile peninsula that drew $651.2 million of visitor spending in 2024, and many of those travelers stay a night in Green Bay on the way north.

Events and sports: the Resch Center

Beyond Lambeau, the Resch Center arena hosts 150+ event days a year and about 650,000 attendees. Its tenants include the Green Bay men's basketball team, the Green Bay Blizzard (indoor football) and the Green Bay Gamblers (hockey), plus concerts, family shows, extreme sports and trade shows, which keeps demand going outside the NFL season. The Green Bay Botanical Garden, the National Railroad Museum and the Bay Beach district add to the leisure draw.

Corporate and industrial

Manufacturing is about 20% of local employment, which brings steady corporate travel for meetings, vendor visits and relocations. Key employers include Schreiber Foods (global cheese and dairy), Schneider National (logistics), KI Furniture (employee-owned, a national leader in education and healthcare furniture) and PCMC (Paper Converting Machine Company, a Barry-Wehmiller subsidiary). Their midweek demand smooths the seasonal swings of the NFL calendar.

University and education

UW-Green Bay enrolled 11,188 students in fall 2024, the fastest-growing university in Wisconsin, with graduate and doctoral enrollment +22.5% on the year. Its move to NCAA Division I and the Horizon League brings visiting teams, athletic events and more academic conferences. Commencement, family weekends and faculty and researcher travel add to demand.

Performance

All performance figures are from CoStar's April 2026 report for Green Bay, WI (56 properties, City: Green Bay; data through early April 2026). All three core measures have improved over the trailing twelve months, with ADR and RevPAR at multi-year highs.

Seasonality

Green Bay's monthly pattern is highly seasonal and event-driven. Summer (June to August) is the main leisure season, with occupancy peaking at about 70% in July. The NFL season (September to January) brings its own spikes, with October and November ADR regularly reaching $148 to $183 on game-week pricing. April stands out: the 2025 NFL Draft produced exceptional occupancy and rate. January and February are the softest months, with occupancy in the high 30s to low 40s. Two peaks a year, summer leisure and fall football, spread demand better than a pure leisure market.

Green Bay vs. Madison and Milwaukee

Green Bay's 54.7% occupancy trails Madison's 61.6% by 6.9 points and Milwaukee's 59.4% by 4.7 points. Madison has the state capital and a Big Ten university, which fill weekdays very consistently, and Milwaukee has a larger corporate and convention market. Green Bay's $137 ADR and $75 RevPAR are competitive for its size and well up on prior periods. The comparison also shows the upside: if Green Bay closed even half its occupancy gap with Milwaukee, RevPAR could approach $85 to $90 with today's constrained supply.

Own a hotel in Green Bay or Northeast Wisconsin? Request a hotel valuation or ask for a market report on your own market.

Brands and white space

Green Bay's 43 operating hotels run the full chain scale, from a luxury independent (Lodge Kohler) to economy chains (Motel 6, Super 8, Days Inn). They cluster in upper midscale and midscale, matching a market driven by sports visitors, healthcare travelers and manufacturing and logistics business, guests who put value and reliability ahead of luxury. Full service is anchored by the Hyatt Regency Green Bay (241 rooms, downtown) and the Autograph Collection Hotel Northland (160 rooms), both with meeting space that captures group demand.

Wyndham has the largest branded presence, with nine hotels across AmericInn, Super 8, Baymont, Wingate, Hawthorn, Days Inn and Trademark Collection. Independents are the largest group overall (12), a legacy of the market growing up before the franchise era and of distinctive local operators such as Lodge Kohler and the Oneida Hotel. Choice Hotels has six (mostly Quality Inn and Country Inn & Suites), and Marriott and Hilton five each. The Hyatt Regency is the only Hyatt and has the premium convention segment to itself.

These parents have no hotel in Green Bay, a potential opening for new construction or conversion:

Risks and headwinds

Seasonal swings

Green Bay depends more on events than comparable markets, so revenue swings hard between peaks and troughs. Year-to-date occupancy (42.7%) and three-month occupancy (43.2%) sit far below the 54.7% twelve-month figure, which shows how deep winter goes. A cancellation or disruption of major Lambeau events, whether from team performance, a labor dispute or weather, would hurt in a way corporate demand alone could not offset.

Below-peer occupancy

Despite the gains, 54.7% occupancy is well below Madison (61.6%) and Milwaukee (59.4%), reflecting a smaller corporate base and reliance on discretionary sports travel. Steady 60%+ occupancy would take much more non-NFL demand or more large events at Lambeau and the Resch Center. A professional soccer stadium or another venue could narrow the gap over time.

Abandoned projects

CoStar tracks several abandoned projects: a Staybridge Suites, a Comfort Suites, a Comfort Inn, a MainStay Suites and two Cambria concepts. Developers keep struggling to make new construction work. The Cambria at 2129 S. Oneida is now projected for 2033, nearly a decade out. That limits new supply, good for owners now, but it also suggests rates do not yet support new-build economics at today's costs.

Manufacturing headwinds

One in five Green Bay jobs is still in manufacturing, a sector facing automation, trade-policy uncertainty and labor shortages nationally. Green Bay's food and paper industries are less exposed to trade than most, but a broad manufacturing slowdown would cut midweek corporate demand and could speed workforce reductions. Schneider National's logistics business is especially sensitive to freight volumes and the economy.

A thin investment market

Only two hotel sales in the last twelve months, totaling $16.7 million, make for a thin market. The average price of $59,400 a room, well below Madison's and Milwaukee's $94K to $96K, reflects smaller scale and lower RevPAR. Low volume makes cap rates harder to pin down and can limit liquidity for sellers. The buyers here are mostly regional operators and value-add investors rather than institutions.

Outlook and opportunities

The next 12 to 24 months

The near-term outlook is cautiously positive. With little new supply (the 90-room TownePlace Suites in De Pere this summer and the deferred 107-room Cambria) and gains in all three core measures, existing hotels are well placed to hold and slowly grow performance. Downtown revitalization (the Public Market, The Shipyard and several large residential projects) should bring more visitors, and the success of the 2025 NFL Draft makes Green Bay a real candidate for future national events, which could bring occupancy and rate spikes as big as April 2025's.

Healthcare expansion at all four hospital systems should keep weekday demand steady: Prevea Health's growth, Aurora BayCare's ties to Advocate Health's national network and HSHS's capital programs all add medical visitors, traveling clinicians and staff who need rooms.

Two to five years

First, the absence of a Courtyard or Fairfield, Marriott's two highest-volume brands, is a clear gap: a well-located Courtyard near the medical corridor or downtown could capture corporate and healthcare demand now spread across many branded and independent hotels. Second, extended-stay demand from healthcare workers, project contractors and UW-Green Bay's growing graduate population is not well served; a WoodSpring Suites, Candlewood Suites or TownePlace Suites would fill it. Third, the proposed soccer stadium and continued investment around Lambeau could add 20 to 30 event nights a year.

For buyers, Green Bay's 10.1% cap rate, the highest of the three Wisconsin peer markets, together with improving operations and constrained supply makes a strong case for those willing to underwrite a smaller market. Hotels near Lambeau (the Ramada Way and Morris Avenue corridor) have premium positioning and repositioning or conversion upside as older midscale hotels age.

Opportunities

• A Courtyard or Fairfield by Marriott: the largest brands missing from the market, with a strong corporate and healthcare fit.
• Extended stay (WoodSpring, TownePlace, Candlewood): healthcare workers and project-based demand are underserved.
• Acquisitions near Lambeau: cap rates above 10%, improving RevPAR and no new competition nearby.
• Event-driven revenue management: operators can push rate much harder on game days and major event weekends.
• Downtown repositioning: aging independents have conversion potential as the Public Market and The Shipyard mature.

Key takeaways

1. Performance is at multi-year highs and still rising. ADR of $137.01 and RevPAR of $74.91 are at or near ten-year highs, with occupancy +2.2%, ADR +5.6% and RevPAR +7.9% on the year. The 10.1% cap rate is well above the peer markets, and with nothing under construction in CoStar's data and no deliveries in twelve months, supply is among the most constrained in the state.
2. Lambeau Field is an irreplaceable demand engine, and it is growing. The 2025 NFL Draft showed Green Bay can host national events with outsized impact. A soccer stadium, more development around Lambeau and the NFL's appetite for marquee events point to a bigger event calendar, higher rate ceilings and stronger shoulder seasons.
3. Healthcare is a recession-resistant base. Four hospital systems and Wisconsin's fastest-growing employment sector keep midweek rooms full outside the NFL season, and continued investment at Bellin, HSHS, Aurora and Prevea should grow this segment through at least 2028.
4. Closing the occupancy gap is the growth story. At 54.7%, Green Bay trails Madison by nearly 7 points and Milwaukee by nearly 5. If downtown revitalization, more events and healthcare growth push occupancy toward 59% to 61%, RevPAR could reach $85 to $95, +13% to +27% from today, with no new supply.
5. The brand gaps are specific. No Courtyard, Fairfield, Holiday Inn Express, La Quinta or several extended-stay brands in a 43-hotel market is clear white space. Constrained supply and improving trends make a strong acquisition case too, especially in the Ramada Way and Morris Avenue corridor near Lambeau, where branded hotels command premium game-week rates.

Thinking about a hotel in Green Bay? Request a hotel valuation, ask for a market report, or download the underwriting model.

Sources and method. Occupancy, ADR and RevPAR come from CoStar's market report for Green Bay, WI (April 2026, report #205885561). Peer data come from CoStar's April 2026 reports for Madison and Milwaukee. Employer and economic data are from the U.S. Census Bureau, the Greater Green Bay Chamber of Commerce and public employer records. Development projects come from local news, city permit records and the Upper Midwest Development Tracker (Hotel Data Tracking). Demand segments are the author's professional estimates. Values in the trend and monthly charts are read from the report's charts, as noted under each. Prepared by Reed Gizinski, Hotel Data Tracking, Marcus & Millichap.

This report is prepared for information only and does not constitute investment advice. It is not an appraisal or a valuation.