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Research Monthly report

Wisconsin hotel market update, July 2026

Reed Gizinski · hotel broker, Ruzicka Hotel Team at Marcus & Millichap

  • Wisconsin

Wisconsin hotels ran 56.13% occupancy at a $130.79 ADR over the last twelve months, RevPAR +3.49%. 5 hotels sold and 11 new hotels are in the works.

Wisconsin's hotel market for July 2026: how hotels performed, what sold, where rates stand and what is being built. For a closer look at a specific market or hotel, ask for a report.

Occupancy, trailing 12 months

56.13%

ADR, trailing 12 months

$130.79

RevPAR, trailing 12 months

$73.41

+3.49% year over year

Performance

Across every Wisconsin hotel, the trailing twelve months averaged 56.13% occupancy, a $130.79 ADR and $73.41 RevPAR, with RevPAR +3.49% on the year before.

ScaleT-12 OccT-12 ADRT-12 RevPARRevPAR, year over year
All hotels56.13%$130.79$73.41+3.49%
Luxury & Upper Upscale62.75%$212.48$133.34+4.93%
Upper Midscale58.67%$127.58$74.84+2.64%
Midscale & Economy50.29%$88.53$44.52+3.82%
ADR and RevPAR by scale, trailing 12 months
$0$50$100$150$200$250All hotelsLuxury & UpperUpscaleUpper MidscaleMidscale & EconomyAll hotels · ADR: $130.79Luxury & Upper Upscale · ADR: $212.48Upper Midscale · ADR: $127.58Midscale & Economy · ADR: $88.53All hotels · RevPAR: $73.41Luxury & Upper Upscale · RevPAR: $133.34Upper Midscale · RevPAR: $74.84Midscale & Economy · RevPAR: $44.52$130.79$212.48$127.58$88.53$73.41$133.34$74.84$44.52$0$100$200$300All hotelsLuxury &Upper UpscaleUpperMidscaleMidscale &EconomyAll hotels · ADR: $130.79Luxury & Upper Upscale · ADR: $212.48Upper Midscale · ADR: $127.58Midscale & Economy · ADR: $88.53All hotels · RevPAR: $73.41Luxury & Upper Upscale · RevPAR: $133.34Upper Midscale · RevPAR: $74.84Midscale & Economy · RevPAR: $44.52$130.79$212.48$127.58$88.53$73.41$133.34$74.84$44.52

Source: STR, one-month reporting lag

ADRRevPAR
All hotels$130.79$73.41
Luxury & Upper Upscale$212.48$133.34
Upper Midscale$127.58$74.84
Midscale & Economy$88.53$44.52
RevPAR change by scale
0%1%2%3%4%5%All hotelsLuxury & UpperUpscaleUpper MidscaleMidscale & EconomyAll hotels · Trailing 12 months: 3.49%Luxury & Upper Upscale · Trailing 12 months: 4.93%Upper Midscale · Trailing 12 months: 2.64%Midscale & Economy · Trailing 12 months: 3.82%3.49%4.93%2.64%3.82%0%2%4%6%All hotelsLuxury &Upper UpscaleUpperMidscaleMidscale &EconomyAll hotels · Trailing 12 months: 3.49%Luxury & Upper Upscale · Trailing 12 months: 4.93%Upper Midscale · Trailing 12 months: 2.64%Midscale & Economy · Trailing 12 months: 3.82%3.49%4.93%2.64%3.82%

Source: STR, one-month reporting lag

Trailing 12 months
All hotels3.49%
Luxury & Upper Upscale4.93%
Upper Midscale2.64%
Midscale & Economy3.82%

Month by month, Wisconsin RevPAR in 2026 against 2025, through June:

RevPAR by month, 2025 and 2026
$0$25$50$75$100$125JanFebMarAprMayJunJulAugSepOctNovDecJan · 2025: $44.8Feb · 2025: $51.3Mar · 2025: $59.3Apr · 2025: $63.6May · 2025: $72.0Jun · 2025: $92.6Jul · 2025: $109.0Aug · 2025: $101.3Sep · 2025: $81.9Oct · 2025: $81.0Nov · 2025: $57.4Dec · 2025: $49.2Jan · 2026: $46.6Feb · 2026: $56.5Mar · 2026: $59.3Apr · 2026: $65.5May · 2026: $74.2Jun · 2026: $99.3$0$50$100$150JanMarMayJulSepNovJan · 2025: $44.8Feb · 2025: $51.3Mar · 2025: $59.3Apr · 2025: $63.6May · 2025: $72.0Jun · 2025: $92.6Jul · 2025: $109.0Aug · 2025: $101.3Sep · 2025: $81.9Oct · 2025: $81.0Nov · 2025: $57.4Dec · 2025: $49.2Jan · 2026: $46.6Feb · 2026: $56.5Mar · 2026: $59.3Apr · 2026: $65.5May · 2026: $74.2Jun · 2026: $99.3

values read from the CoStar chart in the original email

Source: CoStar, as of July 28, 2026

20252026
Jan$44.8$46.6
Feb$51.3$56.5
Mar$59.3$59.3
Apr$63.6$65.5
May$72.0$74.2
Jun$92.6$99.3
Jul$109.0
Aug$101.3
Sep$81.9
Oct$81.0
Nov$57.4
Dec$49.2

All figures are from STR and run a month behind. For a specific market or scale, reach out.

Sales

HotelCityPriceNote
Motel 6 MadisonMadison-Price not public
Motel 6 Oak CreekOak Creek$3,850,000
The Audubon Inn--Price not public
Sheridan's Bed & Breakfast-$1,700,000
AmericInn New LondonNew London$2,605,000

Sale prices come from public records and may not include capital allocated to FF&E or goodwill. Want to know more about one of these sales? Get in touch.

Capital markets

RateAs of August 3, 2026
Prime rate6.75%
10-year Treasury4.692%
5-year Treasury4.403%

New developments

This month's new hotels and sales
MadisonOak CreekNew LondonMerrimacMilwaukeeDeForestBeloitDe PereWisconsin DellsSheboyganWisconsinMadisonOak CreekNew LondonMerrimacMilwaukeeBeloitDe PereWisconsin DellsSheboyganMNMadisonOak CreekNew LondonMerrimacMilwaukeeDeForestBeloitDe PereWisconsin DellsSheboyganWisconsinMadisonOak CreekNew LondonMerrimacMilwaukeeBeloitDe PereWisconsin DellsSheboygan

Boundaries, roads and water: U.S. Census Bureau (TIGER/Line).

New hotels in Wisconsin:

  • Colsac Lodge, Merrimac
  • Tribute Portfolio Hotel, Madison
  • Adams Hotel, Milwaukee
  • Staybridge Suites, Wauwatosa/Milwaukee
  • Hampton Inn, Deforest
  • Tribute Portfolio Hotel, Milwaukee
  • Hotel Laureum, Milwaukee
  • Ho-Chuck Casino & Hotel, Beloit
  • TownePlace Suites, De Pere
  • MainStay Suites, Wisconsin Dells
  • Hampton Inn & Suites, Sheboygan

Another 61 hotels have been proposed. Call or email to learn more about any of them.

Tools

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