Beverly Hills hotel revenue is climbing at its fastest pace in years. Between July 2025 and March 2026, revenue per available room jumped 13% year-over-year to $540, with total hotel revenue reaching $299.3 million, according to STR/Symphony Tourism Economics data presented in a city agenda packet. March 2026 alone saw RevPAR hit $597, up 28.4%, on $37.3 million in total revenue.
Despite that momentum, the city's Conference and Visitors Bureau is set to operate on roughly flat funding for the year ahead.
The CVB presented its fiscal year 2026-27 workplan and funding requests to Mayor Corman and Vice Mayor Wells at a liaison committee meeting on Tuesday, June 16, at City Hall. The bureau draws its budget from one-seventh of the city's 14% transient occupancy tax on hotel room sales, a formula in place since approximately 1999. A June 2 city policy memo advised all city partners of a flat TOT forecast for the coming fiscal year, meaning the CVB's allocation would remain near its current $4.66 million contract cap if the forecast holds.
The flat budget arrives as two mega-events converge on the region. The FIFA World Cup has eight matches scheduled at SoFi Stadium in Inglewood, with the final on Saturday, July 19. The Los Angeles region could see nearly 180,000 visitors during the tournament, with local hotel revenue projected to rise 22%, according to estimates published by sports betting research site Bookies.com. The CVB launched a "Travel Like a Champion" soccer marketing campaign running through Thursday, July 10, targeting West Coast fans planning trips to Greater Los Angeles, with media partner Datafy.
The bureau is also eyeing the 2028 Olympics, though specific LA28-related CVB initiatives were not detailed in the available agenda materials. The workplan references Olympics preparation that began in the second quarter of FY 2025-26, according to the February 2026 liaison meeting record.
Magdalena Davis, the city's community outreach manager who authored the June 16 agenda memo, reported that three consecutive CVB marketing campaigns between fall 2025 and spring 2026 all met or exceeded benchmarks. The spring 2026 domestic campaign generated a 0.38% click-through rate, more than double the 0.12%–0.18% industry standard.
Group sales through the first three quarters of FY 2025-26 totaled 3,896 room nights valued at an estimated $2.1 million. The bureau also hosted international media visits in April, including UK influencers at SIXTY Beverly Hills and four Korean influencers at the Beverly Wilshire, A Four Seasons Hotel, as part of tours coordinated with Visit California.
One line item stands out in the current-year budget: the CVB's annual Middle East sales mission was canceled due to geopolitical conflicts in the region. Combined with salary savings from a board decision to prioritize group sales, those unspent funds were slated for reallocation in the new workplan, according to the city's policy memo.
No record of the committee's action on the FY 2026-27 workplan has been published. The full City Council would vote on the annual plan in a subsequent session, though no hearing date has been announced.
