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Transient Occupancy Tax Report

Transient Occupancy Tax (TOT), also know as the heads in bed tax or hotel tax, is an important indicator for determining the tourism industry's economic health. This report includes TOT data for all incorporated cities and unicorporated areas, year over year comparisions, and upcoming lodging projects.

Fourth Quarter 2025

Past TOT Reports

Third Quarter 2025

Second Quarter 2025

First Quarter 2025

Fourth Quarter 2024

Highlights:

Rohnert Park and Sonoma saw the largest increase for incorporated cities, hovering just above a percent increase.
Seasonally adjusted transient occupancy tax (TOT) revenue for the entire Sonoma County registered a 10.3% increment, indicating positive sequential quarterly growth within the regional tourism industry.
On the other end, Windsor experienced a -15.59% drop in TOT from Q4 2023 to Q4 2024, highlighting a challenging quarter, possibly due to shifting local spending habits or external economic pressures.

Sources

City revenue is provided by the finance and planning departments of Cloverdale, Healdsburg, Petaluma, Rohnert Park, Santa Rosa, Sebastopol, Sonoma, and Windsor. County Transient Occupancy Tax revenue is collected through the Sonoma County Auditor-Controller/Treasurer-Tax Collector, and county industry development information is attained through partnership with the Permit Resource and Management Departments.

Methodology & Note on Seasonally Adjusted Data

All TOT revenues are seasonally adjusted using X-13ARIMA-SAM, a seasonal adjustment software that is produced, distributed, and maintained by the US Census Bureau. Seasonal adjustments are only included in the graph titled “Seasonally Adjusted Revenue.” All other data figures are unadjusted. A calendar year runs from January to December. Each quarter contains three months of the year, beginning with January, February, and March for the first quarter. A fiscal year runs from July to June.

When data is presented for statistics in areas that feature regular seasonal fluctuation, such as the unemployment rate or job growth, it must be seasonally adjusted to be valuable. Seasonal adjustment makes a comparison between observed fluctuations with expected ones. For example, if TOT revenue consistently increases in the third quarter of the calendar year, the data must be seasonally adjusted so the increases in revenue we observe are not just the result of the season.

Disclaimer

Please note this report contains the most recent available data based on County reporting. This report is intended for informational purposes only and does not represent an endorsement of any proposed project by the EDC or any of their employees, affiliates, or members. All information contained within this report was obtained from sources believed to be accurate, however the EDC do not guarantee that it is accurate or complete.

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