TOWN OF BLUFFTON INDUSTRY METRICS
FY26–Q4 Update
FY26–Q4 Performance Metrics & Update April 1 – June 30th, 2026
As the Town of Bluffton’s official Destination Marketing Organization (DMO), we are the leader in promoting tourism to the destination. By understanding today’s travelers and adapting to the changing landscape of the industry, we are able to execute the comprehensive Town of Bluffton Marketing Plan. The quarterly report focuses on the metrics outlined within the contract, but we also wanted to share the additional efforts and initiatives worked on during FY26 – Q4.
Town of Bluffton Marketing Plans, Reports, and Presentations • 04/03/26, 05/05/26, and 06/05/26 Submitted three monthly reports to the town staff. • 04/14/26, Submitted the Town of Bluffton FY26-Q3 report to town staff.
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VisitBluffton.org
#LoveBlufftonSC
Dedicated Official Bluffton Vacation Planner April 1 –June 30th, 2026
The Official Vacation Planner is the first touchpoint visitors receive when planning their visit to the Heart of the Lowcountry™. We receive requests for this piece from multiple platforms; online, media, and phone inquiries. In addition, we distribute the planner to all state welcome centers, hotels, airports, AAA offices, tradeshows and it’s included in all public relations outreach.
FY26–Q4 Mail Fulfillment and Distribution Official Bluffton Vacation Planner: 7,650 Official Hilton Head Island, Bluffton, Daufuskie Island Vacation Planner: 11,837
Research We continue our efforts with the College of Charleston in collecting visitor profile surveys and understanding the demographics of those who are traveling to the Town of Bluffton.
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VisitBluffton.org
#LoveBlufftonSC
FY26–Q4 Bluffton Website Performance April 1 – June 30th, 2026
Website Visits
Website Sessions
Referrals/Click Throughs Made to Area Businesses
-25% YOY
+6% YOY
69,525
14,987
Total traffic dropped 25% QoQ to Q4 2026 (down from 92,692 sessions in Q1), but partner referrals rose 5.51% (14,238 to 14,987). This shift toward higher-quality traffic boosted the overall referral rate from 15.12% to 21.27%. Q4 2026 traffic grew 26.90% YoY (up from 54,789 sessions in Q4 2025), while partner referrals surged 37.95% (from 10,720). Overall engagement rate improved by 6.25 percentage points YoY to 55.16%. Google CPC generated 10,422 sessions and 7,346 partner referrals driving 49.67% of all Q4 referrals. The channel maintained an 81.98% engagement rate and a 70.48% referral rate (up from 57.45% YoY). Facebook Paid social led overall traffic volume with 43,326 sessions (62.32% share) in Q4 2026, down from 59,489 in Q3. However, efficiency remained low at 2,134 referrals (4.93% referral rate), despite engagement improving to 46.36%. Google Organic showed strong growth in volume and conversion, reaching 6,842 sessions (+47.17% YoY, +26.07% QoQ) and 2,790 referrals (+39.71% YoY, +22.36% QoQ), backed by a 76.38% engagement rate. Direct traffic sessions fell 62.32% QoQ to 5,662. However, engagement more than doubled (13.95% to 33.22%) and the referral rate jumped (7.15% to 18.48%), preserving referral output at 1,046 (vs. 1,074 in Q3). The top 5 of 665 regions drive over 40% of all traffic: Florida (45,868), South Carolina (31,006), Georgia (26,904), North Carolina (25,158), and New York (16,434). South Carolina leads partner acquisitions (17.40% total share) with high user quality (35.97% referral rate, 66.55% engagement), easily outperforming traffic-leader Florida (13.39% referral, 46.78% engagement). Georgia (12.43%) and North Carolina (9.94%) follow in total referral share.
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VisitBluffton.org
#LoveBlufftonSC
FY26–Q4 Destination Social Report April 1 – June 30th, 2026 Facebook Page Likes
55,440
Facebook Engagements +5% POP
Instagram Followers
17,055
33,704
+25.3% YOY
14,157
+24.1% YOY +8.7% POP
+28% YOY +24.8% POP
TikTok Engagements
1,095
+14.5% YOY +3.6% POP
In Q4, we achieved strong follower growth across all platforms, alongside significant cross-channel increase in Saves (+60.1% PoP | +140.5% YoY) and Shares (+34.6% PoP | +79.1% YoY). This spike in high-intent actions demonstrates that users actively view our content as a valuable planning resource and therefore saving posts to build their Bluffton itineraries and sharing aspirational moments directly with their networks.
Instagram drove our strongest consistent platform growth, highlighted by increase in Net Follower Growth (+85.2% PoP | +125% YoY), Saves (+56.5% PoP | +147.1% YoY), Shares (+87.7% PoP | +167% YoY), and Average Daily Reach (+96.1% YoY). These results show we are successfully moving users from discovery to planning, attracting new prospective guests and driving the high-intent interactions that are needed to increase future visits to the town.
TikTok
TikTok delivered steady growth, highlighted by growth in Engagements (+29.7% PoP | +142.8% YoY). Our strategy centered on high-utility town tours and aspirational POV footage of local activities, which immediately hook scrolling users. This visitor-led POV builds genuine credibility, helping prospective guests easily picture themselves experiencing Bluffton firsthand.
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+3.1% POP
Instagram Engagements
TikTok Followers
2,740
-34% YOY
VisitBluffton.org
#LoveBlufftonSC
+142.8% YOY +29.7% POP
FY26–Q4 Destination Metrics April 1 – June 30th, 2026
As the Official DMO for the Town of Bluffton and based on our official contract, below are the quarterly metrics for the time frame of April 1 – June 30th, 2026.
April
OCC: Occupancy Rates
ADR: Average Daily Rate
RevPAR: Revenue per Available Room
May
June
88%
81%
80%
+5% YOY
+2% YOY
-4% YOY
April
May
June
$376
$363
$325
+9% YOY
+5% YOY
+8% YOY
April
May
$331 +15% YOY
June
$295
$259
+7% YOY
+4% YOY
This quarter marked a strong performance for Bluff ton’s hotel market. Robust occupancy in April and May, combined with continued ADR growth, drove signifi cant gains in RevPAR. Although occupancy softened slightly in June, the increase in ADR more than off set the decline, allowing overall revenue performance to remain strong. National travel trends have also worked in the hotel sector’s favor. Economic factors, particularly higher fuel costs, have encouraged many travelers to take shorter trips closer to home, benefiting drive-to destinations like Bluff ton. As we move through the remainder of the summer season, we expect the hotel market to continue performing well, supported by sustained demand and healthy room rates. Source: CoStar Hotel performance data is now provided by CoStar, replacing KeyData. CoStar off ers broader market coverage and enhanced segmentation and benchmarking capabilities. Due to diff erences in methodology and data sources, current results may diff er from previously reported fi gures. All year-over-year comparisons are calculated within CoStar’s dataset.
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VisitBluffton.org
#LoveBlufftonSC
FY26–Q4 Public Relations Overview
Bluffton Story Highlights April 1 – June 30th, 2026 Stories/Mentions
51
Impressions
359,484,240
Ad Value
$733,214
Source: Critical Mention / BurrellsLuce / Weber Shandwick
April Country Living (UVPM: 1,302,101): These 6 Hidden-Gem Small Towns Are Perfect for a Spring Getaway (Earned Placement) • Syndication to AOL (UVPM: 8,999,999) and Yahoo! Travel (UVPM: 53,490,000) • Shared on outlet’s X/Twitter (643,500 followers) TravelPulse (UVPM: 44,050): Southern Small Towns for Springtime Travel
Annie Jiang (Influencer) (IG: 646,000 followers | TikTok: 128.1k followers): • Instagram (48,600 views): This has to be one of the most gorgeous hotel stays in the USA • Cross posted to Annie’s TikTok (4,815 views) • Instagram (37,000 views): Welcome to the cutest small town in America • Crossposted to Annie’s TikTok (4,473 views)
May Travel + Leisure (UVPM: 11,610,057): Discover the Best U.S. Vacations for Seniors Seeking Leisure and Fun
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VisitBluffton.org
#LoveBlufftonSC
Forbes (UVPM: 75,500,835): The Best Summer Vacations In The U.S. For Families, According To Experts HGTV Online (UVPM: 5,586,953): Revisit Past HGTV Dream Homes
June Condé Nast Traveler (UVPM: 4,830,000): Five SC hotels earn Triple Crown award from Conde Nast Traveler. Here’s why they’re great Oprah Daily (UVPM: 3,737,654): A Family-Friendly South Carolina Resort Where Even a Type-A Mom Can Unwind • Amplified on Facebook (1,700,000 followers)
FY26–Q4 Events April 1 – June 30th, 2026
For FY26-Q4 time frame, our organization’s events included: CHAMBER EVENTS
RIBBON CUTTINGS
• Business Golf Classic • Bluffton Block Party • Pathways to Public Service • Chamber Champions Reception
• SOBA • Optical Solutions of Bluffton • Russo’s Seafood
FY26–Q4 Ribbon Cuttings April 1 – June 30th, 2026
SOBA
Optical Solutions of Bluffton
Russo’s Seafood
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VisitBluffton.org
#LoveBlufftonSC
FY26–Q4 Budget
April 1– June 30th, 2026
Destination Marketing Organization Revenues - Town of Bluffton DMO Town of Bluffton Special Grant - Special
$ 343,775 —
Total Revenue
$ 343,775
Expenses: Vacation Planner - Regional (estimated) Fulfillment-Regional Vacation Planner (estimated) Vacation Planner - Bluffton Only Guide Fulfillment-Bluffton Only Guide Digital Promotions - Social Media Digital Promotions - Website/SEO Digital Promotions - Google/Facebook Leisure Marketing (CondeNast) Leisure Marketing (Walking Tour Guide) Leisure Marketing - Other Total direct marketing expenses
$ 212,380
Administrative (Based on 39% of expected annual revenues) Salaries Payroll taxes Employee benefits - 401K Employee benefits - Insurance Operations - Other Operations - Building Expense
$ $ $ $ $ $
92,478 6,473 5,549 7,028 12,552 7,314
Total administrative
$ 131,394
Total expenses
$ 343,775
Excess of revenues over expenses
$
Important Note on Estimated Costs: The Vacation Planner/Fulfillment are shared expenses with the Town of Hilton Head Island, Beaufort County, and the State of South Carolina and are not reconciled until the end of the fiscal year.
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$ — $ — $ 91,698 $ 5,742 $ 19,494 $ 33,387 $ 54,382 $ 3,204 $ 3,662 $ 812
VisitBluffton.org
#LoveBlufftonSC
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Meet Your Team Executive
Visitor & Convention Bureau
BILL M ILES, IOM, CCE President & CEO bmiles@hiltonheadisland.org
ARIANA PERNICE Vice President, Visitor & Convention Bureau apernice@hiltonheadisland.org
CONNIE KILLMAR Assistant to the President ckillmar@hiltonheadisland.org
ZACK SHEDD Senior Sales Manager zshedd@hiltonheadisland.org
Communications
CHASE O’DELL Research Manager codell@hiltonheadisland.org
HEATHER WOOLWINE Vice President of Communications hwoolwine@hiltonheadisland.org DASHAE MIDDLETON Visual Content Coordinator dmiddleton@hiltonheadisland.org JORDAN MAT THIS Visual Content Coordinator jmatthis@hiltonheadisland.org
Finance & Administration DEBBIE MYERS Controller dmyers@hiltonheadisland.org KELLY MCCALLISTER Assistant Controller kmccallister@hiltonheadisland.org
Membership
RACHEL MCLAIN Marketing Coordinator rmclain@hiltonheadisland.org TARA FRANK Director of Sales tara@hiltonheadisland.org
Information Specialist KATHY WININGS Information Specialist kwinings@hiltonheadisland.org LAURA HIGGINS Information Specialist lhiggins@hiltonheadisland.org LINDA LANIER Information Specialist llanier@hiltonheadisland.org
KATIE STET TLER Events & Programs Manager kstettler@hiltonheadisland.org
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ROBERT OBERNIER Website Administrator robernier@hiltonheadisland.org
VisitBluffton.org
#LoveBlufftonSC
VisitBluffton.org
#LoveBlufftonSC