Sonoma County's hotel business was up almost 7 percent in January, with 48 percent of rooms filled, according to Smith Travel Research.
It was the highest January occupancy since 2007.
Room rates rose more than 2 percent from the same period last year. The $89.76 average rate was the highest since 2008.
Smith Travel's monthly survey covers 91 hotel properties and 6,122 rooms.
Sonoma County's travel sector should grow 5 percent this year, according to the county Tourism Bureau. Smith Travel's national forecast calls for 4 percent growth in 2012.
Sonoma County attracts about 7 million visitors each year, who spend between $1.2 billion and $1.3 billion on hotels, restaurants and attractions.
The industry provides more than 16,000 jobs.