The hotel，as one of the iconic industries of local economic development，is an intuitive reflection of the level of local economic development.On the basis of measuring the efficiency of hotel industry in China coastal area，this paper uses Tobit model to study the influencing factors of hotel industry efficiency.The results show that the static efficiency of coastal hotel industry is declining rapidly，and the dynamic efficiency shows the declining trend.The regional efficiency is obviously different.The comprehensive efficiency of coastal star hotel is remarkably affected by traffic convenience，the attractiveness of tourism resources and the structure of hotel.At the same time，the level of scientific and technological development，the number of hotel reserve professionals，the degree of opening up and the level of regional economic development can influence the efficiency of hotel industry.In view of this，the article put forward the “hotel +” function，to carry out global tourism，market segments and accurate marketing，promote human resources reform，strengthen the government policy supply and other recommendations，and thus enhance the development of coastal tourism hotel efficiency.