Summer 2025 Recap: Performance, Reviews & What’s Ahead

As we wrap up another busy summer season, it’s helpful to step back and look at how our market is performing in the bigger picture. Summer 2025 was broadly flat or slightly below 2024, particularly when considering the impact of softening demand, higher supply, and tighter consumer budgets. The chart below shows occupancy trends since 2019, highlighting both the “Covid boom” and the leveling off of recent years. Even in a softer market, our properties consistently outperform, averaging 6–7 percentage points higher occupancy than the overall market.

What’s Driving the Softening?

• Rising Supply. Hundreds of new units have entered the short-term rental pool, adding an estimated 365,000 room-nights to the Alabama beach market, with more on the way. This dilutes demand across average units and puts pressure on pricing.

• Economic Pressures. Inflation, fuel, and travel costs have made guests more price-sensitive. Many travelers are shortening stays, trading down to lower-amenity rentals, or booking later.

• Market Saturation. With so many options, slight differences in amenities, décor, or reviews can make or break a booking.

• Changing Guest Behavior. Guests are more selective, relying heavily on reviews, photos, and recent feedback to choose properties.

The Power of Reviews

One of our most significant initiatives this past year has been a systematic effort to strengthen reviews. We invested in training, improved processes, and enhanced follow-up to ensure every stay is a five-star experience—the result: a 4.8 average review score and more reviews than ever before.

Why does this matter? Reviews are a foundational currency in today’s mature market:

• They signal trust and legitimacy to prospective guests

• Improve search ranking and discoverability on platforms

• Justify premium pricing and reduce cancellations

• Provide social proof that speeds up booking decisions

Maintaining this momentum helps cushion us against softer markets and keeps our listings among the first to be considered by potential guests. Please read more about the impact of reviews here.

Looking Ahead: Snowbird Season

As we move into fall and winter, the traditional snowbird segment continues to shrink. The generation that retired earlier with steady pensions and the flexibility to spend months away is aging out, and that pool of travelers is declining rapidly. While we are doing more targeted marketing and outreach to attract and fill those months, the fact remains that this segment is shrinking exponentially. This reality is not one we can avoid.

While the market faces new challenges, including added competition and economic pressures, as well as shifting guest behavior, the fundamentals remain strong for well-managed properties. With our review strength, proactive strategies, and proven ability to outperform the market, we are well-positioned to navigate these changes and deliver reliable results for our owners year after year.