Revenue Manager Roundtable Recap: Transitioning to Summer 2026

Weather remains one of the most unpredictable displacement factors in the industry. For the winter of 2025–2026, many traditionally strong snow destinations struggled due to a lack of accumulation. This created a ripple effect, forcing managers in those regions to pivot their focus to the summer season much earlier than usual to recoup lost winter revenue.

Conversely, destinations with non-weather-dependent activities were able to maintain a steadier pace. The lesson for 2026 is that properties without a "Plan B" for weather-driven demand must be more aggressive in their marketing and pricing for the shoulder and peak seasons to offset winter shortfalls.

The 2026 Spring Break season has confirmed a trend that has been building for years: the booking window is significantly tighter. Travelers are waiting for two primary signals before committing: a clear weather forecast and a stabilized personal travel budget. This has resulted in a surge of bookings within the 15- to 30-day window.

For revenue managers, this requires "nerves of steel." Slashing rates too early can lead to unnecessary revenue dilution, but waiting too long can lead to a vacant calendar. The key is to monitor search traffic and conversion metrics daily to catch the wave as it builds in that final month.

Current global safety headlines and travel advisories for traditional international spring destinations have caused a notable shift. Many American families who previously considered all-inclusive resorts in Mexico or Caribbean trips are choosing to stay stateside. This "displacement demand" has provided an unexpected boost to coastal markets in the Southern United States.

This shift isn't necessarily about a lack of desire to travel; it is about a desire for control. Being able to drive a personal vehicle rather than relying on international flights or rental cars is a major psychological factor for the 2026 traveler.

While gas prices may not stop a family from taking a trip they have already planned, they do eat into the discretionary travel fund. This cost is felt most heavily in the "secondary" spend, such as dining out and local activities. Over time, sustained high fuel costs can lead to a tightening of the travel budget for the later summer months.

Revenue managers should monitor fuel trends not necessarily to drop rates, but to adjust the "value proposition." Highlighting amenities like full kitchens can appeal to guests looking to save on dining costs to offset their transportation expenses.

A distinct trend in 2026 is the polarization of the market. Luxury properties continue to hold and even push rates because their target demographic is less sensitive to inflationary pressures. Similarly, budget-tier properties remain full as value-seekers flood the market. The mid-tier property—the "standard" vacation rental—is currently the most challenged segment.

Success in the mid-market requires constant monitoring of the "value proposition." If a property is not clearly luxury and not the cheapest on the block, it must find a unique angle or amenity to justify its price point in a crowded field.

Early data for Summer 2026 shows pacing is ahead of 2025 in many regional markets. However, high pacing is only a win if it is intentional. If you are booking up too quickly, you may be underpriced. The strategy for the summer should be to build a "foundation" of occupancy early on, allowing you to be more aggressive with your rates for the remaining inventory.

The goal is to avoid "chasing the booking curve" at the last minute. By securing a base of occupancy now, you can afford to hold out for higher premiums as the summer season approaches and supply decreases.

While short-term rental supply growth has slowed in many areas, a surge of hotel inventory is hitting the market in urban centers. Many of these projects were permitted years ago and are only now coming online. These hotels often use aggressive introductory pricing to establish their presence, which can depress rates for nearby studios and one-bedroom rentals.

In urban markets, vacation rentals must lean into their unique advantages—such as kitchens, separate bedrooms, and laundry facilities—to compete with the standardized hotel experience.

Looking at portfolio-wide averages can be dangerous. A portfolio might be pacing well overall, but that could hide the fact that the top 20% of properties are carrying the bottom 20%. A surgical approach involves analyzing data at the individual unit level to identify which properties are struggling to find their market fit.

Often, turning around just a few underperforming units can be the difference between a good year and a great year. This requires revenue managers to look past the brand averages and dive into the specific challenges of each asset.

Revenue management and marketing are increasingly inseparable. In markets with major upcoming events—such as the 250th anniversary of the United States in Washington, D.C.—marketing can drive traffic before the organic search surge begins.

Creating targeted event pages and using SEO to capture specific event-related searches allows you to build demand rather than just reacting to it. This proactive approach helps you establish higher ADRs before the competition even realizes the event is on the radar.