Revenue Manager Roundtable Recap: Strategies for the 2026 Travel Year

The transition from 2025 to 2026 was defined by a notable resistance to occupancy in many markets during the fourth quarter. While advanced bookings remained relatively stable, the usual "last-minute" surge failed to materialize for many operators. This has forced revenue managers to move away from purely optimistic pricing and toward a more defensive, data-informed posture.

The goal for the current year is to find the "sweet spot" where properties can capture velocity without sacrificing the average daily rate (ADR). This requires a tighter partnership between marketing, distribution, and revenue teams to ensure listings are visible when travelers are ready to pull the trigger.

One of the most surprising trends observed at the start of 2026 is the compression of booking windows for large, luxury homes. Historically, larger properties were booked months in advance by families and groups. Now, even these high-value stays are frequently being booked within a 30-day window.

This shift creates a "gambling" atmosphere for revenue managers, particularly in seasonal markets like ski destinations or beach towns. The challenge lies in deciding whether to drop rates early to secure a base of occupancy or wait for the late-breaking demand that may or may not arrive.

As the market becomes more crowded, simply having a listing is no longer enough. Professional managers are increasingly using specific "levers"—such as the Vrbo promo API—to gain a merchandising advantage. These tools allow listings to stand out with special badges and higher search rankings without requiring massive price cuts.

By being early adopters of these platform updates, managers can "buy" visibility during slow periods. For example, activating last-minute promotions during a soft December proved highly effective for large-scale operators who were able to move inventory that would have otherwise remained vacant.

Traditional revenue management focuses on the "created date" of a booking, but in a high-cancellation environment, "stickiness" is a more valuable metric. Stickiness measures the likelihood that a booking will actually result in a stay. This is particularly relevant on platforms like Booking.com, where users are often encouraged to hold multiple properties simultaneously.

By analyzing the velocity of cancellations relative to arrival dates, managers can determine if their pricing is out of sync with the market. If cancellations are high, it often suggests that guests found a better deal elsewhere, signaling that the current rate is no longer competitive.

Managing reviews in 2026 is less about the lifetime score and more about the conversation you have with future guests. When a negative review appears, the response should not be defensive. Instead, it should serve as a signal to the next potential booker that the issue has been professionally resolved.

Furthermore, revenue managers are now using low-season and shoulder-season dates to "bury" older, lower reviews with fresh 5-star content. By pricing aggressively to drive volume during slow periods, you can generate the "relevancy" that OTA algorithms now prioritize.

While 2026 began with widespread caution, the initial data from January has sparked a sense of "bullishness" among many operators. Consumer confidence is beginning to tick upward, and premium inventory continues to command high rates in destination markets.

The successful strategy for 2026 appears to be "fair pricing" rather than "premium chasing." By setting realistic rates 3 to 6 months out and avoiding excessive far-future markups, managers are finding they can maintain a healthy booking velocity without the need for emergency last-minute discounting.

The STR industry is becoming increasingly complex as new players like Marriott Homes & Villas, Hopper, and Capital One Travel enter the space. Relying solely on one or two OTAs is no longer a viable long-term strategy, especially as commission structures continue to evolve.

Channel diversification is no longer a "nice to have"—it is a necessity for risk mitigation. Every platform has different demographics and booking behaviors; for instance, some channels may perform better for mid-week corporate stays, while others excel at weekend family vacations.

International travel patterns are significantly impacting North American markets in 2026. For example, a "clampdown" on student visas in Canada and shifting travel relationships with China have created localized lulls in demand.

Savvy managers are responding by targeting specific international demographics. This includes optimizing listings for platforms like Ctrip to capture Chinese tourism or adjusting strategies for properties that historically relied on Canadian "snowbird" traffic. Understanding these macro-shifts allows for more precise forecasting across diverse portfolios.

The next frontier of STR revenue management is the integration of AI agents and "brand-level" marketing. As travelers begin using AI tools to find properties based on complex prompts rather than simple filters, "relevancy" becomes the primary currency.

Additionally, platforms like Airbnb are beginning to develop ways for managers to market their entire brand rather than just individual units. This allows for a "virtual resort" model where a guest can see the consistency and quality of a professional operator's entire portfolio, increasing the likelihood of conversion.