A warm welcome to the new owners who have joined Gather since our last newsletter, and a heartfelt thank you to all of you for trusting us with your exceptional properties. After the whirlwind of the holiday season and year-end, we had a longer-than-usual pause in our communications. But as we kick off 2025, we’re making a new commitment: starting now, you can expect a monthly update with insights, milestones, and key initiatives. Our goal is to keep you more informed and connected to everything we’re working on to drive outstanding results for you.
Speaking of results, 2025 is off to a phenomenal start and we’re pleased to share that January set a new benchmark for Gather with over $10M in new reservations. As we near the close of February, we’re 26% ahead of our bookings goal, reflecting the continued strength and appeal of our portfolio. Stay revenue for January and February has increased 11.9% year-over-year, and revenue per available night is up 6.6%, driving stronger returns for our homeowners.
While our results are ahead of last year, overall demand for the market is still trailing behind. We therefore remain focused on expanding our distribution network, investing heavily in marketing in order to bring as much visibility as possible to your properties, and ensuring laser focused attention on pricing on a property by property basis. Please read on for more information on new initiatives and endeavors at Gather!
Thank you, and until next time…
Andreea
CEO, Gather Vacations
The Gathering: What's New!
Our teams have been diligently incorporating feedback from our key stakeholders—Property Managers and Owners—to continuously refine our core services, adopt the latest industry best practices and technology, and elevate the client experience.
With that in mind, we're excited to highlight some of the key initiatives currently underway at Gather.
Marketing & Distribution
We are pleased to announce a strategic partnership with American Express: Platinum and Centurion card holders can now use their points to book our inventory. AMEX has one of the most prestigious credit card rewards programs, and is a top choice among discerning luxury travelers. The travel perks available to these members are vast, and now they include access to Gather’s vacation rentals!
In addition, our properties are now listed on Google Vacation Rentals, further expanding our visibility. We have also secured a partnership with Capital One Travel’s Premier Collection, enabling Venture and Venture X cardholders to use their points for bookings.
These strategic alliances are key to broadening our reach, driving more high-value reservations, and maximizing returns for our homeowners. We’re excited about the opportunities ahead and the added value these partnerships bring to both property owners and travelers alike.
Lastly, we continue to make significant investments in direct marketing campaigns, and the results speak for themselves—approximately 45% of our reservations this year have come through our website or repeat guests. We’re also seeing strong momentum in both organic and paid search. In January alone, organic traffic increased 238% year-over-year, and since the start of the year, our revamped multi-channel paid advertising strategy generated impressive returns of 255% across Google and Facebook. Overall we increased our spending on paid advertising by 40% compared to the same period last year.
Listing Collaboration Platform
Our new Listing Collaboration Platform will be launching in March! Currently in its beta stage, this proprietary tool is designed to reduce the time needed to get properties live, and ensure accurate and timely updates to our existing portfolio across all of our channels. By improving collaboration between Property Managers and our internal teams, the platform allows for easy tracking of updates, including marketing content, photo management, and amenity descriptions. This tool underscores our continuous investment in our platform and enhances the quality of our listings!
Premium Amenities with Hotel Emporium
This collaboration offers our Owners the option to incorporate premium brand products that complement Gather’s commitment to quality and branding. While not a standard requirement, this opportunity allows owners to elevate the guest experience with a touch of luxury if they choose.
A standout in their collection is the locally inspired Noni line of bathroom amenities. Infused with the elegant scents of lavender and maile, Noni adds an authentic Hawaiian touch to your amenities. Through the efforts of our Property Managers, Noni products have already made their way into homes on the Big Island, Kauai, and Oahu.
Inquire with your property manager for more information.
Market & Revenue
Gather’s Hawaii portfolio is off to an outstanding start in 2025, with booked revenue soaring 44% in the first eight weeks of the year! January stay statistics for our short-term rentals align with this momentum, with average daily rates up 3.2% and adjusted paid occupancy improving by 6.5% compared to 2024. These gains have driven RevPAR up by an impressive 9.9%. Also, mid-term rental revenue increased by 5% in January compared to the same period last year.
Looking ahead, we’re seeing strong demand for Q2 2025, along with encouraging early bookings for June and July—a promising sign for the peak summer season!
Our mainland markets are also off to a strong start! San Diego saw a 10.8% increase in adjusted paid occupancy, driving RevPAR up by 4.3%. Additionally, Washington posted impressive gains, with both adjusted occupancy and RevPAR showing significant year-over-year growth for January.
While the broader market is currently trailing last year’s performance, our continued outperformance against both peers and the market as a whole highlights the effectiveness of our pricing strategy. By optimizing occupancy while maintaining strong rates, we’re staying ahead and driving meaningful revenue growth.
We understand that some properties may be experiencing slower performance at this time of year. Please rest assured that we are dedicating extra attention to revenue management, sales, and marketing efforts to maximize results for those units.
Finance Corner
Tax season is here, and Gather has been proactive in helping ensure a smooth filing season. The 1099-MISC & 1042-S tax forms have been timely filed with the IRS as of January 30, 2025. Additionally, your 2024 1099 Summary and Annual Statements are now available in the Owner Portal for your reference. Please note: the 1099 Summary will be located in the Document Center and the Annual Statement will be located under Statements.
For our Hawaii-based owners, the Annual Hawaii Tax Reconciliation TA-2 & G-49 filing reports can also be found in the Owner Portal Document Center, alongside your TA-1 & GE-45 monthly/quarterly filing reports. If you require assistance accessing your portal, please align with your Property Manager.
Spring Property Enhancements: Boost ROI with Positive Guest Experiences
Spring is the ideal time to refresh your rental home. Simple upgrades like new paint, indoor/outdoor furniture, or décor can boost your property's appeal, attract more guests, and increase occupancy rates. Thoughtful improvements, from enhancing curb appeal to modernizing key areas, can deliver a high return on investment.
At IMN's Short Term Rental Forum in Miami this January, we noted growing interest in offering amenities that cater to health-conscious travelers, enhancing the guest experience by offering relaxation and recovery options, which can attract higher-paying guests. Adding amenities such as
spas, saunas and cold plunge pools can also help properties stand out in a competitive market, especially as wellness tourism grows. Overall, these upgrades can elevate the guest experience, leading to higher occupancy rates and more repeat bookings.
For guidance on strategic upgrades, connect with your property manager—an industry expert who can recommend enhancements to boost your ROI and help your property stand out!
Real ID Requirements For Domestic Travel
Starting May 7, 2025, U.S. travelers 18 and older will need a Real ID or another approved form of identification (like a passport) for domestic air travel. A Real ID is a state-issued driver's license or ID card with a star symbol, meeting higher security standards. If you don’t have a Real ID, you can still use a passport, U.S. military ID, or other approved IDs. It's recommended to apply early, as processing can take several weeks. Additional information on Real ID requirements can be found on the Department of Homeland Security website.
Hawaii Legislative News
Oahu Homeowners: Important Legislative Update
The passage of SB2919 (now Act 17) and Bill 64 gives counties full authority over zoning regulations, impacting 30-day rental policies. While the City and County would have to establish administrative rules and a non-conforming use registration process for rentals operating prior to Ordinance 22-7, a recent Zoning Committee meeting revealed that the Department of Planning and Permitting (DPP) prefers to focus on enforcing the 30-day minimum for rentals due to limited resources. This means enforcement of the 90-day minimum for non-registered short-term rentals is expected to be delayed. Homeowners should stay informed as the registration process and administrative rules are developed in the coming months. A recording of the meeting is available here (DPP briefing starts just over 2 hours into the session, at 11:03 AM HST, with council member questions following at 11:15 AM HST).
Hawaii Legislative Updates
As part of our membership with OSTRA and HIMAST, we are closely monitoring state-level legislative changes that could affect the vacation rental industry. Key bills under consideration this year include a proposed $50 annual environmental stewardship fee for visitors using state lands, a potential 1% increase in the transient accommodations tax, and a proposal granting AOAO/HOAs the authority to charge impact fees to owners renting in resort areas. Additionally, there is discussion of a potential $20 per night fee for accommodations booked with points or miles. We will keep you updated on how these developments may impact your rental operations.
As a valued owner and key stakeholder at Gather, your feedback is essential in shaping our services and ensuring our shared success. We’d love to hear your thoughts on what we're doing well, and where we can improve. Please take a moment to share your insights, and help us grow!
