To our valued partners,

As we wrap up February, I want to share a clear and candid view of the market. Across Hawaii and much of the U.S., 2026 booking demand is trending softer year over year. This moderation is market-wide and not isolated to our portfolio. That said, even in a more competitive environment, our data shows that Gather is pacing ahead of the broader market in adjusted paid occupancy, a reflection of disciplined pricing, strong visibility, and aligned strategy for all homes.

In response to this softer demand and higher airfares to Hawaii, our Revenue, Marketing, and Sales teams are working in lockstep. You’ll read more about our recently launched Spring Promotion, structured to drive longer stays while protecting rate integrity through strategic base rate adjustments and optimized OTA pricing. We’ve also increased Google ad spend, deployed targeted email campaigns, and leaned heavily into repeat guest outreach. I’m happy to share that we secured 42 returning bookings in February alone from our Sales team direct outreach efforts, representing over $400,000 in revenue.

Encouragingly, bookings pace has been picking up this past week. As we look ahead to March, our approach remains proactive, data-driven, and focused on protecting occupancy and maximizing revenue for your home.

Thank you, as always, for your continued trust and partnership. We remain fully engaged and confident in our path forward together.

As we progress through 2026, we want to provide transparency into what we are seeing across the broader travel landscape and how we are actively responding. Overall, booking demand and stay revenue are trending softer year-over-year, a pattern that is market-wide, not only across Hawaii, but throughout the U.S. vacation rental market.

Recent Airbnb year-over-year demand data below reinforces this trend across the Hawaiian Islands for 2026 outlook:

While broader market indicators and Airbnb’s data show softness across the Hawaiian Islands, Gather is pacing ahead of the market, and particularly our adjusted paid occupancy.

Our Approach Moving Forward

In response to these market conditions, our Revenue and Marketing teams are working closely together, pairing pricing strategy with targeted marketing initiatives to ensure we are capturing as much available demand as possible. This collaboration allows us to:

→ Adjust rates dynamically in response to real-time demand shifts

→ Leverage OTA visibility tools and promotions when appropriate

→ Align pricing strategy with marketing campaigns to maximize reach and conversion

Our goal is to remain proactive, agile, and highly focused while protecting occupancy, maintaining strong market positioning, and maximizing revenue opportunities as demand evolves.

While the broader market is facing headwinds, the portfolio’s performance gives us confidence that this focused, data-driven approach is working and positions us well as demand rebuilds through the remainder of the year.

Click here for more information from our Revenue team on the outlook for H1 and H2.

As we move into the spring season, we are closely monitoring market conditions. With softening demand and higher flight prices to Hawaii impacting traveler behavior, our team has taken a proactive and strategic approach to ensure your calendars remain as full as possible in the months ahead.

Spring Promotion Launched – February 19

To stimulate bookings for stay dates between March 1 – May 15, we launched a comprehensive Spring Promotion campaign featuring four tailored offers designed to appeal to varying length-of-stay segments:

• Pay for 4 nights, get the 5th night free
• Pay for 6 nights, get the 7th night free
• 15% off all 30+ night stays
• Exclusive to our Ko Olina Beach Villas portfolio: Pay for 7 nights, get the 8th night free

These offers were carefully structured to drive longer stays while maintaining rate integrity. In conjunction with the promotion:

• We strategically adjusted base rates upward to help offset the discount impact.
• We optimized OTA pricing by sending lower, competitive rates to third-party platforms, ensuring alignment with where market pricing should be.
• We leveraged OTA tools such as last-minute discount specials to capture guests who are closer to booking windows.

This balanced approach allows us to remain competitive across all booking channels while protecting overall revenue performance.

Increased Marketing Efforts

Understanding that lower demand periods require stronger visibility, we have intentionally increased our marketing spend this month. When demand softens, it is critical to capture a larger share of the travelers who are actively shopping.

Our efforts include:

• A dedicated Google Ad campaign specifically curated around the Spring Promotion.
• A targeted email marketing campaign sent to our guest database to drive direct bookings.
• Ongoing digital optimization to ensure your homes are front and center during this competitive booking window.

Sales Team Performance

Our Sales Team has also leaned in with focused outreach, particularly to one of our most valuable audiences: our repeat guests.

Our repeat guests are truly a gold mine. These travelers already know and trust both our team and your properties, and they consistently convert at higher rates with stronger booking values. We will continue to diligently work this list throughout the year to capture as many returning visitors to our destinations as possible.

While market conditions require agility, please know that our Marketing and Sales teams are actively adapting, investing, and executing strategies to protect occupancy and revenue across your portfolio.

Spring Refresh Reminder: Your HostGPO Benefit

As a valued Gather Owner, you receive access to a dedicated account with HostGPO,  a powerful hospitality purchasing platform designed to help you elevate and refresh your home at preferred pricing.

Spring is the perfect time to breathe new life into your unit. Whether it’s updating furnishings, enhancing amenities, replacing high-touch items, or introducing thoughtful upgrades that elevate the guest experience, HostGPO provides:

• Significant discounts on furniture, décor, and mattresses

   

• Preferred pricing on linens, towels, kitchenware, and small appliances

   

• Access to hospitality-grade products built for durability

   

• National vendor relationships typically reserved for large hotel groups

Keeping your home fresh, modern, and well-appointed directly supports stronger guest reviews, repeat bookings, and long-term revenue performance.

Please reach out to your Property Manager to activate and begin using your HostGPO benefits, and click here to explore the purchasing platform. 

Gather Listens

The semi-annual Owner satisfaction survey is now closed, but we always welcome your feedback, which can be shared with us here year-round.

2025 Tax Information

All 1099-MISC, 1099-NEC, and 1042 forms will be emailed directly to you via a secure IRS generated system link on or before 1/31/2026. 

For ease of access, All YE 2025 forms are now posted in your Owner Portal.
Including: 2025 1099s, Annual Owner Statements & 1099 Reconciliation Summaries

Resource Center

The Gather Resource Center is a comprehensive collection of articles designed to provide valuable information and help homeowners quickly find answers to common questions.

Owner Portal

The Track Owner Portal allows homeowners to view reservations, access monthly statements, generate reports, retrieve important documents like tax forms, ACH forms, and invoices.