As we move through May and into the busy summer season, demand in the luxury vacation rental market remains steady. Travelers are booking closer to arrival, and our team is staying agile to capture every opportunity for your property. We’re on track to finish 16% ahead of our May booking goal. Looking ahead to our summer occupancy, most properties are pacing ahead of last year, though we’re closely monitoring a few exceptions and making adjustments as needed.
A few encouraging metrics to call out:
Rolling 4-week booking average: $1.17M, up 15% YoY
Q2 RevPAN (revenue per available night) is up 19% YoY, driven by an 11% rise in ADR (average daily rate) and 7% gain in adjusted occupancy
Q3 RevPAN is pacing 30% ahead of 2024, withunit revenue up 22%,
While these numbers suggest strong performance, the broader industry is not seeing the same results. In Q1, Airbnb reported flat to negative growth in the North American market, and many major airlines are scaling back domestic routes due to softening demand. That said, the luxury segment continues to outperform. For instance, airlines like United and Delta have reported strong demand for premium cabins, with first-class and business bookings growing even as economy bookings decline.
This trend highlights an important point: in spite of economic uncertainty, high-end travelers are still traveling, and they’re looking for quality experiences, personalized service, and a sense of care. That’s where Gather comes in! Thank you for your continued trust, and know that our team is focused on helping you make the most of the upcoming summer season. Please read on for a few key updates of what we’ve been working on.
Andreea
CEO, Gather Vacations
Marketing & Distribution
Branded Content is Coming: Our First Ever Gather Production!
As part of our upcoming social media relaunch, we’re investing in high-quality, authentic content that truly captures the essence of the Gather experience. Our Content Manager, Jess Sherif, is currently traveling across Hawaii with a professional cinematographer, visiting all four major islands.
Together, they’re capturing breathtaking visuals of our stunning properties and showcasing the heart of our brand: the local property managers and teams who make each stay unforgettable.
In today’s digital world, a strong social media presence isn’t just optional, it’s essential. Platforms like Instagram and Facebook are where travelers find inspiration, and even book their stays. We’re already investing in paid Meta ads, but the real opportunity lies in organic growth, especially as we expand our reach
beyond Instagram and Facebook to include YouTube and TikTok. By sharing authentic, engaging content, we will build trust, stand out from the competition, and turn one-time guests into loyal fans.
We are so excited to share sneak peaks and rollout updates as this content starts making its way online!
Market & Revenue
Across all markets, we’re seeing a clear trend: travelers are booking closer to arrival. Whether it’s 0–15 days out or within the 30-day window, this shift is helping us backfill occupancy and set up for a strong summer.
Oahu
0–15 days: +16%
16–30 days: +12%
31–60 days: Flat
61+ days: -6% Short-term demand is driving performance.
Big Island
0–15 days: +14%
16–30 days: +9%
31–60 days: +21%
61–90 days: +18%
91+ days: +7% Strong across all windows, with increased early planning.
61+ days: Flat Healthy short-term demand with stable long-lead bookings.
San Diego, California
0–15 day bookings rose +14%
16–30 day bookings are up +11%
31–60 day bookings are pacing +8% ahead
61–90 day bookings increased +10%
91+ day bookings are up +7% Consistent growth across all booking windows, with strong short-term demand complemented by healthy long-lead bookings
Northwest Washington Region
0–15 day bookings rose +17%
16–30 day bookings are up +13%
31–60 day bookings are pacing +9% ahead
61–90 day bookings increased +6%
91+ day bookings are up +5% Significant gains in short-term bookings, while also benefiting from solid growth across mid- and long-range windows
Travel & STR Industry Digest
Guests Are Booking Later and Traveling Longer
The shrinking booking windows highlighted by our Revenue team echoes what is happening across the industry. According to Deloitte’s 2025 Summer Leisure Travel Report, only 39% of Americans had finalized summer travel by April. Many are waiting for deals or more flexibility. We’re also seeing more travelers extend vacations post Labor day and beyond, a trend we are planning to capitalize on with targeted marketing campaigns in the next month and a half.
Heard in Wailea, Maui insights and broader learnings
Our CEO attended a recent VRBO leadership event in Maui. These were our key takeaways:
VRBO’s average daily rate and occupancy are down market-wide, a trend our Gather properties are largely bucking
Guests now apply an average of 7 filters when searching. Amenities like EV Chargers and Pool Heat are climbing in importance
66% of travelers are inspired by movies and TV shows, and 46% by social media—both trends we’re keenly noting as we invest in original content (being shot on location as we write this newsletter) and refreshed social channels.
Legislation & Compliance Corner
FTC Total Price Transparency Rule: Update for Guest Pricing
To comply with a new FTC rule effective May 12, 2025, all guest-facing prices must now display the total cost upfront, inclusive of rent and mandatory fees, at the time of search. Guests will still have the option to see a full quote breakdown (rent, fees, and taxes) at checkout. Our team has already managed all pricing updates across booking channels and our direct site(s) to ensure compliance.
For more information and the official announcement, click here:
Hawaii is increasing its Transient Accommodation Tax (TAT) by 0.75%, from 10.25% to 11%. Including County TAT and GET, the full tax rate across all islands will be 18.712% starting next year.
For more information and the official announcement, click here:
San Diego, California - Increased Tier-Based TOT Rates Introduced
Effective: May 1, 2025
The City of San Diego has revised its Transient Occupancy Tax (TOT) and introduced three tiered TOT rates based on property location relative to the Convention Center:
13.75% – Closest to the Convention Center
12.75% – Mid-range distance
11.75% – Farthest away
For more information and the official announcement, click here:
The Gather Resource Center is a comprehensive collection of articles designed to provide valuable information and help homeowners quickly find answers to common questions.
The Track Owner Portal allows homeowners to view reservations, access monthly statements, generate reports, and retrieve important documents like tax forms, ACH forms, and invoices.
We'd love to hear from you
We'd love to hear from you! 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!
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