How to adapt your STR revenue strategy for summer 2025
June 18, 2025
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About the webinar
In Episode 2 of the STR Rev Talk series, Bart-Jan Leyts hosted Sally Henry (Key Data), Marcus Räder (Hostaway), and Jarne Van Compernolle (Otamiser) to unpack the biggest revenue challenges heading into summer 2025. The takeaway? We’ve entered a more fragmented, competitive landscape and last year’s strategies won’t cut it.
Watch the webinar below, to prepare for this Summer!
Event description
Cautious stability is hiding deeper shifts
Sally explained that while national occupancy is only down slightly, that average masks a wide regional split. Hawaii and the Midwest are growing fast, while the Southeast and Southwest are seeing declines in both occupancy and RevPAR. To compete, property managers need hyper-local insights, not national trends.
Rate increases aren’t enough
Many operators are pushing ADRs to offset softer demand, but higher rates aren’t always landing. RevPAR is flat or falling in key regions, proving that pricing power depends on real demand, not just optimism. Managers must balance pricing carefully, especially in markets with shrinking lead times and shorter stays.
Guest behavior is splitting in two
Travelers are becoming harder to predict. Budget-conscious families are booking fewer trips and expecting perfection. At the same time, high-income travelers are booking more often and are less price-sensitive—but they still expect value. A single pricing strategy can’t serve both groups effectively.
Build strategy on three levels
The panel emphasized the need for a layered approach:
- Define your brand’s goal: occupancy vs. profitability.
- Match your tactics to market dynamics using local data.
- Apply precise rules at the property level—dynamic pricing, flexible LOS, and OTA-specific setup.
Consistency across levels is what sets high performers apart.
Each OTA is its own battleground
Airbnb, VRBO, Booking.com, and direct channels each attract different traveler types. You can’t apply the same pricing and policies across all of them. A platform-specific strategy is essential, especially as tools like Airbnb’s algorithm reward listing quality and activity, not just price.
Listing quality is a revenue lever
Marcus shared how overlooked details, like missing amenity tags, can ruin discoverability. Even great properties won’t get booked if they’re invisible in search. Listing audits, operational accuracy, and strong guest reviews now play a direct role in revenue outcomes.
Success in 2025 means agility
This summer, smart operators will ditch the one-size-fits-all approach. They’ll lean into guest segmentation, platform strategy, and OTA visibility—backed by real data and tight execution. In today’s market, revenue growth isn’t about chasing demand, it’s about understanding it early and acting fast.