Alex Curry

Director of Business Development

Dear Partners,

With Q1 of 2026 in the books, I am pleased to share some vacation rental performance data and insights here on the Emerald Coast. The purpose of these reports is to serve as a resource for your conversations with buyers, sellers, and investors navigating the vacation rental space in our market. So let’s get started.

Adjusted Paid Occupancy + Average Daily Rate

From a demand perspective, Q1 delivered mostly encouraging results, with Adjusted Paid Occupancy (APO) increasing 2% YoY for both 360 Blue and the Market. 360 Blue Occupancy came in at 27% for the quarter while the Market’s APO came in at 37%.

Average Daily Rates (ADR) for 360 Blue was down 2% YoY, coming in at $638, reflecting continued downward pressure within the luxury sphere. ADR for the Market increased 2% YoY, coming in at $207. These results confirm that traveler demand for the Emerald Coast remains strong despite a more competitive supply environment.

RevPar

The most significant takeaway in our Q1 results lies in RevPAR performance. As I’ve noted before, RevPAR is the most important metric in the vacation rental space, as it takes Occupancy into account relative to Average Daily Rates. If you’re beating the Market in RevPAR, then you’re beating the market—period. In Q1, 360 Blue achieved a RevPAR of $174—an impressive 8% YoY increase. The Market also performed well, coming in at $81—a RevPAR growth of 7%.

What does this data picture tell us? Several important things:

• Demand across the Emerald Coast vacation rental market is still seeing YoY improvement—continuing the trend of recent quarters.
• Sound revenue management is vital in our current market environment. If you aren’t making adjustments based on real-time demand, then you’re either losing out on bookings by pricing too high or leaving money on the table by pricing too low.
• Despite differing rate strategies, both 360 Blue and the Market delivered measurable top line growth, underscoring that robust revenue management—and not aggressive discounting—continues to drive revenue performance.
• Well positioned, professionally managed properties continue to outperform on a per unit basis.

A Look Ahead

As the Summer season approaches (historically our most active seasons for both bookings and transactions) these revenue metrics will provide valuable context for pricing expectations, investment underwriting, and long-term ownership conversations. We value our partnership with the real estate community and remain committed to sharing transparent, data-driven insights that help you guide clients with confidence.
 

On a Closing Note

In July, you’ll be seeing our Q2 2026 Report, so please be on the lookout. Also, reach out should you have any questions—especially with regard to any performance metrics you or your clients might find useful. If you have a client who would benefit from an accurate and unbiased revenue projection for their property, we can help with that as well. Once again, thank you for your continued partnership.