Alex Curry

Director of Business Development

Dear Partners,

With Q2 2026 behind us, I’m pleased to share the latest vacation rental performance data and market insights from the Emerald Coast. The purpose of these reports is simple: to provide valuable information you can use when advising buyers, sellers, and investors navigating our vacation rental market. Whether you’re evaluating an acquisition opportunity, discussing revenue potential, or helping a client understand market trends, our goal is to equip you with data-driven insights you won’t find anywhere else.

Adjusted Paid Occupancy + Average Daily Rate

From a demand perspective, Q2 delivered encouraging results across the board. Adjusted Paid Occupancy (APO) for 360 Blue increased 4% YoY, reaching 69% for the quarter, while overall market APO remained flat YoY at 60%.

On the rate side, Average Daily Rates (ADR) for 360 Blue increased 2% YoY to $913, while the broader market saw ADR growth of 10%, reaching $482. Together, these results reinforce what we're continuing to see across the Emerald Coast: traveler demand remains healthy, and premium vacation rental inventory continues to attract strong interest.

RevPar

The biggest takeaway from Q2 is the continued strength in Revenue Per Available Rental Night (RevPAR). As I've shared in previous reports, RevPAR is the most important performance metric in vacation rentals because it combines Occupancy and rate performance into a single measure of revenue efficiency. Simply put, if you're outperforming the market in RevPAR, you're generating more revenue from your inventory while minimizing wear and tear on your home.

Q2 Year-Over-Year RevPAR

360 Blue: $632 – up 8%

The Market: $293 – up 10%

As you can see, both 360 Blue and the broader Market delivered strong results, reflecting a healthy operating environment for vacation rental owners across the Emerald Coast.

The Power of Strategic Revenue Management

One of the key drivers behind 360 Blue's continued outperformance is our investment in the Revenue Management team and the best-in-class revenue management tools they use.

Earlier this year, Colleen Daly joined 360 Blue as Vice President of Revenue, bringing nearly two decades of large-scale revenue management experience. Since joining the team, she has made an immediate impact through a disciplined, data-driven approach focused on maximizing homeowner performance.

Rather than relying on a one-size-fits-all strategy, Colleen and her team tailor pricing decisions to each home's unique positioning, demand patterns, and ownership goals. The objective is straightforward: maximize revenue while keeping every homeowner's best interests at the center of the decision-making process. Her approach is grounded in trust, expertise, and customized execution.

Looking Ahead

As we move through the remainder of the summer season and into fall, these performance metrics provide important context for pricing expectations, investment analysis, and long-term ownership decisions. We value our partnership with the real estate community and remain committed to providing transparent market data that helps you guide your clients with confidence.

On a Closing Note

We'll be back in October with our Q3 2026 Market Report, where the ongoing conversation about the vacation rental market will continue. If there are specific performance metrics or market insights that would be helpful to you or your clients, please reach out. And if you have a buyer, seller, or investor who would benefit from an accurate, objective revenue projection, our team would be happy to assist.

As always, thank you for your continued partnership and trust.