7 months ago
Three key market trends have emerged during the COVID-19 pandemic: (i) offseason demand has increased materially, (ii) renters are interested in longer term rentals, and (iii) pricing has increased concurrently. These trends reflect both supply and demand side shifts; lower inventory due to homeowners choosing to use their homes themselves and increased demand from renters seeking to vacate metro-areas in favor of more secluded living in the Hamptons have provided a compounding, positive impact on pricing.
Increased demand in the offseason has created a significant revenue generation opportunity for owners. Gross booking value increased 69% in the 2020/21 offseason compared to the 2019/20 offseason, reflecting gains in both price and volume – average nightly rate increased 15% while number of bookings increased 46%. As both rate per night and number of bookings have spiked, the overall impact for owners who have listed their properties has been exceedingly positive – revenue per property was 156% higher in October 2020 to March 2021, compared to the same period a year prior. Supply constraints have also contributed to this performance, as the number of booked properties decreased 34% year-over-year.
Peak season bookings made year-to-date in 2021 vs. 2020 have also soared as a function of the current environment. Bookings made year-to-date for the peak season increased 68% year-over-year, representing renters’ eagerness to return to normalcy in the wake of a full year of quarantine. The average rate per night increased by 12% from $956 in 2020 to $1,069 in 2021 (up from $928 in 2019). Higher booking volume coupled with price increases has resulted in a 118% increase in gross booking value for the market year-over-year. Peak season prices in 2021 are materially higher than 2019 and 2020, creating a strong financial opportunity for those owners who choose to rent out their homes this summer season.
Owners who have not historically rented their properties via online channels have taken notice of the increased activity, duration of stay and quality of tenancy, and as such have continued to turn to these channels to find qualified renters. While inventory has been constrained in the offseason as owners have chosen to use their properties as personal safe havens, the peak season is far enough away that it has allowed owners to plan proactively and take advantage of shifting renter behaviors and increased demand. Booked inventory from May to July is up 11% year-over-year in 2021; Where renting may not have been financially viable for some owners in the past, the current environment provides a financial opportunity that cannot be ignored, as revenue per property has roughly doubled in the last twelve months. Owners currently open for peak season will have supply and demand side factors providing tailwinds to performance.
|Rental Market Data||Offseason (Oct-Mar)||Peak Season (May-Sep)|
|Performance Indicator||'19-'20||'20-'21||% Diff||'20||'21||% Diff|
|# Nights Booked||33,670||49,393||+47%||8,627||16,775||+94%|
|Avg. Duration of Stay (# Nights)||4.2||4.2||+1%||5.5||6.3||+16%|
* Data for August 2021 forward not yet available
** Peak Season Data only represents January and February bookings, for comparison purposes
Max is the Chief Revenue Officer at StayMarquis and a rental pricing and strategy expert. In his role, Max oversees strategic advisory for 500+ properties across all markets that StayMarquis is active in, owns development and ongoing improvement of the patent pending StayMarquis Pricing Analytics Dashboard (PAD), and leads market research. Prior to joining StayMarquis, Max lived in the strategy consulting world, where he worked closely with chief executives across industries and geographies. He graduated from Emory University with degrees in Finance, Analytic Consulting, and Applied Mathematics.