We hope you were able to join our live Owner Market Update on April 25th, but if you weren’t, feel free to access the replay and download a copy of the presentation here or in your Owner’s Portal. The big takeaway from the discussion is that we conquered April, thank goodness! This wraps up one of the slower springs of the past several years, not just at Brett/Robinson or even within Gulf Shores/Orange Beach, but across the entire region. From Coastal Alabama across the panhandle of Florida, we’ve seen double digit occupancy declines relative to the same time period in 2023. Due to proactive adjustments earlier than many competitors, Brett/Robinson’s Management team was able to outperform in both occupancy and revenue per unit, despite these widespread challenges!
As we approach the summer months, some competitors who missed the mark for spring have started to panic, dropping June and July rates 30% more to compensate. Demand for summer is significantly higher than spring demand overall, and we are projecting 90% or higher occupancy levels. We believe that more finely tuned adjustments are the better strategy, allowing for the less-experienced companies to sell out at gut-wrenchingly low rates while we better balance demand and rates to maximize your revenue. While we don’t anticipate 2021 or 2022 demand levels for summer 2024, our Revenue Management team continues to analyze rate and booking trends. We’re also working with the biggest, most powerful Marketing team along the Alabama Gulf Coast in order to deliver the best possible results for you!