Winter Recap: Strong Performance in a Challenging Weather Window
January and February brought slightly lower occupancy than in recent years, largely due to unfavorable weekend weather. While we didn’t quite match last year’s numbers, Brett/Robinson outperformed other Gulf Shores and Orange Beach waterfront properties by 15–20% in occupancy, and generated over 15% more revenue per unit. This is a strong reflection of our strategic pricing and marketing efforts.
It’s important to remember that while our team monitors booking trends across the full market, each unit books at its own pace. Historically, we see:
~50% of bookings made within 30 days of arrival
~35% booked within two weeks
We’re currently 82 days from Memorial Day and 46 days from Easter
These timelines are critical for tracking upcoming demand shifts.
Spring Update: A Mixed Start with Positive Momentum
Spring 2025 is shaping up to be a bit more challenging, particularly in March, where occupancy is pacing lower than recent years, both across our inventory and the broader market.
However, our targeted digital and email marketing campaigns are already producing results. We're currently pacing about five percentage points ahead of the market. As always, last-minute bookings and good weather will be key to filling remaining availability in the second half of March.
Over the past two weeks, we've seen increased website traffic and search activity. This uptick occurred about three weeks earlier than last year, which correlates directly with Easter falling three weeks later in 2025.
Looking ahead, April is expected to outperform 2024, and as Bill recently noted, we believe combined March and April revenue will exceed last year’s totals.
Summer 2025 Expectations: Strong Demand, Smart Strategy
Summer is pacing well, with May and July showing particularly strong demand and solid rates. While some June weeks are filling more slowly, we’re closely monitoring these trends to stay competitive without making any premature pricing adjustments.
At this point, all signs suggest Summer 2025 is on track to be another successful season. Our team remains focused on strategic revenue management, and we appreciate your continued partnership and trust.