Save on your stay—reserve directly with us
The summer season is always a key driver of vacation rental performance across the U.S., and Lodgify’s recently released 2025 U.S. Summer Vacation Rental Industry Report provides valuable insights for property owners. While the data is nationwide, many of the trends apply directly to Texas Hill Country vacation rental homeowners in Dripping Springs, Driftwood, Wimberley, and Canyon Lake.
From occupancy shifts to booking patterns, this report highlights where the industry stands and where it’s heading. Below, we break down the most important takeaways and what they mean for Hill Country property owners. You can download the full report here.
One of the most important trends from the 2025 summer season was the popularity of small-town and nature-based destinations. While cities like Miami and Los Angeles remained popular, rural towns such as Kingsbury and Marion, Texas, also ranked among the most-booked spots.
For Hill Country owners, this is good news. Visitors are looking for authentic small-town charm, scenic outdoor escapes, and unique experiences—all qualities the Hill Country delivers. Whether it’s swimming at Blue Hole in Wimberley, visiting Driftwood wineries, or spending a weekend at Canyon Lake, travelers are increasingly choosing destinations like ours over crowded urban centers.
Actionable Tip: Highlight your property’s local flavor and natural surroundings. Promote nearby trails, wineries, and events like Wimberley Market Days or the Dripping Springs Songwriters Festival in your listings.
Nationally, average daily rates (ADR) grew by just 1.4%—below the U.S. inflation rate of 2.9%. However, there are two notable exceptions:
Direct bookings grew ADR by 3.4%, showing that guests booking directly with managers or owners are willing to pay slightly more.
Some property types like glamping sites and B&Bs saw stronger growth compared to traditional homes and villas.
For Hill Country owners, this means relying on a single channel like Airbnb isn’t enough. Diversification—Airbnb, Vrbo, Google Vacation Rentals, and direct booking through Hearth & Haven’s website—is key to maintaining revenue.
Actionable Tip: If you don’t already, encourage guests to book direct. Offering small perks like waived pet fees or an early check-in can help shift more guests from OTAs to your direct channel, where profits are higher.
Despite slower tourism overall, Lodgify’s data shows occupancy rose by 3.4% this summer. Even more encouraging, bookings per listing were up nearly 10% year-over-year, signaling strong demand.
However, the average length of stay dropped slightly, from 3.60 days in 2024 to 3.56 in 2025. Over 70% of bookings were for just 1–3 nights.
For Hill Country owners, this shift means two things:
Weekend trips and short getaways are becoming the norm.
Turnover will be more frequent, requiring strong operations, cleaning, and guest management.
Actionable Tip: Consider flexible minimum-night stays during slower periods. For example, offering one-night stays midweek or discounting “gap nights” can help boost occupancy without lowering weekend demand.
The booking window—the number of days between when a reservation is made and check-in—shortened by 3.8% this year. Last-minute bookings (0–7 days before arrival) increased by 7.1%, while advanced bookings (91+ days out) declined by 8.0%.
This trend shows that many travelers are waiting until the last moment to confirm their plans, which is especially true for drive-to markets like the Hill Country, where Austin, San Antonio, and Houston visitors can book a spontaneous weekend getaway.
Actionable Tip: Use dynamic pricing to capture last-minute demand. Lowering minimum stays or offering same-week discounts can help fill gaps. At the same time, don’t neglect encouraging early bookings by promoting holiday events, festivals, and wedding season weekends in Dripping Springs and Wimberley.
Airbnb remains the leading booking source, driving 47% of reservations nationwide. However, direct bookings accounted for nearly 32% of all reservations—and importantly, direct booking guests tend to book longer stays and pay slightly higher ADRs.
For Hill Country owners, this reinforces the importance of partnering with a manager who provides multi-channel exposure and a direct booking site. At Hearth & Haven, all listings are promoted across Airbnb, Vrbo, and Google Vacation Rentals while also being featured on our direct booking platform, giving properties maximum visibility.
Looking beyond summer, Lodgify reports:
Bookings per listing are expected to rise another 12.1% year-over-year.
Daily rates may decline slightly (-0.3% YoY), making revenue management crucial.
Length of stay will remain short, averaging under four days.
Direct bookings will dominate longer stays, with 51% of 8+ night reservations already made directly.
For Hill Country homeowners, this means fall and winter will remain active, but profitability will depend on flexibility and strong local positioning. Highlight seasonal draws such as Wimberley’s Hometown Holidays, Canyon Lake concerts, or Driftwood winery tours to capture demand.
Promote small-town charm. Guests are looking for authenticity—highlight Wimberley’s arts scene, Canyon Lake’s outdoor adventures, and Driftwood’s wineries.
Optimize for short stays. Weekend trips are driving demand, so flexibility around minimum nights is critical.
Be ready for last-minute bookings. Keep calendars updated, allow same-week reservations, and use dynamic pricing tools.
Diversify channels. Don’t rely on Airbnb alone—direct bookings are increasingly profitable and attract longer stays.
Enhance the guest experience. More turnover means reviews matter even more. Small touches—welcome baskets, detailed guides, or flexible check-in—can turn a short stay into a five-star review.
The 2025 Lodgify Summer Vacation Rental Industry Report shows a market that is steady but evolving. For Texas Hill Country homeowners, the message is clear: success isn’t about offering the cheapest rates—it’s about flexibility, smart channel management, and delivering an outstanding guest experience that encourages both last-minute bookings and return stays.
At Hearth & Haven, our focus is on helping homeowners adapt to these trends while maintaining peace of mind. From dynamic pricing and marketing to full-service guest and property management, we’re here to ensure your Hill Country property isn’t just keeping up—but standing out.
Wondering what your home could make as a vacation rental? Whether you’re a homeowner exploring short-term rental income, an investor analyzing returns, or a real estate agent advising clients, our expert team is here to help.
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