The 2025 rental season turned out to be a success for most homeowners, even though it started off slowly. Every four years, when there’s a change in administration, we tend to see a similar pattern—economic uncertainty and a more volatile stock market can make people a bit hesitant to commit to their summer plans. Many simply wait a little longer before booking.
Summer Bookings
Summer bookings dipped slightly on the Cape but were up 7% on Martha’s Vineyard and 12% on Nantucket. Because Nantucket has a smaller pool of rental homes, its numbers tend to show greater swings from year to year.
Fall Bookings
Fall bookings showed modest growth on the Cape and stronger gains on the islands—up 14% on Martha’s Vineyard and 10% on Nantucket compared to last year. Looking back to 2023, Cape bookings are up about 5% overall, while the Vineyard and Nantucket are down slightly, by 3% and 7% respectively.
Booking Patterns Reinforce the Value of Tiered Pricing
As the graph below shows, 2025 bookings followed a similar pattern to 2024. The last weeks of June and August typically book more slowly than mid-summer’s busiest weeks. That’s why it’s so important to use tiered pricing—setting higher rates for high-demand weeks and lower rates for those on the fringe of the season. See more about Tiered Pricing.
Unprecedented Price Increases
Over the past 27 years, home prices have typically risen about 2–4% each year—until the pandemic changed everything. Since then, we’ve seen increases closer to 10% annually. Even though demand eased from 2023 through 2025, prices are still high by historical standards.
Regional Price Variations
Cape prices have stabilized somewhat over the last five years, while the Islands continue to swing up and down. Vineyard prices for 2025 have finally settled back into a normal range, but Nantucket remains on the high side.
Price Reductions Reflect Market Normalization
We saw a noticeable uptick in price reductions starting in June. Among homeowners who lowered their rates, the average decrease was 9–10%. However, only about 3% of all owners made such adjustments—another sign that the market is returning to normal.
Let Demand, Not Expenses, Guide Your Rates
It’s easy to feel pressure to raise your rates when expenses climb or you hear that others are charging more. But ultimately, vacationer demand sets the market, not owner costs.
Yes, expenses for energy, labor, and materials have gone up—but raising rates beyond what vacationers are willing to pay can hurt your booking success. Let the market, not your bills, guide your pricing decisions.
See our full Pricing Report available to all active listers.
Vacationers Are Booking Earlier
Over the past few years, we’ve seen a clear trend: vacationers are booking their rentals earlier and earlier—especially true for next summer. As the chart below shows, Cape bookings are already up more than 30% compared to this time last year, and Vineyard bookings have jumped more than 50%.
If you haven’t yet opened your calendar for summer 2026, you could be missing early demand. Keep in mind—more than a quarter of all bookings for the following summer occur before the end of the previous year!
Keep Your Listing in Top Shape
We encourage you to take a look at your Listing Quality Audit (you’ll find the link in your Homeowner Center). Check your overall Listing Rating—if it’s less than “Excellent,” see which items might need a little attention.
We’re always happy to share ideas and suggestions to help you make the most of your listing. Our goal is to help you rent with confidence, less stress, and more success! Email support@weneedavacation.com.