We’re now midway through the summer season on Cape Cod, Martha’s Vineyard, and Nantucket, and vacationer demand remains steady—right in line with last year. Although vacationers continue to be price-conscious, rates have remained surprisingly stable, with fewer price reductions than at this point in 2025.
Overall bookings are comparable to last year. Fall bookings are also similar to 2025 on the Cape and Nantucket, while Martha’s Vineyard is seeing a 7% increase.
We’re hearing from vacationers already planning for summer 2027, particularly those booking larger homes, multiple weeks, or family gatherings. If your calendar isn’t open yet, now is the time.
And one quick reminder: Fresh guest reviews continue to be one of the best ways to build trust and improve your listing’s visibility.
Still Have Open Weeks? It’s Not Too Late
If you still have availability, there are several ways to improve your chances of booking:
- Keep your calendar updated. Vacationers can sort by “Calendar Last Updated,” so stale calendars often appear lower in search results.
- Adjust your pricing if needed. If you lower your rate, promote it with an Owner Special.
- Increase your exposure. Purchase a Last-Minute Availability Alert, which places your home on our high-traffic Special Deals and Last-Minute Availability page.
- Respond quickly. Fast replies—and, when appropriate, a phone call—can make the difference when vacationers are comparing several homes.
- Request guest reviews. Recent reviews from June or July guests can give your listing an important edge.
Still Trying to Fill Late August?
If the last two weeks of August remain open, you’re in good company. They are traditionally the most difficult weeks to book because many schools are resuming.
This year is a little different, however. With Labor Day falling on September 7, the week of August 29–September 5 is the last full week of summer, creating an opportunity to market that week creatively.
A few sample Owner Specials:
- Book August 29–September 5 and stay Labor Day weekend for just $XXX per night.
- Book the week of August 29–September 5 and enjoy Labor Day weekend at no additional charge.
- Book a minimum of 3 nights for $XXXX per night.
Open Your 2027 Calendar Now
Many vacationers—especially those planning weddings, reunions, or multi-family vacations—are already searching for next summer. In recent years, more than 25% of the following summer’s bookings have occurred before the end of the current year.
Opening your calendar now allows you to capture this early demand while competition is still relatively light. This is a good opportunity to test your pricing for next season, especially if you haven’t increased your prices in a few years. You can always lower them as we get into the heart of the booking season.
Holding Weeks for Repeat Guests?
Many homeowners hesitate to open their calendars because they want to reserve time for returning guests or family. Instead of waiting until late fall or winter, consider these alternatives:
- Mark likely return weeks as booked.
- Give this year’s guests first refusal if another inquiry comes in.
- Open your calendar now and block weeks later as your plans become firm.
Remember: Early bookings are more likely to secure your full asking price, while last-minute bookings often require discounts or negotiation.
Pricing for Success in 2027
Demand has largely stabilized over the past few years, making thoughtful pricing more important than ever.
If your home booked quickly and easily at your current rates, you may be able to justify a modest increase. If booking was slower or required discounts, however, this may not be the year to raise prices.
Just as important is tiering your rates throughout the season. We still see many listings charging the same weekly rate from July through September, even though demand changes dramatically.
As the chart below illustrates, demand and pricing peak around the week of August 10 before declining through late August and September, particularly on Martha’s Vineyard. Matching your rates to seasonal demand can significantly improve both occupancy and revenue.
A few additional reminders:
- Don’t base your rates solely on increasing expenses. Vacationers compare value, not your operating costs.
- Enter next year’s pricing now, even if it’s tentative. You can always adjust it later.
- Clearly explain what’s included in your rental rate and disclose all mandatory fees upfront.
Looking Ahead
The Cape and Islands remain one of the country’s most desirable vacation destinations, and demand continues to be remarkably resilient. Homeowners who stay engaged—keeping their calendars current, pricing strategically, responding promptly, and planning ahead—will be in the strongest position to maximize both bookings and revenue.
A few thoughtful adjustments today can make a meaningful difference, not only for the rest of this season, but for a successful 2027 as well.