SANTA ROSA BEACH, Fla. — May 28, 2026 — Short-term rental (STR) demand across the United States remains steady heading into the summer travel season despite ongoing economic and geopolitical uncertainty, according to new data released by STR analytics company KeyData.

The company’s latest summer pacing data indicates that premium leisure destinations continue to outperform year-over-year, even as travelers navigate higher travel costs, elevated interest rates, and broader global instability, including ongoing conflicts in the Middle East and Eastern Europe.

Several high-end vacation markets are experiencing strong gains in both occupancy and average daily rates (ADR). Destinations such as Cape Cod, Massachusetts; Jackson Hole, Wyoming; and San Diego, California, are pacing ahead of last summer, while some value-oriented beach and drive-to destinations are beginning to see softer demand.

Cape Cod is among the strongest-performing markets, with ADR pacing 18% higher year over year and RevPAR increasing 27%. Jackson Hole’s RevPAR is up 19%, while San Diego’s RevPAR is pacing 21% ahead of last summer.

In contrast, Myrtle Beach, South Carolina, is currently pacing 8% below last year’s RevPAR despite ADR growth of 13%, suggesting travelers are becoming increasingly selective with their vacation spending.

Premium Destinations Continue to Show Pricing Power

Several high-demand leisure destinations are maintaining strong pricing power as the peak summer travel season approaches.

Cape Cod’s paid occupancy is pacing 7% ahead of last summer, alongside ADR growth of 18%. Jackson Hole occupancy is up 12% year over year, reflecting continued demand from higher-income travelers who prioritize premium, experience-driven vacations.

San Diego is also showing strong momentum, with occupancy pacing 14% ahead of last year and ADR increasing 6%.

Meanwhile, Ocean City, Maryland, stands out as one of the season’s strongest performers, with RevPAR currently pacing 30% above last summer as both occupancy and pricing continue to strengthen.

Softer Performance Emerging in Value-Oriented Markets

While travelers continue to prioritize summer vacations, some more price-sensitive leisure markets are beginning to experience slower booking activity despite ongoing rate growth.

Myrtle Beach is recording some of the largest occupancy declines among major summer leisure destinations. Charleston, South Carolina, is pacing 8% below last year’s occupancy levels despite ADR growth of 7%.

The North Georgia Mountains market is also experiencing slower growth, with occupancy down 1% year over year. However, ADR growth of 5% continues to support RevPAR growth of 6%.

According to KeyData, the emerging trend suggests that travelers remain committed to vacation spending but are becoming more cautious with discretionary purchases. Premium destinations appear to be benefiting from higher-income consumers who remain willing to invest in experience-led travel, while more budget-conscious travelers are scaling back in lower-cost markets.

“What we’re seeing is a growing split in traveler behavior,” said Sally Henry, vice president of business development, EMEA, at KeyData. “People are still taking summer vacations, but they’re becoming far more deliberate about where they spend. Premium destinations are continuing to attract demand because travelers increasingly see those trips as worth the extra cost, while more budget-oriented markets are facing greater pressure as consumers pull back on discretionary spending.”

For more information, visit KeyData’s website.