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Start with Data, Not Assumptions
Big events don’t automatically translate into record-breaking demand, and recent data proves it.
Super Bowl LVII in Arizona and the 2024 Paris Olympics drew enormous global attention, yet occupancy growth remained modest. Why? Massive waves of new short-term rentals flooded each market, outpacing demand and muting rate gains.
Take Paris as an example:
On July 26th, 2024, the first day of the Olympics, 12,295 nights were sold, up from 9,144 in 2023, yet occupancy fell from 21% to 15% year-over-year. By August 11th, the closing day, occupancy was just 11%, compared to 15% the year before.
That’s a clear sign that supply grew faster than demand; a crucial reminder that headline events don’t guarantee compression.
Before planning marketing pushes or media narratives, pull historical occupancy, ADR, and pickup data from similar periods or comparable destinations. Let evidence, not optimism, guide your event readiness strategy.
Monitor Supply Growth Early
Major events almost always trigger supply surges. During the Paris Olympics, a record influx of new short-term rentals dramatically expanded availability, keeping occupancy low despite record visitor numbers.
Tracking active listings, availability, and comp-set changes early allows DMOs to forecast how new inventory may impact performance. As Arizona and Paris both showed, rapid supply growth can flatten ADR gains even amid high awareness and search activity.
Proactive communication with local lodging partners about supply dynamics helps set realistic performance expectations across the destination.
Adjust Pacing Expectations
Big events disrupt traditional booking patterns. Demand may lag early, then spike close to the event as logistics and travel plans finalize.
Use rolling 30- or 60-day pickup reports to identify when bookings actually materialize and coordinate marketing activity accordingly. Aligning spend and messaging with observed traveler behavior ensures campaigns hit when intent is strongest, not just when interest appears high.
Manage Minimum Stays Strategically
Encourage lodging partners to apply dynamic length-of-stay (LOS) policies that evolve over the event cycle:
- Early phase: Promote longer stays (3–5 nights) to drive visitor spending and operational efficiency.
- Closer to event: Relax to 2-night minimums to fill short-term gaps and reduce stranded inventory.
This approach mirrors performance seen during Spain’s 2025 Semana Santa, where occupancy rose 9% YoY and ADR jumped 16%, despite travelers opting for shorter visits. Flexible LOS management ensured strong revenue outcomes even as stay patterns shifted.
Track Cancellation and Speculative Booking Trends
High-profile events often attract speculative early bookings that later fall through. Monitor cancellation rates by lead time to anticipate rebooking opportunities.
If cancellations spike two to three weeks before the event, that’s the window to help partners re-release inventory and refocus campaigns toward last-minute bookers.
Monitor Traveler Behavior and Feeder Markets
Early digital engagement can signal where real demand will come from.
For instance, early indicators from America 250 show that 70% of travelers are from nearby states like Maryland and Virginia, highlighting that the initial surge is domestically driven.
DMOs can use insights like this to adjust messaging; emphasizing drive-market travel early, then broadening outreach to national and international audiences as the event nears.
Evaluate Event Performance and Rate Strategy
Post-event analysis offers some of the most actionable insights for DMOs and partners.
During the 2025 Sundance Film Festival in Park City, Utah, Adjusted Paid Occupancy rose 18% week-over-week to 59%, while ADR climbed 17% to $810. This illustrates how large events can drive significant short-term uplift when demand and pricing are managed in tandem.
Benchmarking events this way across occupancy, rate, and timing helps refine pricing and marketing strategy for future editions.
Communicate Transparently with Stakeholders
When markets hear “big event,” they expect “big revenue.”
DMOs should proactively share market-level pacing, supply growth, and cancellation insights to align expectations. Transparency helps maintain trust, particularly when oversupply or late booking trends suppress expected gains.
Debrief, Benchmark, and Build Institutional Knowledge
After the event, capture and analyze performance across:
- ADR and occupancy vs. typical periods
- Booking curve timing vs. rate adjustments
- LOS performance and cancellation trends
Store these findings to strengthen forecasting and collaboration next time. Each major event, from the Olympics to Sundance, Semana Santa, or America 250, becomes a case study in destination intelligence.
The DMO that learns fastest from its data will lead most effectively in its next big moment.