It’s true summer booking calendars feel a little lower than usual right now. AirDNA’ reports that short-term rental demand across the U.S. is softening this summer, even in the Smokies.
But not to fret, Sevier County remains one of the top-performing STR markets in the country!
Here’s what you need to know…
Summer Demand for Short Term Rentals Is Softer
If your calendar isn’t as full as you’d like, you’re not alone. In April, the national average occupancy hovered around 52%. That’s not a drastic drop, but it does indicate a more competitive environment.
What can you do?
- Reassess your pricing strategy.
- Respond promptly to inquiries.
- Consider small incentives for booking, like discounts for longer stays to help convert lookers into bookers.
- Tweak your listing:
- Ensure your listing photos, titles, and descriptions are up to date and clearly communicate the value of your property.
- Have you done any updates you don’t mention in your listing? Now is the time to add them!
- Create the best guest experience that you possibly can so that your guests want to return to your home when they visit next.
- Do you provide area information for your guests once they arrive? Maybe now is that time to do that.
Increased Supply Means Increased Competition
Many large U.S. cities are seeing listing growth outpace the national average.
In May, 17 of the top 50 STR markets posted available listing growth above the 5.9% national rate.
Available listings reached 1.75 million, a 5.7% increase year-over-year
New builds continue to add to the supply in the Smoky Mountains as well.
The more properties there are, the harder it is to stand out, especially for cabins that lack a distinct vibe.
What can you do?
- Emphasize what makes your property different. Whether that’s a view, layout, theme, or family-friendly amenities, make sure your listing communicates why someone should choose yours.
The Smokies Are Still a Top-Performing STR Market
According to AirDNA , the Gatlinburg-Pigeon Forge-Sevierville area ranked 3rd in the nation for total Airbnb revenue!
They ranked cities by the total short-term rental revenue they generated between April 2024 and April 2025 to determine the largest Airbnb markets in the U.S.
The largest short-term rental markets in the U.S. are disproportionately influential. The top 10 largest Airbnb markets in the U.S. alone account for 25% of all STR revenue nationally.
Other high-ranking markets reflect diverse guest preferences:
- Mountain getaways like Gatlinburg/Pigeon Forge cater to family vacations and nature lovers.
- Desert metros like Phoenix/Scottsdale thrive on seasonal events and second-home travel.
- Remote-luxury markets like Maui combine scarcity with pricing power.
- And under-the-radar beach towns like Gulf Shores and Sarasota show that smaller, affordable destinations can punch above their weight when demand and supply align.
The Smokies remain a destination people return to year after year.
The reasons?
Easy access to Great Smoky Mountains National Park, plus major draws like Dollywood, seasonal festivals, and cabin-style accommodations, keep bookings strong. The area’s wide appeal to families, couples, and multigenerational groups boosts both occupancy and length of stay.
Drive-to Destinations Are Holding Strong
AirDNA notes that markets within driving distance continue to outperform fly-to destinations.
With so many potential guests within a day’s drive, Sevier County benefits from built-in demand and travel convenience.
Revenue Is Still Strong (With the Right Strategy)
Even with some owners lowering prices, well-managed properties are still holding their value.
Your STR Success is tied to how well your property is priced, positioned, and managed.
What can you do?
- Focus on guest experience and reputation. Tools like automated guest messaging and thoughtful amenities can make a real difference in your bottom line.
Looking Ahead
The market is shifting, but the fundamentals in the Smokies remain solid. This is still one of the most resilient and profitable short-term rental regions in the country.
Have questions about buying or selling short-term rentals in the Smoky Mountains?
We’d love to help. Reach out and let’s talk about what’s next.