Not every local event deserves a markup - and applying one to the wrong event, or leaving one on too long, can hurt more than it helps. In this article, we'll cover our general philosophy on rate configuration for holidays and local events.
What qualifies as an event worth marking up
We look for events that generate meaningful, concentrated demand near your listing. That typically means concerts, major sporting events, conferences, and festivals with significant attendance that draw guests from outside the local area.
Events with strong historical booking patterns tend to be the most reliable signals.
Events that are too small, too spread out geographically, or too far from your listing rarely create enough concentrated demand to justify overriding the standard pricing strategy.
How the markup level is determined
Two factors drive the markup: proximity to your listing and expected attendance. Larger events closer to your property support higher markups. Events further away or with lower attendance get lighter markups - or none at all if the demand impact isn't meaningful enough to justify it.
Where historical data is available, we look at how the market actually performed during the same event in prior years rather than relying solely on projected attendance.
Expiration rules
Event markups don't sit on your calendar indefinitely. Each one has a built-in expiration tied to the event window. If the dates don't book at the elevated rate before the expiration point, pricing reverts to the standard strategy. This prevents over-priced nights from going unbooked as the event gets closer.
How holidays are handled
Holidays are treated separately from local events. We analyze historical occupancy patterns around major holidays and build specific markup and minimum stay configurations based on how demand actually behaves in your market during those periods. Holiday pricing is built into the strategy from the start, not applied reactively.
If you know about a local event we may have missed
We actively research upcoming events as part of the ongoing management process, but local knowledge helps. If you're aware of something in your area - a major festival, a large conference, a significant sporting event - let us know. We'll evaluate it and decide whether a markup is warranted.
Reach out at [email protected] with the event details and your listing.