This week’s roundup covers AirDNA’s September market review, PriceLabs’ latest host report, Airbnb’s Halloween travel trends, and new vacation rental regulations in Santa Barbara. Let’s dive in.
AirDNA released its September 2026 U.S. STR market review this week, reporting notable year-over-year increases in demand, occupancy, and nightly rates. AirDNA reported that demand rose 8.1% YOY in September and that average daily rates (ADR) increased 7.2% to $254 a night. However, AirDNA noted that much of the increase in demand can be attributed to Labor Day weekend falling entirely in September this year, rather than partly in August as it did in 2025. Looking at August and September as a whole, demand grew 2.1% compared to last year, and listing growth fell to 1.6% in both months, the lowest listing growth reported since the pandemic. AirDNA expects to see continued growth in demand as we head towards the end of 2026.
PriceLabs shared its second annual Global Host Report this week, which surveyed over 1,200 hosts across 72 countries, each managing one to four properties. Takeaways from the report include a rise in AI use, increased concerns about STR regulations, and a continued focus on direct bookings. PriceLabs reported that 58% of hosts surveyed now use AI for tasks such as writing guest messages, updating listing descriptions, and reviewing market data, up from 14% in 2025. The report also found that 53% of hosts were worried about how local STR regulations could affect their revenue, up from 48% last year, and 33% listed creating or improving a direct booking website as their top priority. The report provides an interesting snapshot of the STR industry from the perspective of small to medium-sized vacation rental operators.
Airbnb shared new Halloween travel data on Tuesday, reporting a nearly 15% increase in searches for stays over Halloween weekend compared with last year. Using search data from the second quarter, Airbnb found that interest in traveling over that weekend grew across all generations, with Gen Z searches up almost 45%. Airbnb also reported that wishlists with Halloween-themed titles increased by nearly 60% and named Salem, Massachusetts, as the top-trending U.S. destination for the weekend. With Halloween falling on a Saturday this year, now is a great time for vacation rental operators to review local demand and adjust rates for the upcoming holiday.
In short-term rental regulation news, the Santa Barbara City Council voted unanimously on Tuesday to approve new vacation rental regulations. Under the new regulations, inland rentals within city limits will only be allowed to operate in commercial zones where housing is permitted and will be prohibited in residential and high-fire-risk areas. Additionally, operators will be limited to one STR permit and must set a two-night minimum stay and follow quiet hours from 10 p.m. to 7 a.m. The council also approved coastal rules that would restrict whole-home rentals in single-family and two-family residential zones. The inland rules are expected to take effect in January 2027, while the coastal changes still require approval from the California Coastal Commission.
As we see encouraging numbers from the end of Q3 and governments continue to refine STR rules, the vacation rental industry continues to shift in 2026. Check back next week for the latest news!
