We dive into the data to learn how the NFL Super Bowl impacts vacation rental markets, including this year's host city of Las Vegas. 

STR Trends for Super Bowl LVIII: High Demand, Stable Rates

The NFL Super Bowl always attracts major attention in tourism circles, and for good reason. It’s one of America’s most high-profile travel events, and cities compete every year for hosting rights—and the economic stimulus that follows.

This year, Las Vegas will host Super Bowl LVIII on Sunday, February 11. What performance can short-term rental (STR) operators expect as the Super Bowl injects demand into this already crowded market? 

To answer this question we’ve outlined the expectations for Las Vegas and compared it to the performance of past editions. 

With the teams set and the Super Bowl just one week away, we’ve analyzed data through January 27th and have already seen an 87% increase in nights sold and a 51% higher average daily rate (ADR) compared to the same weekend last year. The rate booked for the week of February 9-11 is averaging $353 for listings on Airbnb and Vrbo. That rate is even higher for those still looking to book, with the average rate for available listings sitting at $508, about 84% higher than what guests last year were willing to pay.

Both nights have been booked twice as much as they were last year, and ADRs are up 50%, equating to a staggering 180% year-over-year (YOY) increase in Vegas’s STR revenue. Yet, ADRs in Las Vegas were and are much lower than in Phoenix (last year’s Super Bowl host), but demand is markedly higher. To date, pacing in Las Vegas shows an ADR hike of 50.1% (significantly less than the 78% boost we saw in Phoenix) for the Super Bowl weekend compared to the weekend before it.

Still, Las Vegas has yet to experience the drastic increase in listings that Phoenix did, which were up more than 62% YOY in February 2023. Where Phoenix had an additional 2,688 properties listed for the Super Bowl than it did the weekend prior—a 17.3% increase—Las Vegas so far has about the same number of listings for both weekends. 

People in Phoenix listed their properties just for the Super Bowl, and many went unbooked. That trend doesn’t seem to be repeating itself in Las Vegas. As of the end of January, listings in Vegas had only increased by 15% YOY.

Super Bowl LIV was the last of the pre-pandemic football championships. Held in Miami Gardens, the game drove notable upticks not only in average daily rates (ADRs) but also in the number of nights stayed. 

Travelers reserved 34.2% more nights year-over-year (YOY) for the week of the Super Bowl, compared to 13.8% YOY the week prior. ADR enjoyed an even stronger surge, increasing 42.6% YOY on the week of the Super Bowl compared with just 9.1% the week prior. The gains in both metrics were shared across price tiers, but Midscale properties saw the largest increase in demand, while Midscale and Luxury saw the largest increases in ADR.

Don’t let managing your daily rates catch you off guard

What about pandemic-era bowls? 2021’s Super Bowl was a singular game in NFL history, affected by attendance limits, social distancing, and a general fear of travel. 

On the other hand, 2022 bounced back after attendance at Super Bowl LVI, held in Inglewood, California, exceeded even pre-pandemic levels. 

Los Angeles, an STR market already on the rise, did not see much change in the number of nights reserved, with YOY growth holding at about 46% for the week of and the week before the game. ADR’s growth rate increased from 24.4% to 44.4%, however, and every price tier saw significant gains.

The 2023 game was similar to 2022 in that Phoenix experienced rapid increases in demand. Phoenix was perhaps the fastest-growing U.S. STR market of our top 50 at the time, and even the Super Bowl didn’t trigger enough of a lift to push occupancy rates above the previous year as supply grew faster than demand. Pacing before the game boosted ADR more than demand. 

Reserved nights were up 46.4% YOY the week before and 40.1% the week of the Super Bowl, which actually represents a small decline. You’ll note only a small spike in demand for Super Bowl Sunday in the graph below. On the other hand, compared to the weekend before the Super Bowl, demand in Phoenix was up 35.5% and occupancy was up 15.5%.

Phoenix saw a much larger gain in ADR than it did in demand, with prices 78.2%higher the weekend of the Super Bowl than the weekend before. 

Whether you’re a Swiftie or not, Taylor Swift will be inescapable come Super Bowl LVIII. Following the Tokyo stop of her international Eras Tour, Swift is expected to fly back to Las Vegas just in time to see boyfriend Travis Kelce’s Kansas City Chiefs take on the San Francisco 49ers. 

Her tour alone pushed both demand and ADRs in Las Vegas-Paradise to the tune of nearly $2 million. What impact will Taylor Swift and the Super Bowl have together? 

Airbnbs may be in demand for Super Bowl LVIII, but that doesn’t mean hosts can take that interest for granted. Savvy hosts will take extra steps to ensure their properties come out ahead: 

Update Listing Descriptions: Ensure your property's listing descriptions are enticing and highlight features that align with what Super Bowl fans seek. Mention proximity to popular attractions, entertainment options, and any unique amenities your property offers.

Offer Special Packages: Create special Super Bowl packages or promotions. This could include discounted rates for longer stays, a welcome basket with complimentary game-day snacks, or even local recommendations.

Flexible Booking Options: Given the rapid pace of Super Bowl plans, offering flexible booking options, such as lenient cancellation policies or last-minute booking discounts, can make your property more appealing to potential guests.

Highlight Local Attractions: Emphasize the proximity of your property to Super Bowl-related events, viewing parties, or other attractions. Provide information on local sports bars, restaurants, or venues that will be hosting Super Bowl festivities.

Update Your Guidebook: Ensure your guidebook is up to date with relevant information about the property, including any recent changes or upgrades. Include instructions on how to operate entertainment systems for those planning game-day gatherings.

Create a Super Bowl Vibe: Decorate your property with subtle Super Bowl-themed touches, such as team colors or football-themed decor. This can create a festive atmosphere for guests looking to enjoy the game.

Utilize Dynamic Pricing: Given the nature of Las Vegas ADRs, dynamic pricing tools are your secret weapon. Monitor any last-minute changes in demand and adjust your pricing accordingly to ensure you snag every dollar your property deserves. 

Super Bowls are a case study in agile hosting. As Las Vegas hosts gear up for the Super Bowl surge in demand, hosts in other areas have a clear example of how strategic preparations enhance any owners’ chances of securing bookings and maximizing revenue—and not just during the Super Bowl. 

By making the most of tools and market data insights you’ll be able to respond to changing demand and make informed choices that set you apart. As Super Bowl enthusiasts seek accommodations for an unforgettable experience, you’ll be well-positioned to capitalize on the excitement.

Give your guests a winning stay while optimizing your own success in the process. 

The NFL Super Bowl always attracts considerable attention in tourism circles. This blog provides insights on what short-term rental (STR) operators can expect the performance boost at this year's Super Bowl in Las Vegas.

STR Trends for Super Bowl LVIII: High Demand, Stable Rates

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