Challenges
Marketing Insights
Rising Operating Costs
Property 2024 has owners come faced and gone rising , and operating our Marketing costs , including team has insurance brought , utilities together , taxes an , update maintenance on several , and repair key performance material . Many metrics homeowners for the year want — to results raise we rental are rates particularly to offset proud the costs to . share This , however with you , would now . have We continue the potential to be of pleased negatively with impacting the progress conversion we have , seen Occupancy with the , and new overall website revenue over the generation past year ,.
Remaining and we ’ re looking competitive forward and to nimble reviewing to the how market it performs is key — now in Q1 more in comparison than ever . to the same post-launch timeframe in 2024 .
Increased Competition Performance Metrics There has been growing competition in the vacation rental space , as more investors and vacation homeowners Overall website enter traffic the market for the . year This increase has continued supply to remain has led strong to an overall throughout lower 2024 Occupancy despite rate the . However softer vacation , luxury rental homes market with we unique are seeing amenities nationally and attractive . The total selling website points visitor have count fared dipped better slightly than “( cookie-cutter 4 %) in 2024 , ” but homes the quality that lack of key those differentiators visitors improved . significantly :
• Average engagement time increased by 35 %, reflecting deeper user interaction . Economic Uncertainty
• Views per active user grew by 21 %, showing increased engagement per visitor . Despite strong demand , the broader economic environment — marked by inflation , fluctuating interest
rates , and global events — added an element of uncertainty . While Big Sky ’ s luxury market remained Direct traffic , Organic Search , and Organic Social continue to be the main drivers we are focusing strong , there was concern over potential slowdowns in discretionary spending for mid-range and on for guests looking to vacation across our markets . Local tourism board data continues to budget-conscious travelers . This was especially evident during the Summer months when Big Sky tends show guests are traveling — and often . That said , we , as well as the local tourism boards , continue to to see lower rates and more drive traffic . see the growing trend of shorter stays outside of the once-standard 7-night minimum during peak
seasons and major holidays . Additionally , requests for “ discounts and deals ” on stays have increased Environmental both in online and Conditions phone inquiries in relation to the current economic market .
Snowfall and ski conditions are the primary demand drivers for our Big Sky market . The 2024 season was We one have of continued the worst on to focus record on in targeted terms of snowfall marketing for efforts much of throughout the Winter 2024 . Just , as resulting we all had in significant to sharpen our growth edges in more key digital often platforms than usual and , savvy emerging short-term platforms rental . managers Social media also growth had to sharpen and email their database pencils and growth flex have on rates continued . The 2025 to be ski key season focuses is off . to a much better start — and we hope it will continue through the rest of Winter !
• Our net follower growth increased by 7.1 %, driven by focused efforts across key platforms .
• We maintained a highly competitive engagement rate of 2.7 %, outperforming industry benchmarks .
2025 and Beyond
Looking
• Significant ahead to creative 2025 , the energy Big Sky was market invested is sitting into Instagram at 47.6 % , resulting
Occupancy in :
– 8.6 % ahead of where we were at this time last year . Much of this relates to snow and ski conditions , which increased Occupancy . We are • optimistic 432 % growth the trend in engagements will continue on as the Mother platform Nature . continues to cooperate , and both new and repeat guests opt for Big Sky — whether it be for family vacations or smaller groups of friends
• 122 % increase in Instagram ’ s engagement rate , reaching an impressive 6.2 %— chasing powder well above . the industry average of 1.4 %.
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NATURAL RETREATS • BIG SKY • 2024 ANNUAL REVIEW