This Michigan analysis was contributed by MiSTRA President Kate Stoermer through her work at The CEO Host.
If you’ve been hanging out in industry circles or reading national STR reports, you may have seen the headline:
“Bookings down 4-5% compared to 2024.”
Key Data’s pacing data shows this softening trend across their national portfolio — and many operators are understandably wondering: is Michigan seeing the same?
The Good News for Michigan: The Data Tells a Different Story
Interestingly, a look at AirDNA’s data for Michigan suggests that our state isn’t following the exact same pattern:
- ADR (Average Daily Rate): May 2024 — $271 → May 2025 — $303
- Occupancy: up nearly 1% statewide
- Regional patterns: while urban markets are seeing slightly lower gains, every region is still showing YOY increases in both ADR and occupancy.
So despite national headlines, Michigan’s high season appears to be holding strong so far.
What’s Behind the Concern?
Many operators are reporting, “I’m usually fully booked for summer by now, but I’m not.”
And this is where it’s critical to understand one of the most important shifts in this year’s data:
👉 Booking lead times have dropped by double digits in most markets.
That means guests are waiting longer to book their stays.
A trend we’re seeing across the U.S. — but notably true here in Michigan as well.
Why Are Guests Booking Later?
The most likely reason for this significant shift is economic uncertainty: Consumers are holding off on committing to discretionary spending until later.
What Should Operators Do?
Here’s the key takeaway:
Hold steady. Do not panic and drop prices too soon.
With ADR and occupancy both trending up — and strong signs that travel demand for Michigan’s high season will be solid — this is largely a shift in booking behavior, not in underlying demand.
Smart action steps:
✅ Watch your comps and pacing carefully, but don’t race to the bottom on rates.
✅ Communicate value and availability through your marketing — guests are watching and waiting.
✅ Expect booking curves to shift later — and adjust your expectations accordingly.
The Bottom Line for Michigan STRs
Yes — booking lead times are down.
Yes — national headlines may make you nervous.
But the actual demand and revenue data for Michigan looks solid.
The high season remains as bright as ever — just stay patient and strategic.
Looking for more insights on Summer Bookings?
Come join us at an upcoming MiSTRA monthly meetup — we’ll be continuing this conversation and sharing what operators across the state are seeing in real time.