With the holiday falling on a Friday this year, more Americans are taking the opportunity for a long weekend out of the city, with booked nights soaring beyond 2024 in Destin, FL, (+37%), Naples, FL, (+34%), Branson, MI, (+26%), Park City, UT (+26%), and South Lake Tahoe, CA, (+26%).
Only four destinations surveyed by PriceLabs are seeing drops in demand for this year, with Asheville, NC, leading the declines at -21%, still feeling the effects of Hurricane Helene, which caused significant infrastructure damage across the region last September.
Elsewhere, regulatory pressures and poor weather this spring may be damaging the demand forecast for Saratoga Springs, NY, (-6%), Seattle (-6%), and Bend (-4%). Large cities like Atlanta, GA (+4%), Las Vegas, NV (+5%), and Chicago (+7%) are seeing much smaller growth in demand.
Costs rising
Average daily rates (ADRs) are climbing in nearly all the markets PriceLabs looked into. Only four destinations are seeing a decrease in ADR compared to last year, led by Asheville, where prices have dropped 5%, Las Vegas (-3%), South Padre Island (-2%), and Park City (-1%). Everywhere else, rates are rising – some dramatically.
Bend, Oregon, leads the destinations surveyed with a 17% jump in average rates this year versus the same time in 2024. Washington, D.C., and Chicago follow closely, both up 14%, with Virginia Beach just behind at 13%. These increases reflect inflationary pressures on operators – but they also suggest U.S. travelers are still willing to spend more on shorter, more curated getaways.
For those looking for a more budget-friendly getaway for the Fourth of July this year, large cities are the way to go. Atlanta is the cheapest, at $213 per night on average, followed by Washington, D.C. at $234. Guests will find that luxury cabins and beach homes in South Lake Tahoe, Destin, and Panama City Beach have a higher price tag this year, at $679, $665, and $608, respectively.
Fourth of July vacation rental bookings for selected cities:
| Market | Booked nights change (year-over-year) | ADR July Fourth 2025 | ADR change (year-over-year) |
| Destin | 37% | $665 | 4% |
| Naples | 34% | $353 | 5% |
| Branson | 26% | $419 | 3% |
| Park City | 26% | $344 | -1% |
| South Lake Tahoe | 26% | $679 | 9% |
| South Padre Island | 25% | $397 | -2% |
| Panama City Beach | 23% | $608 | 4% |
| Gatlinburg | 23% | $410 | 0% |
| Myrtle Beach | 23% | $456 | 6% |
| Hilton Head Island | 23% | $531 | 2% |
| Washington DC | 21% | $234 | 14% |
| Steamboat Springs | 21% | $524 | 8% |
| Fredericksburg | 20% | $377 | 11% |
| Stowe | 18% | $342 | 12% |
| Virginia Beach | 11% | $393 | 13% |
| Chicago | 7% | $283 | 14% |
| Traverse City | 5% | $497 | 2% |
| Las Vegas | 5% | $265 | -3% |
| Atlanta | 3% | $213 | 6% |
| Ocean City | 3% | $482 | 4% |
| Bend | -4% | $507 | 17% |
| Seattle | -6% | $260 | 4% |
| Saratoga Springs | -6% | $452 | 3% |
| Asheville | -21% | $259 | -5% |
Richie Khandelwal, Co-Founder and President of PriceLabs, said: “Despite economic uncertainty, Americans are still traveling this summer – just in shorter, more meaningful trips. We’re seeing a clear shift toward culturally rich, midsize cities for this Fourth of July. Travelers are seeking affordability without compromising on experience.
“For those still looking to book, larger cities like Washington DC and Atlanta, where occupancy is softer, could offer excellent last-minute deals for flexible travelers.’
PriceLabs data collected on 13 June 2025, based on public data available on Airbnb, Vrbo, and Booking.com.
Tags:Vacation rental demand Fourth of July weekend, Richie Khandelwal, PriceLabs
