08/16/2026
Sun Valley just outperformed the entire West region on occupancy. The reason should get the attention of anyone who owns property here.
July numbers from Inntopia DestiMetrics landed this week for the North Valley. Paid occupancy finished at 67.4%, up 2.8% year over year. The West region as a whole came in at 63.4%.
We ran four points fuller than our peer destinations. We also charged six percent less — $467 a night against a regional average of $497.
That combination is the relative-value case for Sun Valley in one line. Fuller than the broader Western mountain set, at a lower nightly rate. It also suggests rate hasn't found its ceiling here.
But the number I keep coming back to is supply.
Room nights available fell 4.6% year over year. Room nights sold fell 2.0%. Demand actually contracted last month. Occupancy rose because inventory contracted faster.
And it isn't a one-month artifact. Available room nights are down between 3.4% and 5.0% in every month currently on the books — May through January, across both the summer and winter seasons. Nine consecutive months, no exceptions, a remarkably tight band. That is structural, not seasonal. Units are leaving the North Valley short-term rental pool.
The reports tell us that supply shrank. They don't tell us why. The plausible explanations are conversion to private second-home use and ownership changes, and I'd treat both as inference rather than fact.
For owners, the implication is more straightforward. RevPAR finished at $315, up 10.5% — that's revenue per available room, what a unit earns whether or not it sells on a given night. The market absorbed a 7.5% rate increase while demand softened. That is pricing power, and it's the cleanest read on asset health in the whole report.
Forward, the book looks better than the rear view. September occupancy is pacing 22.5% ahead of last year. October is up 22.0%. November is up 16.1%, with November room nights sold up 11.7% outright. Labor Day landing fully in September this year, Rebecca's Private Idaho moving to September 9-12, Trailing of the Sheep October 7-11, and the Mountain Towns 2030 Climate Summit October 13-14 are turning shoulder season into real season.
August is the soft spot — pacing 6.3% behind last year, with room nights booked down 9.6%. Worth noting it has recovered from 13% behind at the last reporting cycle. Schools return the second week of the month and the Labor Day shift pulled volume into September.
Two things worth flagging for anyone reading this as a real estate signal.
First, the sample is 12 reporting entities representing 772 units, roughly 49% of the destination's inventory. A strong sample, not a census.
Second, lodging performance is a demand indicator and an input on the carrying-cost side of a second-home decision. It is not a home-price forecast, and anyone presenting it as one is selling you something.
If you own property in the Wood River Valley and want to talk through what this means for your situation, send me a message. I read these reports every month.
Colin Burke · Southern Idaho Land · Keller Williams Sun Valley & Southern Idaho
Data: Inntopia DestiMetrics via Visit Sun Valley. 12 reporting lodging entities representing 772 units, about 49% of the destination's inventory. Bookings as of July 31, 2026.