Gatlinburg's short-term rental occupancy rose to 68 percent in October, an increase from the 62.2 percent recorded during the same month last year, as WVLT reported. The monthly figures from the Gatlinburg Convention and Visitors Bureau reflect a 9 percent increase for the month, even as total year-to-date occupancy through October sat at 50.1 percent compared to 50.4 percent during the same period last year.
Chad Netherland, president and CEO of the Gatlinburg Convention and Visitors Bureau, told the station that October brought strong performance to the area overall. He noted that while the month began slowly, weekend visitor counts remained high and fall foliage continued to draw travelers late into the season. Netherland stated that hotel occupancy for October remained roughly flat compared to the previous year, whereas overnight cabins and short-term rentals experienced a noticeable boost. Official October hotel numbers have not yet been released, though September hotel occupancy had increased 9.8 percent year-over-year.
According to data from the bureau, local inventory grew as well. Gatlinburg recorded 8,540 short-term rental listings in October, representing a 1.7 percent increase from the 8,396 listings reported in October 2025. Netherland explained that the steady addition of new hotels and overnight rental properties creates shifts in year-over-year data comparisons.
While monthly occupancy numbers rose, local property managers report that visitor booking habits have shifted dramatically. Brittany Magsig, CEO of Mountain Mama Cabins, told the outlet that guests who once reserved stays up to two months in advance are now routinely booking less than 30 days ahead of their arrival. She said last-minute reservations made just two weeks prior to travel are currently filling calendars that previously stood empty, leaving some property owners waiting longer to cover monthly costs. Magsig noted that she had secured bookings for Christmas but still had unbooked cabin inventory for Thanksgiving, a trend she said historically occurred only during slower winter months like January, February, and March.
Netherland confirmed that shorter reservation windows are not unique to the Smoky Mountains. He told the station that the trend is occurring across domestic travel nationwide, driven largely by travelers who delay booking in order to secure last-minute deals listed on online travel agency sites. Economic pressures are also influencing how visitors spend their travel funds. Netherland pointed out that higher gas prices have made travelers more thrifty, leading families to evaluate costs carefully while prioritizing spending on local attractions and dining over expensive lodging.
Magsig noted that delayed foliage changes this autumn may have also pushed travel decisions later into the season, leaving openings on rental calendars into mid-November. In response to changing market conditions, Magsig told the outlet she has capped her nightly cabin rates at $300 rather than using automated pricing software that suggests charging $600 or $700 per night, stating that lower pricing helps maintain reliable bookings from quality guests.
Visitors traveling to the area confirmed that cost considerations shaped their lodging choices. First-time visitor Holly LaPietra told the station that her family traveled from Wisconsin for a four-night stay to view the autumn leaves. She explained that they selected a nature-focused, camping-style accommodation to lower total vacation costs while still taking advantage of affordable airfare.
Looking ahead to the upcoming winter season, tourism officials remain optimistic about regional travel demand. Netherland told the station he anticipates strong winter turnout driven by local events and regional attractions like Ober Mountain, which draws significant visitors from Southern states such as Florida. The city has also added holiday lights and decorations ahead of seasonal festivities, including the annual Winterfest kickoff and the free downtown chili cook-off. Meanwhile, area cabin owners continue turning to social media platforms to market remaining open dates and fill out their upcoming winter reservation schedules.
