Tulum didn’t get cheaper. It got emptier.
The story everyone tells about this market is a price collapse. Across 9,893 listings the data says something different and far more useful to anyone who owns here.
Rate held. Nights disappeared.
The average daily rate is $131, four dollars below the same period last year. That is a rate decline of about three percent.
In the same window occupancy fell from 34% to 25%. Revenue per available night fell $13. Split that figure into the part caused by rate and the part caused by empty nights and it is not close.
The rate effect holds occupancy at last year’s 34% and applies the $4 rate change. The occupancy effect applies the nine point fall at this year’s $131 rate.
Rate went from $103 to $108. Occupancy went from 15% to 9%. And supply is not what did it: active listings have moved between roughly 10,300 and 11,100 across two full years and sit slightly lower now than a year ago. The inventory did not flood in. The nights went out.
What that looks like on the ground
Aldea Zama, La Veleta, Region 15, the Hotel Zone and the Pueblo. The shape of the problem is not the same in every part of this market, but the arithmetic underneath it is.
One thing travels. Everything else is local.
We pulled three whole markets on the same day, through the same tool. They had three different problems. The same advice would have made two of them worse.
| Tulum | Miami | Cabo East | |
|---|---|---|---|
| What went wrong | Lost nights | Supply surge | Blunt discount |
| Listings that never move their rate | 24% | 14% | 44% |
| What those listings take | 0.42 | 0.36 | 0.82 |
| Listings that move it often | 26% | 63% | 18% |
| What those listings take | 1.42 | 1.22 | 1.44 |
| Asking price against achieved | −22.2% | −22.5% | −23.4% |
All three pulled 24 October 2026. Index figures are a group’s share of bookings divided by its share of listings, so 1.00 is parity.
★ The cost of standing still scales with how many of your competitors are moving. Where 44% of a market never adjusts, standing still barely hurts. Where only 14% never adjust, it is ruinous.
One measure survives all three. The listings that move their rate beat the listings that do not, in every market, by between 1.22 and 1.44 times. Not the direction of the move. The fact of it.
Everything above and the working underneath it.
The complete Tulum market report
Nothing on this page is held back. The full report is the evidence underneath it.
- Two years of occupancy, rate and revenue per available night, month by month
- Asking price against achieved price, broken out by bedroom count
- When this market books and how long people stay
- The full index set: rate movement, management, cancellation policy, discounts and capacity
- Five things the data says to do if you own here
- Method, sources and every limit on what the data can tell you
That’s not sending. Everything you typed is still here — press the button again.
Method. Figures come from a single PriceLabs whole market pull for Tulum, Quintana Roo, Airbnb inventory, run on 24 October 2026. Revenue, occupancy and RevPAR are PriceLabs estimates rather than reported host earnings. Full limits are stated in the report.
No Marketics performance figures appear on this page. Nothing here is a claim about what Marketics has achieved for anyone. Rate movement bands are PriceLabs’ own classification of how often a listing’s price changes. No pricing tool is named, recommended or criticized.