Luxury Vacation Rental
Management on Florida’s
First Coast
Luxury vacation rental management in Florida is outperforming – especially on the First Coast. If you’re evaluating short-term rental investments in 2025, the math here is worth a closer look.
At Opulent, our October portfolio averaged $584.44 ADR. Properties ranged from $295 per night for renovated oceanfront condos to $1,389 for five-bedroom private homes – with the larger estates leading in occupancy.
The results reflect a combination of factors working in favor of professionally managed luxury rentals in this market – from visitor demographics and regional demand drivers to how premium properties are positioned and serviced. Here’s what’s creating that performance gap.
The Ponte Vedra Premium
Local submarkets tell the story clearly.
AirDNA data for Ponte Vedra Beach shows $565 ADR – 82 percent higher than Jacksonville Beach at $311. St. Augustine averages $280 across 6,800-plus listings.
Opulent’s Ponte Vedra properties averaged $1,389 ADR in October – nearly 2.5 times that local market average.
That premium reflects real demand drivers. Proximity to TPC Sawgrass and THE PLAYERS Championship – which generates $234 million in regional economic impact and pushes area hotel occupancy to 90 percent. Oceanfront estates with architectural significance. A community where former T-Mobile CEO John Legere just paid $22 million for a home on Ponte Vedra Boulevard – setting a new regional record.
The second-highest sale of 2024 hit $17.8 million. Another property at 697 Ponte Vedra Boulevard traded for $10.9 million in December after selling for $5.35 million just two and a half years prior.
People spending that kind of money on real estate here aren’t booking $114-a-night rentals when they visit. They expect properties that match their standards.
Events like St. Augustine’s Nights of Lights runs mid-November through January. According to First Coast News, the festival generates roughly 25 percent of St. Johns County’s annual bed tax revenue and an estimated $130-135 million in total economic impact. National Geographic and Condé Nast Traveler have both named it among the world’s top holiday light displays.
THE PLAYERS Championship follows in March – the PGA Tour’s flagship event that transforms Ponte Vedra into a destination for corporate hospitality and golf travelers with deep pockets.
For luxury properties positioned to capture these windows, the revenue concentration can define an entire quarter.
What Luxury Vacation Rental Management in Florida Looks Like
A beautiful property gets you in the door. It doesn’t get you to $584 ADR.
Opulent maintains a 4.9-star rating across our portfolio – and that standard comes from service, not square footage. The maintenance issue resolved in an hour instead of ruining a morning. The concierge coordination that meant guests didn’t have to think about logistics. The local dining recommendation that became the highlight of the trip.
Luxury travelers have options. They choose properties – and return to them – based on how the experience made them feel. That requires systems and teams ready to deliver at every touchpoint, not scrambling to find a plumber at 10 p.m. on a Saturday.
Premium rates require premium service. There’s no shortcut.
Get The $1M+ Property Owner’s Guide to Northeast Florida Rental Revenue to learn more about operating a vacation rental in this market or contact us for a property-specific rental opportunity analysis.
