Tulum: The Secrets of Vacation Rentals
Updated note (2025): The information in this article is based on 2023 data and analysis, when Tulum’s vacation rental boom was at its peak. However, in 2025 the situation has shifted: the tourism crisis and market saturation have slowed occupancy rates and reduced profit margins. If you are considering investing, proceed cautiously and seek professional advice.
It’s no secret that Tulum is one of the world’s most popular tourist destinations
When we think of the Mexican Caribbean, Tulum instantly comes to mind. As a result, in recent years investment interest has grown rapidly. The construction of new developments to meet that demand has created an impressive supply and a complex, yet successful, real estate market.
More and more investors are turning their attention to Tulum to generate income through platforms such as Airbnb and VRBO, hoping to achieve the dream of “living off rentals.” But what truly determines success in vacation rentals in Tulum?
The secrets of Tulum’s vacation rentals revealed
If you missed our webinar with Eduardo Noriega, an expert in Tulum’s real estate market behavior, here’s a brief summary of what we learned.
Tulum breaks the mold
Have you heard that overused real estate saying “location, location, location”? In Tulum, it doesn’t apply. Neither location, infrastructure, nor luxury finishes are consistent among the top-performing vacation rental properties. According to AirDNA, the properties generating the highest income are not beachfront or located in Aldea Zamá. So, where are they?
Uniqueness
The more unique your property, the less competition you’ll face. And no, it’s not about expensive finishes—it’s about capacity and experience. Of the more than 7,000 units listed on Airbnb and VRBO in 2023, about 5,000 were studios or one- to two-bedroom apartments. Statistically, if your property is “just another one,” your chances of standing out are very low.
Houses perform better than apartments
Contrary to what many developers claim, studios are the least profitable type of property. Full houses with 3 to 5 bedrooms rank among the Top 10 income generators, mainly because they represent a small percentage of total listings.
Reviews are everything
Customer service comes first. A satisfied guest leaves a positive review—and that boosts your Airbnb ranking. As Noriega says, “Airbnb favors hosts who are profitable for the platform.” If your property doesn’t leave guests happy, you’ll lose visibility. But if you collect great reviews, your exposure and bookings will grow.
Nothing is random
Your success on Airbnb isn’t about luck. Professional photography, clear descriptions, and quick responses make the difference. Remember, you’re competing with over 7,000 listings. Hiring an experienced property manager specialized in the area can also be a key advantage.
Conclusion
Every investment requires careful analysis. If you’re considering investing in the area to generate income through vacation rentals, take your time to study the market. Work with local experts, review current occupancy rates, and make informed decisions. In 2025, the market requires more strategy than enthusiasm.
Want to know more? Contact us today!