Solar eclipse: Airbnb, United Airlines and other brands set to divvy up $1.5 billion 'path of totality' windfall

By Weston Blasi

An eclipse like the one on April 8 won't happen again until 2044, so millions of Americans are doing what it takes to get a glimpse of Monday's total solar eclipse

Monday's total solar eclipse, when the moon will completely block the sun, has proven to be a big moneymaker for many public companies.

An eclipse of this visible magnitude is so rare - the last one was on Aug. 21, 2017, and the next one will be in 2044 - that about 4 million people are traveling to optimize their experience of it. The path of totality spans 15 states from Texas to Maine, with at least 44 million people in the U.S., Canada and Mexico believed to be well-positioned for the phenomenon.

See also: Looking at a solar eclipse for even a few seconds unprotected isn't worth the risk: medical professionals

It will be a boon for many businesses in those areas, leading to a combined $1.5 billion injected into their communities, one University of Texas economics professor estimated.

Much of that economic impact is in the form of lodgingsbeing booked in the solar eclipse's path.

There has been a 1,000% year-over-year increase in searches for Airbnb bookings along the solar eclipse's path of totality in the U.S. Already, 90% of Airbnb (ABNB) listings along that path on the day of the eclipse are occupied, with Indianapolis, Austin and Dallas, and Buffalo, N.Y., among the most popular cities, Airbnb confirmed.

"Seventy-six percent of guests said amenities like a backyard is important to them," Airbnb said of guests searching for solar-eclipse-related bookings, adding that watching the celestial event from a personal setting seems to be an important factor for people.

See also: Some eclipse watchers are spending big bucks to outrun their No. 1 enemy: clouds

Many Airbnb listings for bookable properties in the solar eclipse's path were optimized with explicit promotion of their eclipse-viewing attributes. "House w/ Incredible View of Eclipse on April 8th," one listing's title reads, while another listing boasts of being within an "Easy commute to watch eclipse."

The AirDNA map below shows the concentration of high Airbnb occupancy rates on April 7 along the path of totality:

Isida Malko, 37, an Airbnb host in Indianapolis, says her listing is rented out frequently in the summer months and for local sporting events including March Madness and the NFL combine. But she's seeing even more interest in the solar eclipse.

"This event is quite drastic compared to those other times," Malko said. "The whole city is shutting down, and we are having so many travelers coming in for a long weekend or a day. I've had previous guests reach out asking if they can rent my house and are willing to pay extra for it. I had to decline because I am unable to. It's been overwhelming."

Placing into perspective what a boon the eclipse is for Airbnb hosts, Malko said the only rival event that jumps to mind is when Taylor Swift comes to a city to perform. Fans famously spent thousands of dollars to travel to see Swift perform on her most recent tour - such that her tour stops actually moved the needle of economic data, and not solely in the U.S.

See also: Opinion: 'It's totally silly': From blackout doughnuts to deli sandwiches - have solar-eclipse marketing promotions gone too far?

As one would expect, it's not just short-term rentals on the Airbnb platform getting a bump in business because of the eclipse; hotels have seen a massive increase in interest, too.

Nationwide aggregate bookings for hotels from March 29 to April 4 increased by 315% compared with the prior week, according to data from travel-software company Navan.

Choice Hotels International (CHH), which has over 400 hotels in the solar eclipse's path - including Sleep Inn, Comfort, Clarion, Cambria and Ascend Hotel Collection locations - has seen a "dramatic increase in bookings," compared with the same period last year, and many of those hotels are fully booked, Noha Abdalla, chief marketing officer for Choice Hotels, told MarketWatch.

And, as demand increases, as demonstrated by the would-be lodgers offering to pay extra for a stay at Malko's property in central Indiana, prices for hotel rooms in the eclipse's path are mostly on the rise, too.

For example, in Syracuse, N.Y., many hotels have reportedly been fully booked at a time of year when hotels in the area are typically operating at 25% capacity.

Throughout central New York, hotel prices have spiked. The Best Western Plus Oswego Hotel is charging $417 for a room on Monday, while a room the following Monday would cost just $133. The Hilton-owned (HLT) Hampton Inn in Syracuse is charging $349 for a room on Monday, well above the typical $150 price. And the Marriott (MAR) in downtown Syracuse is charging $267 for a room on Monday, compared with the $175 price for another Monday this spring, according to local reports.

Some hotel locations, though, are running promotional specials associated with the eclipse. For example, a room at the Marriott's AC Hotels site in Austin, Texas, is offering a "Total Solar Eclipse of the Heart" package that includes two pairs of eclipse glasses and two special cocktails at the on-site bar. Many hotels running eclipse promotions, including the AC in Austin, are fully booked.

In addition to an increase in prices at some hotel locations, there have been reports of loyalty-program members using points having hotel reservations canceled as eclipse-related demand surged.

"Can't trust a hotel booking if it's going to get canceled," observed one Reddit user who'd booked a stay with rewards points.

Many people are flying to areas where they hope to get a glimpse of the eclipse.

United Airlines (UAL) has seen inbound bookings to San Antonio jump 127% for April 4-7 as compared with the comparable period a year ago; bookings for flights to Little Rock have increased 69%, and Cleveland bookings have risen 35%, the airline said.

Alaska Airlines (ALK) said it has experienced a threefold increase in flight bookings along the eclipse path in Texas, Ohio and Mexico.

"Travelers are excited to experience the upcoming solar eclipse and we've seen this reflected in our bookings," Kirsten Amrine, vice president of revenue management and network planning at Alaska Airlines, told Travel and Leisure magazine. "Across our network, flights to destinations along the projected path of the eclipse ... are seeing impressive demand, with many flights selling out months in advance."

Other airlines including Delta (DAL) have added special solar-eclipse flights on which passengers can catch the astronomical moment through their plane's extralong windows. Prices for the Delta eclipe flight start at $749 one way, and a first-class seat costs $1,150.

This surging demand for flights could mean serious delays at the airport.

"Travelers flying along the eclipse path may encounter limited parking and potential delays at airports due to the high volume of aircraft and drones attempting to witness the total solar eclipse," the Federal Aviation Administration said.

See also: Big Tech payment apps are the 'holy grail' of surge pricing, says CFPB's Chopra

The Booking Holdings Inc.-owned (BKNG) Priceline says searches for rental cars are up significantly, too.

"Demand for rental cars is picking up, especially in cities with high daily rates," Christina Bennette, consumer travel expert for Priceline, told Matador Network. "Cleveland, for example, has had a 1,500% increase in searches for car rentals the weekend of the solar eclipse. It seems like eclipse enthusiasts are gearing up for some road-trip action."

There have, additionally, been reports of increases in demand for RV rentals, train tickets and, of course, special glasses through which to view the eclipse, as well as tickets to eclipse-themed festivals or smaller-scale events.

Three of the top 10 best-selling clothing items from Amazon (AMZN) on Friday were solar-eclipse glasses, and both Walmart (WMT) and Target (TGT) feature eclipse-viewing-related products including glasses, outdoor chairs and portable water bottles, all featured prominently on their home pages. Most major retailers still have glasses in stock, and prices for glasses typically are under $20, and oftentimes they're sold in packs.

On its website, the American Astronomical Society says it doesn't recommend searching for eclipse glasses online "and buying from whichever vendor offers the lowest price." The AAS warned consumers about counterfeit products sold on these sites, which may not offer meaningful protection from the sun.

Malko, the Airbnb host in Indianapolis whose successfully booked visitors are traveling from Washington, D.C., and staying for five days, said "the buzz [level] is very high" in her area right now.

See also: Eclipse spectators stake out their spots, hope Monday's weather cooperates

Below are times the solar eclipse will begin viewable in some major cities in the U.S. on Monday, according to NASA.

-Weston Blasi

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04-08-24 1555ET

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