Ryman Hospitality Properties, Inc. (RHP): Marketing Mix Analysis [Dec-2025 Updated]

You're looking to see how Ryman Hospitality Properties, Inc. (RHP) is translating its unique portfolio of convention centers and entertainment assets into real dollars as we head into late 2025. Honestly, the story isn't just about rooms; it's about owning irreplaceable group destinations, like the six Gaylord Hotels and the newly opened Gaylord Pacific Resort in Chula Vista, which started welcoming guests in May 2025. We see this pricing power clearly: their Q3 2025 revenue hit $592.5 million, with future bookings showing an Average Daily Rate (ADR) near $291, signaling that their strategy of high-end, group-centric experiences is working, despite any near-term economic jitters. Dive in below to see exactly how their Product, Place, Promotion, and Price strategies are locking in that strong pacing for 2026.

Ryman Hospitality Properties, Inc. (RHP) - Marketing Mix: Product

Ryman Hospitality Properties, Inc. offers a product mix centered on upscale, group-oriented destination hotels and premier entertainment experiences. The core hotel product is anchored by the Gaylord Hotels brand, which includes five properties recognized as being among the top seven largest non-gaming convention center hotels in the United States based on total indoor meeting space. Five of these flagship resorts are part of this offering.

The overall lodging product portfolio as of late 2025 encompasses a substantial physical footprint. This includes the recent addition of the 950-room JW Marriott Phoenix Desert Ridge Resort & Spa, acquired on June 10, 2025. Furthermore, the flagship Gaylord Opryland Resort & Convention Center is undergoing an expansion to add approximately 108,000 square feet of premium meeting space, which will bring its total exhibit and meeting space to approximately 756,000 square feet upon expected completion in Spring 2027.

The entertainment product line features iconic, long-established venues. The Grand Ole Opry House and the Ryman Auditorium serve as cornerstone assets in this segment. Ryman Hospitality Properties, Inc. owns an approximate 70% controlling ownership interest in Opry Entertainment Group (OEG), which manages these properties. The product offering also includes the growing Ole Red live music venue and restaurant chain, which is an emerging brand within the OEG portfolio.

The strategic expansion into the festival and events sector is executed through a majority interest in Southern Entertainment. This business, co-founded in 2015, adds large-scale live events to the product mix. Southern Entertainment's portfolio of owned or promoted music festivals includes several annual events, plus one launching in 2025.

• Carolina Country Music Fest in Myrtle Beach, South Carolina
• Barefoot Country Music Fest in Wildwood, New Jersey
• Lovin' Life Music Fest in Charlotte, North Carolina
• Greenville Country Music Fest in Greenville, South Carolina
• Field & Stream Music Fest in Winnsboro, South Carolina (launching 2025)

Ryman Hospitality Properties, Inc. (RHP) - Marketing Mix: Place

Place, or distribution, for Ryman Hospitality Properties, Inc. centers on strategically locating its high-value, group-oriented destination resorts and entertainment venues in key U.S. markets to maximize accessibility for convention and leisure travelers.

The core of the Hospitality segment's distribution strategy is the portfolio of Gaylord Hotels, which are positioned in top U.S. convention and leisure destinations. As of late 2025, Ryman Hospitality Properties, Inc. owns six such massive convention center resorts under the Gaylord Hotels brand, managed by Marriott International.

The geographic spread of these flagship properties targets major metropolitan and leisure hubs, ensuring broad market coverage for group business.

• Six massive Gaylord Hotels in top U.S. convention markets.
• Flagship properties in Nashville, Tennessee; Kissimmee, Florida (near Orlando); Grapevine, Texas (Dallas/Fort Worth area); National Harbor, Maryland (Washington, D.C. area); and Aurora, Colorado (near Denver).
• The newest Gaylord Pacific Resort opened on May 15, 2025, in Chula Vista, California, marking the brand's West Coast debut.

The Gaylord Pacific Resort & Convention Center represents a significant expansion of the distribution footprint into Southern California. This resort, a $1.3 billion development, is the largest hotel built on the West Coast and features 1,600 guest rooms. It offers 477,000 square feet of flexible indoor and outdoor event space.

The company's overall hotel portfolio, which includes the Gaylord properties plus two JW Marriott resorts, totals 12,364 rooms and over 3 million square feet of total indoor and outdoor meeting space across its locations.

The Entertainment segment's distribution strategy focuses on anchoring key entertainment districts. The core entertainment assets are heavily concentrated in the Nashville, Tennessee, market, which is home to the Ryman Auditorium, the Grand Ole Opry, and the flagship Ole Red venue.

Ryman Hospitality Properties, Inc. is expanding its Ole Red venues into strategic leisure markets to diversify this distribution channel beyond Nashville. The newest, and largest, planned location is in Las Vegas.

• Ole Red Las Vegas is slated to be the brand's largest location at approximately 27,000 square feet with a planned 686 seats.
• The development cost for the Las Vegas venue was approximately $30 million.
• This location is the first in the Western United States, joining existing venues in Nashville (including one at the airport), Gatlinburg, Orlando, and Tishomingo, Oklahoma.

The physical placement of the Las Vegas Ole Red is on the Strip, in front of Caesars Entertainment's Horseshoe Las Vegas at the Grand Bazaar Shops, a high-foot-traffic area where over 100,000 people walk by daily. The company's Q2 2025 results showed Entertainment segment revenue of $143.3 million.

Ryman Hospitality Properties, Inc. (RHP) - Marketing Mix: Promotion

Promotion for Ryman Hospitality Properties, Inc. (RHP) centers on reinforcing the value of its premium, group-oriented assets and expanding the global footprint of its entertainment brands. This is executed through high-value sales channels, major capital reinvestment announcements that generate press, and targeted international brand activations.

The group-focused sales strategy, which you know is heavily supported by the Marriott International sales team for the hotel assets, translates directly into measurable bookings. For the third quarter of 2025, Ryman Hospitality Properties booked over 667,000 same-store Hospitality Gross Definite Room Nights for all future periods. This booking pace was achieved at an all-time quarterly record estimated Average Daily Rate (ADR) of $291. The success of this segment is clear in the Q3 2025 revenue, where the Hospitality segment alone contributed $500.9 million to the consolidated total revenue of $592.5 million. Even the newly acquired JW Marriott Desert Ridge contributed nearly 50,000 Gross Definite Room Nights for all future periods, with an estimated ADR of $372.

Significant capital investments serve as a major promotional tool, signaling confidence and driving media coverage for asset enhancement. Ryman Hospitality Properties announced a $131 million expansion at its flagship Gaylord Opryland Resort & Convention Center in Nashville. This project adds approximately 108,000 square feet of premium, carpeted meeting space, including a 31,000-square-foot ballroom. Upon completion by Spring 2027, this brings the total meeting space to approximately 756,000 square feet. This is part of a larger transformational plan; prior announcements included a $17 million Governor's ballroom transformation (completed January 2025), a $36 million Presidential ballroom renovation (completed mid-2025), and a $40 million Magnolia District development, featuring a new 550-seat sports bar, expected to be completed late 2025. The projected full-year 2025 capital expenditure for Ryman Hospitality Properties is narrowed to a range between $375 million and $425 million.

Leveraging the iconic Grand Ole Opry brand achieved a global milestone in 2025, directly promoting the brand outside the US. The Opry held its first-ever live international broadcast, "Grand Ole Opry: Live in London," on Friday, September 26, 2025, at London's Royal Albert Hall. The broadcast was aired on BBC Two and BBC Radio 2, with BBC Radio 2 noted as the UK's most listened-to radio station with a weekly audience of 12.6m. The Entertainment segment revenue for Q3 2025 was $91.6 million, though one report noted this segment increased 10% year-over-year to $99.5 million.

The strategic acquisition of a festival operator expanded the entertainment segment's reach. On January 14, 2025, Ryman Hospitality Properties' subsidiary, Opry Entertainment Group (OEG), acquired a majority interest in Southern Entertainment. Southern Entertainment's portfolio includes several major country music festivals, such as the Carolina Country Music Fest and Barefoot Country Music Fest, which are now consolidated into Ryman Hospitality Properties' Entertainment segment. This move was designed to expand reach to a large and loyal fan base complementary to OEG's existing audience.

While specific digital marketing spend is not itemized, the focus on high-value corporate and convention planners is evidenced by the group booking success and the expansion of the Category 10 brand. The company announced the planned development of a second Category 10 location in the Flamingo Las Vegas Hotel & Casino complex, expected to open in late 2026. This expansion into a top destination market is a direct promotional effort aimed at capturing high-value transient and group customers beyond Nashville.

• Group-focused sales drove Hospitality segment revenue to $500.9 million in Q3 2025.
• The Grand Ole Opry: Live in London event took place on September 26, 2025, at the Royal Albert Hall.
• OEG acquired a majority interest in Southern Entertainment on January 14, 2025.
• The JW Marriott Desert Ridge acquisition added a property with an estimated ADR of $372 for future bookings.
• The Gaylord Opryland expansion includes a new 31,000-square-foot ballroom.

Ryman Hospitality Properties, Inc. (RHP) - Marketing Mix: Price

You're looking at the pricing structure for Ryman Hospitality Properties, Inc. (RHP) as of late 2025, which is heavily influenced by the premium nature of their destination assets and strong group demand visibility. Pricing strategy here is less about deep discounts and more about capturing maximum value from irreplaceable convention space.

For the full-year 2025 outlook, Ryman Hospitality Properties, Inc. (RHP) narrowed its guidance for consolidated Adjusted EBITDAre to a range of $772-$802 million. This adjustment followed the third quarter results, where consolidated revenue reached $592.5 million. The pricing power is evident when you look at forward-looking metrics, which suggest sustained rate strength.

Here's a look at the key pricing and revenue indicators from the Q3 2025 reporting period:

The estimated Average Daily Rate (ADR) for future bookings hit a record of approximately $291 during the third quarter of 2025. This reflects the premium customers are willing to pay for access to their convention assets. Furthermore, the forward book remains robust, indicating that this pricing strength is expected to carry forward.

The forward-looking group pace confirms this pricing confidence. Group rooms revenue on the books for 2026 is pacing approximately 8% ahead compared to the same time last year for 2025. Looking even further out, group rooms revenue on the books for 2027 was pacing up approximately 7% compared to the same time last year for 2026. This forward visibility helps Ryman Hospitality Properties, Inc. (RHP) manage financing and credit terms with confidence.

You can see how the current pricing environment compares to the prior full year:

• Full Year 2024 Consolidated Revenue was $2.3 billion.
• Full Year 2024 Consolidated Adjusted EBITDAre was $757.7 million.

The ability to command these rates is directly tied to the perceived value of their convention assets, which is a key component of their pricing strategy. The company is clearly maintaining pricing power, as evidenced by the record ADR on future bookings.