According to PERE, senior living discounts in the US are expected to vanish by 2026 as the sector experiences a robust recovery. Improved fundamentals, including rising occupancy rates and stable operations, are driving this shift. A lingering supply shortage further exacerbates the trend, creating a more favorable environment for operators.

This development is luring investors back into the senior housing market en masse, signaling renewed confidence and potential for higher returns. For industry stakeholders, this means moving away from concession-based pricing strategies and focusing on value-driven offerings. The anticipated elimination of discounts reflects a maturing market where demand is finally catching up with limited new construction, positioning 2026 as a pivotal year for the US senior living industry.