2024 was a year of rapid change and tough decisions for property managers.
From platform updates to stricter regulations and increased competition, staying ahead felt like running a marathon at a sprinter’s pace. But with 2025 just around the corner, the question isn’t just how to keep up—it’s how to get ahead.
That’s why we brought together three of the brightest minds in the short-term rental industry for a webinar packed with actionable insights:
- Tabatha Wild (Key Data Dashboard) broke down market trends and shared key demographic insights.
- Annie Holcombe (NextPax) explained why diversification matters and when to leverage alternative OTAs.
- Thibault Masson (Rental Scale-Up) explored platform-specific updates and optimization strategies to stay ahead in 2025.
In case you missed it, here are the top takeaways from the session and how you can apply them to make 2025 your most successful year yet.
1. Who Leads in Market Share—and What It Means for 2025
Tabatha shared the latest data on OTA market share and guest demographics, highlighting opportunities for property managers in 2025:
U.S. Market:
- Airbnb: Dominates with 43% market share, particularly popular with younger travelers, smaller groups, and last-minute bookings.
- Direct bookings: Grew to 28%, as more managers invest in direct channels.
- Vrbo: Holds 21% market share, recovering from a rocky platform migration in Q1 2024. Its focus on family-friendly homes and longer stays remains strong.
- Booking.com: Lags at 8% but is growing fast, especially in urban markets.
Europe Market:
- Booking.com: Leads with 48%, driven by its strength in urban markets and mixed hotel-vacation rental inventory.
- Airbnb: At 40%, it appeals to younger, tech-savvy guests.
- Direct bookings: Represent 11%, with a growing opportunity for property managers to capture this share.
- Vrbo: Struggles with just 2%, except in niche markets like France (via Abritel).
Actionable Takeaway:
Use your market’s unique dynamics to guide your strategy:
- In the U.S.: Double down on Airbnb while watching Vrbo’s recovery for family-friendly homes and longer stays. Explore Booking.com to tap into urban demand.
- In Europe: Prioritize Booking.com, especially for urban properties, but don’t overlook Airbnb’s ability to attract younger travelers.
- Analyze your data: Use tools like Key Data Dashboard to align your OTA mix with your property portfolio and guest demographics.
2. Diversify Your Channels, Multiply Your Opportunities in 2025
Annie discussed how over-reliance on a single platform is risky. A diversified approach not only mitigates risk but also enables you to tap into different guest segments. She emphasized the importance of leveraging niche channels to complement the big three.
Platforms to Consider:
- Whimstay: Specializes in last-minute bookings, perfect for filling distressed inventory within 28 days of check-in.
- Homes & Villas by Marriott: Targets high-value guests seeking luxury stays, often booked further in advance.
- Regional Platforms: Niche platforms like Emerald Coast by Owner or Florida Rentals focus on local markets, offering highly targeted customer bases.
Consider When and Why to Diversify:
Diversification isn’t just about adding platforms—it’s about aligning them with your property’s strengths and filling gaps. For instance:
- Use Whimstay to reduce cancellations or fill last-minute gaps in bookings.
- Choose Marriott’s Homes & Villas for properties that cater to affluent, loyalty-driven guests.
Actionable Takeaway:
Start by adding one niche platform that aligns with your goals:
- Identify where you’re underperforming (e.g., last-minute bookings, high-value travelers).
- Select a complementary channel and monitor performance for 3–6 months.
- Use a channel manager to streamline operations across multiple platforms.
3. Optimize for Airbnb, Booking.com, and Vrbo’s New Features
Thibault explored the major updates across platforms from 2024, offering attendees a glimpse into how Airbnb, Booking.com, and Vrbo are innovating, and what property managers can do to stay ahead.
Airbnb:
- Guest Favorites: This badge now outweighs Superhost status in driving visibility. Focus on delivering exceptional guest experiences and collecting positive reviews to earn this designation.
- Co-Host Network: Expands opportunities for small-scale operators but increases competition. Evaluate whether becoming a co-host aligns with your business strategy.
Booking.com:
- Smart Filters: Guests can now use natural language search (e.g., “beachfront condo with pool in Miami”), so make sure your amenities and descriptions are up to date.
- AI Tools: Features like Real-Time Q&A and AI-powered review summaries improve the booking experience. Fully utilize tagging, high-quality photos, and detailed descriptions to rank higher in search results.
Vrbo:
- Urban Expansion: With 1 million urban listings added, Vrbo is now targeting city travelers alongside traditional vacation rental markets.
Actionable Takeaway:
Create a platform-specific checklist to optimize your listings:
- Airbnb: Focus on quality reviews and guest satisfaction to earn the Guest Favorites badge.
- Booking.com: Use Smart Filters to ensure your listings appear in relevant searches.
Vrbo: If you manage urban properties, revisit Vrbo as a channel in 2025 to take advantage of its expansion.
Challenges are opportunities in disguise, get ready for 2025!
Yes, 2024 presented its fair share of challenges, but where there are difficulties, there are also opportunities. With a positive outlook, a well-thought-out strategy, and a deep understanding of the market and platforms, you hold the power to turn 2025 into a profitable and successful year for your property management business.
