The battle for hosts is gathering heat among the Big Three. The industry’s biggest players—Airbnb, Booking.com, and Vrbo—are ramping up their marketing efforts to attract new hosts, and their strategies are more aggressive and creative than ever. Whether it’s through celebrity endorsements, promises of stress-free hosting, or targeted advertising, these companies are making it clear that they want to be the top choice for hosts. For professional short-term rental managers, these shifts carry significant implications, from mounting competitive pressure to potential changes in listing dynamics.
Booking.com Intensifies Its Host Recruitment Efforts
Booking.com is upping the ante in the fight for hosts with bold new marketing campaigns designed to make hosting easier and more appealing. These initiatives target a range of potential hosts, from newcomers to those drawn to inclusive and diverse travel experiences.
“Open The Door” Campaign: Expanding in Key Markets
A notable move in Booking.com’s strategy is the release of a series of commercials under the theme “Open The Door.” These ads, which have also been made available in French, emphasize the ease with which hosts can increase bookings and attract more guests by listing their properties on the platform. The decision to produce French-language ads is particularly telling, as it indicates Booking.com’s ambition to strengthen its presence in France—one of the largest and most lucrative markets in the sector.
Testimonials from Hosts and Property Management Companies
Booking.com is leveraging host testimonials to highlight the ease of listing and the perks of programs like Genius, showing that joining the platform is a straightforward way to attract top-tier guests. What sets it apart is its emphasis on endorsements from professional Property Management Companies like Evolve, positioning Booking.com as the go-to platform for both individual hosts and seasoned managers looking to optimize their operations.
The Travel Proud Campaign: Embracing Inclusivity and Diversity
A key element of Booking.com’s strategy is the Travel Proud campaign, launched during Pride Month and continuing beyond. This inclusivity drive encourages hosts to create welcoming spaces while tapping into a growing market of socially conscious guests—giving hosts another powerful reason to list on Booking.com.
Celebrity Endorsements: A Shift Toward Star Power
Perhaps the most headline-grabbing aspect of Booking.com’s recent efforts is its partnership with Ludacris to offer a unique stay at his Atlanta home, signaling a shift toward the celebrity-driven strategy typically used by Airbnb.
However, it’s worth noting that Booking.com’s use of celebrities has been less systematic, more sporadic, and, frankly, not as cool or current when it comes to the celebrities they choose.
While this campaign positions Booking.com as a platform for unique stays and sends a message to potential hosts—“If Ludacris trusts us, so should you”—it doesn’t quite pack the same punch as Airbnb’s more polished and consistent celebrity-driven marketing efforts.
Vrbo’s Pitch: Stress-Free, Rewarding, and Relaxed Hosting
Vrbo’s newest video ads, though unlisted on YouTube, take a pointed approach by subtly critiquing Airbnb’s perceived lack of privacy. These ads suggest that Vrbo offers a more relaxed, no-strings-attached hosting experience, making it an attractive option for those who prefer a less involved relationship with their guests.
The One Key Advantage: Repeat Bookings
The first video features a serene scene of a father and son fishing at a picturesque mountain lake. The voiceover says, “If you host a vacation rental but you’re having a hard time finding guests, then list on Vrbo. Sit back and attract repeat guests with One Key, a rewards program you won’t find on any other platform—sounds pretty rewarding.”
This ad is notable for a couple of reasons. First, it emphasizes the appeal of attracting repeat guests, a concept that resonates strongly with hosts who value consistency and loyalty. Second, it highlights Vrbo’s unique One Key rewards program, pointing out Airbnb’s conspicuous absence of a loyalty or rewards program.
The Allure of Longer Stays
The second video features a woman relaxing and reading in a park with her dog. The voiceover states, “If other vacation rental platforms offer a flurry of guests coming and going, then list on Vrbo and host guests who stay significantly longer so you can take your mind off it and relax.” This ad emphasizes the appeal of longer stays, contrasting Vrbo’s more laid-back approach with the higher turnover often associated with other platforms, presumably in this case Airbnb.
Airbnb’s Relentless Push to Recruit More Hosts
Airbnb, the market leader with over 5 million hosts and 8 million active listings worldwide, isn’t resting on its laurels. The platform continues to refine its approach, making it easier than ever for new hosts to join and benefit from its vast reach.
Simplifying the Process: Airbnb’s Experienced Co-Host Platform
One of its key initiatives is the relaunched Experienced Co-Host platform, which connects small property managers and co-hosts with homeowners. This move is designed to make it even easier for new hosts to get started, offering support and expertise right from the outset.
Targeting Occasional Hosts: Airbnb’s New YouTube Campaign
The company recently released a new YouTube commercial titled “Vacation | Get Paid,” aimed specifically at occasional hosts. The ad simplifies Airbnb’s message, emphasizing how easy and beneficial it is to list your home, even if it’s only a few times a year. The voiceover sums it up perfectly: “If you go on vacation, you leave an empty house that could be an Airbnb. Airbnb it and help pay for your vacation while you’re on vacation.”
By targeting homeowners who may not have considered hosting before, Airbnb is working to expand its already vast pool of hosts, reinforcing its market leadership by attracting even the most casual hosts.
What the Big Three Are Accomplishing with Their Ads
Through their latest advertising efforts, Airbnb, Booking.com, and Vrbo are making it clear that they each want to prove they are the superior platform for hosts. But beyond just recruiting more hosts, these campaigns reveal several strategic moves aimed at both hosts and guests.
Competing to Be the Best for Hosts
Each platform is pushing hard to convince hosts that they offer the best experience. Whether it’s Airbnb simplifying the hosting process, Vrbo emphasizing stress-free management, or Booking.com showcasing its unique features and rewards, the message is the same: “We’re better for your business.”
Caricaturing the Competition for Guests
On the guest side, these platforms aren’t shy about using exaggerated depictions of their competitors to drive their points home. Airbnb’s ads poke fun at the hassles of hotel stays, painting them as inferior to the Airbnb experience. Meanwhile, Vrbo takes aim at Airbnb by exaggerating concerns about privacy, suggesting that hosting through Airbnb means dealing with intrusive interactions—a notion that’s becoming less relevant but still powerful in marketing.
Simplifying and Strengthening the Message
All three platforms are working to simplify their marketing messages to make them clearer, more compelling, and ultimately more impactful. The goal is to cut through the noise and present a straightforward, irresistible case to both hosts and guests. This focus on clarity and impact is driving a new wave of marketing that’s as competitive as it is strategic.
Why the Big Three Are Aggressively Recruiting Hosts—and Why Property Managers Should Take Notice
The push to recruit more hosts by Airbnb, Booking.com, and Vrbo is about gaining a competitive edge, and it’s something property managers need to pay close attention to.
Dominating the Competition
Airbnb, with its already massive share of short-term rental listings, is focusing on maintaining its lead while Booking.com and Vrbo aim to close the gap. By recruiting more hosts, each platform increases its pool of listings, which not only boosts market presence but also enhances their ability to compete directly with each other.
Enhancing Quality Control
More hosts mean more listings, giving platforms the ability to implement stricter quality control. This allows them to de-list underperforming properties, thereby maintaining a higher standard of offerings. For property managers, this means staying on top of performance metrics is crucial to remaining competitive in a growing market where quality is increasingly emphasized.
Building Resilience Against Regulatory Challenges
By targeting individual hosts over professional managers, platforms are also hedging against potential regulatory challenges. Occasional hosts and those offering private rooms are less likely to face restrictions, making them a more resilient segment in an increasingly regulated environment.
Increasing Listings and Intensifying Price Competition
An increase in hosts naturally leads to more listings, which puts downward pressure on prices. This is particularly important as price sensitivity becomes a more prominent trend. For property managers, this heightened competition means they must find ways to offer competitive pricing while still delivering high-quality service to stand out in an increasingly crowded marketplace.
The Bottom Line
For professional managers, the influx of new, often inexperienced hosts could increase competition, driving down prices and making it harder to stand out. However, the emphasis on quality control and guest satisfaction aligns with the strengths of professional managers, who are better equipped to meet high standards and provide reliable service.
As the focus on individual hosts grows, so too might regulatory scrutiny. Yet, professional managers, with their scale and structured practices, may be better positioned to navigate these challenges than smaller, independent hosts.
The aggressive marketing by Airbnb, Booking.com, and Vrbo signals a new phase of competition in the short-term rental industry. Professional managers who stay ahead by understanding these shifts and proactively adjusting their strategies will be well-positioned to thrive.
