If you’re a professional short-term rental (STR) manager, you’ve probably noticed it’s getting harder to feel in control on Airbnb, Booking.com, and Vrbo.
Over the past year, OTA changes — from shifting payout rules and cancellation policies to tighter visibility standards — have made many managers realize just how dependent they’ve become on platforms they can’t influence. The result: more uncertainty, less control, and a growing appetite to diversify.
That’s exactly what we explored alternatives to Airbnb and Vrbo in our latest RSU by PriceLabs webinar, “Where Guests Are Really Booking in 2025.” Hosted by Thibault Masson, with Alex Alioto (Co-Founder & Head of Growth at Whimstay) and Enrique Planas (Senior Manager, Partner Success at Holidu), the session asked one key question:
Where else are guests booking, and what can professional property managers learn from those channels?
The discussion revealed a clear reality:
Diversification isn’t about chasing niches. It’s about aligning your channels to your guests, your goals, and your growth strategy.
Below, we’ve pulled together the core takeaways from that conversation, along with practical insights for property managers navigating an increasingly fragmented distribution landscape.
1. “Niche” isn’t the right word anymore — it’s about alignment
As Thibault put it during the webinar, calling alternative booking sites “niche” misses the point. Platforms like Holidu and Whimstay aren’t small, they’re focused.
A “niche” implies marginal demand. But in reality, many of these channels drive significant, sometimes regionally dominant traffic. The better framing is this:
What kind of traveler do you want to attract — and which channels are already winning their attention?
For example:
- Holidu dominates family travel across Europe, especially among German and Mediterranean guests booking week-long holidays.
- Whimstay excels at filling last-minute vacancies for North American properties, capturing spontaneous, deal-seeking travelers who might otherwise book hotels.
Both represent active guest segments that professional managers can target — not as side projects, but as part of a deliberate distribution mix.
The takeaway:
Diversification isn’t about adding more platforms for the sake of it. It’s about connecting the right property to the right guest, through the right channel.
2. Control versus visibility: a growing tension
Much of the conversation circled back to an industry-wide tension — professional managers rely on major OTAs for reach, but feel increasingly constrained by their rules.
Thibault noted that while OTAs are indispensable for visibility, they’re also “shifting the goalposts.” Airbnb’s recent adjustments to cancellation policies, payout timing, and host fee structures are reminders that managers don’t control the playing field.
Alternative platforms, on the other hand, are positioning themselves as partners rather than gatekeepers. Both Holidu and Whimstay framed their models around transparency, ease of integration, and collaboration with property managers.
Enrique explained that Holidu’s model is built to be complementary:
“We’re not trying to replace the big OTAs — we’re trying to offer a regional channel that performs where others can’t.”
By combining SEO-driven visibility with strong European brand recognition, Holidu attracts family groups and repeat guests that managers often can’t reach through Airbnb alone.
Alex Alioto, meanwhile, emphasized that Whimstay’s goal is to make diversification frictionless:
“We’ve streamlined onboarding so a property manager can be live on Whimstay in under 10 minutes. It shouldn’t be hard to expand your reach.”
The takeaway:
Adding new channels isn’t just about hedging against risk, it’s about reclaiming some control and building flexibility into your distribution strategy.
3. Guest behavior is fragmenting, and it’s accelerating
Traveler behavior is changing faster than most property managers realize.
Enrique highlighted that European families are booking earlier, staying longer, and traveling more locally — trends that play to Holidu’s strengths. Meanwhile, Alex pointed out that in North America, the last-minute travel economy has exploded since 2020, driven by younger, mobile-first guests who plan spontaneously but still expect reliability.
“This new generation of guests — Millennials, Gen Z — they’re not loyal to Airbnb or Vrbo,” said Alex. “They want value, space, and an experience that feels easy, reliable, and human.”
Both speakers agreed that this shift is forcing property managers to think more like hotels: designing experiences, setting flexible terms, and maintaining consistent standards across platforms.
At the same time, these guests expect personalization and price transparency. Channels that communicate both — through app notifications, flexible pricing tools, or curated recommendations — are gaining ground.
The takeaway:
Your next guest may not find you on the platform you expect. Traveler loyalty now lies with ease and experience, not with brands.
4. Choose channels based on ROI, not novelty
One of Alex Alioto’s most pragmatic points was also one of the simplest:
“If a channel doesn’t deliver bookings that justify your effort, don’t use it.”
It’s tempting to experiment endlessly, but not all platforms will fit every portfolio. The smarter approach is to think in terms of ROI alignment:
| Business Goal | Potential Channel(s) | Why It Works |
|---|---|---|
| Boost occupancy / fill gaps | Whimstay, Hopper | Strong last-minute, mobile-first demand |
| Reach European families | Holidu, HomeToGo | Established with DACH and Mediterranean travelers |
| Target Luxury Travelers | Plum Guide, Kid & Coe | Curated listings, higher spend per booking |
| Attract mid-term renters | Spotahome, Flatio | Longer stays, low turnover |
| Build inclusivity and loyalty | Misterb&b | Community-based, repeat LGBTQ+ guests |
By mapping platforms to goals — whether it’s occupancy, ADR, or stability — managers can build a portfolio that works harder across seasons.
The takeaway:
More channels don’t equal more success. The right mix depends on what you’re optimizing for.
5. The next-gen traveler is the “golden goose”
Alex introduced one of the most memorable phrases of the webinar:
“The next-gen traveler is the industry’s golden goose.”
This group, mainly Millennials and Gen Z, is defined not by age, but by mindset. They expect the ease of a hotel, the character of a local stay, and the convenience of mobile-first booking. They’re deal-sensitive, digitally native, and open to discovering new brands.
Platforms like Whimstay and Hopper have built entire ecosystems around this demographic — price alerts, last-minute deals, flexible cancellation — while maintaining high engagement and repeat usage.
Alex’s message to managers was clear:
If you deliver consistent quality, quick response times, and authentic hospitality, these guests will come back — even directly.
The takeaway:
Attracting the next-gen traveler isn’t about lowering prices. It’s about matching their expectations for value, simplicity, and trust.
6. Regional platforms are thriving, and not just in Europe
While Holidu’s data paints a clear picture of strong European demand, other regions are seeing their own “beyond the big three” movements.
Thibault referenced platforms like Trip.com (China’s Ctrip), which is fueling outbound Chinese tourism, and Hopper, which now connects a 70+ million-strong mobile audience to short-term rentals.
The implication: regional strength matters more than global presence. A channel that’s dominant in one market can outperform global OTAs in that region, if you know where your guests are coming from.
The takeaway:
Think globally, distribute regionally. The platforms that perform best for your business may not be the biggest — just the best-matched to your guests.
7. The future of diversification is low-friction and data-driven
Gone are the days when multi-channel distribution meant endless manual updates and double bookings. Modern channel managers and PMS integrations now make it possible to sync pricing, availability, and policies seamlessly.
This shift means the real barrier isn’t technology, it’s mindset.
“Education is still the biggest challenge,” said Alex. “Many property managers simply don’t realize how easy it’s become to plug into new demand streams.”
Thibault echoed this, adding that diversification should be viewed as a core business capability — just like pricing strategy or owner acquisition.
The takeaway:
The tools are ready. What matters now is building the habit of evaluating, experimenting, and optimizing across channels.
8. How to decide which channels are worth your time
For property managers still unsure where to start, the panel offered a simple framework:
- Know your guest persona.
Who are you trying to attract — families, remote workers, adventure seekers, couples, Gen Z travelers? - Match your property type and location.
Are you in a drive-to market, a ski destination, a city hub, or a beach region? - Pick one new channel to test per quarter.
Measure its performance after 90 days. Track ROI, occupancy lift, and guest satisfaction. - Double down where it works.
Integrate the channel fully — with synced pricing, calendar management, and review systems.
The takeaway:
Diversification doesn’t need to be overwhelming. Start small, measure, and scale what performs.
9. Bringing it all together
By the end of the webinar, one thing was clear:
The short-term rental market in 2025 is no longer defined by a few platforms. It’s a network of ecosystems, each serving a different traveler mindset and regional demand.
For professional property managers, that’s not a threat — it’s an opportunity.
The winners will be those who:
- Understand their ideal guest profiles,
- Choose channels strategically, and
- Leverage data and automation to stay flexible.
As Thibault summed up,
“It’s not about how many channels you’re on — it’s about knowing which ones make sense for you.”
Watch the full conversation:
“Where Guests Are Really Booking in 2025: Beyond Airbnb, Booking.com, and Vrbo”
Uvika Wahi is the Editor at RSU by PriceLabs, where she leads news coverage and analysis for professional short-term rental managers. She writes on Airbnb, Booking.com, Vrbo, regulations, and industry trends, helping managers make informed business decisions. Uvika also presents at global industry events such as SCALE, VITUR, and Direct Booking Success Summit.
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