Short-Term Rental Hosts Embrace Tech and Direct Booking Surge

A new report from vacation rental platform Hospitable reveals that nearly all short-term rental (STR) hosts—96.8%—consider technology essential to their success. Based on a February 2025 survey of 566 STR hosts, including self-managers, co-hosts, and property managers, the findings show a growing reliance on digital tools and a shift in host behavior toward autonomy and direct engagement with guests.

The report highlights widespread adoption of property management software, with over 90% of respondents using it to manage their operations. Additionally, 70% of hosts use dynamic pricing tools, while other commonly used technologies include smart locks, accounting software, and guest verification systems. Artificial intelligence is gaining traction, with built-in AI functions helping hosts streamline operations and improve efficiency.

Parallel research from Phocuswright supports these findings, noting that STR hosts increasingly utilize tech tools outside of traditional listing platforms and intend to expand their usage in the near future. This broader tech adoption is accompanied by a growing focus on direct bookings. While Airbnb and Vrbo remain dominant platforms for 98.8% and 79% of hosts respectively, over half of those surveyed (51.3%) are now leveraging their own direct booking websites to drive revenue and enhance guest relationships.

The report also signals a clear trend toward independence from traditional property management companies (PMCs). About 80% of self-managing hosts and co-hosts do not plan to hire a PMC in 2025, and 13.5% had previously used one but have since moved on. This shift stems from a desire for more control over branding, pricing, and personalized guest interactions.

Despite rising competition—noticed by 65.4% of respondents—many hosts remain confident in their ability to differentiate. Personalization stands out as a key strategy, with 74.8% citing it as their main competitive advantage. Over half of hosts also believe that PMCs cannot match the level of guest engagement they provide independently.

Hospitable CEO Pierre-Camille Hamana noted that the report reflects a growing confidence among STR hosts. Rather than seeking full-service management, these operators are investing in tools that amplify their strengths. With a strong focus on personalization, direct communication, and business control, independent hosts are redefining how success looks in the competitive short-term rental landscape.

Tags: phocuswire, SyndicEx250629B

Short-Term Rental Hosts Embrace Tech and Direct Booking Surge

Related Posts