Property Managers and Hosts Report Lack of Progress in Direct Bookings: Survey
Photo Credit: A Vrbo vacation rental in Trumansburg, New York as seen in June 2021. Flickr.com / Kevin Oliver
Skift Take
It's clear that vacation rental hosts and property managers crave direct bookings, and many may be making inroads. Still, the marketing power of big brands is tough to compete with.
Despite lots of vacation rental industry talk about making inroads in attracting more direct bookings, a global survey of property managers and individual hosts reported those percentages were stable, if not decelerating.
That was one of the key findings in property management software vendor Hostfully's 2022 Vacation Rental Industry & Hospitality Report.
The survey of 375 property managers and individual hosts (75 percent in the U.S., 13 percent in Europe, and 12 percent in the rest of the world) also found that direct bookings and referrals accounted for around 19 percent of reservations in 2022, down from 24 percent in 2020 and 21 percent in 2021. However,
