Nearly two-thirds of holiday rental owners (61.3%) receive most of their bookings through direct channels rather than platforms like Airbnb or Expedia, research from holiday rental site Simply Owners has found.
Over half (54.8%) of owners offer lower prices for booking direct than on the big platforms, given they don’t have a middle man to pay.
Owners noted that guests who book direct often enjoy better perks like gift baskets, free add-ons, and a more personalised experience.
Rebecca Ward, chief executive of Simply Owners, said: “The direct booking movement has never been stronger, but we need to keep growing awareness. Guests are waking up to the fact that booking directly means better value and fairer holidays, but we still have work to do to make direct booking as visible and trusted as the major platforms.
“Our owners have built fantastic businesses by focusing on great quality stays, transparency, and personal connection. Despite rising costs and difficult regulatory environments, holiday rental owners who dedicate time and energy to providing memorable holidays are reaping the benefits of that personal touch.”
Creating the awareness to attract guests directly is the biggest challenge to those who want to go direct.
Most (83.9%) owners are concerned about tightening regulations and tax increases, which can be very challenging for family-run businesses to comply with.
There are regulations on fire/gas/electrical safety, as well as HMRC tax rules for furnished holiday lets, like 210 days available/105 let.