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Today’s episode dives into a hot topic in the STR world right now: direct booking sites — and why more hosts are suddenly asking about them.
Over the past several weeks, there has been a noticeable increase in hosts asking about creating direct booking websites. While this may feel like a new trend, the real catalyst goes back to Airbnb’s fee structure changes released in October 2025.
Now that hosts are actually feeling the financial impact months later, many are realizing they need more control over their bookings — and their profits.
Previously, Airbnb’s service fee was split between hosts and guests:
However, as of October 27, 2025:
This is a major shift — especially for hosts using platforms like:
Many hosts use PMS tools to:
While these tools improve operations, the new fee structure significantly reduces payouts.
To understand how dramatic this change is, let’s look at a real booking comparison from one property.
Even with a higher nightly rate, the host received less money.
This is why many hosts feel forced to:
Hosts most impacted include:
“Hobby hosts” with one or two properties — especially those not using PMS tools — may still fall into the old fee structure for now. But many industry professionals believe broader fee changes could eventually affect all hosts.
While Airbnb has stated they don’t currently plan to expand the full-fee model to all hosts, there are signs pointing toward future shifts:
The biggest takeaway: platform reliance is risky.
Airbnb and VRBO will always prioritize their own business models — not individual hosts.
A direct booking website allows hosts to:
That doesn’t mean abandoning Airbnb entirely. Instead, smart hosts use OTAs as:
Especially in seasonal markets — like beach towns or mountain destinations — repeat visitors are ideal candidates for direct booking relationships.
Hosts should always follow platform policies, but there are ethical ways to encourage direct relationships:
The goal is balance — leveraging Airbnb’s reach while building your own long-term booking ecosystem.
If creating a direct booking site is on your goals list this year, now is a great time to start. With Brand & Market expanding and new design resources available, hosts can now combine strategy and professional design to build stronger booking systems.
Schedule a consultation to explore:
Be sure to check out the full Brand & Market Podcast episode for the complete discussion and real-world examples.
If you found this helpful:
And as always — keep building a brand and business that sets you apart in your market.
Let's talk business.
@brandandmarket.co
Let's make you the best in your brand and your market.
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