STR Marketing in 2025: How Smart Hosts Are Getting More Direct Bookings and Paying Less to OTAs

If you’re a short-term rental host or manager relying solely on Airbnb, Vrbo, or Booking.com to fill your calendar, you’re not alone—but you are at risk of shrinking profits and lost guest loyalty.

The vacation rental industry is evolving fast, and the most successful STR owners are adapting their marketing strategies to stay ahead.

Our new report, The State of STR Marketing 2025, reveals the tactics, tools, and trends top-performing hosts are using to drive more direct bookings, reduce OTA fees, and build long-term guest relationships.

>> Get your free copy here <<

Here’s a sneak peek of what’s inside:

1. Airbnb Fees Are Just the Beginning: The Real Cost of OTA Dependence

Airbnb and Vrbo charge 10–15% in commission fees, which can add up to tens of thousands of dollars per year. Even worse? You don’t own the guest relationship—Airbnb does.

In The State of STR Marketing 2025, we break down the financial impact of over-relying on OTA platforms and how savvy hosts are shifting toward direct booking websites, guest email marketing, and SMS campaigns.

Learn how to reduce Airbnb and Vrbo fees while keeping your calendar full: Download the full report

2. STR Advertising Costs Are Rising—But Relationship Marketing Costs Less and Delivers More

Facebook Ads. Google Ads. Instagram promotions. The cost of acquiring a new guest through paid ads is now $60–$120 per booking.

But here’s the kicker: Email and SMS marketing campaigns to past guests cost less than $5 per booking—and deliver up to 44x ROI.

In the report, you’ll get:

• A comparison of paid advertising vs. email marketing for STRs
• A proven lifecycle marketing sequence for repeat bookings
• Tools to automate guest communication without sounding robotic

Don’t just chase new guests—retain the ones you already have. Get the marketing guide here

3. Direct Booking Strategies That Actually Work for STR Hosts

Running a short-term rental business in 2025 means you need more than a great Airbnb listing. You need a system for attracting and converting direct traffic.

Inside the report, we cover how property managers and individual hosts are:

• Building direct booking websites that convert
• Using digital guidebooks to collect guest emails
• Creating loyalty programs and referral incentives that fill off-season calendars

And yes, we include real-life success stories—like a Florida-based manager who slashed OTA bookings by 52% and grew revenue by 21% in just 8 months.

Want a repeat booking engine working in the background? Download the report