We dive into two major trends reshaping the short-term rental and hotel sectors: the resurgence of direct bookings and the strategic shakeups unfolding in vacation rental investments.
With reliance on OTAs (online travel agencies) still weighing heavily on acquisition costs, hotels are embracing a new strategy: identity marketing. Wunderkind’s latest guide highlights how brands can convert anonymous website visitors into recognized guests using real-time, first-party data. As third-party cookies phase out and AI becomes central to how consumers search and book, this pivot to personalized data strategies is helping hotels build stronger digital engagement, reduce dependence on intermediaries, and boost long-term loyalty.
This shift toward personalization is not just about tech—it’s about reclaiming control. By understanding who’s browsing in real time, hotels can deliver relevant offers and experiences that keep guests on their site and convert those visits into direct bookings. It also gives hospitality brands a chance to build loyalty before potential guests are drawn away by the convenience or pricing of OTA platforms.
At the recent Short Stay Summit in London, bold investment moves took center stage—especially Casago’s surprising acquisition of Vicasa, despite being significantly smaller. This sparked wide discussion around the importance of scale, leadership, and responsible growth. While some praised the ambition, others questioned whether such aggressive acquisitions can deliver lasting value in a rapidly evolving space.
Industry leaders from companies like Guesty and Hostaway stressed the need to balance growth—both organic and inorganic—while preserving service excellence. For them, property management success is rooted in operational stability and people-first practices, not just platform scalability or headline-grabbing mergers.
As venture capital slows and private equity firms hold back, the future of vacation rental investments looks more cautious and ROI-driven. Operators who can demonstrate sustainable profitability, excellent guest experiences, and efficient systems are more likely to attract support and survive long term. It’s not about being the biggest player—it’s about being the smartest.
Ready to elevate your direct booking game? Visit the Boostly website for the tools, strategies, and support you need to succeed in 2025 and beyond. And remember: Book Direct.
