Short-term rental hosts say personalisation gives them an edge

Report reveals hosts are confidently competing with larger operators

Independent short-term rental (STR) hosts are telling their larger industry counterparts to bring it on, according to a new report.

Hospitable’s ‘The Evolving STR Landscape: Insights for Hosts & Property Managers’ report revealed that nearly half (47.7%) of hosts say large property management companies (PMCs) have no impact on their ability to attract bookings, and just 10.4% believe PMCs dominate their local markets.

The report reflects the opinions of 566 STR professionals, including self-managing hosts, co-hosts, and property managers. 

Further to this, the data showed that although 65.4% have noticed an uptick in competition, most aren’t concerned. And rather than stepping back, hosts are leaning into what sets them apart — personalisation.

Three-quarters (74.8%) say offering a more personalised guest experience is their biggest competitive advantage over PMCs, while 72% cite attention to detail as a key differentiator. 

Many also point to direct guest relationships (60.3%) and pricing flexibility (48.8%) as core strengths.

While the majority of hosts remain committed to self-management, many aren’t opposed to outside support — as long as it adds clear value. 38.3% say they would consider working with a PMC if it improved marketing and visibility, while others would welcome help with saving time (29.7%), scaling their portfolio (28.5%), or streamlining operations such as cleaning, guest communication, and tech tools.

Pierre-Camille Hamana, CEO of Hospitable, said: “The findings from this report highlight a new level of confidence among independent hosts. They’re not looking for someone to take over, they’re looking for tools and strategies that strengthen what they already do well. 

“Hosts know that personalisation, direct guest contact, and control over their business are what make them competitive, and they’re leaning into this more than ever before.” 

Looking ahead, independent hosts remain optimistic about their growth prospects. Over half (56.7%) of hosts plan to expand their portfolios in 2025, signalling strong confidence in the future of the STR market.