75% of STR hosts say personalisation helps them compete with bigger operators

US: A new report from property management software company Hospitable shows that independent short-term rental hosts feel confident competing with larger property management companies (PMCs), thanks to personalisation and direct guest relationships.

Based on a survey of 566 STR hosts, co-hosts, and property managers, the report reveals that 75% of hosts say personalisation is their biggest advantage over larger operators. A further 72% believe attention to detail sets them apart, while many also highlight benefits like direct guest contact and flexible pricing.

Even though 65% of hosts have noticed more competition, nearly half (47.7%) said large PMCs have no impact on their ability to attract bookings. Just 10% believe big operators dominate their local markets.

However, many hosts are open to outside support if it offers real value. 38% would consider working with a PMC to improve marketing and visibility. Others said that they would welcome help with time-saving, scaling portfolios, or streamlining operations like cleaning and guest communication.

Pierre-Camille Hamana, CEO of Hospitable, said: “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, the report found that 57% of hosts plan to expand their portfolios in 2025, showing strong confidence in the STR sector’s future.

The full report, “The Evolving STR Landscape: Insights for Hosts & Property Managers”, is available to download from Hospitable now.

The company released a report in April showing that more hosts are relying less on property management companies with 80 per cent of hosts opting to self-manage their properties.

Key takeaways: 

• Independent hosts are displaying more confidence in competing with PMCs due to personalisation and guest relationships
• While hosts want to stay in control, they’re open to working with PMCs if it adds real value, especially in areas like marketing, visibility, and operational efficiency.
• More than half of independent hosts are planning to expand their portfolios this year