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Europe/US: Professional operators are tightening their grip on the short-term rental market as dynamic pricing and channel diversification become essential for growth, according to a new report from Rentals United and PriceLabs.
The companies’ 2026 Short-Term Rental Outlook Report analysed more than 362,000 properties and found the sector has entered what it describes as a “refinement era”, where operational efficiency and technology adoption are becoming more important than rapid inventory growth.
The report found property managers using dynamic pricing tools significantly outperformed operators relying on static rates across all major markets.
In Italy, properties using dynamic pricing achieved occupancy rates 30 percentage points higher than operators using fixed pricing strategies. Similar gaps were recorded in Portugal and Mexico, while US operators using dynamic pricing saw a 13-point occupancy advantage.
Channel diversification was also highlighted as a growing priority for property managers.
While Booking.com and Expedia continued to record strong growth within the Rentals United network, niche platforms saw some of the fastest gains. HomeToGo recorded 187 per cent year-on-year growth, while Plum Guide grew 40 per cent, reflecting increasing demand for specialist and luxury accommodation.
The report warned that operators relying heavily on a single OTA risk losing market share to competitors with broader distribution strategies.
Professional operators are also continuing to consolidate control across major STR markets.
According to the report, professional property managers now account for 72 per cent of the market in Portugal, 69 per cent in the US, 67 per cent in Spain and 65 per cent in the UK.
The luxury segment emerged as one of the strongest performing categories in the report.
Luxury properties within the Rentals United network recorded a 119 per cent increase in booking volume and a 169 per cent increase in revenue value, growing from €12.6 million to €33.8 million. The segment is projected to grow revenue by a further 40 per cent by the end of 2026.
The report linked the trend to rising demand from travellers seeking premium amenities, design-led accommodation and higher service standards.
Regional data also showed shifting traveller behaviour across several markets.
In the US, the average length of stay increased nearly 10 per cent to 4.42 days, while booking windows continued to shorten. Mexico recorded 86 per cent booking growth, driven largely by last-minute travellers booking within an average 12-day window.
Europe remained the largest market by booking volume, recording 982,180 bookings in 2025, up 24 per cent year-on-year. The UK saw a 76 per cent increase in platform booking volume, while Italy grew 63 per cent and France 56 per cent.
The report said mature markets, including the US, are beginning to see supply growth stabilise, giving established professional operators greater pricing power.
Highlights:
- New Rentals United and PriceLabs report says the short-term rental industry has entered a “refinement era” focused on operational efficiency and technology adoption.
- Professional property managers now control up to 72 per cent of some major global STR markets, including Portugal, the US, Spain and the UK.
- Dynamic pricing tools are outperforming static pricing strategies, with occupancy gaps reaching 30 percentage points in markets such as Italy.
- The report warns property managers that relying on a single OTA is becoming a major business risk heading into 2026.
- HomeToGo recorded 187 per cent growth within the Rentals United network, while Plum Guide grew 40 per cent year-on-year.
- Luxury short-term rentals saw booking volume rise 119 per cent and revenue increase 169 per cent within the Rentals United network.
- The US short-term rental market recorded a 44 per cent increase in platform booking volume year-on-year.
- Europe remained the world’s largest STR market by booking volume, with 982,180 bookings recorded in 2025.
- Mexico led global booking growth with an 86 per cent increase, driven by shorter booking windows and last-minute travellers.
- The report says tech-enabled property managers are widening the gap between professional operators and casual hosts.
