Simply Owners survey shows rise in direct bookings

Worldwide: Nearly two-thirds of property managers now receive the majority of their bookings through direct channels rather than major online travel platforms, according to new research from holiday rental site Simply Owners.

The Simply Owners Owner Sentiment Survey 2026, based on responses from more than 600 verified respondents across the UK, Europe and the US, found that 61.3 per cent now secure most of their bookings directly, either through their own websites or repeat guests. Of those surveyed, 15 per cent said they receive all of their bookings direct, bypassing platforms such as Airbnb and Expedia altogether.

More than half of respondents (54.8 per cent) said they offer lower prices to guests who book direct, while a further 43.4 per cent said they maintain the same rates across all channels. Respondents also cited additional benefits for direct-booking guests, including complimentary extras and a more personalised experience.

More than 60 per cent of respondents said their biggest challenge is making guests aware of the benefits of booking direct. At the same time, 87.2 per cent said they believe large platforms do not give their listings fair visibility.

The survey also suggests that profitability has remained relatively stable despite ongoing cost pressures. More than half of respondents (56.6 per cent) said profits in 2025 were in line with 2024, even as 57 per cent reported raising prices over the past year to cover higher operating costs, tax and licensing requirements.

Managing guest expectations was identified as the most challenging aspect of operating a holiday rental business, with 46.9 per cent citing it as their primary concern. A further 38.4 per cent said guest expectations are higher now than they were three years ago.

Regulatory pressure continues to weigh heavily on the sector, with 83.9 per cent of respondents expressing concern about tightening regulations and tax increases, particularly for smaller and family-run rental businesses.

Rebecca Ward, chief executive of Simply Owners, said the findings highlight a clear shift in how property managers are approaching distribution and guest engagement.

“The direct booking movement has never been stronger, but awareness remains the biggest challenge,” she said. “Guests are increasingly recognising the value of booking direct, but there is still work to do to ensure direct booking is as visible and trusted as the major platforms.”

Highlights:

• New data extracted from the Simply Owners Sentiment Survey 2026 is based on responses from over 600 owners
• The data shows that more property managers are receiving direct bookings
• 60.2 per cent say guest awareness is the biggest barrier to growing direct bookings.
• 87.2 per cent believe major platforms do not give listings fair visibility, while 56.6 per cent report stable profits despite rising costs.