The OTA chess game: Airbnb moves; everyone else reacts

When Airbnb sneezes, the rest of the short-term rental world catches a cold. And lately, it’s been sneezing a lot (writes Cristiana Carpini).

Between the CEO’s soothing words at host meetings (“Don’t worry, we’ve got you…”) and the platform’s shift towards experience-oriented travel and commission adjustments, the mood among professional hosts is – let’s say – cautious.

Because while Airbnb talks community, connection, and belonging, the rest of the industry is watching a very calculated repositioning. And it hasn’t gone unnoticed.

Booking.com’s move: a U.S.-only test (for now)

Let’s start with Booking.com, which has recently introduced Host Property Insurance – primary coverage of up to $1 million for all stays booked on its platform, starting 13 October 2025.

There’s just one catch: it only applies to the U.S. market, the largest and most strategic territory for Airbnb.

It’s a clear signal: Booking is not just reacting – it’s testing the water in Airbnb’s strongest pool. The message to American hosts is simple and smart: “You can list with us and still sleep at night.”

The move plays perfectly into the trust-and-safety narrative – one of Airbnb’s historic strongholds – while keeping flexibility for a potential global rollout once the model proves scalable.

Expedia’s strategy: data, distribution, and partnerships

Meanwhile, Expedia Group is doubling down on what it does best: data and reach.

It’s now leveraging its first-party traveller data to create lookalike audiences, reaching potential guests at different stages of their journey – from the “just dreaming” stage to the “book now” click.

But here’s the real kicker: Expedia is expanding property visibility across its wider travel network – which includes airline partners, car rentals, and corporate travel platforms.

In simple terms: your villa in Tuscany might now appear not only on Expedia or Vrbo, but also as a preferred stay suggestion while someone books a flight on one of their partner airlines. That’s next-level visibility – and a powerful reminder that distribution in 2025 is no longer linear.

For PMCs: the platform is your shop window – use it wisely

Here’s the reality check: until your direct booking percentage crosses a healthy threshold, OTAs remain your storefront. The real skill lies in knowing which window to display your product in.

You don’t put champagne in the discount aisle. So, why push your luxury villa on platforms optimised for budget travellers?

Match your property to the right audience:

• Pet-friendly stays → niche OTAs that speak to that lifestyle.

• Nature escapes → eco-oriented platforms. 

• Luxury villas → curated channels like Villa Tracker, where guests are willing to pay for quality.

Distribution today isn’t about “everywhere”; it’s about everywhere that makes sense.

 

Airbnb’s “experience” era: storytelling or smoke screen?

Airbnb’s pivot towards “experience-led” travel feels poetic – and strategic. The platform wants to own not just where guests stay, but why they travel. But underneath the storytelling, hosts and PMCs are facing changing commissions, stricter standards, and evolving algorithms that favour “host experience” over professional operations.

The CEO’s words may sound reassuring, but the actions speak louder.

The bottom line

We’re witnessing an OTA power realignment. Booking.com is chasing Airbnb’s trust narrative. Expedia is monetising its data empire. And Airbnb – well, Airbnb is rewriting the rules of engagement.

For property managers, the takeaway is simple: be strategic, diversify your distribution, and don’t confuse “visibility” with “dependence”.

Because the platforms may change their algorithms overnight – but your strategy should never depend on someone else’s playbook.

With over 20 years of experience in the vacation rentals industry, Cristiana Carpini is a Host Planet Columnist and the Founder and CEO of Tara Home Consulting.

A delegate of ANBBA, the Italian holiday homes association, Cristiana actively supports the growth of small and emerging businesses in the STR sector. She is also passionate about industry education and regularly organises conferences and events for STR professionals.

Fluent in Italian, French, English, German, and Spanish, Cristiana has worked across many segments of the STR industry, including recruitment, product development, and executive leadership.

Get in touch with Cristiana via email: cristiana@tarahomeconsulting.com.