What's really going on in 2025 for property management companies?

By Cristiana Carpini, Founder and CEO, Tara Home Consulting

As a consulting company, we’re constantly in touch with property management companies (PMCs) – sometimes for deep dives, sometimes just for a casual chat. It feels like a club where everyone can talk about…well, everything.

On our latest call, I asked one of them: “So, how’s the year looking for you so far?”

The reply? “Good! July and August are fully booked.”

Now, if you’re a PMC reading this, you probably smiled (a little bitterly) at the irony. And yes – that is the reality this year.

2025 has brought a new wave of challenges for PMCs:

1. Economic instability.

2. Airbnb slowing down bookings and shifting its focus to “experiences”.

3. New regulatory restrictions.

…to name just a few.

1. The economy: crisis or opportunity for property management companies?

Let’s be honest – it’s not easy. But this could be a chance to rethink things.

• Start by reviewing your portfolio. Are your prices (including cleaning fees) aligned with today’s market? If you haven’t already, now’s the time to invest in a proper pricing tool – Beyond, PriceLabs, Quibble…whatever fits your size and style.

• Reassess your costs. Did you go on a shopping spree during the post-COVID boom? You’re not alone. Many PMCs find themselves drowning in tools and apps – some of which do the exact same thing. Time to declutter.

• Talk to your peers. This industry is surprisingly open – most people are happy to share ideas. Send a connection request on LinkedIn, ask for introductions, or meet them at events. The wisdom is out there – grab it.

2. Competing with Airbnb? Try collaborating instead

If you can’t beat them…join them (strategically).

While you’re building your direct booking strategy, start offering experiences at your properties. Airbnb is clearly heading that way – and this might give you some extra visibility.

But please remember:

Airbnb is not the only platform out there. There are literally thousands of others – some of them much better suited to your target audience.

• Are you using a channel manager? You should – it multiplies your visibility.

• Have you actually tried booking a stay on your own website? If you didn’t hire a pro to build it, it might feel like Mission:Impossible.

• Are you using the right social media channels to attract direct bookings (and owners)? Marketing matters – and this is where a good consulting team can truly help.

3. The regulation monster

Regulations are biting – everywhere. That’s why diversification is your new best friend.

• By territory: If your current region is limited, don’t panic. EHHA and others are working on it, but meanwhile – look elsewhere as well. A consulting firm can help you analyse other markets and navigate the legal maze.

• By business type: Mid-term rentals, boutique hotels, palaces, B&Bs – don’t put all your eggs in one basket.

And one fast (important) thing: be different!

Please, for the love of all things hospitality – stand out.

This year, we’ve analysed countless PMCs…and we were stunned by how many look, sound, and operate exactly the same.

Same contracts.

Same operational structure.

Same dependence on OTAs.

Same branding (or lack thereof).

Decide who you are and own it.

Are you the king of riverside cottages? The queen of real luxury villas? The champion of stylish lofts or hidden caves? The prince of standard apartments?

Find your niche. Tell your story. Make it memorable. For your guests. For your owners. For yourself.

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.