Why regional STR events are beating big conferences – and what it means for your business

https://www.youtube.com/watch?v=hNczI7K2FO8

VRNation Executive Director and short-term rental industry advocate Heidie Henriksen explains why taking events to the people is transforming how hosts learn, connect, and grow.

If you've ever looked at the ticket price for a major STR industry conference and quietly decided it wasn't for you, you're not alone. Thousands of hosts and property managers never attend industry events – not because they don't want to, but because the cost, the travel, and the time away from the business make it feel like a luxury they can't justify.

Heidie Henriksen, from VR Nation, thinks the industry needs to do better. And she's doing something about it.

During a recent Host Planet Podcast episode, Heidie joined James Varley to talk about the regional events movement, why collaboration beats competition, and what hosts at every level can gain from showing up. Catch the full episode on YouTube, Spotify, or Apple.

Why big-ticket conferences aren't working for most hosts

The major STR conferences have their place, but Heidie is candid about the problem with the current model. When ticket prices run into the thousands – before flights, hotels, or time out of the business – you end up preaching to a very specific crowd. The majority of hosts, particularly those self-managing one, two, or a handful of properties, simply don't make it through the door.

"There are so many people that don't yet come to our industry events. By charging slightly lower fees, you're going to attract the people that really need access to that knowledge." – Heidie Henriksen

At least 70% of vacation rentals in North America are managed by individual hosts with just a handful of properties. The picture is similar in the UK. These are the people who arguably need industry education most – and the ones most likely to be priced out of traditional conferences.

What is the regional events model – and why does it work?

VRNation's approach grew out of necessity. After running virtual roadshows during the pandemic, Heidie and her team tested in-person regional events last year – deliberately choosing smaller, tourist-friendly locations over major cities. The goal was to go where no one else had been, and to reach hosts where they actually operate.

The results were emphatic. Post-event surveys came back almost unanimously five stars, with attendees specifically praising the accessibility – being able to bring their whole team, including maintenance staff, cleaners, and revenue managers, rather than just senior management.

Host Planet has taken the same approach with the Host Planet Roadshow. James shared a similar experience from the Cornwall event: a round-table format, collaborative rather than pitched, where the real value came from hosts sharing stories and lessons with each other.

"They so appreciated us coming to them. It made it feasible to bring their whole team to get educated and feel connected in the industry." – Heidie Henriksen

Selling without selling: the sponsor model that actually works

One of the most interesting moments in the conversation was Heidie's description of a vendor sponsor at a recent VRNation event. Instead of delivering a 10-minute product pitch, he stood up and told funny, relatable stories about his own hosting business – 10 properties, real challenges, real wins. Only at the very end did he mention he worked for Hostaway and offer to chat with anyone interested.

The room loved it. And the lesson is clear: people connect with people, not product slides.

"It's really tricky to do, but when you connect on a human level instead of just what you're selling, it lands completely differently." – Heidie Henriksen

James echoed this with the example of Robin Clifford from Guesty, a regular on the STR speaker circuit who rarely mentions his employer on stage. Instead he talks about the future of the industry, AI, and where the market is heading. The conversations about Guesty happen afterwards – because Robin has already earned the room's attention.

Why competing hosts should be talking to each other

One of the most counterintuitive points in the episode – and one of the most valuable – is Heidie's argument for competitor collaboration.

Her background is in the ski industry, where she spent years selling not just her own resort, but every resort in her town. The logic was simple: bring more people to the destination and everyone benefits. She's applied the same thinking to STR.

"We can actually get ahead as one unit instead of individually. That spirit exists, alive and well, and we're trying to help it grow." – Heidie Henriksen

For property managers who are reluctant to share knowledge with competitors, James makes a pointed observation: the businesses that do engage regularly with their competitors tend to be better businesses. The collaborative mindset isn't naive – it's a competitive advantage.

The advocacy case: why showing up matters beyond the business

Regional events aren't just about education. At every VRNation roadshow event, there's a dedicated advocacy session covering local legislation challenges and how hosts can get involved.

The advice is simple but important: go to your council meetings. Make sure local decision-makers know your face, your voice, and that you care. The STR industry is facing real regulatory pressure in many markets, and the response requires collective action – not individual hosts hoping someone else will fight the corner.

"We are uniting to say this is valuable, we don't want it to go away. Here's the tax revenue, here's the employment. Just show up." – Heidie Henriksen

In the UK, this is particularly relevant given the patchwork of regional regulation – from Scotland's licensing framework to Wales's rental day limits to the varying rules across English local authorities.

What struggling hosts are actually dealing with right now

Heidie identified several recurring themes from VRNation roadshow attendees: disconnection and isolation, uncertainty around legislation and permits, staffing challenges, and figuring out how to integrate AI and automation into their operations.

These aren't abstract strategic questions – they're practical, day-to-day problems that experienced hosts have already navigated. That peer knowledge transfer is exactly what a well-run regional event delivers in a single day.

For hosts who've been operating for a few years and feel like they've got it figured out, Heidie has a direct challenge:

"The second you stop and stay in your lane, complacency can set in. You can come to one of these events and get inspired to find a new revenue stream, or realise it really is time to upgrade those cheap microfibre sheets." – Heidie Henriksen

What's next for VRNation in 2026

VRNation is midway through 18 roadshow stops this year across the US, with a six-stop tour through Nashville and the Carolinas coming in May, plus their annual conference later this month. The VRNation Pro Academy – an education platform built around Heidie's pillars of hosting excellence – is also launching this year.

Heidie's long-term vision is for VRNation to develop a local chapter model, similar to how the hotel industry operates, with market leaders embedded in communities across the country. In the US, as in the UK, a host in Florida and a host in Washington are essentially operating in different regulatory and cultural environments. Local presence matters.

The biggest lesson from the roadshow trail

Asked for her single biggest takeaway from six back-to-back events, Heidie's answer was characteristically practical: plan for everything, but be prepared for anything.

She did not expect to be driving across the Florida Panhandle in snow. She made the most of it anyway.

The more considered lesson – and one that directly applies to anyone planning events – is that consecutive back-to-back shows are gruelling for everyone involved. The relationships formed are irreplaceable. But building in breathing room between stops makes for a better event and a more sustainable operation.

This episode is powered by Hostfully

The Host Planet Podcast is powered by Hostfully – a property management platform built for professional hosts and managers who want more control, more automation, and a better guest experience. From robust PMS tools to industry-leading digital guidebooks, Hostfully helps you streamline operations while delivering a more polished stay. Book a demo with Frank Bosi and receive an exclusive Host Planet bonus: $500 off PMS onboarding and 30% off digital guidebooks for life.

Frequently asked questions about STR industry events

Why are regional STR events better value than large annual conferences? Regional events bring education directly to where hosts operate, removing the cost of flights, hotels, and extended time away from the business. They also tend to attract a more locally relevant audience, making the networking and peer-to-peer learning more immediately applicable. For smaller hosts and self-managers in particular, regional events are often the only format that's practically accessible.

What do STR hosts get out of attending industry events if their business is already going well? Even experienced hosts benefit from the exposure to peers operating in the same market. Events surface new revenue stream ideas, operational improvements, and technology integrations that hosts may not have considered. The risk of staying in your lane too long is complacency – small improvements compound significantly over time.

How can STR hosts get involved in local advocacy and regulation? The most effective first step is simply attending local council meetings and making yourself known to decision-makers. Industry organisations like VRNation in the US and Host Planet in the UK provide frameworks and resources for advocacy, but individual presence at the local level is the most direct lever available to hosts.

What should STR event sponsors do instead of product pitches? The most effective vendor presentations at STR events are story-led rather than product-led. Sponsors who share genuine experiences from their own hosting or industry journey – and connect on a human level before mentioning their product – consistently generate more post-event conversations and conversions than those who lead with features and pricing.

What is VRNation and who is it for? VRNation is a US-based short-term rental industry organisation focused on education, advocacy, and community for STR hosts and property managers at all levels. It runs regional roadshow events across the United States and an annual conference, with the VRNation Pro Academy education platform launching in 2026. It is particularly focused on reaching the majority of the market – individual hosts with a small number of properties – rather than exclusively targeting enterprise operators.

Your five-point summary

1. Regional beats big – taking events to where hosts operate removes cost barriers and reaches the people who need it most.

2. Sell without selling – the most effective vendor presence at events is story-led and human, not pitch-led.

3. Collaborate with competitors – businesses that share knowledge with competitors consistently outperform those that don't.

4. Show up for advocacy – attending local council meetings is the single most effective action hosts can take on regulation.

5. Never stop learning – complacency is the real risk for experienced hosts; one event can reset your entire perspective.

   
   

About Heidie Henriksen

Heidie is the Executive Director of VRNation, a US-based STR industry organisation running regional roadshows, an annual conference, and the VRNation Pro Academy education platform across North America. Click here to find out more.