Direct vs. third-party: The distribution landscape for vacation rental property managers
The direct channel also drives the most bookings in the United Kingdom (41%), while Booking leads in Italy and Portugal (42% and 46%, respectively), and Airbnb wins in Spain and France (38% and 29%, respectively).
Vacation rental property managers in Europe are increasingly turning to Airbnb and Booking.com as distribution channels, however they are seeing gains in direct bookings for certain kinds of properties.
According to the European Vacation Rental Survey 2018, conducted by Transparent to more than 500 property managers in 23 European countries, Airbnb and Booking each account for 30% of property managers’ bookings, compared to the direct channel, which accounts for 26%.
HomeAway delivers just 8% of bookings, while TripAdvisor drives 3%.
Property managers who manage between two and nine rentals receive most of their bookings from Airbnb (37%), while property managers with between 10 and 49 or with more than 100 properties get most of their bookings from Booking (34% for each).
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