Why You Need to Look Beyond Airbnb and Booking.com
If you rely exclusively on Airbnb or Booking.com, you're essentially gambling with your income. These two platforms have dominated the market, but that doesn't mean they always work in the owner's or hotelier's favour.
In 2025, Airbnb surpassed 8 million listings, while Booking.com broke every record with over 1.7 billion overnight stays in 2024. We're talking about massive volumes. And within this "sea" of listings, yours can easily get lost.
When someone searches for "apartment in Athens" or "villa in Santorini", you're competing against hundreds of others offering something similar. The result? A price war, endless discounts, and constant anxiety about how to keep your ranking high in search results.
And as if that weren't enough, the commissions from major OTAs (Online Travel Agencies) silently eat into your profit. Airbnb takes around 14-16%, while Booking.com can reach up to 18%, especially in Europe. All of this means that by the end of the year, a significant portion of your revenue has "vanished".
Let's not forget the most critical point: the customer remembers the platform, not you. They booked "through Airbnb", not "at your property". You're losing the relationship, the identity, and the customer's loyalty.
So, what does a smart owner do? They don't leave the major platforms, but they supplement them. They discover alternative STR (Short-Term Rental) platforms that offer lower commissions, better control, and a more targeted audience.
What Makes a Truly Good STR Platform
Before we get into names, we need to clarify something: not all platforms are the same. A "good" short-term rental platform has three common characteristics:
It brings the right audience.
You don't need 10,000 views - you need the right travellers. A boutique villa in Mani or a minimal loft in Koukaki shouldn't appear next to student rooms or hostels. Platforms that specialise in a specific type of accommodation (families, luxury, eco-friendly) have better conversion rates and more satisfied guests.
It operates with a fair commission policy.
The major platforms take a percentage from every booking. Others, however, operate with an annual subscription or a smaller commission. If you have steady occupancy, this translates into direct profit.
It gives you control.
Platforms worth your while offer access to customer data, support direct communication, and connect with channel managers. The goal isn't to "belong" to the platform... it's to use it as a tool.
The bottom line is simple: you're looking for a platform that helps you stand out, not get lost in the crowd.
The Best STR Platforms for 2025 (Beyond Airbnb & Booking.com)
1. Vrbo: Ideal for families and large groups.
Owned by Expedia and established globally. Vrbo travellers are looking for larger spaces, holiday homes, or villas. If you have a property with multiple beds, this is where you'll find your audience.
2. HomeToGo: The "search engine" of rentals.
It's not an OTA but an aggregator: it gathers thousands of listings from other platforms and displays them collectively. An excellent choice for owners who want maximum exposure without managing dozens of accounts.
3. Plum Guide: The "exclusive club".
Every property goes through a strict evaluation of 500+ points. If you pass, you become a member of a premium circle. It targets high-income travellers looking for impeccable quality and aesthetics.
4. Landfolk: Europe's "Scandinavian secret".
It started in Denmark and is expanding rapidly. Its aesthetic is clean, natural, human. If you have a home with character, Landfolk means storytelling with substance.
5. Holidu: The "smart" channel.
With artificial intelligence that optimises prices and exposure, Holidu is growing rapidly in Europe. If you're looking for something technologically mature but not oversaturated, it's worth it.
6. The "new" specialised platforms:
- Coolstays: For unique accommodations in Europe and the United Kingdom.
- EcoBnB: For sustainable, "green" stays.
- Kid & Coe: For families with children.
- BoutiqueHomes: For design lovers and architectural "gems".
All of these belong to the new generation of specialised STR platforms that offer fewer but higher-quality bookings.
How to Use Them Strategically
The point isn't to "list everywhere". It's to build a smart channel mix.
Use a reliable channel manager (like Roomismo's which connects with over 50 platforms) to synchronise calendars, prices, and bookings across all sites. Small discrepancies can cost you dearly - such as double bookings, wrong prices, or poor customer experience.
Adapt your content per platform. On Vrbo, talk about families. On Plum Guide, emphasise design and experience. On EcoBnB, focus on sustainability. The same house, different "storytelling".
And, of course, maintain your own site with direct booking capability. OTAs are excellent exposure tools, but they shouldn't be your only "arm". The strategy says: use them to get found, but drive guests back to you.
So What? Key Takeaways
- Don't depend on just two platforms. Diversification = security.
- Choose 3-5 platforms that suit you.
- Invest in professional photos and descriptions.
- Connect your channels through a channel manager.
- Create your own site for direct bookings.
- Measure each platform's performance and drop those that don't deliver.
Conclusion
Being everywhere doesn't mean being visible. Hospitality professionals in 2025 no longer chase bookings - they choose them. With the right platforms, the right strategy, and a little passion, you can increase your occupancy, reduce commissions, and gain true independence from the "big players".
