Florida’s vacation rental study: Direct bookings surge
Florida’s short-term rental market is evolving, with new data suggesting a growing preference for direct bookings among travelers.
The new data comes from vacation rental management platform Hospitable.
Hospitable reports that direct bookings nearly quadrupled among its Florida-based customers in 2024, growing by 343.6% from just 422 in 2023 to 1,872 last year.
While direct bookings remain a much smaller share of the market compared to Airbnb’s 288,885 reservations in 2024, the growth signals a significant shift in how property managers and travelers are connecting, the report says.
April turned out to be the most popular month for direct bookings, as many travelers likely started planning their summer getaways early.
This increase in direct bookings in Florida mirrors the growth seen by Hospitable’s customers globally with a 440% rise in direct bookings in 2024.
Still, Airbnb continued to dominate the Florida market, accounting for 89% of reservations recorded by Hospitable’s customers in the state.
Year-over-year, the platform experienced a notable 30.4% increase in bookings.
However, other platforms also saw significant gains including Booking.com which more than doubled.
In total, Hospitable customers in Florida recorded 325,583 bookings in 2024 (through Airbnb, Booking.com, Vrbo and direct),.
Pierre-Camille Hamana, CEO of Hospitable, said: “For years, platforms like Airbnb have been the go-to for property managers and hosts. While they’re still a key part of the mix, more and more owners and managers are seeing the benefits of direct bookings.”
“As technology keeps advancing and both hosts and guests see the perks of direct bookings, this trend is only set to grow.”
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Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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