Distribution is arguably the most crucial aspect of vacation rental marketing. If your vacation rental distribution strategy is not as effective or dynamic as your competitors’, you will lose market share and see your bookings plummet.
Furthermore, the tactics that worked yesterday may not work today. While before the pandemic, it may have been enough to list your rentals on a few popular channels, upload some nice photos and frequently adjust your prices, now, vacation rental distribution is even more complex than ever.
To help you organize your thoughts about how you’re going to approach distribution in 2025, we’ve created a guide that explores all the aspects of vacation rental distribution that we think will make or break your strategy this year.
Data, strategy, and profitability. Learn how to build a winning vacation rental distribution strategy, why OTAs matter, and how to boost bookings with data, a killing strategy and automation.
Let’s get right into it!
The boom in vacation rentals and why visibility matters?
The vacation rental market has never been stronger. In 2024, North America surpassed 4.5 million active listings, while Europe crossed 9 million for the first time. Meanwhile, booking volumes in Latin America doubled compared to 2019, according to Lighthouse data.
This growth brings opportunity, and with every new opportunity challenges arise, such as tougher competition for vacation rentals.
A decade ago this was not the case, property managers could rely on a single listing site like Airbnb or Vrbo to keep their calendars full. As we see through every peak season, today’s travelers compare across multiple OTAs: scanning prices, locations, and reviews before booking.
If your property isn’t visible where they’re searching, you’re losing out on valuable reservations.
The solution? A multi-channel distribution strategy that ensures your listing reaches the right guests, at the right time, on the right platform.
If you’re wondering whether it’s worth the effort…. Let’s look at some important questions to address before deep diving into strategies.
Are vacation rentals profitable in 2025?
Absolutely yes, but only if you avoid the single-channel trap. Profitability now depends on:
- Diversifying beyond Airbnb or Vrbo
- Adapting rates and availability based on demand signals
- Automating workflows to free up time and reduce admin costs
Global demand is climbing, but those sticking to one OTA are already falling behind. This is why more than ever your business success depends on a good distribution strategy.
Let’s explore what is a vacation rental distribution and how to create a strategy tailored to your business needs.
What is vacation rental distribution?
Vacation rental distribution is the process of listing and managing properties across different booking platforms, including:
- OTAs like Airbnb, Vrbo, Booking.com
- Metasearch engines like Google Travel, Trivago, and Kayak
- Niche platforms targeting luxury, events, or home exchanges
- Direct booking websites that reduce commissions and grow brand loyalty
Think of OTAs as the Amazon of travel. A strong strategy ensures your listings aren’t just online, but also optimized with the right pricing, availability, and reviews to convert browsers into guests.
A good vacation rental distribution strategy ensures:
- Competitive pricing across platforms.
- Real-time availability updates to avoid double bookings.
- Targeted visibility, so you attract the right type of guests.
Why a multi-channel distribution strategy is essential
Relying solely on one booking platform limits your reach and puts your income at risk. One policy change, algorithm update, or fee increase can dramatically impact revenue.
Here’s why diversifying your distribution matters:
- Reliable revenue and pricing flexibility: With multiple channels, you can test pricing strategies, spread risk, and protect income when one platform underperforms.
- The billboard effect: Vacation rental channel sites attract millions of travelers monthly. Listing across several platforms increases visibility, while also boosting your direct booking chances.
- Stronger brand awareness and guest trust: Consistency across channels builds credibility and increases conversions. Guests are more likely to book (and return) if they see your property across trusted platforms.
- Reduced risk and business resilience: By spreading bookings across different sources, you avoid over-reliance on a single platform and stay resilient during market shifts.
Types of vacation rental distribution channels
To maximize exposure, property managers should consider a mix of booking platforms tailored to their market and audience:
| Channel type | Examples | Relevance |
| OTAs and Marketplaces | Airbnb, Vrbo, Booking.com, Expedia, FeWo Direkt | Largest reach, high booking volumes |
| Metasearch engines | Google Travel, Hopper, Kayak | Help guests compare listings and prices |
| Specialist channels | Plum Guide, HomeToGo, Glamping Hub | Target luxury, unique, outdoor, or event-driven guests |
| Direct booking websites | Your own vacation rental website | No commission, stronger guest relationships |
| Extended Stay | Blueground, Furnished Finder | Ideal for business travelers and longer stays |
Why OTAs remain the backbone of distribution
While diversification is essential, OTAs remain the primary booking source for vacation rentals. Expedia research shows that 80% of travellers start their accommodation search on an OTA.
Benefits of OTAs include:
- Massive reach: Exposure to millions of active travelers.
- Consistent bookings: Year-round demand without heavy marketing spend.
- Guest confidence: Verified reviews, secure payment systems, and trust in well-known brands.
The top OTAs for vacation rentals in 2025
Each OTA has distinct strengths. Choosing the right mix depends on your property type, location, and target audience.
Airbnb
- Best for: Urban stays, solo travelers, and flexible accommodations.
- Why it matters: Largest market share worldwide.
- Key features: Easy setup, strong brand recognition, split service fees.
Booking.com
- Best for: International travelers, last-minute bookings, professional operators.
- Why it matters: Dominant in Europe, attracts high booking volumes.
- Key features: Instant booking model, guest-friendly policies, commission-based fees.
Vrbo
- Best for: Whole-home rentals, family stays, long-term bookings.
- Why it matters: Strong in North America & Oceania.
- Key features: Focus on multi-bedroom properties, flexible pricing models.
Understanding OTA performance: who books where?
Different OTAs attract different traveler types, this means your pricing, availability, and promotions should be tailored per OTA.
For instance you might already know how to leverage each booking site strong impact on each travel segment, like:
- Vrbo: Family groups, higher ADRs ($228.14 avg.), longer stays, earlier bookings (48.75 days).
- Airbnb: Urban travelers, shorter stays (3.45 nights avg.), budget-conscious.
- Booking.com: International and last-minute guests, shorter stays (3.23 nights avg.), competitive ADR ($163.74).
Why data is the secret weapon in vacation rental distribution
Listing across platforms isn’t enough. Without data, you’re guessing where demand is rising, which OTAs deliver the best ROI, and how competitors are pricing.
Real-time data helps you:
- Track booking demand across OTAs.
- Adjust pricing to stay competitive.
- Spot demand surges before competitors.
- Align promotions with guest booking patterns.
What property managers around the globe are seeing
Professionalization and bundled services are driving success for many property management companies , with many managers turning to channel managers and cloud-based platforms for better distribution oversight and automation. Mid-term and flexible stays, plus focus on omni-channel distribution, are creating new revenue streams and helping property managers navigate economic and regulatory uncertainty
From Europe to the U.S., property managers echo the same message:
- Multi-channel distribution means higher occupancy, and thus higher revenue.
- Channel managers prevent double bookings and simplify operations.
- Dynamic pricing tools are boosting ADR across portfolios.
Combining vacation rental distribution with revenue management
Last but not least, if you truly want to improve your vacation rental distribution this year, you need to align your distribution and revenue management strategies.
If you think about it, these two aspects of advertising vacation rentals go hand-in-hand. You can have the most well-thought-out revenue management strategy and the best prices in the world, if your listings are not showing up on sales channels in the best possible shape, you’re not going to get bookings.
Don’t let all the hard work your revenue management team does go to waste. Here are some tips on how to make sure that doesn’t happen:
- Establish clear lines of communication and alignment between your revenue management and distribution teams.
- Use distribution data to inform your revenue management decisions. Fine-tune your rates based on metrics like booking performance pickup, booking windows and cancellations, which may indicate a change in market demand.
- Don’t forget about your vacation rental reviews. These often get left out of conversations when talking about distribution and revenue management, but they’re instrumental to optimizing your presence on listing sites and increasing your conversions.
Find out more about this approach in a new ebook, Reinventing Revenue Management.
Conclusion
In today’s competitive market, simply listing your property on one OTA is no longer enough. To stay ahead, you need a data-driven, multi-channel distribution strategy that reaches travelers where they search, while protecting your revenue and growing your brand.
Managing multiple OTAs manually is time-consuming, error-prone, and leaves revenue on the table.
That’s why property managers worldwide rely on Rentals United’s revenue-first channel manager to streamline operations and maximize bookings, you can:
- Sync availability & pricing in real time across all OTAs.
- Automate rate adjustments based on demand, seasonality, and competitor pricing.
- Manage listings from one dashboard, eliminating double bookings and ensuring consistency.
But automation is only half the equation. To truly stay competitive, you also need data-driven insights. In today’s competitive market, simply listing on a single OTA isn’t enough.
The bottom line? With the right distribution strategy, your property isn’t just listed, it’s booked.
FAQs About vacation rental distribution
- Why do I need a multi-channel distribution strategy?
Because relying on one OTA is risky—diversification increases reach and protects revenue. - Which OTAs should I list first?
Airbnb, Vrbo, and Booking.com are essential, but niche platforms and metasearch engines can boost targeted bookings. - How can I avoid double bookings?
Use a channel manager like Rentals United to sync availability in real time. - Do OTAs charge high commissions?
Yes, typically 10–20%. But their massive reach often offsets these costs. - Can direct bookings replace OTAs?
Not entirely—most travellers still start on OTAs, but direct channels are vital for repeat guests.