Airbnb & Hotels: How to Use STR Channels Without Losing Direct Bookings

Airbnb & Hotels: Partners, Not Rivals

Airbnb and Vrbo aren’t just for vacation rentals anymore.

For years, short-term rental (STR) platforms like Airbnb and Vrbo were viewed as competition. But for today’s hotels and resorts, especially those with suite-style inventory, underutilized residences, or seasonal lulls, these platforms represent untapped opportunity.v

With the right strategy, Airbnb and Vrbo don’t cannibalize your direct bookings. They complement your existing distribution by reaching guest segments that brand.com and OTAs often miss: families, small groups, long-stay travellers, and remote workers seeking more space and flexibility.

This blog outlines how to integrate STR channels the smart way, with pricing fences, audience targeting, and inventory controls that protect your brand while boosting occupancy and RevPAR.

Ready to see if your hotel or resort is a fit?

What “Incremental” Really Means (and How to Prove It)

When hotels talk about expanding distribution, the first concern is always: Will this steal from our direct channel? That’s why the key word in this conversation is incremental.

Incremental revenue isn’t just more bookings; it’s bookings you wouldn’t have won through your brand.com, OTAs, or GDS at the same cost. If Airbnb or Vrbo brings you guests with longer stays, different profiles, or shoulder-season demand you weren’t capturing, that’s truly incremental.

So, what does incremental demand look like?

• Different party sizes: families or small groups instead of 1–2 person business travelers
• Longer lengths of stay: weekly or monthly bookings, especially in slower periods
• New geographies: travelers who typically shop on STR platforms instead of OTAs
• Search behaviour: filtering for kitchens, laundry, or multi-bedroom layouts
• Unusual booking windows: early or last-minute patterns atypical for direct channels

Research from AirDNA’s 2023 STR report shows that stay lengths on Airbnb have steadily increased, with 28+ night bookings now accounting for a significant share of demand. A separate 2024 study, Slomads Rising: Stay Length Shifts in Digital Nomad Travel (arXiv.org), found that the average nights per Airbnb booking in the U.S. rose from ~3.7 in 2019 to 4.4 in 2023, clear evidence of a shift toward longer-stay behaviour.

How to Prove It’s Incremental

You don’t need a complex BI system to validate incrementality, just a clear testing structure:

• Hold out 1–2 similar unit types or date ranges to act as a baseline
• Tag STR bookings clearly in your PMS/CRS
• Compare key performance metrics: occupancy, ADR, LOS, and RevPAR against comp periods
• Track long-tail value: if guests book STR first, but return later via brand.com, that’s delayed but real ROI

Your goal is to make data-driven decisions: if Airbnb or Vrbo delivers incremental guests without hurting direct, you’ve found a new revenue lane. If not, you pause and protect.

Where STR Channels Fit Best (Property & Market Archetypes)

Airbnb and Vrbo aren’t right for every hotel, but when there’s a match, they unlock a guest segment you’re likely missing. The key is identifying the right inventory, market, and guest fit.

a) Inventory Fit

STR platforms work best with:

• Suites and apartment-style units with kitchens, laundry, or separate living areas
• Villas, condos, or residences ideal for longer stays, privacy, or multi-gen travel
• Units with work-from-anywhere or kid-friendly perks, desks, parking, bunk beds, etc.

According to Airbnb’s internal data from Airbnb’s Host Resource Centre, amenities like kitchens, laundry, and Wi-Fi are among the most filtered features on the platform, especially for stays longer than 3 nights.

b) Market Fit

Markets with the best STR opportunity often include:

• Leisure-focused destinations with seasonal dips (shoulder season or weekdays)
• Secondary cities and drive-to markets that attract remote workers or families
• Event-heavy calendars that spike compression (but leave gaps pre/post-event)

Need proof? AirDNA’s Best Places to Invest report ranks U.S. STR markets by demand and revenue growth, and its 12 Trends to Watch in 2025 shows that smaller cities and rural destinations are among the fastest‑growing opportunities. Hotels in these markets often have under‑utilized suites and residences that are well-positioned to benefit.

c) Guest Fit

STR guests are not just budget travellers; they’re families, small groups, remote workers, and “slomads” (slow-travelling digital nomads). If your property has underutilized villas, suites, or residences, especially during low season, these guests are likely a fit. Jetstream’s market analysis can help identify which unit types align best with this demand.

What to List and How to Package It

Not all inventory belongs on Airbnb or Vrbo. The goal is to start with a small, high-performing slice of your rooms, then package those units to stand out.

Start Small, List Smart

Begin with just 10–20% of inventory that meets STR expectations:

• Suites or residences with kitchens, laundry, or extra space
• Condos, villas, or adjoining rooms ideal for families and groups
• Units that offer workspace, free parking, or family gear (cribs, high chairs)

STR platforms reward listings that match common guest filters. A 2024 Airbnb amenities guide confirms that kitchen, Wi-Fi, self check-in, and washer/dryer are among the most commonly searched features.

Package for Performance

To capture attention and drive longer stays:

• Highlight home-like features: in your title, photos, and description
• Bundle add-ons: such as resort access, breakfast, or late checkout perks
• Use great photos: show usable space, kitchen counters, dining tables, office nooks, not just hotel beds

Guest experience matters a lot on STR platforms. You can read more about how to create content that really performs on Airbnb & Vrbo here.

According to AirDNA’s ‘Guest Experience’ glossary page, something as simple as detailed check‑in instructions and clear arrival communication contributes meaningfully to guest satisfaction. AirDNA Noise management (quiet hours), thoughtful amenity disclosure, and flexible policies are also frequently cited in risk and review data as differentiators. AirDNA+1

Stay Length Strategy

Set 3–5 night minimums for shoulder-season or weekday bookings. For suites or residences, consider weekly or monthly rate tiers (e.g., 7+ or 30+ night discounts). The Slomads Rising study (linked above) confirms that post-pandemic remote workers are booking longer and more flexible stays, shifting revenue away from traditional 2–3 night OTA patterns.

Use your PMS or channel manager to:

• Black out high-demand weekends or event periods
• Create gap-fill pricing for midweek stays
• Set different cancellation and deposit policies by channel

Want help identifying which of your units are “STR ready”?

Revenue Management on Airbnb & Vrbo: Think Net, Not Just Gross

You wouldn’t price your OTA inventory the same as your GDS. STR is no different; it operates on its own set of economic rules.

Total guest cost, not just ADR: A $200 room rate with a $90 cleaning fee behaves differently than a $250 all-in rate. STR guests calculate total value.

Use dynamic pricing that suits STR behavior: Tools like Beyond Pricing, PriceLabs, and Wheelhouse) are purpose-built for STR platforms. They help you automate pricing based on LOS, seasonality, and local demand patterns, without undercutting your brand. Jetstream enjoys a partnership with Wheelhouse and relays this STR market data to it’s partners via our account management meetings.

LOS strategy = higher yield: Offering length-of-stay discounts (7, 14, or 30 nights) can attract remote workers or families and lower turnover costs.

Benchmark by RevPAR & NOI: Don’t just compare ADRs across channels, look at how STR bookings reduce cleaning frequency, increase LOS, and lower commissions. For many Jetstream clients, STR channels lift net margin by 10–25% without disturbing peak-season OTA or direct performance.

STR-Ready Operations Without Extra Headcount

Running a successful STR strategy doesn’t mean building a new ops department. It means adapting your existing processes to STR guest expectations, automation, flexibility, and clear communication.

Self‑Check‑In & Clear Guest Communication: Use tools like smart locks (e.g., https://www.nuki.io or https://www.yalehome.com) and pre-arrival messaging sequences to streamline check-ins. Airbnb’s guide to guest check-in best practices is a great place to start: https://www.airbnb.ca/help/article/944.

Cleaning Strategy Based on Stay Length: A guest staying 10 days doesn’t need daily cleaning. Schedule housekeeping based on length-of-stay (e.g., post-stay only or optional mid-stay cleaning for 7+ nights). Hotels like Marriott have adopted similar “opt-in” housekeeping models.

Review management matters: Reviews directly impact your listing visibility and booking conversion rate. According to Airbnb, Superhost status and top placement depend on your response rate, review scores, and guest satisfaction.

Automate issue handling: Consider in-room QR codes for guest guides, noise sensors like Minut), or leak detectors to flag issues before they escalate. Jetstream’s tech stack integrates with many of these tools to reduce manual intervention and improve ratings.

Running a Compliant, Brand-Safe, Data-Driven STR Program

Once you’ve decided to use Airbnb or Vrbo, the next step is doing it professionally, without putting your brand, compliance, or operations at risk. Fortunately, STR platforms today are far more mature, with built-in tools that support screening, automation, and integration.

a) Stay on Brand—and Stay Legal

You’re not just listing a room; you’re representing a hotel brand. That means:

• Use professional photos, consistent tone, and accurate amenity descriptions.
• Register where required. Cities like New York and Vancouver require licenses for STR operations.
• Collect and remit taxes. Platforms like Airbnb handle this in many regions, but you’re still responsible for checking local compliance. Jetstream handles this process seamlessly.

STR guests expect transparency. Be clear about what’s included, access, towels, services, and what’s not. If your property has a name (e.g. "The Residences at XYZ Resort"), use it to differentiate STR inventory while reinforcing brand value.

b) Use Built-In Safety and Screening Tools

Airbnb supports ID verification and reservation screening, allowing you to prevent risky bookings. Require government-issued ID, set age minimums, and add deposit or cancellation policies that discourage abuse.

To manage party risk or noise complaints, properties often integrate with tools like Minut or NoiseAware for real-time alerts. These are helpful if you’re listing villas, residences, or multi-bedroom units near residential zones.

c) Integrate Tech & Measure What Matters

Your PMS or CRS should map directly to STR platforms through partners like Jetstream. That means:

• Two-way sync for rates, restrictions, and availability (to avoid double bookings).
• Centralized dashboards for occupancy, ADR, LOS, and revenue per unit.
• Normalized reporting across direct, OTA, and STR to understand true channel performance.

You’ll want to track not just top-line performance but net contribution:

• Did STR fill low-occupancy nights?
• Did guests book longer, with fewer turnovers?
• What’s your NOI after platform fees, cleaning costs, and staff hours?

According to HSMAI, tracking by net revenue per available room (Net RevPAR) is key when STR is part of your mix.

d) Pilot First. Scale Smart.

Before rolling out across your entire property, launch a 90-day pilot:

• Start with 10–20% of units (e.g., suites or villas).
• Blackout premium dates to protect direct.
• Compare performance to holdout units.

Measure incremental lift in occupancy, LOS, and net margin. If STR bookings are longer, from new guests, and do not reduce direct traffic, you’ve proven incrementality and built the case to scale.

Hotels and resorts have long treated Airbnb and Vrbo as fringe competitors, but the reality in 2025 is different.

When used strategically, STR platforms become powerful demand lanes that capture longer stays, new guest segments, and underutilized nights, without undercutting your brand or cannibalizing your direct business.

This isn’t about turning your hotel into a vacation rental. It’s about:

• Targeting the right units (residences, suites, and villas)
• Reaching the right guests (families, groups, slomads)
• Controlling the terms (minimum stays, fenced pricing, automated ops)
• Measuring the results (RevPAR, LOS, net margin, direct impact)

If Airbnb and Vrbo bookings are truly incremental, and the data proves it, STR isn’t a risk. It’s a revenue lever.

And the smartest hotels aren’t guessing. They’re piloting, protecting their brand, and scaling what works.

Ready to see where the STR upside is hiding in your property?

Get a full inventory scan, revenue projection, and 90-day pilot plan customized to your hotel. Let Jetstream help you unlock more revenue, with zero channel chaos.