Where are vacation rentals typically listed to maximize exposure?

When it comes to getting your vacation rental in front of as many eyes as possible, you have more options today than ever before. But not all platforms are created equal—and understanding where bookings actually come from can help you focus your efforts for the greatest return.

Let’s start with the heavyweights.

By far the dominant Online Travel Agency (OTA) in the short-term rental space is Airbnb. It’s not an exaggeration to say that Airbnb has become nearly synonymous with vacation rentals—much like “Kleenex” has with tissues. Over 80% of vacation rental bookings today happen through Airbnb alone, which makes it a must-have in your distribution strategy.

Another major player is Vrbo. While its overall reach is smaller than Airbnb’s, Vrbo still commands a respectable share—particularly in the luxury vacation rental market. For certain properties, it can attract guests looking for larger, family-friendly homes or higher-end stays, so it’s worth considering as part of your mix.

Emerging channels are worth watching too.

Google Vacation Rentals is a newer entrant but continues to gain traction. And while big travel sites like Booking.com and Expedia do offer vacation rental listings, they’re not always owner-friendly—so we don’t typically recommend them as a primary channel unless they’re a fit for your market and property type.

Direct bookings are where savvy owners and managers often unlock real value.

A well-designed direct booking website can become a strong source of reservations—especially when paired with other visibility tactics. For example, social media can be a powerful tool if used strategically. Partnerships with content creators or influencers can help your property reach entirely new audiences, and a direct booking link gives those new prospects a frictionless way to book immediately.

Don’t overlook the power of email, either.

Building and maintaining an email list—especially of past guests—can pay dividends for years to come. It is the cornerstone of a repeat booking strategy. Use devices like StayFi to not just collect the emails of those who booked with you, but of everyone at that stays at the home and tries to access the WiFi (similar to how Starbucks collects emails from customers who try to access their WiFi).

A simple, thoughtfully crafted newsletter keeps your property top-of-mind and makes it easy for repeat guests to return. Even better, it turns happy guests into your personal marketing team. When someone asks, “Where was that amazing house you stayed at in Wine Country?”, your past guest can forward the email in seconds—along with your direct booking link.

The bottom line:

Maximizing exposure today is about meeting guests where they are. Airbnb is still the king, Vrbo can bring in valuable bookings, and emerging channels like Google Vacation Rentals are worth keeping an eye on. These But the real opportunity lies in building a repeatable, direct relationship with your guests—one that brings them back again and again, with no OTA fees taking a cut.

Think of it as a sequenced approach. You source most first-time guests through the large OTAs, and then build direct relationships with them to book directly with you. In parallel, you can leverage social media to drive additional first-time guests that book with you directly from the get go.

Written by Anish Patel, Head of Owner Relations at Vinifera Homes (anish@viniferahomes.com)