DMOs and Airbnb: 5 Reasons Why Short-Term Rental Data Is a Must-Have for Tourism Pros

Destination marketing organizations (DMOs) and short-term rentals (STRs) have, at times, had a delicate relationship. But like all rough patches in relationships, we can chalk most of it up to a misunderstanding.

With Airbnb’s ever-growing presence across the globe, more DMOs are learning that STRs aren’t the enemy—they’re simply alternative accommodations many guests prefer when visiting a given market.

Just like your market, many hosts’ Airbnb properties are unique, and that’s why guests flock to them. But if you don’t have a clear picture of Airbnb stats in your city, you’ll miss out on key data that can lead to new (and repeat) visitors.

In short, tourism marketing professionals can confidently leverage accurate STR data to attract more visitors. And here’s five reasons why you should consider doing so.

1. You don’t know where many guests are lodging in your market.

No matter how attractive your tourist center is, you can bet that some guests aren’t staying in those super-touristy neighborhoods. For Airbnb, this is true in even the most popular cities. In fact, more than one third of guests choose to stay at STRs outside of traditional tourist areas. And you need clear, actionable Airbnb tourism statistics to understand these patterns.

2. STR guests tend to stay in your market longer than hotel guests.

DMOs need to understand that Airbnb demand in their area is likely contributing to guests booking longer stays. In most markets, STR guests stay 72% longer than hotel guests. For guests with remote work flexibility, it’s a no-brainer; booking a longer stay while mixing work with play just makes sense. Are you aware of Airbnb’s economic impact in your market—as in how long guests are staying and in which neighborhoods they’re spending money?

3. Your marketing budget will go further when it’s supported with STR data.

We get it: Creating a destination marketing campaign requires a ton of work. But if you’re not targeting the right guests in the right markets, are you really delivering your stakeholders the biggest-possible ROI? Once you have sound Airbnb tourism statistics, your marketing dollars will go further by:

• Drawing increased awareness of your market
• Attracting open-minded travelers looking for unique markets
• Increase your overall visitor count independent of seasonality
• Earning return visitors who want to stay in your market longer by booking STRs

4. Airbnb laws impact every market differently 

The rapid growth of the STR industry means new laws. Airbnb regulations by city and state do vary, so what makes one city an excellent vacation rental market may not translate to a comparable city in the next state over. For example, Airbnb occupancy rates may be higher in Market A, but STRs are subject to tax rates higher than in Market B, meaning that hosts may price Airbnb properties (however comparable) differently to compensate for tax rates. And this is just the tip of the iceberg. The bottom line is that DMOs must stay on top of Airbnb laws in their market to understand tax implications. (STRs may actually bring in more revenue than you anticipate.)

5. DMOs can partner with Airbnb to grow their businesses

In 2020, Airbnb announced a formal partnership with DMOs to “support local economic growth by helping these organizations leverage our platform and our communication channels to promote both local … and international tourism.” As of spring 2021, Airbnb claimed 80 partnerships in more than 25 countries. 

Also last year, Airbnb announced its City Portal, which gives governments and DMOs tools and insights into its community. This can be a big help to DMOs looking to strengthen their relationship with Airbnb and capitalize on the company’s resources.

These five reasons aren’t exhaustive either; they’re the tip of the iceberg. 

The bottom line is this: There’s never been a better time to leverage the Airbnb rental statistics available to DMOs. Not only will STR data give your team the tools you need to clearly understand Airbnb’s impact in your market, but it will also allow you to take action and provide greater ROI to your stakeholders.

So, why wait? It’s time to grow your business, attract more guests, and make everyone understand why your city is one of the best vacation rental markets that can't be missed.