Carl Shepherd, the co-founder of HomeAway, shared his views on the vacation rental industry at Skift’s Short-Term Rental Summit. He believes that platforms like Vrbo are not doing enough for individual hosts due to the fees and search advantages given to certain hosts. Shepherd himself has stopped using Vrbo and Airbnb personally, choosing to book directly with property managers instead.
Shepherd criticized Airbnb for not being designed to support individual hosts, stating that the platform has always favored professional hosts and Superhosts. However, Airbnb’s chief financial officer, Ellie Mertz, recently emphasized the importance of individual hosts and their ability to provide quality ratings. Despite this, Shepherd believes that Airbnb has finally recognized the need to empower individual hosts after 20 years in the industry.
According to Shepherd, the issue of standardization in vacation rentals is a significant challenge. He argues that travelers today have high expectations that can only be met through standardization, which goes against the concept of unique vacation rentals. Shepherd emphasizes that individual property owners must be empowered as their rights are being threatened by regulations.
Shepherd also discussed the challenges facing property managers in the industry. He believes that property managers need to focus on direct bookings to continue growing. He highlights that property managers may struggle to expand beyond a certain number of properties, which can lead to issues with standardization across different locations. Shepherd advises property managers to prioritize quality and to let go of owners who are not investing in their properties.
In conclusion, Shepherd’s insights shed light on the complexities of the vacation rental industry and the challenges faced by individual hosts and property managers. He encourages a focus on empowering individual hosts and maintaining the unique qualities of vacation rentals, rather than relying on standardization. Shepherd’s perspective provides valuable insights for industry professionals looking to navigate the evolving landscape of vacation rentals.
