Built to Stay: What Travelers Want from Vacation Rentals
At a glance
- 86% of travelers will pay more for vacation rentals with higher-quality listings; 91% among Gen Z.
- 42% worry about hidden fees before booking; 41% fear broken amenities or cleanliness issues upon arrival.
- 56% expect hosts to respond within one hour if problems occur during the stay.
- 81% would pay more for stronger trust signals; verified reviews are the primary conversion driver.
- 91% of travelers influenced by promotions; Vrbo travelers more likely to upgrade, extend, or book differently.
What the report covers
Expedia Group surveyed 1,758 travelers across seven markets (US, Canada, Mexico, UK, France, Germany, Australia) who stayed in vacation rentals within the past year. The report identifies quality and trust signals that drive booking decisions, pre- and on-property anxieties, and friction points at decision time. It emphasizes practical fundamentals over luxury as the primary value driver and uses both survey data and Vrbo platform metrics.
Key findings
Travelers choose vacation rentals for location, value, home amenities, flexible space, and privacy—practical benefits tied to trip needs. However, anxieties accompany these strengths: 42% worry about hidden or extra fees before booking; 41% fear broken amenities and cleanliness issues upon arrival; 36% worry about last-minute host cancellations; 39% fear properties won't match listing photos. These concerns shape expectations throughout the booking and stay cycle.
Quality is defined by fundamentals, not luxury. The top signals are exceptional cleanliness (74% cite fresh sheets and towels; 67% no unpleasant odors; 66% spotless bathrooms), reliable amenities, comfortable beds and quality linens, easy and secure entry, and accurate listing photos. Host responsiveness, detailed check-in instructions, and positive reviews also signal quality. Traveler expectations for these basics have risen most over the past 2–3 years in the areas of reliable amenities, cleanliness, transparent pricing, host responsiveness, and professional listing accuracy.
Trust is the primary currency. According to the survey, 81% of travelers would pay more for stronger trust signals; this rises to 88% among Gen Z. Reviews are the most important trust signal, valued for verification, recency, and detail. Vrbo travelers emphasize review recency (73% cite it as very or extremely important) and property badges. Real traveler photos are cited as important by 54% of respondents. Travelers want proof of consistent, reliable performance rather than evidence of a single good stay.
Price clarity and promotions are critical at decision time. Deal breakers center on unclear total pricing, high or ambiguous cleaning fees, unexpected amenity charges, lack of clear photos, and absence of reviews. Conversely, 91% of travelers say promotions influence booking decisions. Vrbo travelers use promotions to choose between similar properties (54%), trade up to more expensive options (49%), and extend stays or book properties they otherwise wouldn't consider (45%). Promotions work most effectively when paired with clear value and low friction.
Practical household extras matter more than elaborate amenities. Travelers most appreciate extra household essentials (toilet paper, paper towels, dishwasher pods) and thoughtful local recommendations over concierge services or in-home experiences. The report notes that Premier Host listings see 2x more page views than non-Premier Host listings and convert at 76% higher rates. Properties with 25+ photos convert 7–9% higher than those with fewer photos. Amenity filters driving highest conversion are kitchen, pet-friendly, and washer/dryer, signaling that functional amenities matter more than luxury tags.
Key numbers
| Metric | Value |
|---|---|
| Travelers willing to pay more for higher-quality listings | 86% |
| Pre-stay anxiety: worried about hidden or extra fees | 42% |
| On-property anxiety: broken amenities or cleanliness issues | 41% |
| Travelers expecting host response within one hour if problems occur | 56% |
| Travelers willing to pay more for stronger trust signals | 81% |
| Travelers influenced by promotions when booking | 91% |
| Premier Host listings page view conversion rate increase vs non-Premier | 76% higher |
| Top 1% Vrbo hosts initiating proactive communication before guest contact | 87% |
Figures as published in the source; forecasts and survey results are labelled as such in the note.
Why it matters
DMOs & destinations
Understanding traveler anxieties and trust drivers informs destination marketing strategy. DMOs working with rental partners should emphasize transparency, cleanliness standards, and reliable communication to reduce pre-stay anxiety. Highlighting practical local recommendations and household amenities positions destinations competitively, especially for family and group travel segments who value rental flexibility.
Hotels & hospitality
Vacation rentals' growth rests on practical fundamentals—space, privacy, reliable amenities—not luxury. Hotels can compete by guaranteeing cleanliness consistency, transparent pricing, and responsiveness. For extended stays, families, and groups, hotels must acknowledge that rental expectations now set the baseline. Clear pre-arrival communication and visible responsiveness become table-stakes competitive tools.
Travel tech & distribution
Platforms must systematically surface trust signals: verified reviews, recent feedback, accurate photos, and host responsiveness badges. Properties with 25+ photos convert 7–9% higher. Amenity filters for kitchen, pet-friendly, and washer/dryer drive bookings better than luxury tags. Transparent pricing display and flexible cancellation policy prominence reduce booking friction. Strategic promotions unlock higher-value bookings when paired with clear value messaging.
Methodology and limits
Expedia Group conducted an online survey of 1,758 travelers across seven markets (US, Canada, Mexico, UK, France, Germany, Australia) between 22–24 April 2026, powered by The Harris Poll. All respondents had stayed in a vacation rental within the past 12 months. The report combines survey responses with Vrbo operational metrics (page views, conversion rates, amenity filter performance). This brief is based on the published report summary and PDF extract.
Official source
The report is © Expedia Group. This brief is an original editorial summary by TourismIntel — it quotes only figures published in the source and never reproduces the document.
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