Research shows travellers will spend more on holiday rentals they trust
Clean rooms and responsiveness when things go wrong are influencing booking decisions, and might be more important than luxury extras
As traveller expectations continue to rise, research shows quality is not synonymous with luxury.
Findings from Expedia Group’s global study have been published in the Built to Stay Report: The Keys to Winning Travel Trust in Holiday Rentals. The study examines what gives holiday rental travellers the confidence to book, offering insights for accommodation operators on the quality standards and trust signals that ultimately drive bookings.
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Powered by The Harris Poll, the study surveyed more than 1,700 travellers across the U.S., Canada, Mexico, UK, France, Germany, and Australia who have stayed in a holiday rental within the last year.
Findings suggest travellers place significant value on the consistent delivery of the fundamentals. In an increasingly competitive market, mastering the basics can be more important to travellers than offering additional amenities or elaborate in-home experiences.
Tim Rosolio, Vice President of Vacation Rental Partnerships at Expedia Group explained: “With more supply on the market than ever before, differentiation is critical. This research gives partners specific actions on how to deliver quality, drive confidence, and build a better stay.”
Quality commands a premium
Eighty-six percent of survey respondents noted they would pay more for a holiday rental with a higher-quality listing, with that figure climbing to 92 percent among Gen Z.
However respondents made it overwhelmingly clear that quality is not the same as luxury. Guests are looking for properties that consistently deliver the basics to a high standard, helping them to enjoy a hassle-free stay. Survey results showed the strongest quality signals for the property itself are exceptional cleanliness (78%), and reliable core amenities including appliances, wifi, and airconditioning (78%), and comfortable beds and quality linens (77%). A host who responds quickly when something goes wrong (79%) and clear, detailed check-in instructions (75%) top the operational list.
Responsiveness specifically carries high expectations, with 56% of those surveyed expecting hosts to respond in an hour or less if something goes wrong during their stay. The report also explicitly examined cleanliness with clear markers led by fresh sheets and towels (74%), no unpleasant odors (67%), and spotless bathroom surfaces (66%).
Trust is the new currency
Quality may catch a traveller’s eye, but proof and third-party validation give them confidence to book. Eighty-one percent of respondents noted they would pay more for a holiday rental with stronger trust signals, rising to 88% among Gen Z.
Reviews sat in the center of the trust equation. Two in three travellers say verified reviews (68%) and overall review score (66%) are very or extremely important. Star ratings aren’t the only signal guests look to, with recency of reviews (64%) and detailed written reviews (62%) being very or extremely important.
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Pricing can make or break the booking
Once travellers narrow their shortlist, price becomes a major factor. The biggest deal breakers are a total price not shown clearly upfront (66%), high or unclear cleaning fees (59%), additional fees for using amenities (49%), and a lack of clear photos of important rooms (48%).
Promotions can also tip the decision the other way. Ninety-one percent of those surveyed noted they are influenced by promotions or available discounts when booking a holiday rental. These help travellers choose between similar properties (45%), can prompt guests to upgrade to a more expensive property (39%) or extend their stay (38%).
Back to basics
This research reinforces something that many experienced accommodation opertators already know: get the basics right, and you’ll win more bookings and encourage guest loyalty. Clean rooms, responsiveness when things go wrong, and current positive reviews all form the foundation of a great accommodation business.
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