Why We’re Actively Reducing Airbnb Dependence — And Strengthening Your STR Business
by Shawn Cunningham
Let’s talk candidly.
Airbnb has evolved — and not always in ways that favor professional hosts.
Over the past few years, we’ve watched a clear shift in platform dynamics. Policies are changing faster. Resolution authority is increasingly automated. And perhaps most concerning:
Guest reviews are now largely out of human hands.
That matters more than most owners realize.
The Review Problem No One Wants to Talk About
Airbnb has moved much of its review and enforcement system into automated moderation structures.
What that means in practice:
Reviews are rarely evaluated with full human context
Guests understand how powerful their reviews are
There are increased attempts to “game” the system
Inaccurate or exaggerated claims can materially impact listing performance
Hosts are penalized more aggressively based on what guests say
We’ve seen it firsthand.
A guest can:
Violate house rules
Cause minor issues
Threaten a bad review to negotiate a refund
Leave factually incorrect statements
And the burden of proof often shifts to the host — with algorithmic consequences tied directly to star ratings.
Search ranking.
Superhost status.
Refund outcomes.
Listing visibility.
All tied to review performance.
When reviews are removed from nuanced human discretion, and penalties are automated, professional hosts carry more risk than ever.
That is not a stable foundation for a long-term investment.
The Platform Leverage Shift
Airbnb is optimizing for guest acquisition and guest retention.
That’s their business model.
But your business model is asset performance.
And those two objectives don’t always align.
When:
Refunds are issued despite clear house rules
Damage claims are heavily scrutinized
Hosts are penalized based on unverified guest statements
Review weighting impacts search more aggressively
We adapt.
Not emotionally.
Strategically.
Our Response: Diversification and Control
We are actively reducing over-dependence on Airbnb while maintaining revenue stability.
Here’s what that looks like in action:
1. Expanding Direct Bookings
We are investing more heavily in:
Our direct booking platform
SEO and digital presence
Retargeting campaigns
Repeat guest capture
Email marketing pipelines
The goal is simple:
Build guest loyalty to the property brand — not the Airbnb app.
When a guest books direct:
We control the communication
We control the screening
We control the contract terms
We control dispute resolution
That’s leverage.
2. Targeted Marketing to Booking.com and VRBO
We are increasing strategic focus on:
Booking.com
VRBO
Regional and local booking platforms
Each platform has different guest demographics and booking behaviors. Diversification protects occupancy and reduces algorithm dependency.
If Airbnb changes search ranking tomorrow, your calendar doesn’t collapse.
That’s the difference between being listed… and being positioned.
3. Local & Corporate Channel Expansion
We are continuing to build:
Corporate housing pipelines
Insurance relocation placements
Traveling nurse networks
Local referral channels
Longer stays.
Lower turnover.
Fewer review risks.
More predictable revenue.
That’s stability.
Why This Matters Long-Term
If 80–90% of bookings come from one platform, the platform controls the asset.
When review systems are automated and enforcement is one-sided, volatility increases.
As professional managers, our responsibility is not to defend Airbnb.
Our responsibility is to protect your income.
Diversification isn’t anti-Airbnb.
It’s pro-investor.
What You Should Expect
Moving forward, you will see:
Stronger emphasis on direct booking growth
Increased marketing allocation toward VRBO and Booking.com
More targeted digital campaigns
Continued focus on mid-term and corporate placements
Fewer reactionary pricing strategies based solely on Airbnb algorithm shifts
Airbnb will remain part of the ecosystem.
But it will not control the ecosystem.
