Hosts Lost $1B to OTA Fees on Repeat Guests

$1 billion.

That’s how much money short-term rental hosts around the world handed over to OTAs like Airbnb and VRBO in fees in 2025, according to a HostAI report.

And that number is just from repeat guests.

These are the guests who came back because they connected with your stay and your brand—but when they rebook on the OTA, you lose up to 20% of that revenue every single time.

HostAI examined over 230,000 confirmed bookings from 115 STR operators around the world and found:

▪️Repeat guests added up to 26% of total revenue (with a median of 5%)

▪️ Of those repeat guests, ~77% still booked through OTAs

▪️ That adds up to over $1 billion in OTA fees on repeat stays alone

Beyond the Fees: How OTAs Affect Guest Loyalty

But repeat guests booking on Airbnb or VRBO instead of direct goes way deeper than fees and lost revenue.

It directly impacts loyalty and conversion.

According to the report, guests who book direct return 28.3% of the time.

But when they book through an OTA, that number drops to just 8.9%.

That’s three times the loyalty (and three times the long-term revenue) when they book with you instead of the platform.

And those numbers explain why more hosts are finally taking direct bookings seriously.

The Direct Booking Takeover is Happening

According to Hospitable data, direct bookings grew 91% in 2025, reaching $53.7M and saving hosts nearly $7M in OTA fees.

Even more telling?

Nearly 34% of all U.S. vacation rental bookings now happen through direct booking sites. That's second only to Airbnb’s ~46%.

That tells us that both hosts and guests are finally moving direct.

And that’s your sign.

What this Means for Hosts

Direct bookings aren’t a “nice-to-have” for later.

They’re what turn a listing into a real business and brand.

They’re how you future-proof against algorithm changes, policy updates, and rising fees.

The data is clear: if you haven’t already, this is the year to diversify and optimize your direct booking website.

👉 Read the full story to see why this shift matters—and how to start building your own direct booking strategy heading into 2026.

Keep leveling up,

The Host Camp Team

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