As travellers become more selective about the vacation rentals they book, new research from Vrbo shows that the consistent delivery of quality hospitality experiences is more of a deciding factor today than luxury amenities.
The Built to Stay Report: The Keys to Winning Travel Trust in Vacation Rentals surveyed more than 1,700 travellers globally including Canada, revealing these key findings for Canada travellers:
- 88% would pay more for a vacation rental with a higher-quality listing, emphasizing factors like exceptional cleanliness, reliable core amenities, and host responsiveness;
- 78% would pay more for a vacation rental with stronger trust signals, like third-party validation or verified, recent, and detailed reviews.
- 63% reported that prices not shown clearly upfront are the biggest dealbreaker in selecting a rental.
The global study examines what gives vacation rental travellers the confidence to book, offering a practical host playbook on the quality standards and trust signals that ultimately seal the stay.
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 vacation rental within the last year.
As traveller expectations continue to rise, research shows quality is not synonymous with luxury. Instead, findings suggest travellers place greater 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.
“We’re intentional about shaping how our platform delivers on quality and trust, but it’s ultimately travellers who define what matters most,” says Tim Rosolio, Vice President of Vacation Rental Partnerships at Expedia Group. “With more supply on the market than ever before, differentiation is critical.
Quality commands a premium
Eighty-six percent noted they would pay more for a vacation rental with a higher-quality listing, with that figure climbing to 92% among Gen Z.
Respondents made it overwhelmingly clear that quality is not synonymous with luxury. The strongest quality signals for the property itself are exceptional cleanliness (78%), reliable core amenities including appliances, WiFi, and air-conditioning (78%), and comfortable beds and quality linens (77%), while 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 vacation rental with stronger trust signals, rising to 88% among Gen Z.
Reviews sat in the centre of the trust equation. Two in three travellers say verified reviews (68%) and overall review score (66%) are very or extremely important. And star ratings aren’t the only signal that ranks supreme with recency of reviews (64%) and detailed written reviews (62%) being very or extremely important.
Pricing can make or break the booking
When travellers narrow their shortlist, the decision gets practical. 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. 91% of those surveyed noted they are influenced by promotions or available discounts when booking a vacation 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%).
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