By Robin Lawther/ Today’s travellers are exploring the world in more diverse ways than ever before – from solo getaways and multi-generational trips to “bleisure” travel and wellness retreats. This shift is creating new opportunities for travel advisors to stand out by offering options that reflect how people actually want to travel.
Travellers are increasingly seeking meaningful experiences – often adding unique stays and activities alongside traditional hotel visits. Vacation rentals offer travellers the opportunity to immerse themselves in their environment, whether it’s a cozy chalet in the mountains or a breezy villa on the beach.
According to research, many choose vacation rentals for extra space, better value, access to kitchens and laundry, privacy, and the ability to comfortably accommodate their group. Among luxury and upscale travellers, features like unique design and scenic views also play a key role.
For travel advisors, including vacation rentals as a core part of your offerings isn’t simply about adding more listings to your toolkit. It’s about being able to meet the growing diversity of how travellers want to explore the world.
Knowing when vacation rentals are the perfect fit
Any travel advisor knows that there’s no one-size-fits-all when it comes to planning the perfect trip. Hotels and vacation rentals both have strengths in different areas and cater to different needs. Knowing when to point your clients towards one or the other is where your expertise really shines.
Travellers planning extended getaways often need the amenities offered by a vacation rental to make the trip not only affordable but comfortable as well. The ability to cook meals, do laundry, and spread out across the whole house helps transform a trip from a simple stay into a more seamless, lived-in experience. For families travelling with children or multi-generational groups, having shared living spaces and a home-like setting makes it easier to spend quality time together.
In fact, nearly half of travellers say that staying in a peaceful, home-like setting enhances quality time with loved ones, and 62% say these types of trips help reduce stress and anxiety. Vacation rentals can also typically deliver great value with various promotions like last-minute deals and early booking discounts, making them a smart choice for longer stays or group travel.
This is the kind of personalization that pays dividends in the long run. Over half (56%) of North American travellers say they remain loyal to a travel advisor who truly understands their needs. And 37% of travel advisor clients worldwide cite an advisor’s knack for finding the perfect accommodation as the top reason they keep coming back. The ability to personalize each trip to a client’s unique preferences, especially when it comes to where they’re staying, builds irreplaceable trust and long-term loyalty.
Guiding clients through a different kind of stay
Of course, booking a vacation rental differs from making a hotel reservation. That’s where your knowledge as a travel advisor really makes a difference. Unlike hotels with a front desk team ready to greet guests at the door, vacation rentals usually involve coordinating directly with the host to check in. Daily housekeeping usually isn’t the norm and fees or deposits are sometimes handled directly with the host. These differences are exactly why travellers rely on your advice.
Walking clients through these expectations and preparing them for these differences upfront is crucial. You’re not just helping them avoid surprises, you’re reinforcing your value as an expert who knows the landscape inside and out and is dedicated to making sure they have an amazing experience. For 53% of travel advisor clients worldwide, strong communication was the main factor driving repeat business. Coordinating vacation rentals is a great opportunity to showcase that skillset.
Looking ahead
As traveller expectations continue to evolve, the options you bring to the table as a travel advisor should evolve in tandem. Proactively offering clients vacation rentals in addition to hotels shows clients that you’re not just there to book their trips and collect a commission. You’re carefully crafting options that suit their needs, priorities, and budgets.
Whether it’s helping a family find a lakeside home for a big reunion or booking a solo traveller into a tucked-away apartment in a city they’ve dreamed of exploring, leaning into more diverse stays is one of the smartest ways to grow and protect your business for years to come.
(Robin Lawther is Vice President of Expedia TAAP)
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