September 2025: Short Term Rental & Real Estate Recap
If you’ve been busy scrubbing baseboards, answering “does the Wi-Fi work in the hot tub?” messages, or wondering why guests run the A/C with the window open, don’t worry – I’m right there with you. This monthly roundup is where you can catch up on everything happening in the STR and real estate world without having to scroll through endless Facebook threads or 17 different newsletters. Pour yourself a coffee (or a well-deserved glass of wine) and let’s dive into what hosts need to know this month to not just keep up, but thrive.
TL;DR: Airbnb continues to push beyond stays with Services and new ads; Vrbo/Expedia are expanding distribution and AI features; local governments keep rolling out STR restrictions and enforcement; industry demand is mixed (corporate travel recovering but occupancy softness persists); regulators and hosts both ramp up compliance and tech changes.
Read on for the quick bullets, then dig into the details and what it means.
Top headlines
- Airbnb launched a major “Stay Grounded” ad campaign tied to its Services push. (RSU by PriceLabs)
- Airbnb Services is still being tested and iterated; platform is investing in popular verticals. (skift.com)
- Vrbo (Expedia Group) announced distribution/tech updates to push inventory into airline/agent channels and add AI features. (RSU by PriceLabs)
- Several local governments adopted or enforced new STR restrictions and licensing rules (e.g., Monterey County, Beverly Hills, Garland TX). (SFGATE, beverlyhills.org)
- Industry demand signals are mixed: corporate travel is showing signs of recovery while hotel occupancies in many U.S. markets are soft year-over-year. (The Economic Times)
- Platform & host tech updates: temporary phone numbers, TravelTok trends, and Lodgify’s monthly brief highlight market signals. (Lodgify)
Stories
1) Airbnb’s Services gets a big marketing moment: “Stay Grounded”
Airbnb rolled out a high-profile ad called “Stay Grounded” that showcases Services (chefs, massages, yoga, etc.) alongside homes and Experiences, signaling a deliberate repositioning of the company as a lifestyle platform rather than only a marketplace for stays. The ad and campaign are the clearest public face of Airbnb’s move to turn Services into a sizable, ongoing business line. (RSU by PriceLabs)
Why it matters: This push increases host expectations (guests may expect curated add-ons), opens new monetization opportunities for hosts/providers, and nudges Airbnb deeper into the value chain (more transactions booked inside the app). (skift.com)
Read more in my article “How Airbnb is becoming the “Amazon of Travel”: From Airbeds to In-Home Chefs.”
2) Four months after launch: Airbnb Services is iterating (which services stick?)
Analysis shows Airbnb is actively testing and scaling the services most used by guests, and is focused on “test and learn” (prioritizing categories that find demand). Skift and industry analysts report Airbnb is funneling investment into services that convert, and adjusting where necessary. (skift.com)
Why it matters: Hosts should watch which services Airbnb promotes. Offering or partnering on high-demand services (local chefs, guided experiences, wellness) may make listings more attractive and could be a revenue stream (either via Airbnb or independently). (skift.com)
3) Vrbo / Expedia: distribution & AI; new demand channels opening
Expedia Group has pushed updates that expand Vrbo’s distribution into airline channels, financial technology apps, and a massive travel agent network, potentially exposing listings to new customer pools. Alongside distribution, platform-level AI enhancements aim to boost conversion and search relevance. (RSU by PriceLabs)
Why it matters: If Vrbo listings appear in airline/agent channels, demand sources diversify; hosts and property managers could see bookings from travelers who don’t normally search Vrbo. On the tech side, AI-driven matching may reward higher-quality listings/experiences. (RSU by PriceLabs)
4) Local regulations & enforcement continue to reshape supply (Monterey County, Beverly Hills, Garland TX)
Several municipalities have moved to restrict or tighten STR rules. Monterey County passed an ordinance capping commercial short-term rentals in coastal areas and requiring permits – a measure framed as preserving long-term housing stock. Beverly Hills moved to a near-citywide prohibition on STRs as of September 5. Garland, TX began enforcement of new licensing/inspection/parking rules. (SFGATE, beverlyhills.org)
Why it matters: Local regulation remains the single biggest structural risk to supply. Caps, permit costs, and strict enforcement create churn in inventory, raise compliance costs, and shift where travelers can find STR options, all of which affect pricing, occupancy, and local economies. Hosts must keep a close eye on local council meetings and compliance windows to avoid fines or sudden delistings. (SFGATE)
5) Market signals: corporate travel gains momentum; occupancy trends mixed
Corporate travel and conferences are rebounding in many areas, which supports mid-week demand for hotels and higher-end STRs; however, hotel industry reports show softness in occupancy and ADR (average daily rate) in many U.S. markets year-over-year, pointing to mixed macro demand and local variance. (The Economic Times)
Why it matters: Hosts who target corporate travel (weekday bookings, long stays, business-friendly amenities) may capture rising demand. But overall, expect uneven demand across markets: coastal resorts vs. business hubs may move differently in the next months. (The Economic Times)
6) Tech & marketing trends: TravelTok, temporary phone numbers, Lodgify briefings
Industry briefings highlight #TravelTok as a major discovery channel, and platforms are testing features like temporary phone numbers to protect host privacy while enabling communication. Monthly industry roundups (Lodgify, Lodgify Lowdown) emphasize marketing trends and small tech changes that can move the needle. (Lodgify)
Why it matters: Social discovery is rewriting how travelers find stays; investing a small amount in short-form video content or ensuring strong, mobile-first listing presentation can unlock outsized exposure. Privacy/communication features are practical friction-reduction tools for hosts. (Lodgify)
What it all means: synthesis
- Platform diversification is accelerating. Airbnb’s Services + Vrbo/Expedia distribution changes mean demand sources are fragmenting; hosts should consider diversify listing channels and monitor emerging referral sources. (skift.com)
- Services increase guest expectations and opportunities. If Airbnb highlights chefs, massage, yoga, guests may start to expect more curated on-site offerings. Hosts can monetize by partnering with local pros or listing services. (RSU by PriceLabs)
- Regulation risk is regional and ongoing. Local governments still shape supply: heavy enforcement or caps (Monterey, Beverly Hills, Garland examples) can remove inventory quickly and change local demand/pricing dynamics. Keep compliance top of mind. (SFGATE, beverlyhills.org)
- Demand is uneven – target niches. Corporate/commercial travel recovery creates weekday opportunities; leisure may soften in some markets. Niche positioning (mid-term stays, corporate-ready, family-friendly) helps capture stable bookings. (The Economic Times)
- Tech & marketing are low-cost, high-return areas. Short-form content, better listing copy, and adopting platform features (temporary phone numbers, messaging tools) can increase visibility and reduce friction. (Lodgify)
Predictions: what to expect in the coming months (3–6 months)
- Airbnb Services will continue to expand selectively. Expect Airbnb to double down where demand converts; think in-stay services (chefs, catering, transport) and host-side tools to facilitate service providers. This will slowly raise guest expectations for enhanced stays. (skift.com)
- Vrbo/Expedia distribution will drive pockets of new demand. Listings that are well-optimized may pick up bookings from channels that historically didn’t reach STRs (airline partners, travel agents). Hosts who enable wider distribution or work with channel managers will benefit. (RSU by PriceLabs)
- Local regulators will keep moving aggressively in high-pressure housing markets. Coastal/urban jurisdictions may continue to cap or restrict STRs; expect more permits, higher fees, and stronger enforcement in tourist hot spots. Hosts should budget compliance/time and monitor local legislation. (SFGATE)
- Mid-week/corporate demand will strengthen; leisure demand may be price-sensitive. Hosts who cater to business travelers (fast Wi-Fi, desk, frictionless check-in) will see steadier occupancy; leisure hosts should consider yield management and targeting promotions. (The Economic Times)
- More platform experimentation with payments and bookings. Expect experiments around fees, subscriptions, or loyalty/retention features as platforms try to own more of the end-to-end travel experience. Hosts should watch fee structures closely. (Strategic inference based on platform moves like Services and distribution expansions.) (Airbnb Newsroom)
Quick takeaways for hosts (action list)
- Diversify channels: List on at least two platforms (Airbnb + Vrbo, or Airbnb + direct booking channel). Consider channel managers if you scale. (RSU by PriceLabs)
- Experiment with services: Try offering or partnering for one local service (chef, guided tour) and track incremental revenue. (skift.com)
- Audit compliance: Review local STR rules and upcoming council meetings; apply for permits early if required. (SFGATE)
- Optimize for business travelers: Add a compact workspace, fast internet, and a clear check-in process to capture corporate bookings. (The Economic Times)
- Invest in discovery: Create quick short-form videos for #TravelTok or repurpose existing photos into reels; low effort, potentially high reward. (Lodgify)
That wraps up the September 2025 roundup!
The short-term rental industry never sleeps (though hopefully your guests do, thanks to those blackout curtains). By staying on top of trends, policies, and market shifts, you’re giving yourself the tools to make smarter hosting decisions, and to keep those 5-star reviews rolling in.
Next month’s update is already on the horizon and I hope you look forward to it. Until then, keep hosting, optimizing, and thriving!
