Have you ever noticed how, in television adverts or online search results, those who invest the most in advertising secure the best spots? Well, a similar trend is beginning to emerge across short-term rental platforms.
From reviews to adverts
Historically, the rule of thumb was simple: the better the guest reviews, the higher your property ranked in search results. However, this landscape is rapidly changing.
Booking.com has already announced paid promotion tools, whilst Expedia is currently testing similar features, such as BKNG Ads and Vrbo’s sponsored listings. These tools allow property owners and managers to boost their listing’s visibility by paying an advertising fee.
Meanwhile, Airbnb has yet to officially roll out a comparable model. They are, however, trialling algorithms that favour listings offering substantial discounts.
Until recently, organic visibility relied heavily on performance metrics: exceptional guest reviews, host reliability, low cancellation rates, and efficient booking management. This new model introduces a critical new variable: the financial capacity to invest in promotion.
How the Greek short-term rental market is affected
In Greece, the short-term rental sector has seen remarkable growth over recent years. It has driven the renovation of older properties, revitalised entire neighbourhoods, and created numerous jobs in property management and maintenance.
Furthermore, it serves as a vital supplementary income for many homeowners, who often juggle managing one or two properties alongside their primary careers.
If listing visibility becomes increasingly dependent on ad spend, independent owners and small-scale managers may find themselves at a distinct disadvantage. They will be competing against larger property management firms equipped with dedicated marketing teams and substantial advertising budgets.
In this evolving landscape, high-quality accommodation and stellar reviews remain fundamental to success. Nevertheless, all signs indicate that paid promotion is steadily becoming just another operational expense for hosts and managers, fundamentally altering the rules of competition across short-term rental platforms.
