Vrbo Research: Travelers Will Pay More for Vacation Rentals They Trust

Vrbo has published new research on what gives vacation rental guests the confidence to book, and the headline number should get every host's attention. 86% of travelers say they would pay more for a rental with a higher quality listing. Among Gen Z, that climbs to 92%.

The Built to Stay Report, commissioned by Expedia Group and carried out by The Harris Poll, surveyed 1,758 adults in the US, Canada, Mexico, the UK, France, Germany and Australia. All of them had stayed in a vacation rental in the past twelve months. Fieldwork ran from April 22 to 24, 2026.

Quality means the basics, not luxury

The clearest thread in the findings is that guests do not equate quality with luxury. They want the fundamentals delivered consistently. The strongest quality signals for the property itself were exceptional cleanliness (78%), reliable core amenities such as appliances, WiFi and air conditioning (78%), and comfortable beds with quality linens (77%).

On the operational side, a host who responds quickly when something goes wrong topped the list at 79%, followed by clear and detailed check-in instructions at 75%. Expectations on responsiveness are demanding: 56% of respondents expect an answer within an hour if something breaks during their stay.

The report also drilled into what "clean" actually means to guests. Fresh sheets and towels led at 74%, followed by no unpleasant odors (67%) and spotless bathroom surfaces (66%).

Reviews carry the trust load

81% of respondents said they would pay more for a property with stronger trust signals, rising to 88% among Gen Z. Reviews sit at the center of that. Two in three travelers rate verified reviews (68%) and the overall review score (66%) as very or extremely important. Recency (64%) and detailed written reviews (62%) also rank high, so a strong star rating from three years ago does less work than hosts might hope.

Pricing can still break the booking at the last step. The biggest dealbreakers were a total price not shown clearly upfront (66%), high or unclear cleaning fees (59%), extra charges for using amenities (49%) and a lack of clear photos of important rooms (48%). Promotions pull the other way: 91% said discounts influence their booking decision, helping them choose between similar properties, upgrade, or extend a stay.

"With more supply on the market than ever before, differentiation is critical," said Tim Rosolio, Vice President of Vacation Rental Partnerships at Expedia Group. "This research gives partners specific actions on how to deliver quality, drive confidence, and build a better stay."

Worth keeping in mind

This is commissioned research, fielded over just three days, and it arrives with a playbook that points hosts toward acting on the findings on Vrbo itself. The upfront pricing result also tells operators something regulators already decided: the US FTC's junk fee rule has required total prices to be shown upfront for short-term lodging since May 2025, so hiding fees was never a viable strategy.

Still, the practical takeaway for operators is a useful one. The things guests will pay a premium for are mostly cheap to fix. Fresh linens, a fast reply, honest photos, a clear check-in note and transparent pricing beat a hot tub in this data. If your recent reviews are thin, that is the gap to close first.

The full report is available on the Expedia Group partner site.