In a phase of deeper professionalization and technological upgrading, the global short-term rental market is entering a new stage, according to the latest “2026 Short-Term Rental Outlook Report” by Rentals United and PriceLabs.
The report essentially captures the sector’s gradual shift from rapid expansion to operational efficiency.
The research analyzed more than 362,000 properties globally and concludes that the STR market is now in an upgrade era, where the use of technological tools, effective pricing strategies, and channel diversification have become critical growth drivers.
Dynamic pricing, multiple distribution channels, and professional property managers dominate the short-term rental market in 2026
Particularly significant is the use of dynamic pricing tools, which appear to offer a clear competitive advantage over traditional fixed pricing models. According to the report’s data, in Italy, properties using dynamic pricing achieved occupancy rates up to 30 percentage points higher than those following static pricing strategies. Similar differences were recorded in Portugal and Mexico, while in the United States the advantage stood at 13 percentage points.
At the same time, distribution channel diversification is emerging as a key strategic priority for property managers. Although Booking.com and Expedia continue to strengthen their position within the Rentals United network, specialized platforms are also recording significant growth. HomeToGo posted a 187% year-on-year increase, while Plum Guide grew by 40%, reflecting rising demand for premium and more specialized accommodation.
The report warns that operators who rely too heavily on a single OTA risk losing market share to competitors with a more diversified distribution strategy.
Meanwhile, professional property managers continue to increase their influence in major STR markets. In Portugal they now control 72% of the market, in the United States 69%, in Spain 67%, and in the United Kingdom 65%, confirming the sector’s ongoing consolidation into professional management structures.
Luxury short-term rentals on the rise
The luxury segment of the short-term rental market is also showing particularly strong momentum. According to Rentals United data, luxury properties recorded a 119% increase in booking volume and a 169% rise in revenue, which grew from €12.6 million to €33.8 million. The segment is also expected to see an additional 40% increase in revenue by the end of 2026.
This trend is attributed to growing traveler demand for high-end accommodations with premium amenities, design-focused spaces, and upgraded hospitality services.
Regional data in the report also highlights shifts in traveler behavior. In the United States, the average length of stay increased by almost 10%, reaching 4.42 days, while booking windows continue to shorten. In Mexico, booking growth reached 86%, driven mainly by last-minute reservations, with an average booking time of just 12 days before arrival.
Europe maintained its position as the largest short-term rental market globally, recording 982,180 bookings in 2025, up 24% year-on-year. The United Kingdom posted a 76% increase in booking volume via platforms, Italy 63%, and France 56%.
According to the report, mature markets such as the United States are now showing signs of supply stabilization, a development that strengthens the pricing power and negotiation leverage of organized professional operators.
The key conclusion of the study is that technology-driven property managers are increasingly widening the gap with individual hosts, shaping a new, more professional operating model for the global short-term rental market.
