Quality does not necessarily mean luxury. For short-term rentals in particular, international travellers see basic amenities as part of the overall package of quality services and are therefore willing to pay more.
This striking finding emerged from the latest Vrbo survey and is clearly relevant to the Greek short-term rental market as well.
The survey was conducted by Harris Poll on behalf of Expedia Group and involved 1,758 travellers from the US, Canada, Mexico, the UK, France, Germany and Australia who had stayed in a short-term rental in the previous 12 months. The services that travellers rated as top priorities were:
- Cleanliness: 78%
- Reliable basic amenities, such as appliances, Wi-Fi and air conditioning: 78%
- Comfortable beds and quality bed linen: 77%.
Quality has economic value
86% of respondents said they would be willing to pay more for a higher-quality property. Among Generation Z, the figure rises to 92%.
The reliable host
The operational side of hospitality is equally important. 79% consider it important for the host to respond quickly when a problem arises, while 75% place particular importance on clear and detailed check-in instructions.
In fact, more than half of travellers (56%) expect the host to respond within one hour or less when a problem arises during their stay.
Cleanliness: the main “signal” of quality
The survey places particular importance on cleanliness. Travellers associate a good experience with very specific details:
- freshly washed sheets and towels: 74%
- absence of unpleasant odours: 67%
- spotlessly clean bathroom surfaces: 66%.
For Greece, where much of the short-term rental market consists of holiday apartments, villas and homes in island and coastal destinations, this finding has particular practical significance.
The survey essentially shows that an owner does not necessarily need to keep adding new and expensive amenities to increase a property’s perceived value. Consistency in the basics — cleanliness, comfort, Wi-Fi, air conditioning, properly functioning equipment and prompt communication — may matter more.
Trust is now just as important as quality
Quality can make a property attractive, but travellers also need evidence before making a booking. 81% of respondents say they would pay more for a property with stronger indicators of trust. Among Generation Z, the figure reaches 88%.
Reviews play a leading role here.
68% consider it very or extremely important to have verified reviews, while 66% attach the same importance to the property’s overall rating.
But stars alone are not enough. The recency of reviews is considered very or extremely important by 64%, while 62% place importance on detailed written reviews.
This is a particularly interesting finding for Greece. In a destination where travellers can choose from dozens or hundreds of similar properties, recent and detailed reviews can serve as one of the most important ways of building trust.
The final price can determine the booking decision
Once travellers have narrowed down their options, price plays a decisive role. According to the survey, the most important factors that can deter a booking are:
66%: the total price not being clearly displayed from the outset
59%: high or unclear cleaning fees
49%: additional charges for using amenities
48%: a lack of clear photos of key areas of the property.
The issue of the total price is particularly important. Travellers no longer necessarily compare only the nightly rate. They compare the total amount they will pay.
For the Greek market, this means that two properties with similar initial prices may end up looking very different to travellers if one includes additional charges that are revealed later in the booking process.
Discounts still influence the decision
Offers also have a significant effect. 91% of participants say they are influenced by offers or available discounts when booking a short-term rental.
For 45%, an offer can act as a deciding factor between similar properties.
For 39%, it can lead to choosing a more expensive property, while for 38% it can provide an incentive to extend their stay.
What does all this mean for Greece?
The survey results certainly provide useful insight into international trends that may also affect Greek hosts.
The key message is that a property’s competitiveness does not depend solely on how impressive or luxurious it is. Above all, travellers seem to seek certainty: knowing exactly what they will find, seeing recent and reliable reviews, knowing the actual cost, finding the property clean and functional, and being able to contact the host quickly.
In other words, the Vrbo survey suggests that trust translates into economic value. A property that demonstrates its quality through its guests’ actual experiences may be able to command a higher price.
For the Greek short-term rental market, the conclusion is not that more amenities or more expensive ones are needed. In an international market with an ever-growing range of options, a clean and functional property with a responsible host and reliable recent reviews can be highly attractive and command higher prices.
