Airbnb Just Increased Host Fees By Up to 5X—Here’s What You Need to Know

Why Direct Bookings Just Became Even More Attractive

Airbnb’s announcement is a reminder of the oldest truth in business: If you rely on someone else’s platform to reach your customers, you’re playing their game. And they make the rules.

Direct bookings are your opportunity to turn the tables. Here’s why:

1. No 15.5% haircut: When guests book direct, that margin goes back in your pocket—or you can use it to offer better deals and stand out.
2. Full control of your brand: Your website, your voice, your guest journey. No competing listings or distracting “similar stays” below your property.
3. Better guest relationships: Instead of “Airbnb guest #3827,” you get their email, phone number, and a shot at repeat business.
4. Insurance against rule changes: Today, it’s 15.5%. Tomorrow, it could be 18%. With direct bookings, you’re not waiting for the following surprise announcement.
5. Marketing leverage: You already spend time and money on Instagram posts, Google listings, and local SEO. Every direct booking makes those efforts worth more.

The Airbnb “Tax” vs. Your Own Funnel

Think of Airbnb’s new fee as a tax on every booking. You can swallow it for the exposure, since Airbnb is still the biggest marketplace with a massive reach. Alternatively, you can build your own booking funnel, where the tax is never visible, and the guest receives a better value.

In real estate terms, Airbnb is retail. Direct bookings are wholesale. The margin you keep compounds year after year, just like equity growth on a solid property.

How to Start Shifting Toward Direct

You don’t have to abandon Airbnb. In fact, it should probably stay a core channel. But you can start diversifying now. Here’s how:

• Set up a clean, easy-to-book direct website. (One example of a platform that makes this easy is Lodgify.)
• Offer perks to direct bookers (early check-in, welcome baskets, discounts on return stays).
• Collect guest emails and phone numbers whenever possible.
• Use social media to drive guests straight to your site instead of your Airbnb link.

Final Thoughts

Airbnb’s new 15.5% host-only fee is a reminder that short-term rental platforms will always prioritize protecting their margins. As a host or property manager, the only way to protect your long-term interests is to own your bookings.

Should you raise your prices on Airbnb? Absolutely, but don’t stop there. Build your direct booking funnel, keep more of your profits, and future-proof your business. Because the only fee you can count on not going up is the one you don’t have to pay.