A September 2026 survey of 1,002 respondents reveals that 67% of travelers are now highly likely to bypass major platforms like Airbnb or Vrbo in favor of direct marketplaces. This transition is driven by a desire to avoid hidden service fees and manage accommodation budgets, which for 64% of travelers reach approximately $2,500 per trip.
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Travelers Pivot to Direct Booking to Evade Surprise Rental Fees
Eighty-one percent of travelers have encountered unexpected charges when booking vacation rentals, fueling a shift away from traditional travel agencies. With holiday travel plans remaining firm despite rising costs, consumers are increasingly seeking direct booking platforms to reclaim transparency and secure potential savings of roughly 15% per trip.
Eric Goldreyer, founder and CEO of Savvy, suggests the trend reflects a broader demand for upfront pricing and direct communication with property managers. Beyond seeking lower rates, travelers prioritize transparent fee structures as a primary factor in their decision-making process. To mitigate rising costs, nearly 44% of those surveyed are already utilizing direct booking channels, while others are shifting their travel dates to off-peak periods or actively avoiding sites with high service markups.
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