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The Biggest Mistake Airbnb Hosts Make With Pricing · Host Planet: Airbnb, Holiday Let, and Vacation Rental Insights

0:00
Is it a mistake to tank your rates too early?
0:03
Would you be encouraging house and property managers to hold
0:06
their nerve for? As much as possible. 100% it's
0:10
important to have access to data in order to make an informed
0:15
decision. Don't blindly raise or lower
0:19
your prices based on super wide national market trend.
0:24
Every single listing has its own hyperlocal concept, so your
0:29
decision should be based on localized insights.
0:33
What are the emerging data? Trends that.
0:35
Hosts need to know why is it. Important to hold your nerve
0:39
when you're facing an empty calendar and.
0:41
What will you get? Out of attending the House
0:44
Planet Roadshow in 2026. Siana Vesselanova from
0:48
Pricelabs. Is the special guest on the Host
0:50
Planet podcast, and she'll be answering all these questions
0:53
and more on today's show. Sianna, thank you for joining us
1:01
on the Host Planet podcast. Looking at your global data,
1:05
what are the biggest emerging? Trends for 2026 that hosts need
1:10
to be aware of. Thank you so much for having me,
1:13
James. Very big question.
1:15
Good time to ask that question as well.
1:18
So if we're looking at the average ADR for the entire UK,
1:24
that's grown, OK, it's grown by 6% in the last year here we're
1:28
comparing November to October 24 and to 25 and also November to
1:34
October 23 to 24, right. So kind of apples to apples
1:39
comparison here, but the average occupancy in the country hasn't
1:43
actually changed significantly. So it's actually remained around
1:46
the same and the booking windows as well have slightly dropped by
1:54
around just over 4% compared to the year before.
1:59
So that's something that we need to really focus on for 2026.
2:05
So with this. Booking window shortening.
2:09
How can hosts prepare for that? I think it's just important to
2:15
understand how guest behaviour is changing as well.
2:19
So I think that guests are becoming a little bit more price
2:23
sensitive. So if we're seeing an ADR rise
2:26
but no occupancy lift, I mean, there's so many different
2:29
factors that could be causing this.
2:32
But it also seems that people are spending more only when the
2:40
value to them is obvious. So also these shoppers that are
2:46
spending a little bit more and looking for more value, you
2:49
know, we're seeing that the booking window is shortening.
2:52
So that could also possibly indicate that these shoppers
2:55
that are comparing, they do rely on last minute deals, OK.
2:59
And that's where it's very important to rely on that
3:03
dynamic pricing segment that comes in.
3:06
This change in booking windows could indicate that the demand
3:12
is changing a little bit more. I mean, I think we've seen quite
3:15
a big change in the demand for different types of holidays
3:18
recently. So are people looking for
3:21
shorter breaks? Are they planning midweek trips?
3:26
Are they driven by promotions kind of thing?
3:29
So again, display, I think clear value signals, that's what gets
3:34
we'll be expecting to see how responsive are you, how
3:37
transparent are you? What are your amenities like?
3:41
Is all of this clearly displayed and are you displaying your
3:45
value as well? Yeah, I think guests, they still
3:48
want to travel, but you've got to make sure that your guest
3:51
experience is really, really top notch and that you're delivering
3:54
as much value as possible. OK, real talk now for all you
3:57
hosts out there, you know that moment.
3:59
When your guest messages you again with hey.
4:03
What's the Wi-Fi code? Or you're staring at 5 different
4:06
calendars wondering if you've accidentally double booked.
4:09
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4:12
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4:25
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works. Less stress.
5:11
More bookings sorted with House Philly I think 20. 25 is
5:16
probably seen as a bit of a reset year for the industry.
5:20
It's what many hosts are saying. It's been quite a transition.
5:23
If we look at the Price Labs insights, what shifts in guest
5:27
behaviour or booking patterns do you expect to accelerate in
5:31
2026? I think what we've seen in 2025
5:37
is exactly what we're we should be preparing for in 2026.
5:41
So everything that I just mentioned, guests are becoming
5:44
more price sensitive. They're willing to pay more, but
5:48
they want to know exactly what they're paying for.
5:51
So it's, it's the value is it's the experience.
5:55
I think we'll continue to see that booking windows will be
5:58
shortening. I think we'll be able to see
6:01
that a lot of different types of stays are coming in because of
6:04
this. So it's very important to maybe
6:09
focus a little bit on what did we do in 2025 that didn't really
6:15
work so well with these changes that we saw in booking behavior
6:22
And how can we implement maybe, I mean, I'm not going to call
6:25
them mistakes, but how did we, how can we implement these
6:28
missed opportunities for 2026? So there's a lot of different
6:32
tools that we can leverage to make sure that we're remaining
6:36
flexible and dynamic and that we're able to respond to these
6:41
changes to these shifts in booking behaviour.
6:43
Because I think they'll continue throughout 2026 as guests are
6:48
also becoming becoming more savvy, either with comparisons
6:53
are also using tech. You mentioned there that you
6:57
think the kind of this last minute booking window that's
7:00
going to continue and we touch on mistakes there.
7:04
Is it a mistake to tank your rates too early?
7:07
Would you be encouraging hosts and property managers to hold
7:10
their nerve? For as much as possible. 100%
7:16
one of these mistakes, OK, so I think most of us probably act
7:22
upon what has happened and you know, we wait for something to
7:26
happen and then we react. But it's important to have
7:29
access to data in order to make an informed decision.
7:34
So don't blindly raise or lower your prices based on like a
7:41
super wide national market trend, for example.
7:44
That's very helpful to know what the average national trend is.
7:49
But really every single listing, every single unit, however you
7:54
want to call it, has its own hyperlocal concept.
7:58
So really your decisions should be based on localized
8:02
information, localized insights. So the most important factors to
8:06
consider are your property type, how big is it, is it a house, is
8:11
it a lamping pod? What's the location and how can
8:17
that influence audience to behave differently in terms of
8:20
their booking patterns? So yes, compare what the
8:24
different national trends are, but also I think you need to
8:28
dive just a step further to understand your own neighborhood
8:32
level market data. Yeah, very much so.
8:35
I mean, recently, I mean, there have been plenty of times where
8:39
I've been tempted to drop the rate a little bit.
8:41
I look at the calendar and I think it's looking a bit empty.
8:45
But then that voice in the back of my head tells me, do you know
8:47
what? We always get the bookings, They
8:49
always come through eventually. So, so do you know what?
8:51
Leave the rate where it is. And then eventually the bookings
8:54
do come through. And I'm like, I'm so glad I
8:56
didn't, I didn't bring it down because the booking has come
8:59
through. Your short.
9:00
Term rental business is. Evolving fast, but how do you
9:03
keep up with the late latest regulation, tax changes and
9:07
industry trends? The answer is to attend the
9:10
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9:12
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9:17
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9:20
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9:24
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9:27
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9:30
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9:34
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9:39
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9:43
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9:47
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9:51
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10:02
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10:05
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10:09
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10:13
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10:17
Details in relation to local trends there that you mention.
10:22
Is there an easy way for house and property managers to
10:25
understand what's going on locally?
10:29
If you are relying on doing the work yourself, only yourself,
10:35
probably. It might seem a little bit
10:37
overwhelming, but I think hosts and property managers need to
10:40
understand that there are several tools available out
10:44
there. So for example, Price Labs offer
10:48
neighborhood data, market dashboards.
10:51
These are all hyperlocal insights and not only you could
10:55
also use them for a wider area of data as well.
10:59
But with these tools, for example neighborhood data, you
11:02
can very quickly on listing level go in and see what are
11:07
different, future occupancy, future pricing trends, where do
11:11
I fall within them? Analyse how your competitors are
11:15
doing. Check what the booking windows
11:17
are. This is very important as well.
11:19
Check what different competitors are doing in terms of pricing.
11:23
So what is their ADR like? And when we, when I kind of said
11:28
that, you know, it's not so easy if you're doing it all by
11:31
yourself to understand what are these local trends that are
11:38
happening in your area. If you know, if you leverage
11:41
these tools, they do have AI generated summaries.
11:45
So you could actually use this AI generated summary to tell you
11:49
what is the graph telling you? What are the highlights on the
11:52
graph? Because not everyone is super
11:54
savvy with reading graphs and, and, and lines on on these
11:59
graphs and interpreting what they mean.
12:02
And I imagine within price labs, it's, it's telling you what's
12:04
going on and also giving you lots of recommendations about
12:07
what you should be doing next with your pricing.
12:09
Yeah, it really tells the story. Because for me, for example,
12:14
the, the best way is to look at future prices in my
12:17
neighborhood, future occupancy. How is the market pacing
12:21
compared to last year? And if I see different shifts in
12:25
the lines, they directly correspond with the future
12:27
occupancy and how the market's facing and that just tells a
12:31
whole different story. It really makes me understand
12:34
why am I seeing these shifts in in performance.
12:38
Why is the price different this year On this date than it was
12:42
last year, for example? So if a host could only change
12:47
one thing in their strategy for 2026 to maximize revenue, what
12:51
would you tell them and why? I think we talk about price a
12:58
lot and that's very important. But something that's overlooked
13:03
quite often is minimum stay requirements.
13:07
I think. So they are super important.
13:09
I'm sure that you know off of experience as well, and it's
13:13
something I think you also talk about.
13:15
So when we talk about minimum stays, we need to know what our
13:19
booking windows are and what season we're in.
13:22
So peak season, for example, if we have people booking well in
13:29
advance, we might want them to stay a little bit longer.
13:31
Why not? This is our peak season.
13:33
That's what we're trying to maximize on.
13:35
So let's say that anyone booking 678 months out, they have to
13:39
book a longer period of time. But then as the booking window
13:42
starts to shorten, meaning that we're expecting more last minute
13:46
bookings, we can lower or shorten these minimum stays.
13:49
So that's helping us to stay a little bit more flexible and
13:52
cater for those who book in or for those who prefer to book
13:57
more last minute. It also helps, you know, having
14:02
this kind of strategy, it helps your calendar, you know, you're
14:06
kind of preventing these super short stays to be booked in
14:09
advance and potentially that could block a long stay, someone
14:13
that wants to book for a longer period of time at a good price
14:16
as well, because that's your peak season.
14:18
And so again, these things can be done manually.
14:20
Yeah, absolutely. But you can also use a tool like
14:25
Price Labs to set your minimum stay restrictions.
14:28
So just very quickly to touch on something that we recently
14:33
launched, it's called Dynamic Minimum Stay Engine, and that
14:37
looks at the trends in your local market and it actually
14:41
adapts the seasonality. Well, it adapts, it ultimates
14:48
the minimum stay restrictions based on seasonality and booking
14:52
behavior, right. So we're going to look at the
14:54
market, we'll see what the trends are.
14:56
Every single month we'll have a different minimum stay
14:59
restriction. This will refresh periodically
15:03
and you're still in control of setting your absolute base
15:08
minimum stays for, you know, default minimum stays or orphan
15:12
day minimum stays. So while you still have that
15:15
safety net, you can also make use of these market trends that
15:20
are changing and adapt, adapt to the booking behaviour.
15:24
In that sense, that is a really useful tool.
15:28
I mean, and going back to what you said as well, the last thing
15:30
you want is to open up your calendar maybe for a year in
15:33
advance. And if you've got a one night or
15:35
a two night stay minimum for summer and somebody books one
15:39
night or two nights in the middle of July and you then
15:42
prevent that two week or three-week booking, Yeah, that's
15:45
something you really want to avoid.
15:46
So using something like this with the dynamic minimum stays
15:49
is, is going to be really, really helpful for for a lot of
15:52
hosts and property managers out there.
15:55
OK then. So once you've got the, the
15:57
pricing right and the minimum stays in place, what else do you
16:01
think hosts need to be prioritizing?
16:06
It's definitely not. So success is not just about
16:10
having the price right and the minimum stays right.
16:12
They are absolutely crucial, but one thing that keeps cropping up
16:17
when we talk about quality and all of these things is your
16:21
listings quality, okay? That's exactly how you're
16:24
selling the value and that's how you can get ahead of the game.
16:28
So listing quality is crucial. It's critical for conversion and
16:34
your strategy, your pricing strategy and your minimum stay
16:37
strategy that you spend so much time working on or you know,
16:40
you've utilized a great tool to to get it working is only
16:44
valuable. And it only matters if guests
16:47
can actually find your listing and they need to be motivated to
16:51
book your listing. OK, your property.
16:53
So very I'm sure that you know, we've talked about these things
16:57
a lot, but they're so worth repeating.
17:00
So ensure that your photos are updated, your amenity lists are
17:04
full. The more information you have in
17:06
there, the better. Are you close to any important
17:09
attractions? If so, absolutely showcase this.
17:14
You need to have also clear titles.
17:17
They need to highlight benefits that you offer.
17:20
Your descriptions need to be clear.
17:23
You need to also probably when you think about the content that
17:26
you're sharing, you could leverage different AI tools to
17:30
help with writing that and refine your content because you
17:34
also want to stay relevant. I, we haven't shared that
17:39
actually yet here, but I want to take the opportunity to say that
17:43
last week we launched a brand new tool which is called Listing
17:46
Optimizer. And this is really an amazing
17:50
tool that helps. Well, it doesn't help.
17:54
It basically compares your listing to the top performance
17:57
of the market and it gives you actionable insights.
18:01
So it's a little bit like a School Report, if I can put it
18:04
in that way, where it, you know, you put your URL in for your
18:09
listing and it will analyse how your listing is basically
18:14
showcased online compared to the top performance of the market.
18:18
And it will give you a grade for each different segment.
18:21
So you'll know exactly what needs to be fixed with that
18:25
listing. You can go back and fix it.
18:28
You can rerun and see what the results are like.
18:30
But it's super, super, super valuable to have and, you know,
18:35
in order to be visible and to rank at the top, really, because
18:39
that's one of the most important things alongside your pricing
18:42
and your minimum stay strategy. Fantastic.
18:45
What a useful tool. I want to copy and paste the the
18:49
listing now and see what my, see what my, see what my grade is.
18:53
But yeah, like you were saying that I was just as you were
18:55
saying that, you know, using like ChatGPT or AI to help you
18:59
with your content. I was thinking exactly the same
19:02
thing. And you might think to yourself,
19:03
oh, you know, I'm not a good writer or I don't really know
19:06
what to put in my listing. Well, you know, paste what
19:09
you've got into ChatGPT and say, look, this is for an Airbnb
19:11
listing. And here are some key details.
19:14
This is where it is and these are our amenities, you know,
19:16
help me to sell this listing and, and make it great.
19:19
So, so yeah, give it give it a try and that will hopefully save
19:23
you a bit of time and go and get your grade as well from from
19:26
Price Labs. OK, then so just just before we
19:29
get on to talking about the House Planet Roadshow, just give
19:32
us the recommended checklist for hosts as we head into 20260
19:38
checklist. OK, I think well, let's start
19:42
big and and then get kind of smaller.
19:44
So what did we talk about understand the big picture
19:49
national trends. They will give you a lot of
19:51
context into what's happening because remember also just to
19:55
add on here, you have probably different regulations or rules
19:59
that are happening on national level and then you also have
20:02
different ones that are happening on a localized level.
20:06
So once you've understood the big picture.
20:10
Go a little bit one step deeper. Zoom into the neighborhood,
20:14
check that market data, understand what's happening
20:16
there. Don't set and forget.
20:21
Definitely don't set and forget in 2026 because things are
20:24
changing and they're changing fast, as we can see.
20:27
So keep your prices, keep your minimum stays dynamic.
20:31
Review those minimum stay strategy.
20:34
Again, if you're doing it manually, make sure they align
20:37
with the season, make sure they align with the booking lead time
20:41
for that season. Or if you opt to use a tool like
20:44
dynamic minimum stays that I explained earlier, that's a
20:47
great way to keep up with things as well.
20:50
Polish your listings. So make sure that it's clear
20:53
information that you're being competitive.
20:57
And yeah, I think just to ultimate things and to make your
21:00
life easier, use different tools available to you to stay
21:04
efficient. Whether you're going to use a
21:07
platform like Price Labs, you know, we talked about dynamic
21:10
pricing, reporting, listing optimizer.
21:12
I mean, you can do so many things on there or whether you
21:16
decide to keep it manual to make sure that you use tools that are
21:21
helping you to stay efficient and focus on on other things,
21:24
not just manually inputting pricing in minimum stays.
21:29
Fantastic checklist there. Pay attention people.
21:32
Make sure you get your pricing, your minimum stays and that
21:34
listing optimization get it right as well.
21:38
OK then Fiona, so we've got some exciting news.
21:41
We've got the House Planet Roadshow coming up, 7 events
21:45
across the UK throughout 2026. Price lapse is the title sponsor
21:50
for the entire roadshow. Absolutely delighted to have you
21:53
along for all seven shows. So we're kicking off in Cornwall
21:56
on the 5th of February. So from your side, you know,
22:00
just how important is it this year?
22:03
The STR hosts and operators, property managers across the
22:06
country collaborate, learn and rethink their strategies.
22:12
Super important. Out of all of the events that
22:16
I've been to, I think the feedback that I've received is
22:20
that people value the most getting together and discussing
22:25
what's happening in their local market.
22:27
So networking, having that connection because we can listen
22:31
to a lot of information coming from different sources, but is
22:35
it really directly relevant to you?
22:37
And that's why I'm super excited that we're partnering on this
22:40
for next year and that we're going to be visiting so many
22:42
different places in the UK because I think it's important
22:46
to, you know, get these circles of of hosts and property
22:50
managers in these areas together.
22:52
So yeah, very important. Hopefully as many as possible
22:57
will will come and they'll learn about what everyone that will be
23:03
attending has to share. We'll be able to also, you know,
23:08
potentially rethink different strategies, talk about
23:12
regulations that are tightening across the UK.
23:15
How is that going to impact 2026?
23:19
We're going to also talk obviously about supply and, and
23:22
how the kind of supply is growing or in certain areas.
23:26
It's not what is an efficient way to to to move forward?
23:33
How can we differentiate from others?
23:36
How can we adapt tech? What are others doing at the
23:39
moment? Because it's yeah, it's
23:43
important to learn what the others are doing and, and and be
23:48
able to set your strategy for 2026 as well.
23:51
I think those that use that are adapting data-driven methods are
23:57
the ones that will gain the most, and probably those that
24:01
are not yet doing that might see a little bit of a a lag in that,
24:05
in that sense. Yeah, the roadshow is coming to
24:08
a place near you, so we're going out into the communities.
24:11
You don't have to come to London or Manchester for a big event
24:14
and take days out of your schedule.
24:16
You can just spend the day with us.
24:18
So in Cornwall on the 5th of February in March we'll be in
24:22
Portsmouth. At the end of April we'll be in
24:24
London taking a break for summer because that's when everybody is
24:27
really busy. Then Nottingham in September,
24:30
Bath in October, to Chester with Sykes Holiday Cottages in
24:34
November and then up to Edinburgh in Scotland on the 3rd
24:38
of December. So yeah, it's all about
24:40
collaboration, bringing people together.
24:42
Each event will be for its specific region.
24:44
We'll be talking about the challenges, the regulation, all
24:48
the issues that you're facing in those in those short term rental
24:51
hotspots. And of course we'll be, you
24:53
know, bringing so many people from across the industry,
24:54
including Price Labs, the STAA Short Term Accommodation
24:58
Association, their strategic partners for the event as well.
25:00
So there'll be lots of chat about collaboration, tech
25:04
regulation, all the things that we need to talk about to, to
25:07
drive this industry forward. And one of the goals really
25:11
Ciano is to is to help the industry really become more
25:14
resilient and. What does the data?
25:16
Show about the operators who consistently outperform their
25:22
markets even when times are tough.
25:27
Yeah, I'm probably going to repeat myself, but the ones who
25:30
consistently outperform the markets are the one who are
25:35
adapting to the changes. Well, they they start to spot
25:39
signals and they're already adapting.
25:41
They don't wait for something to happen to them, change the
25:43
strategy and maybe by then it's not no longer relevant.
25:47
So those that adjust prices daily, not just going in once a
25:51
month to check what's happening. Probably the ones that are also
25:57
being flexible with the length of stay rules and and minimum
26:00
stays. The ones that are paying
26:02
attention to gaps as well. Whereas some other people might
26:05
ignore gaps and not know that they can automatically open them
26:08
up or or maybe make more profit on them as well.
26:12
The ones who are constantly making sure that their listings
26:16
are refreshed and relevant. Because if, if you have a
26:20
seasonal property and you're coming in strong with a photo
26:24
that's totally not relevant to the season that we're expecting
26:28
to receive the best results out of, maybe you're not going to
26:33
get the best results out of the season either.
26:35
But your neighbor might, might do, right?
26:38
So ensure that that these parts of your strategy are being
26:45
managed smartly, OK? Because you want to, you want to
26:48
rank high at the end of the day list on diverse channels.
26:53
Don't just stick to one OTA because you want to be more
26:56
available. And also, yeah, you never know,
27:00
demand might rise on one platform at different times of
27:03
the year. And also monitor what your
27:08
competitors are doing, monitor how the market date is moving
27:12
because you don't want to again, react too late.
27:15
You want to stay relevant, you want to keep in line with what's
27:18
happening. So whether that's monitoring on
27:22
a daily basis or relying on an automated dynamically managed
27:27
service, you know, just make sure that you're monitoring
27:29
regularly and not a few times a year.
27:32
That's very important, certainly is.
27:36
Finally, then, what are you most excited about in relation to the
27:39
roadshow and how do you think Price Labs can help hosts build
27:43
more stable, profitable businesses over the next few
27:46
years? I'm excited about everything.
27:50
I'm excited about visiting different places.
27:52
I'm excited about meeting hosting property managers from
27:57
all of these different areas in person, not just over video
28:00
calls or some of them we don't even obviously get to meet.
28:03
So I think it's going to be a very nice diverse audience.
28:08
And I really want to hear what, I suppose what I don't want to
28:12
be negative, but what challenges are they facing right now?
28:15
Because I'm not saying that in a negative way, but I think that
28:18
really helps everyone else to understand that, hey, I'm not
28:22
the only one with this challenge.
28:23
Actually, here's how we're going to overcome it, right?
28:26
So at the end of the day, having everyone together speaking about
28:30
these things is a positive thing.
28:32
And I think also just to be able to showcase that it's very
28:38
simple to actually understand how the market's moving and
28:42
understand the market singles and to be able to adapt to
28:45
things. And a lot of people are telling
28:47
me that, you know, they keep guessing about what they have to
28:50
do, but you don't really need to to guess, OK, I mean, the data's
28:54
there and it's working for you. So all we need to do is just
28:58
allow it to to work in our favor.
29:02
Yeah. So understanding the market
29:04
shifts and and saving time, being flexible with automation
29:09
while still being fully in control.
29:11
I just want to mention this. You're not allowing a system to
29:17
completely go out of control. You're always in control with
29:20
your with your guardrails, right?
29:24
And yeah, I think it's important to understand that all of this
29:28
is, is publicly available market data.
29:31
What it's doing is helping you to make clear long term
29:35
decisions, it's supporting your growth and it's supporting you
29:39
to to actually stay relevant in the moment and reacting straight
29:43
away to all of these market shifts because we're seeing a
29:46
lot of change in in recent years with the STR industry.
29:50
Absolutely. Yeah.
29:51
So come and join us then for the host Planet Roadshow, first
29:54
event in Cornwall on the 5th of February.
29:58
The next event is in Portsmouth at the National Museum for the
30:02
Royal Navy. That's on the 4th of March.
30:05
And then we're in London. It's the day after the short
30:07
stay summit on the 23rd of April.
30:11
Head to house Planet dot Club. There'll be a big banner on
30:14
there where you can get your tickets.
30:15
Tickets are just £40 each, so we hope to see you there.
30:19
Sianna. It's been a real pleasure.
30:22
Um, thank you for sharing all the tips about how people can
30:25
get ahead in 2026 and I'll see you very soon for the start of
30:28
the roadshow. Thank you see you soon, James.
30:30
Thanks so much. Great to chat to Sianna for
30:32
selling over there from price labs.
30:34
Make sure you join us for the house planet roadshow throughout
30:37
2026. That's just about it for.
30:40
Today's episode, Remember this. Podcast is brought to you in
30:42
collaboration with housefully which is trusted by short term
30:45
rental professionals across the globe.
30:47
As a House Planet listener you get 2 exclusive offers, $500 off
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on boarding for house police property management software.
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Just use the code Planet 500 and. 30.
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Use the code Hostplanet. GB To grab these deals, click
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the link in the show notes. Or head to housefully.com.
31:07
For more free education tips and trends.
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From the STR industry, visit Houseplanet dot Club where you
31:13
can sign up for our newsletter, listen to our podcasts and
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download. A suite of ebooks.
31:18
For hosts and property managers, that's it for today's episode.
31:21
Until next time, happy hosting.