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Airbnb vs. a Custom Website for Your Vacation Rental
If you’ve been running your short-term rental through Airbnb or VRBO, you already know the drill—follow their rules, pay their fees, and hope your listing doesn’t get buried under 500 other cute cabins or bungalows in the area. But what if you didn’t have to rely solely on those platforms? What if you could bring your guests directly to your front door—literally and digitally—by having them book straight through a custom website you control?
Let’s talk about why making the switch from Airbnb to a custom Wix website could be a total game-changer for your short-term rental business. Not only can you take back control of your bookings, pricing, and guest experience, but you’ll also get rid of those hefty commission fees that both you and your guests hate. Ready to level up your rental? Let’s dive into the benefits of ditching the middleman and owning your space—online and off.
Why Relying on Airbnb Isn’t Always Ideal
Okay, so Airbnb or VRBO has done its job getting you bookings, but here’s the catch-22... You’re playing by their rules. You’ve got to work within their policies, pricing structures, and payout schedules, and don’t even get me started on the commission fees they take off the top. Plus, let’s be honest— guests aren’t exactly thrilled about paying all those extra fees either, and a bad review about pricing isn’t something you can fix when the problem is out of your hands.
And don’t forget, when guests land on Airbnb, they’re bombarded with tons of other rentals just like yours, often leaving you competing on price rather than the unique experience your property offers.
Switching to or supplementing with a custom website means you get to call the shots. You’re no longer at the mercy of a third-party platform or buried in a sea of other hosts vying for attention. Here’s how going direct with a custom Wix site can totally transform your rental business:
You Control The Entire Experience
With Airbnb, you’re confined to their platform’s limitations—your listing is formatted the same as everyone else’s, and there’s only so much you can do to stand out. But with your own website, you have complete creative freedom to craft a guest experience that feels uniquely yours, from the moment someone lands on your homepage to the second they book.
Want to showcase that panoramic sunset view from your back deck that makes your rental special? You can put it front and center. Want to highlight the cozy fireplace that sets your place apart in the winter months? Go for it. Or maybe it’s the local coffee shop down the street that everyone raves about. You can create a dedicated section that highlights all your favorite local spots, offering recommendations that feel personal and tailored to your guests’ experience.
The beauty of having your own website is that you’re in the driver’s seat. No one is telling you how your page should look, where things should go, or how you should structure your content. You can build a booking flow that’s simple, intuitive, and reflects the personality of your property. Whether you want a streamlined, minimalist vibe or a more colorful, welcoming feel, it’s all in your hands. Every part of the guest journey—from browsing to booking—can be customized to reflect your brand.
Not only that, but your branding will be front and center. You’re no longer just another listing on a sea of vacation rental platforms. With your own site, your logo, color palette, fonts, and messaging shine through on every page, and every interaction. This kind of branding power helps you create a memorable identity that sticks with guests long after they’ve stayed. Think about it—when guests think back to their trip, they’ll remember not just the stay, but the way you made them feel from the very start with a polished, branded experience.
And then there’s the power of storytelling. Airbnb gives you a small space for a generic property description, but your website lets you tell the full story of your rental. Whether your place has a rich history, quirky decor, or a unique backstory, you can weave all of that into the site. This storytelling adds another layer to the guest experience, creating an emotional connection before they even book.
But let’s not forget the extras. Want to offer early check-in, late checkout, or curated experiences like a wine tasting tour or local hike? You can design custom add-ons that make guests feel like they’re getting something they wouldn’t find elsewhere. You can even integrate unique packages that cater to different types of guests— honeymooners, families, solo travelers—giving them a tailored experience that feels special.
On Airbnb, your listing is just another page in a never-ending scroll. But with a custom website, you can create an immersive experience where every part of the guest journey is aligned with your brand and your values. You’re not just offering a place to stay, you’re offering an experience that’s personal, curated, and totally under your control.
Say Goodbye to Fees (and Keep More of Your Money)
If you’ve been running your vacation rental through Airbnb or VRBO, you’re probably all too familiar with the fees. Every time a booking comes in, those platforms take a nice chunk of your hard-earned money. Between service fees, processing fees, and who knows what else, you’re left with a lot less than you thought when that booking first came through. And it’s not just you—your guests are getting hit with extra charges too. You’ve probably had guests complain about it, right?
Picture this: A guest is excited to book your gorgeous rental. They find your listing on Airbnb, start the booking process, and then—boom—sticker shock. What was initially a reasonable price suddenly balloons with Airbnb or VRBO's hefty service fees. They’re not paying you more for a better experience— they’re paying Airbnb just for using the platform! And what happens next? Your guests start looking at other listings, debating whether they should go with something cheaper or, even worse, maybe skip booking altogether. All because of fees you don’t even control.
But with a custom Wix website, those headaches are a thing of the past. No more handing over a percentage of your bookings to a third-party platform. You’re no longer at the mercy of Airbnb’s ever-changing fee structure. Instead, you keep 100% of the booking, and your guests can breathe a sigh of relief knowing they’re getting a fair price—no surprise fees at checkout. That means happier guests and more money staying in your pocket where it belongs.
Now, I know what you’re thinking—what about payment processing? Don’t worry, your Wix site makes it easy to integrate secure payment processors like Stripe or PayPal. So not only are you eliminating those platform fees, but you’re also giving your guests a seamless checkout experience with trusted, secure payment options. Win-win!
And because you’re not paying those extra fees, you can get creative with your pricing. Want to offer a small discount for direct bookings to encourage more guests to use your website instead of Airbnb? You can do that. You’re in control now. You can set competitive rates without worrying about losing a portion of your income to fees. Plus, you can pass some of those savings on to your guests, making your property even more attractive.
Speaking of control, let’s talk about taxes. Airbnb automatically collects and remits certain taxes, which sounds convenient, but often comes with its own set of headaches. With your own website, you’re in charge of how taxes are handled, ensuring everything is done properly without having to navigate Airbnb’s tax system, which can be less than transparent.
At the end of the day, using your own website means you’re running your business on your terms, not Airbnb’s. No more losing a significant cut of your income to fees you didn’t agree to, no more watching guests back out at the last second because of inflated pricing. Instead, you’re offering a transparent, straightforward booking experience that benefits both you and your guests. It’s a no-brainer, really.
You’re Not Competing for Attention
Let’s talk about the reality of being on Airbnb or VRBO—you’re not the only game in town. When someone starts browsing for a place to stay, they’re instantly bombarded with dozens (if not hundreds) of other listings, all competing for their attention. And let’s be honest, no matter how amazing your property is, it’s tough to stand out when you’re side-by-side with 20 other listings that also have a charming description, beautiful photos, and competitive pricing.
Your listing is just a thumbnail in a sea of others, and to the average guest, it’s easy to get lost in the shuffle. They’re scrolling through endless options, and often, it’s the lowest price or most attractive headline that wins the booking. You could have the best property in your area, but if a guest has to sift through countless similar listings, your chances of standing out drop dramatically.
And here’s the kicker— when potential guests find your listing on Airbnb, they’re also getting Airbnb’s suggestions. The platform is designed to show "similar properties" or "other options" that are often cheaper, closer, or more “appealing” according to Airbnb’s algorithm. So even if someone lands on your page, they’re constantly being distracted by other rentals that aren’t yours. You're competing with properties down the street, around the corner, and across the country, all of them using the same cookie-cutter template.
But when guests come to your custom website, it's a completely different story. They’re not landing on a page crammed in between a hundred other rentals. They’re landing on your space, your brand, and your experience—completely undistracted by anyone else. There’s no sidebar featuring your competitors, no "recommended" rentals popping up after they've checked your rates. It’s just you, your property, and the magic you’ve curated to make it stand out.
On your own site, you can control the narrative. You’re not limited to a short description and a handful of pictures to tell your property’s story. You can showcase everything that makes your rental unique—the local coffee spots you love, the hidden hiking trails nearby, that secret sunset spot only a few know about. You can let your brand’s personality shine through, turning the browsing experience into something memorable rather than just transactional.
With a custom site, guests aren’t clicking through a marketplace— they’re stepping into your world. You’re able to create an immersive experience where they can visualize themselves staying in your space, rather than being distracted by a half-dozen other properties. And when you own the space, you can design it to highlight exactly what makes your rental one-of-a-kind.
Let’s not forget the psychological advantage of owning your site, either. When a guest lands on your personal website, there’s a sense of trust and authenticity. They’re not just another booking to Airbnb— they’re a guest of your rental. The attention to detail, the personal recommendations, the curated experience—it all contributes to making them feel like they’re booking directly with someone who cares about their stay, not just another faceless platform.
And hey, if you’ve got multiple properties, a custom website allows you to highlight those without the competition. You can upsell, cross-sell, and promote your other listings easily, guiding guests to explore all the options you offer. Whether they’re looking for a cozy cabin for a solo retreat or a larger space for a family gathering, they’re only focused on what you offer, without Airbnb constantly whispering in their ear, “Maybe check out that other place down the road...”
With your own website, it’s just you and your guest, no competition in sight. Your property gets the spotlight it deserves, and your potential guest stays on your site, exploring every corner of what makes your rental perfect for them. No distractions. No noise. Just you, your brand, and your dream booking.
Customize and Flex Your Pricing
If you’ve been managing your rental on Airbnb, you’ve probably noticed how rigid the pricing structure can be. You have limited options to adjust your rates, and good luck trying to offer a special discount or run a flash sale—it’s just not that flexible. You’re working within Airbnb’s constraints, and that can really box you in, especially if you want to get creative with pricing strategies.
With a custom Wix website, though? You’re in total control. No more jumping through Airbnb’s hoops to try to adjust your rates or tweak your policies. You can set your own rules, and get creative with your pricing based on your business needs.
Want to offer a seasonal discount during slower months? Or maybe a last-minute deal to fill those final open dates? You can do that. You can also create unique packages that cater to different types of guests—like offering a couples’ retreat package with complimentary wine and chocolates or a family bundle that includes tickets to a local attraction. If you want to reward repeat guests with a loyalty discount, guess what? You can do that, too.
And here’s where things get really interesting: you can use tools like Wix's HotelRunner app to make managing all this pricing flexibility super easy. HotelRunner is an all-in-one solution built specifically for managing your vacation rental or boutique property. With HotelRunner, you can synchronize your pricing and availability across multiple channels, including your custom Wix website and third-party platforms like Airbnb or Booking.com, without the hassle of manually updating everything. It’s like having your own personal assistant handling all the logistics behind the scenes, while you focus on making your guests’ experience unforgettable.
With HotelRunner, you can also manage things like direct bookings, process payments, and even set up dynamic pricing, which automatically adjusts your rates based on demand. That’s something you won’t get with a platform like Airbnb, where pricing is static and doesn’t always allow for the real-time adjustments you need to maximize revenue.
Let’s say you’ve got a last-minute cancellation during a peak weekend. With a custom Wix site and HotelRunner, you can easily run a flash sale to fill that spot quickly—something you can’t easily do on Airbnb. Or maybe you’ve got a long-term guest who deserves a special deal for booking multiple stays. No problem—you can offer personalized pricing and discounts directly through your website.
And the best part? You’re not giving up a cut of your profits to a third-party platform. Airbnb and VRBO can take up to 20% of each booking in fees. But when guests book directly through your site, with all your pricing flexibility, you’re keeping that revenue for yourself. That extra income can be reinvested in your property, marketing, or just saved for a rainy day.
With a custom website and tools like HotelRunner, you’re not just managing a rental—you’re running a finely tuned, efficient business with complete control over how much you charge and how you deliver value to your guests. No restrictions, no unnecessary fees—just the freedom to price your property in a way that works best for you and your guests.
Build Content That Drives Traffic
Alright, let’s talk about one of the most underrated yet powerful tools at your disposal: content creation. Your custom Wix website isn’t just a booking tool my friend, it’s your platform to tell your property’s story, share what makes your area special, and create a destination people will want to visit before they’ve even packed their bags. With a little strategy (and some SEO magic), your website can do more than just get bookings— it can drive traffic, boost your brand, and turn you into the go-to expert for your area.
Let’s face it, Airbnb or VRBO only give you limited space to write a description, and sure, you can list out your amenities or talk about how cute your rental is, but it’s hard to really get across the vibe of your place and the area around it. When you’ve got your own website, you’ve got no limitations. You can dive deep into what makes your rental and your location the ultimate getaway spot.
Here’s where it gets fun. Start a blog (yes, blogs are still very much alive and well!), and use it to highlight local attractions. Guests love insider tips, and who better to give them the lowdown than someone who actually lives there? Talk about the hidden gems—the spots that tourists don’t know about. Maybe it’s the best local taco joint, that quiet hiking trail with the epic views, or the boutique coffee shop that makes the best oat milk latte in town. When you create content that taps into what makes your area special, you’re not just giving guests reasons to stay with you—you’re giving them reasons to visit your town, and who do you think they’ll book with? You.
And this content isn’t just fluff—it’s your SEO powerhouse. Every blog post, every page update, and every local recommendation is an opportunity for Google to index your site, push it higher in search rankings, and help people find your rental organically. Think about it: someone types “best things to do in Asheville” into Google, and up pops your blog post about the top five local spots for craft beer. They click through, and boom—they’re not just getting vacation tips, they’re also learning about your cozy cabin just a few miles from downtown. Now, they’re thinking about how nice it would be to stay at your place while they check out those breweries. That’s how SEO works for you.
But we’re not stopping there. Want to make it even juicier? Partner with local businesses. Reach out to your favorite restaurant, spa, or tour company, and see if they’d be willing to offer special discounts or perks for your guests. Not only does this give your rental a unique edge—because who doesn’t love an exclusive discount?—but it also strengthens your relationship with the local community. Plus, those businesses might just send traffic your way too. It’s a win-win situation.
You can also take it a step further and create local guides or downloadable PDFs, like “The Ultimate Guide to Weekend Getaways in [Your City]” or “Top 10 Hidden Gems Near [Your Property].” Guests love having an insider scoop, and these kinds of freebies make your website a go-to resource for anyone planning a trip to your area. And here’s a little pro tip: once someone downloads your guide, you can follow up with an email offer for a special booking discount—maybe even one that’s only available for a limited time. FOMO is real, and those last-minute bookings can roll in faster than you’d think.
On platforms like Airbnb, you're stuck with their template and can only say so much. But on your own site, you’re the one crafting the narrative. You can share stories about the best times of year to visit, seasonal events that guests won’t want to miss, or even behind-the-scenes glimpses of what makes your rental so special—like that handpicked decor or the family history behind the property. The more you build up your content, the more reasons you’re giving people to stay with you.
Content isn’t just king—it’s your ticket to visibility. It’s what sets you apart from the countless rentals vying for attention. You’re not just selling a place to stay—you’re selling an experience, and that experience starts the moment someone lands on your site. By creating content that’s both valuable and SEO-optimized, you’re not only driving traffic to your site—you’re converting visitors into guests.
Ready to Take Your Vacation Rental to the Next Level?
Here’s the thing—Airbnb, VRBO, and all those third-party platforms have their perks, but if you’re serious about scaling your short-term rental business and creating a guest experience that’s totally yours, there’s no better move than getting your own custom website. It’s not just about cutting out the middleman (though that’s a sweet bonus!). It’s about owning your brand, controlling every aspect of the guest journey, and keeping more of your hard-earned money in your pocket.
Your property is more than just a rental—it’s a destination. And with a custom Wix website, you’re giving guests an experience they can’t get from scrolling through countless listings on a crowded platform. Whether you want to highlight your killer views, share insider tips about the area, or offer personalized packages, you can design your site to reflect the unique vibe of your property and make booking with you a no-brainer.
So, what are you waiting for? Stop competing for attention on saturated platforms and start owning the space where your guests can connect with you directly. Ready to build a custom website that shows off your property and books more guests? Let’s chat! You can book a free, 30-minute discovery call to see how we can get started on creating the perfect online home for your rental business.
Because when it comes to your business, you shouldn’t just settle for being another listing—you deserve to stand out and thrive.
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