Trust and Quality in Rentals
Vrbo Research Reveals Travelers Will Pay More for Trusted, High-Quality Vacation Rentals
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Travelers are willing to open their wallets wider — but only if they trust what they're booking. A new study from Vrbo found that 86% of travelers would pay more for a vacation rental with a higher-quality listing, according to Pincher Creek Echo. That number jumps to 92% among Gen Z travelers.
The findings come from Vrbo's Built to Stay Report, conducted by The Harris Poll. The survey covered more than 1,700 travelers across seven countries, including the U.S., Canada, the UK, France, Germany, Mexico, and Australia, according to Sault Star.
Cleanliness and Comfort Drive Booking Decisions Most
When travelers evaluate a rental, cleanliness tops the list. The report found that 78% of travelers ranked exceptional cleanliness as a top quality signal. Reliable core amenities also scored 78%, and comfortable beds with quality linens came in at 77%, according to Seaforth Huron Expositor.
These numbers tell a clear story. Travelers are not looking for luxury extras. They want the basics done right. A clean space, a working Wi-Fi, and a good night's sleep matter more than any flashy feature a host might advertise.
Trust Signals Like Reviews Can Unlock Higher Prices
It's not just the property itself that earns trust. The report found that 81% of travelers would pay more for a rental with strong trust signals. Those signals include reviews that are verified, recent, and detailed, according to Goderich Signal Star.
Reviews act like a word-of-mouth recommendation at scale. A listing packed with honest, specific guest feedback tells a traveler what they're really getting. Vague or outdated reviews do the opposite — they raise doubt and push potential guests away.
Hosts Who Respond Fast Keep Guests From Walking Away
What happens after check-in matters just as much as the listing itself. The study found that 79% of travelers ranked a host who responds quickly when something goes wrong as a top priority. Clear, detailed check-in instructions came in at 75%, according to Pincher Creek Echo.
A broken appliance or a confusing lockbox can ruin a trip fast. But a host who solves problems quickly can turn a bad moment into a good review. The report makes clear that responsiveness is not a nice-to-have — it's a trust builder.
Discounts and Promotions Influence Nearly All Bookings
Pricing strategy also plays a major role. The report found that 91% of travelers said promotions or discounts influenced their booking decision, according to Sault Star. That means even quality-focused travelers are still watching the price tag closely.
For hosts, this is a key takeaway. Quality can justify a higher price, but a well-timed discount can push a hesitant traveler to book. Combining strong trust signals with smart pricing gives hosts the best shot at winning the booking.
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