The vacation rental industry has evolved dramatically in recent years. In 2025, standing out from the crowd is no longer about having the nicest furnishings, latest on-property amenities, or the best location—it's about delivering experiences that impress travelers and create meaningful memories.
The Shift in Traveler Priorities
Today's travelers prioritize experiences over almost everything else.
- According to a joint study from Skift Research and McKinsey & Company, in 2024, experiences played a more significant role in trip planning than cost, accommodation type, or even destination itself.
- A 2024 survey conducted by American Express Traveler, found that 77% of participants valued experiences over price when booking a vacation.
This shift presents a massive opportunity for vacation rental brands. Businesses that integrate memorable, high-value activities with their properties can strategically attract more bookings and win guests back for future stays.
Why Guest Experience Matters More Than Discounts
Many vacation rental brands rely on last-minute deals to fill their occupancy gaps. But these discounts are often a race to the bottom that erodes profitability. As an alternative strategy, properties can increase their desirability by offering activities as a part of a guests' stay. Including local activities such complimentary rounds of golf, kayak rentals, or tickets to local adventure parks—to enhance guest satisfaction—helps properties maintaining strong pricing power.
By changing the product guests receive to include access top-rated local activities, vacation rentals can charge more per night while clearly differentiating their properties.
The Data Behind Experience-Driven Bookings
Xplorie, in partnership with REVZEN and Key Data, recently analyzed how free-to-guest activity programs impact vacation rental performance. The findings illustrated that Xplorie was able to positively impact partner properties in the following ways:
The Bottom Line
In 2025, the continued success of your vacation rental brand requires a shift in focus.
Provide more than just a place to stay: make your properties the home base for the memory-making experiences that inspire modern travelers.
By integrating activities into your business model, you'll boost bookings, increase revenue, and foster the kind of loyalty that keeps guests coming back season after season.
Read more in our white paper: Unlocking Profitability in a Challenging Market
