Hospitable just released its 2026 Industry Report report with survey data from over 550 STR hosts across multiple management types (self-managers, co-hosts, and property managers). The report looks at the biggest challenges hosts faced last year and how they are planning for 2026. The findings offer a clear view of how operators are adjusting to a tougher and more competitive market.
Competition and Costs Created a Tough 2025
Hosts reported dealing with several problems at the same time in 2025. Almost half said stronger competition in their local market had the biggest impact on their business. Rising costs (45.1%), reduced demand and shorter stays (44.6%), and general economic uncertainty (42.4%) followed close behind.
The small gap between these issues shows that many hosts were dealing with multiple pressures, not just one main issue.
Not All Hosts Plan to Grow in 2026
Airbnb hosts are usually confident and ready to expand, but the tougher market is causing many to rethink their plans. While the majority (59.9%) of hosts still expect to grow their portfolios in 2026, 18.4% say they do not plan to grow at all, and 21.7% are unsure.
This means more than 40% of hosts are entering 2026 with caution, showing a clear shift toward slower, more selective growth.
AI and Automation Expected to Shape the Industry Most
When asked which trend will have the biggest effect on their business in 2026, almost one in four hosts chose automation and AI as the #1 factor.
Most hosts already use AI in some way. More than 80% use it for guest messaging, 62.6% use it for pricing decisions, and over half apply AI to managing reviews and feedback. AI is also increasingly used for listing optimization (37.4%) and marketing content (24.4%).
Other notable trends hosts are expecting to shape their business in 2026 are shorter stays (24%), increased direct bookings (17.3%), stricter regulations (15.3%), and growth in mid-term or flexible stays (7.4%).
Goals Change Depending on How Hosts Operate
While performance remains a universal priority, the survey shows that different types of hosts have different goals.
- Self-managers say increasing direct bookings (69.1%) and improving occupancy (62.6%) are top priorities.
- Co-hosts are most focused on earning more income (65.7%) and using automation to save time (42.9%).
- Property managers aim to keep and attract owners (72.7%) while improving revenue across their portfolios (68.6%).
You can access the full 2026 Industry Report here.
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