Bigger is better: Changing perceptions of “large hosts”

I read a lot of press about our industry, both the good and the bad. When the publicity is good, most of the time, it’s a story about a retired couple or a struggling artist ‘Airbnbing’ their spare room (or spare property) to make ends meet. 

Airbnb is pushing this narrative, too. By always talking about ‘hosts’ and even rebranding property managers as ‘cohosts,’ it’s become clear that Airbnb wants to project an image of a community of individuals who do in-person check-ins with gift baskets of local produce and don’t use any technology (besides Airbnb, of course). They also suggest that hosts provide better hospitality than professional property managers.

And the data seems to corroborate this story in part: Brian Chesky, Airbnb CEO, claims that the average rating for a co-host on Airbnb is higher than that of a ‘third-party’ property manager. AirDNA has also found that the larger the portfolio, the lower the score, especially on the communication front. 

And maybe it’s partly a psychological factor. It’s much harder to give a bad review to a person than a faceless company — that’s just how our brains work. It’s the same reason Airbnb often puts forward its CEO, Brian Chesky, in videos and interviews, and very often in a t-shirt, like a normal, real person, rather than a corporate suit or written statement.

Mega-chain vs. B&B

Over in the hotel sector, it seems more widely understood that there’s a place for all kinds of operators, from the Hiltons and Marriotts of the world to the tiny country B&Bs and quirky boutique hotels. Each hotel type has its guest profile, price point, and use case. If you’re travelling for business, sure, you might want the consistency and discretion of a big chain, but a romantic weekend away might require something completely different. 

We accept that a well-run multinational will usually deliver excellent service — and even a personal touch — because we understand the value of consistency, expertise, and scale.

So why do STR guests so often assume that personal touch can only come from a solo host?

Hotels have been a professional sector for decades, with their procedures, standards, and even degree programs. STRs are just catching up, but the prevailing narrative favours the unprofessional side of the industry. Why? 

Professionalisation is not the enemy

Professionalisation isn’t just about using the latest technology or your staff wearing a smart uniform — although those are nice to have, too. It’s about excellent service, well-trained teams, and high cleaning and maintenance standards.

But it’s also about the boring stuff: compliance, paying fair wages, safety audits, and getting your taxes in order. All of that is part of integrating STRs into local communities and fighting unfair regulations with hard data to show the positive impact of STR businesses. 

Part of the issue is around a lack of transparency. Guests don’t understand all the hard work that goes into great experiences. Because we don’t show them. They don’t see the team debriefs after a maintenance issue, the weekends sacrificed to last-minute arrivals, or the time spent mentoring a new housekeeper. In a hotel, we’re constantly reminded of the staff working there — it’s one of the reasons my antisocial parents always prefer a rural cottage — and all the work that goes into the stay. But without the front desk, daily housekeeping, and extra services onsite, it can be hard to bring home the message that all that work is going on behind the scenes. 

How can we change that? Guest communications give us plenty of opportunities to start telling your company’s story from before the guest has even booked. Even your listing can craft a narrative from the beginning, highlighting the story of the property, your expert, local team, and the community your guests will be part of, albeit temporarily. 

We can’t let the myth that “smaller equals better service” stand unchallenged. Better service comes from professional methods of working: from implementing the best technology to staff training, and strategic thinking that will help your business stand the test of time.