From Doordash to Google, What Short-Term Rentals Can Learn from the Restaurant Industry

Introduction

The short-term rental (STR) industry is undergoing a transformation. While platforms like Airbnb and Vrbo have long been the dominant booking channels, an increasing number of property owners are recognizing the benefits of direct bookings. This shift mirrors a trend we've already seen in the restaurant industry, where businesses moved away from third-party aggregators in favor of first-party solutions.

By examining the trajectory of mid-market and small restaurants, we can gain insights into how short-term rental hosts can take control of their bookings, reduce platform dependency, and strengthen their brand.

Lessons from the Restaurant Industry

For years, restaurants relied on third-party delivery aggregators like Uber Eats and DoorDash to expand their online ordering reach. While these platforms helped increase order volume, they came at a cost: high fees, limited branding opportunities, and reduced customer loyalty. However, as consumer behavior shifted towards Google Online Ordering, restaurants found an opportunity to regain control.

Key Drivers of the Restaurant Industry's Shift:

• Avoiding third-party fees: Aggregators charged commissions that cut into already thin margins.
• Maintaining brand control: Restaurants wanted direct relationships with customers instead of relying on an intermediary.
• Leveraging Google as a discovery tool: More customers began placing orders directly through Google Maps and Google Search, reducing the need for third-party platforms.
• Adopting first-party solutions: Many restaurants turned to platforms like Toast Online Ordering, which allowed them to take direct orders with zero commission fees.

As a result, restaurants that embraced direct online ordering not only preserved their margins but also built stronger relationships with their customers.

How This Applies to Short-Term Rentals

Short-term rentals share a similar business model to restaurants in many ways. Both industries rely on high customer turnover, online discovery, and commission-based platforms to generate revenue. The growing shift towards Google Vacation Rentals (launched in 2019) signals the beginning of a similar transition for short-term rental hosts.

Why Direct Bookings Are Gaining Traction in STRs:

• High platform fees: Major OTAs take a cut of every booking, reducing profitability for hosts.
• Lack of control over listings: Sudden algorithm changes or account suspensions can cripple a host's business.
• Increased competition on OTAs: The growing number of STR listings makes it harder to stand out.
• Google's expansion into travel: Google is moving towards an end-to-end travel planning experience, integrating flights, hotels, and now vacation rentals.
• Emerging direct booking tools: Direct booking platforms now package sites, calendars, and checkout so hosts can offer first-party bookings without building custom software.

The Early Stages of a Larger Shift

While the restaurant industry has largely embraced first-party online ordering, short-term rentals are still in the early stages of this transition. Many hosts are part-time operators or have second careers, making them less familiar with emerging technologies. However, the trend is clear: just as customers began ordering food directly through Google, travelers are starting to book vacation rentals directly through Google and dedicated booking websites.

What Hosts Can Do Now

To prepare for this shift, STR owners should take steps to establish a direct booking presence and capitalize on early adopter advantages. Here's how:

1. Build a Direct Booking Website

A professional, SEO-optimized booking site is essential for attracting organic traffic. Once the basics are in place, how to get more bookings through your direct booking website breaks down practical ways to improve discovery and conversion.

2. Optimize for Google Vacation Rentals

Just as restaurants optimized for Google Online Ordering, STR hosts should ensure their properties appear in Google Vacation Rentals for increased visibility.

3. Leverage Email and Social Marketing

Unlike OTAs, direct bookings allow hosts to own customer relationships. Collect guest emails, encourage repeat stays, and offer loyalty incentives.

4. Implement Pricing Strategies

Many hosts mark up OTA rates while offering a lower price on their direct booking site. This ensures guests book directly whenever possible.

5. Focus on Branding and Guest Experience

A strong direct booking brand builds trust. Encourage guests to leave Google reviews, highlight testimonials on your site, and create a seamless booking experience.

Conclusion

The shift toward direct bookings is not just a passing trend—it's an inevitable evolution. Just as restaurants adapted to consumer preferences and moved away from costly aggregators, short-term rental hosts who embrace direct bookings will gain a competitive advantage.

As Google continues to shape the future of travel discovery, hosts who invest in direct booking infrastructure today will be well-positioned for long-term success. The time to start is now.