Quality Pays: New Vrbo Research Finds Travelers Will Spend More on Vacation Rentals They Trust

Vrbo released the Built to Stay Report: The Keys to Winning Travel Trust in Vacation Rentals. The global study examines what gives vacation rental travelers the confidence to book, offering a practical host playbook on the quality standards and trust signals that ultimately seal the stay.

Quality ≠ Luxury
- Travelers value fundamentals over frills.

Top signals of quality:
- Cleanliness (78%)
- Reliable core amenities (WiFi, appliances, AC) (78%)
- Comfortable beds & linens (77%)

Operational trust signals:
- Responsive hosts (79% expect replies within an hour if issues arise)
- Clear check-in instructions (75%)

Cleanliness Markers
- Fresh sheets & towels (74%)
- No unpleasant odors (67%)
- Spotless bathroom surfaces (66%)

Trust as Currency
- 81% would pay more for stronger trust signals (88% among Gen Z ).
- Verified reviews (68%), overall scores (66%), recency (64%), and detailed written reviews (62%) are critical.

Pricing Transparency
- Deal breakers:
- Hidden total price (66%)
- High/unclear cleaning fees (59%)
- Extra charges for amenities (49%)
- Lack of clear photos (48%)
- Promotions matter: 91% influenced by discounts, prompting upgrades (39%) or extended stays (38%).

Generational Insight
- Gen Z is most willing to pay more for quality and trust signals (92% for quality, 88% for trust).

Big Picture
Vrbo’s research shows that mastering the basics—cleanliness, responsiveness, transparency—wins traveler confidence more than luxury add-ons. Trust signals like verified reviews and upfront pricing are decisive in booking choices.

This is essentially a playbook for hosts: focus on fundamentals, be transparent, and respond quickly to build traveler confidence.