Recent changes to Airbnb’s pricing model have caused ripples throughout the large holiday home sector, with commission rates for property managers surging from 3% to 15.5% overnight.
Sallie Hendrick, Bookings Manager at Landed Houses – a UK-based specialist in large group accommodation – believes this shift will only accelerate the growing movement towards direct bookings for luxury holiday properties.
“When platform fees reach 15.5%, someone has to absorb that cost,” says Hendrick. “Either owners of large holiday homes see their margins slashed, or guests booking for big groups pay inflated rates. Neither scenario serves families and groups looking for large holiday homes, where personal service and value are paramount.”
The revised Airbnb structure, introduced on 27 October 2025, places the full service fee on hosts using property management systems. Previously, this cost was divided between hosts (3%) and guests (14–16%). While Airbnb argues the change improves price transparency, analysts estimate that hosts will need to raise their nightly rates by around 18% to preserve existing profit margins.
For the high-end properties listed with Landed Houses – from country manors to private estates accommodating 10–30 guests, often priced between £3,000 and £25,000 per stay – this increased commission represents thousands of pounds per booking.
“Direct booking eliminates these platform fees entirely,” Hendrick explains. “For guests searching for large holiday homes for weddings, family reunions, or celebrations, booking direct means better rates and fairer returns for property owners, while maintaining the personalised concierge service that groups expect.”
The direct booking trend is especially strong within the large holiday home market, where guests prioritise curated collections, specialist advice, and authentic service over algorithm-driven search results. The Landed Houses website showcases detailed listings of exceptional UK properties, real-time availability, and direct access to property experts – all without the 15.5% platform markup.
As major online travel platforms continue to raise their commission fees, commission-free direct booking sites are expected to become an increasingly attractive alternative, particularly for large-group holidays, weddings, and family gatherings.
