The STR industry feels quieter in 2025. There is less hype and less noise, and that is not a bad thing. In fact, it signals a healthier shift across the industry.
Over the past twelve months, the global STR ecosystem went through a necessary reset. This period helped clarify what matters, what works, and where focus should go in 2026.
That’s not to say the year was easy. A chasm is forming, and it will become even more critical in the years ahead.
So what are the positives and negatives of this fast-evolving industry? In this holiday special, Simon reflects on a 2025 filled with challenges, motivation, and a strong drive to keep moving forward.
STR Global Unlocked Podcast | Episode 13
EPISODE 13: HOLIDAY SPECIAL WITH SIMON LEHMANN
When an industry goes quiet, two things are usually happening. Either growth is slowing, or focus is sharpening. The noise fades, and the serious players double down on what matters. The industry matures. That’s a good sign.
That’s exactly where short-term rentals stand today. 2025 will likely go down as the year the STR industry grew up.
So what does maturity look like in practice?
The most visible shift is professionalization. A long overdue upgrade to daily operations. The gap between disciplined operators and improvised ones has never been clearer.
Operators who invested in process, team training, and consistent service delivery have held their ground. In many cases, they’ve grown stronger. This resilience matters, because pressure sits on the other end of the spectrum. Regulatory demands are rising. Operational cracks show faster. Those still improvising feel it first.
Professionalization is no longer optional. Avoiding it points to a rough road ahead.
In this episode, Simon Lehmann, CEO of AJL Atelier, looks back on 2025 through both a professional and personal lens. The industry is no longer searching for balance. It’s finding its stride.
In this episode, Simon talks about:
Occupancy is no longer the headline metric. Financial fundamentals now take center stage, including contribution margin, cash flow, and profitability.
Professional operators look past hype when building their tech stack. The priority is software that removes friction from daily operations.
Tech stacks grow leaner and more intentional, with a clear focus on integration and operational clarity.
AI moves beyond buzzwords when applied in practical, grounded ways. Used correctly, it becomes part of day-to-day operations.
Midterm rentals prove their place as a stable segment, offering predictability during volatile market cycles.
Key STR Trends
INDUSTRY CHECK-IN
As the short-term rental market matures, operations grow more professional, but margins also tighten. The game becomes harder, and gaining a real competitive edge matters more than ever.
So what stands out for operators and hosts? Compliance.
It’s not the most appealing topic, but it plays a central role in where the industry is heading. As regulatory pressure increases, compliance moves from a background task to a defining factor.
The timing is right for new technology that helps operators integrate tax compliance into daily operations. This article explains why doing so is becoming a meaningful differentiator across the industry.
Weekly News
WORTH A READ
Want to stay on top of the industry? Each issue brings you key insights, major headlines, and the latest tech shaping travel and short-term rentals.
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Could Airbnb work for hotels?
Once positioned against hotels, Airbnb now invites hotel operators to collaborate. Here’s what sits behind the shift.
How to avoid vacation rental scams
Travel surges during the holidays, and scams follow close behind. This article shares practical tips to help you avoid them on your next trip.
CLOSING THOUGHTS
As we move into the start of a new year, I want to pause and say thank you.
The months behind us were shaped by adjustment, learning, and sharper focus. Across AJL and STR Global Unlocked, I had the opportunity to work with people who value trust, clarity, and thoughtful decision-making. That trust is never assumed. I’m grateful for it.
This period wasn’t defined by speed or noise.
It was defined by conversations.
By decisions that required patience.
By choosing intention over urgency.
What stood out most were the relationships. The openness, the honesty, and the shared commitment to doing things well made this time especially meaningful. Thank you for the confidence you placed in me and my teams.
As the year continues to unfold, I do so with optimism and respect for the work ahead.
Thank you for being part of this journey.
Warm regards,
Simon Lehmann
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