A host on Lodgify's platform said something this month that should stop every operator cold.
"My first booking came from ChatGPT."
Not a campaign. Not a funnel. A guest described what they wanted in plain language, and the booking followed.
This week on STR Global Unlocked I sat down with Shaun Shirazian, the new CEO of Lodgify. Shaun came out of product, he was CPO at Pipedrive before this, and he now runs the platform behind more than 30,000 independent hosts. He sees the long tail of this industry more clearly than almost anyone.
Here is what stayed with me.
The price advantage is over. For years short-term rentals won because they undercut hotels. In most urban markets that gap has closed. Hotels compete on price now, Airbnb is pushing serious weight into the same search results, and the traveller has more options than ever. Cheaper is no longer a strategy.
Search itself is changing under our feet. Shaun's customers are reporting their first AI-driven bookings right now. The old game of matching a query to available inventory is giving way to something richer: "find me a family-friendly place near a playground and good restaurants." Whatever felt like hype three months ago is already deadwood.
Direct booking is a one-two punch, not a war on the OTAs. The platforms are still the best source of a first booking, especially for newer hosts. Direct is how you win the repeat, save the commission, and own the guest relationship. Shaun's realistic benchmark: 20% to 30% direct to start, 50% and up in repeat-heavy markets.
And the part most operators skip: the product is the guest experience. Price, bedrooms and amenities are commodities. The experience from the first search to the final review is the actual product. You can get lost optimising price and inventory, but if the stay is mediocre, none of it counts.
There is also a sharp lesson in here on focus, the kind that applies whether you run 4 units or 400. I will let Shaun tell that one.
The full episode is now live.
Best,
Simon
PS: If your business is the one in this episode, growing but losing margin to platforms, and you want a direct read on your distribution position, that is the work I do one to one with operators. If it is relevant, book a call with me here. No pitch. Just a straight conversation about where your business is.
Connect with Shaun Shirazian on LinkedIn and learn more about how AI-driven bookings, direct booking strategies, shifting distribution channels, and Lodgify’s view across 30,000 independent hosts are reshaping the future of short-term rentals and hospitality.
CLOSING THOUGHTS
The very nature of vacation rentals is what makes them one of the more complex options within hospitality. There are many variables and many opinions.
That is why many people bet on technology to make managing them easier. But it is not about simply piling on new technology. It is about educating your partners and understanding that humans are still essential, especially at the last mile.
This newsletter and podcast are brought to you thanks to AJL Atelier.
AJL Atelier is a globally recognized consultancy, specializing in the Short-Term Rental (STR) industry, known for our unique blend of trend forecasting, consumer insight, brand strategy, and innovation.
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