There’s something for everyone in Europe. Tradition meets the unexplored, and variety feels endless. What many outside the STR industry miss is how complex this region is to operate.
Europe has long stood as a prime travel destination. It attracts both budget-minded and luxury-focused travelers. Short-term rentals have evolved fast to keep up with demand across markets.
The same diversity that defines Europe also makes sustainable growth one of the toughest objectives.
Sustainable growth in the Old Continent comes with layers of complexity. Regulations shift quickly. Languages change by border. Guest expectations continue to rise.
There is no single playbook for Europe. There are many ways to do it, but successful models share one constant: trust.
STR Global Unlocked Podcast | Episode 12
EPISODE 12 WITH THE LEADERS BEHIND HAPPY.RENTALS, COCOONR GUESTREADY AND RENTALREADY
Walking through centuries-old European streets feels fascinating. Cities differ widely, even within the same country. This diversity attracts travelers, but it also creates one of the biggest challenges for the short-term rental industry.
There is no standard European market. Regulations vary not only by country, but often by city and even by neighborhood. As this week’s panel episode makes clear, constant regulatory change makes sustainable growth difficult and pushes operators toward higher levels of professionalism.
So how do experienced operators approach Europe with long-term growth in mind?
Alexander Limpert, co-founder and CEO of GuestReady and RentalReady, argues that growth must stay both smart and profitable. Strong results come from high satisfaction on both sides of the marketplace: guests and owners.
Antoine Serrurier, founder and CEO of COCOONR, ties growth directly to quality. He prioritizes a smaller, well-curated portfolio over rapid expansion, allowing his teams to deliver consistent, high-quality service across local markets.
Harold Lubberdink, founder and CEO of Happy.Rentals, emphasizes proximity. In a market as fluid and fragmented as Europe, staying close to owners and guests creates real opportunity. He sees the market as three or four times larger than it appears today.
Simon Lehmann brings together these perspectives to examine how sustainable growth actually takes shape inside one of the world’s most complex short-term rental markets.
In this conversation, we discuss:
How Europe’s diversity creates complex regulatory challenges for STR operators
Why acquisitions play a central role in European STR growth, while access to funding lags behind the US
Why trust sits at the core of long-term growth and how strong local operations help build it
How a highly fragmented market creates room for multiple successful business models across Europe
Why a solid business model matters, and why professional execution matters just as much
🎧 This week on STR Global Unlocked, Simon Lehmann brings together these three operators for a deep dive into how sustainable growth actually works across Europe’s fragmented STR landscape.
Learn more about our guests:
Connect with Alexander Limpert on LinkedIn to learn more about GuestReady and RentalReady.
Connect with Harold Lubberdink to learn more about Happy.Rentals.
Key STR Trends
INDUSTRY CHECK-IN
The European Union has taken a clear position on short-term rentals. New regulation is moving forward as part of a broader effort to address the continent’s growing affordable housing shortage.
Across major urban hubs, young people, workers, and families are being priced out of city centers. What was once treated as a local or national issue has escalated into a challenge affecting cities across Europe and now sits high on the EU policy agenda.
In policy discussions, some officials have gone as far as framing housing pressure as a contributing risk factor to political instability and the rise of extremist views.
At the same time, the EU has been explicit on one point. This is not a ban on short-term rentals. The framework gives local authorities more room to act, provides clearer regulatory guidance, and establishes stronger legal grounds for enforcement.
This article breaks down rent increases across Europe and outlines the additional measures the EU plans to introduce.
COMING UP NEXT
On December 29, STR Global Unlocked will release a solo episode with Simon Lehmann.
In this episode, Simon reflects on 2025 in the short-term rental industry: what shifted, what challenged long-held assumptions, and what lessons stood out as the industry continued to mature. He also shares what he believes will matter most in the near term, based on the conversations and patterns observed throughout the year.
FOLLOW STR GLOBAL UNLOCKED »
Weekly News
WORTH A READ
Want to dig deeper into the industry? Each edition highlights key news, data, and technology shaping the short-term rental market.
Annoying Fees
A poll of more than 2,000 Americans shows a growing preference for hotels over short-term rentals, driven by hidden or unclear fees.
6,000 short-term rentals phased out
Maui has begun phasing out more than 6,000 short-term rental properties following the approval of Bill 9. The rollout faces multiple challenges, outlined in this piece.
A new view on classic destinations
Vacation portal Holidu analyzed popular and affordable winter travel options across well-known destinations, offering a fresh perspective on seasonal travel.
CLOSING THOUGHTS
Europe remains one of the most competitive and complex regions for short-term rental growth.
This week’s episode is a reminder that while operators may follow different playbooks, one factor consistently determines long-term success: trust.
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