Is the Vacation Rental Market Changing? Reflections from a Longtime Host

After hosting vacation rentals since 2005, I have learned that every season feels a little different.

This spring, as we prepared Cottage on High in Wolfeboro, New Hampshire for another summer season, I found myself wondering what many vacation rental owners are asking: Has the short-term rental market changed? The answer appears to be yes.

Across New Hampshire and many vacation destinations throughout the country, the number of vacation rentals has grown significantly over the past several years. In some Lakes Region communities, active short-term rental listings have increased dramatically as investors and second-home owners entered the market. At the same time, occupancy rates remain healthy but are spread across a larger number of properties.

As owners, it can be tempting to focus on booking calendars and occupancy percentages. Yet after more than twenty years in the business, I have come to believe there is a more important question:

What kind of experience are we creating?

Our cottage is an investment, but it is also a place we enjoy ourselves during the off-season. That influences every decision we make. We are not trying to create a party house or a luxury resort. We are simply trying to offer a comfortable New Hampshire cottage experience that feels welcoming and genuine.

Before each guest arrives, we turn on lights, check the Wi-Fi and televisions, leave a personalized welcome note, bake homemade treats, and place fresh flowers from our garden on the table. The flowers change throughout the season. In spring it might be lilacs. Later in summer it could be hydrangeas or black-eyed Susans.

Do guests book because of the flowers? Probably not.

But those small touches help create something that is becoming increasingly rare: confidence.

Every traveler arrives with a little uncertainty. They hope the property will be clean. They hope the photos accurately represent the home. They hope they made the right choice.

When guests walk through the door and immediately relax, you know you have succeeded.

Our first guests of the season were five young men in town for a wedding. If you are a vacation rental owner, you can probably imagine my concern. Thankfully, they were terrific guests who treated the cottage with care and left a five-star review.

What struck me most was not the rating itself but the simplicity of their comments. They didn’t mention Wi-Fi speeds, television sizes, or amenities. Instead, they simply said they enjoyed their stay and hoped to return someday. That is what most vacation rental owners are really trying to achieve.

As the market becomes more competitive, I believe authenticity matters more than ever. Travelers have endless choices. They can book waterfront mansions, luxury condos, tiny houses, cabins, and cottages.

The properties that stand out are often not the largest or most expensive. They are the ones that feel cared for.

There will always be guests looking for bargains, just as there will always be owners chasing maximum occupancy. But for us, the goal remains unchanged after all these years: provide an honest, comfortable place where people can slow down, enjoy time with family and friends, and experience the Lakes Region.

The booking trends may change from year to year. Hospitality never goes out of style.