Airbnb, Booking or direct booking? Why savvy travelers (and owners) are skipping the middleman

For years, booking platforms like Airbnb and Booking.com have been the undisputed kings of the vacation rental world. They offered convenience, a wide selection, and a sense of security that made them the go-to for both travelers and property owners.

But the landscape is shifting.

More and more, savvy travelers — especially those seeking upscale, one-of-a-kind stays — are looking beyond the booking giants. They’re seeking direct connections, personal touches, and experiences that feel more authentic, more human, and, frankly, less transactional.

And it’s not just guests driving this trend. Owners of high-end properties in Tenerife are also rethinking their reliance on platforms, recognizing that the true value lies in building direct relationships with their guests, on their terms.

In this guide, we’ll explore what’s fueling this shift toward direct bookings, why it’s gaining momentum in Tenerife’s premium market, and how both owners and travelers stand to benefit from cutting out the middleman.

The hidden downsides of platforms

Let’s be clear — platforms like Airbnb and Booking.com still play a role, especially when it comes to visibility and reaching a wide audience. But for both guests and owners, the honeymoon phase with these platforms is wearing off.

For travelers, the charm of discovering a cozy home or stylish apartment can quickly fade once they encounter surprise service fees, impersonal booking processes, or the frustrating feeling of being ‘just another booking’ in the system. The same goes for owners. While platforms provide a steady flow of inquiries, they also dictate strict policies, charge hefty commissions, and limit how much control owners have over their own guest experience.

You might own a stunning villa with ocean views and top-tier amenities — but if your guest’s first and only interaction is through a platform message thread, much of that personal connection and warmth is lost before they even step through the door.

And let’s not forget the financial side. Those platform fees can quietly chip away at profits for owners, while driving up the final price for guests, making the entire experience less attractive for both sides.(If you’re curious, here’s Airbnb’s own fee breakdown).

Why direct booking is booming in Tenerife

In Tenerife, where luxury travel is booming and guests seek more than just a roof over their heads, direct booking is gaining serious ground. Discerning travelers — especially couples, families, and groups of friends looking for an elevated experience — want to feel connected to the property, the host, and the destination from the very first click.

They want to ask questions, request personalized services, and feel that their stay is tailored to their needs, not just slotted into an automated system. This is where direct booking shines.

For owners, the benefits are just as compelling. Direct booking means:

• No middleman eating into your profit margins

• Full control over pricing, policies, and the guest journey

• The freedom to build loyalty, repeat bookings, and even personal recommendations without being bound to platform rules

In Tenerife’s high-end market, this can make the difference between a one-time guest and a loyal visitor who returns year after year, recommends your villa to their friends, and treats your property with the respect it deserves.

How to make direct booking feel safe, smooth, and effortless

Of course, both guests and owners have been conditioned to believe that platforms are ‘safer’. That’s where a professional, trustworthy direct booking process becomes key.

Today, many property managers — including us at Hermosa Rentals — offer secure, seamless direct booking experiences through our websites. This ensures guests still feel protected, with clear terms, easy communication, and secure payments, all while enjoying a more personal, tailored journey. For owners, this approach offers the best of both worlds: the peace of mind that comes with professional support, while still owning the guest relationship fully.(Want to see how we handle direct bookings for our owners? Let’s chat.)

Direct booking isn’t about cutting corners — it’s about cutting the noise, the extra costs, and the layers that often strip away the personal connection from the rental experience.

Final thoughts

In Tenerife’s premium vacation market, direct booking is no longer a niche option — it’s becoming the gold standard for travelers and owners who value connection, service, and authenticity. It’s about elevating the experience for both sides, creating meaningful stays, and turning one-time visitors into lifelong fans.

And in the process? Owners get to enjoy higher profits, more control, and the satisfaction of knowing their property is part of something more personal than a booking number.

(Curious how direct booking fits into your overall rental strategy? You might also enjoy our guide on DIY vs premium property management in Tenerife).