Airbnb’s New Off-Platform Policy: 4 Things Hosts Need to Know

As of April 17, 2025, Airbnb has implemented a new Off-Platform Policy—and for hosts, it’s more than just another update. It’s a clear sign that the platform is tightening its control, and if you’re relying solely on Airbnb for bookings, it’s time to take a closer look at your strategy.

Let’s walk through what’s changing, why it matters, and how you can use this moment to create a more sustainable, guest-centric business model.

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What Is Airbnb’s Off-Platform Policy?

Airbnb’s new policy outlines several key restrictions designed to keep more of the guest experience within their ecosystem. Here are the major updates:

• Hosts cannot ask for or accept payments off-platform (even for things like pet fees or pool heating).

• Hosts cannot direct guests to external apps or websites to access their stay details or complete any part of the check-in process.

• Communication that encourages off-platform bookings or reviews is not allowed.

• Collecting guest information not legally required (such as emails or phone numbers for marketing purposes) is also restricted.

There are a few exceptions—mostly for tax collection in certain areas or in-person services—but the takeaway is clear: Airbnb wants to manage the entire guest journey.

Why This Matters for Hosts

Let’s pause here—because this is a big deal.

The new policy doesn’t just limit marketing. It cuts off your ability to build relationships with your guests. Without that info, you can’t send post-stay emails, offer return-guest discounts, or share anything that helps build a long-term relationship. Once the stay is over, your connection with that guest ends—and if Airbnb is your only channel, so does your ability to grow beyond the platform.

This policy isn't shocking—it’s consistent with the direction most OTAs have been heading. But it is a clear reminder that if Airbnb is your primary (or only) booking channel, your business is increasingly subject to rules you don’t control.

What happens when your listing is suddenly removed, visibility drops, or new policies impact how you host?

For many, this policy is a much-needed prompt to start building a more resilient and independent strategy.

The Case for Direct Booking

Let’s talk about guest preferences for a moment.

According to Skift Research, 55% of travelers prefer to book directly with the accommodation provider rather than through a third-party platform. And a recent industry report by iPropertyManagement noted that 67% of travelers believe booking directly is more cost-effective than using platforms like Airbnb or Booking.com. Stats also prove this: Direct bookings represented a 63% share of online gross bookings in 2021.

Guests often choose direct booking for:

• Better pricing (no added service fees)

• More flexibility

• A more personal, seamless experience

But direct booking isn’t just better for the guest— it’s a smart business move for hosts, too.

Here’s why offering direct bookings can be a smart move for hosts:

• Higher profit margins: You eliminate OTA commission fees, meaning more money stays in your pocket.

• Control over customer data: You gain access to guest information, making it possible to build relationships, share future offers, and encourage repeat stays.

• Customized experience: You can offer room upgrades, special add-ons, and exclusive deals that platforms like Airbnb may restrict or make clunky to deliver.
  
  

Why Diversifying Is Smart Business

This policy isn’t about punishing hosts—it’s about protecting Airbnb’s business. And that’s exactly why hosts need to do the same. Diversification means building a business that doesn’t rely on a single channel or set of rules. It gives you more ownership, more flexibility, and more peace of mind.

Here’s what that could look like:

1. Build a Direct Booking Website

Your site doesn’t need to be fancy—it just needs to work. Think of it as your digital front door: it should reflect your property's vibe, give guests a taste of the experience, and make it incredibly easy to book.

Here’s a simple checklist to get started:

• Clear, high-quality photos of your space

• Easy-to-navigate layout (especially on mobile)

• Prominent “Book Now” button on every page

• Social proof with guest reviews

• Fast load time and simple checkout process

The goal? Remove friction. If someone is interested, don’t make them dig—let them book in just a few clicks.

2. Use a Booking Engine That Works for You

This is where tech makes your life easier. A booking engine powers your calendar, automates reservations, and handles payments—while syncing with platforms like Airbnb if you’re still using both.

Tools like Lodgify, Guesty, or Hospitable are great for hosts who want to streamline without sacrificing control.

Bonus: If you're using a PMS that integrates with Airbnb, you can still collect essential guest details like email addresses, IDs, and signed rental agreements. This is key if you’re transitioning toward direct bookings—you’ll already have the systems in place to support that shift. Just avoid asking for these directly in the Airbnb platform.

3. Strengthen Your Brand and Guest Experience

With direct booking, you’re not just offering a place to stay—you’re offering a branded guest experience. That means every guest touchpoint—from your Instagram to your welcome note—can reflect the values and vibe of your space.

Here’s why branding matters:

• It builds trust: Guests are more likely to book with someone who feels established and consistent.

• It sets expectations: A well-branded site and booking experience signals what’s to come—in comfort, cleanliness, and hospitality.

• It keeps you top of mind: Whether it’s through your social media, emails, or a great stay, strong branding helps guests remember you (and recommend you).
  

When your brand is dialed in, guests don’t just remember where they stayed—they remember how it felt. And that’s what brings them back.

What This Doesn’t Mean

Let’s be clear: this isn’t about abandoning Airbnb. For many hosts, the platform is still going to be an important part of your strategy—especially for visibility and reaching new audiences.

But relying on one channel leaves your business vulnerable to policy changes, algorithm shifts, and support limitations. Having a direct booking option gives you control over your guest experience and a stronger foundation to grow your business from.

Final Thought

If this new off-platform policy has sparked some concern, you’re not alone—and you’re not behind. Many hosts are in the same place, rethinking how they can create a more stable, profitable business.

If you're ready to diversify your booking channels, build guest loyalty, and gain more control over your business, now is a great time to get started.

Thinking about building a direct booking site for your property?

At Studio MADM Co, we help STR hosts create high-converting, beautifully branded websites that reflect your space, attract your ideal guest, and make booking a breeze.

Whether you're starting from scratch or refreshing what you’ve got, we’re here to make the process feel doable for hosts who are ready to grow beyond the platforms. Learn more about working together here.