MANSFIELD, UK, 14 July — The Simply Owners Holidaymaker Survey 2026 has found that guests booking accommodation directly are moving beyond simple price-based decisions, and actively seeking the personal touch and accountability that only a direct relationship with a property owner can provide.
The report from the UK-based site offering holiday rentals with no commissions or booking fees found that 75% of respondents are likely or very likely to book direct again in the next 12 months, so owners who can master the “loyalty loop” and turn first-time guests into repeat direct bookers are well placed to capture that demand.
Communication is a clear reason to book direct
When choosing to book directly over an Online Travel Agency (OTA), the biggest draw is the human element. The survey found that 42% of guests choose to book direct specifically for the chance to speak with the property owner. Lower pricing ranked second most important at 29%, while 18% cited a preference for supporting a local business. This trend is likely to continue as AI becomes more and more embedded in booking flows and some guests seek out a more human experience.
Trust is the ultimate factor in a guest’s decision-making process. 49% of respondents named good reviews as their biggest “green flag” when evaluating a listing. The reverse is just as clear: bad or missing reviews are the biggest red flag of all, putting off 45% of respondents.
Market outlook remains stable
Despite economic and geopolitical headwinds, the outlook for direct booking in 2026 remains resilient. According to respondents, appetite for domestic UK travel is softening, with 31% of guests less likely to stay in the UK this summer compared to last year. However, holidaymakers are not cutting back on travel spend. 55% of respondents expect to spend about the same on holidays as last year, and 36% plan to spend more.
Regarding property preferences, location remains the undisputed king, named most important by 66% of guests, far ahead of specific amenities (22%) or parking (6%).
Rebecca Ward, CEO of Simply Owners, said:
“As we head into summer 2026, holidaymakers are confident and on the move. This survey shows that what turns a one-off direct booking into a habit is trust. It also reveals that the primary sources of trust are honest reviews and real conversations with the owner.
“A lower price matters to guests, but price is not what brings them back. Instead, they return for the owner: a real person who knows the area and can answer their questions. Guests are ready to book direct, and this report shows exactly how owners can give them a reason to do so.”
The full Simply Owners’ Holidaymaker Survey 2026 can be downloaded here.
About Simply Owners
Simply Owners is a private holiday rental site that connects guests directly with property owners, with no booking fees or third-party commissions. By removing intermediaries, the platform helps holidaymakers save around 20% compared to traditional booking sites. Founded in 2016, Simply Owners was created to challenge high-fee platforms and restore fairness and trust to the holiday rental experience, for both homeowners and holidaymakers. Simply Owners is rated 4.8/5 by Trustpilot users. Visit www.simplyowners.net for more information.
