A September 2026 survey of 1,002 respondents reveals that 67% of travelers are now highly likely to bypass major platforms like Airbnb or Vrbo in favor of direct marketplaces. This transition is driven by a desire to avoid hidden service fees and manage accommodation budgets, which for 64% of travelers reach approximately $2,500 per trip.

Eric Goldreyer, founder and CEO of Savvy, suggests the trend reflects a broader demand for upfront pricing and direct communication with property managers. Beyond seeking lower rates, travelers prioritize transparent fee structures as a primary factor in their decision-making process. To mitigate rising costs, nearly 44% of those surveyed are already utilizing direct booking channels, while others are shifting their travel dates to off-peak periods or actively avoiding sites with high service markups.