Stay Texas says nearly half of bookings now come direct

By AI, Created 9:43 AM UTC, May 20, 2026, /AGP/ – Stay Texas Hospitality Group says nearly 50% of reservations on its Fredericksburg-based platform now come through direct booking, far above the U.S. vacation rental industry average. The result highlights how a local operator can reduce OTA dependence, keep more revenue per stay and build a guest relationship it controls.

Why it matters: - Stay Texas Hospitality Group is showing a way for vacation rental managers to reduce dependence on Airbnb, VRBO and other online travel agencies. - Direct bookings avoid typical OTA commissions of 15% to 25% per reservation, which can improve owner revenue without reducing volume. - The company’s performance matters in a market where direct booking growth is a top goal for many property managers.

What happened: - Stay Texas Hospitality Group reports that nearly 50% of its reservations come through its own direct booking platform. - The Fredericksburg, Texas company says that rate is well above the industry norm. - Industry research cited by the company shows direct booking sites captured about 34% of all U.S. vacation rental bookings in 2024. - The company was founded in 2013 by Matt and Jenna Durrette. - Stay Texas manages luxury vacation rentals and property management services across Texas Hill Country destinations.

The details: - Stay Texas says its direct booking results come from more than a decade of brand-building in the Texas Hill Country. - The company has invested in a proprietary booking website. - Stay Texas uses search advertising and pay-per-click advertising to drive traffic to its platform. - A dedicated reservations team supports the booking process. - A 5% repeat-renter discount encourages guests to book directly again. - The company lists properties on more than 20 booking channels, including Airbnb, VRBO, Marriott Hotels & Villas, Booking.com and TripAdvisor. - Stay Texas absorbs all listing fees across those channels. - The company says that direct bookings increase the revenue retained on each reservation because fewer fees are paid out to intermediaries. - Stay Texas also offers curated local guides, concierge recommendations for wineries, dining and outdoor experiences, and 24/7 support from staff based in its East Main Street office in Fredericksburg. - The company says that on-the-ground staffing strengthens the guest experience compared with remote or technology-only managers.

Between the lines: - Stay Texas is not just competing on inventory. The company is competing on brand, repeat business and control of the customer relationship. - A direct-booking-heavy model can give a property manager more pricing power and more data about guests. - For homeowners, the pitch is simple: more direct reservations can mean lower acquisition costs and better margins.

What’s next: - Stay Texas is likely to keep pushing direct bookings as the centerpiece of its growth strategy. - The company is positioning that model as a differentiator for Hill Country homeowners comparing management partners. - Broader industry pressure to grow direct bookings suggests more competitors may try to copy parts of the strategy.