Channel Diversification: Why Reaching Guests Beyond the Major OTAs Matters

Relying on one or two major booking platforms can be an effective way to reach a large audience, but it also means that a significant part of your business depends on decisions made by those platforms.

Algorithms change. Search visibility changes. Fees and conditions evolve. And, as recent developments around Google Vacation Rentals in the European Economic Area (EEA) demonstrate, regulation can also change how and where travelers discover vacation rentals.

That’s why our latest webinar, Channel Diversification with HomeToGo, focused on a simple idea: don’t put all your bookings in one basket.

Together with HomeToGo, we explored what channel diversification can look like in practice, why reaching beyond the largest OTAs can be valuable, and how Smoobu users can connect to a broader distribution ecosystem without having to manage every channel separately.

We also received many questions during the webinar. In this follow-up, we recap the main topics covered and bring together the most important questions from the session.

Google Vacation Rentals in the EEA: What changed?

One of the most important topics discussed during the webinar was the changing landscape of Google Vacation Rentals in the European Economic Area.

The EU's Digital Markets Act (DMA) aims to make digital markets fairer and more competitive. Among other requirements, it prevents designated "gatekeepers" from treating their own services more favorably in rankings than comparable third-party services.

Against this regulatory backdrop, Google removed its dedicated Vacation Rentals unit from Search in the EEA on September 8.

For hosts, the important distinction is between what changed and what didn't.

What changed?

• The dedicated Google Vacation Rentals unit was removed from Search in the EEA.
• Guests searching from within the EEA no longer see this dedicated vacation rental search module.
• As a result, traffic previously generated through this particular Google placement may decrease.

What didn't change?

Your properties don't simply disappear from the internet as a result of this change.

Google Maps and Google Hotels remain active, and travelers searching from outside the EEA can still see Google's Vacation Rentals module.

Importantly for Smoobu users, the Smoobu → HomeToGo connection also remains active, including the wider distribution opportunities available through the HomeToGo ecosystem.

The development highlights one of the central messages from our webinar: distribution channels can change.

Whether because of regulation, algorithms, product decisions or changing traveler behavior, the way a platform generates visibility today isn't guaranteed to remain exactly the same tomorrow.

Diversification can therefore be about more than generating additional bookings. It can also help build a more resilient distribution strategy.

Why diversify your booking channels?

Targeting the majority of travelers doesn't necessarily mean reaching the entire market.

Different booking platforms attract different audiences. Travelers can differ in where they live, how far in advance they book, what type of accommodation they're looking for and what kind of trip they're planning.

Expanding your distribution can therefore create several opportunities.

• Reach different guest profiles. Different platforms can appeal to different demographics, markets and types of trips. Diversifying can help you reach travelers outside the audience you already capture through your primary channels.
• Smooth out seasonality. Booking windows and travel purposes vary between audiences. Additional channels can potentially help fill periods where your strongest platform generates less demand.
• Build greater business continuity. A technical outage, payment hold, account issue or change in visibility on one platform can have a much larger impact when almost all bookings depend on that platform. Multiple sources of demand can reduce that concentration.
• Reduce exposure to individual markets. Demand from a particular country or guest segment can fluctuate. A broader distribution strategy can give your property exposure to different markets.

Diversification doesn't necessarily mean manually creating and managing listings everywhere. The goal is to find a distribution setup that expands your reach while remaining manageable.

What is HomeToGo?

Founded in Berlin in 2014, HomeToGo started as a vacation rental metasearch business and has developed into a broader platform for vacation rental homeowners and property managers.

Today, HomeToGo operates local apps and websites across more than 30 countries.

One of the key ideas we explored during the webinar was the opportunity to use one listing to access a broader distribution ecosystem.

Through the Smoobu and HomeToGo connection, hosts can extend their reach beyond the major OTAs and access additional distribution opportunities, including platforms such as TUI, Lidl, ferienhaus.de, CaseVacanza.it, Amivac, e-domizil and Interhome, depending on the applicable distribution setup.

Instead of thinking only in terms of "another OTA," the idea is to think about the additional audiences that a broader network can make accessible.

What are the potential benefits of HomeToGo?

For hosts already receiving bookings through major platforms, the objective isn't necessarily to replace those channels. Instead, HomeToGo can become another part of a diversified distribution strategy.

One potential benefit is additional reach. Smaller or more locally focused booking platforms may have audiences that aren't identical to those of the largest international OTAs.

This can be particularly relevant when trying to attract guests from different countries or reach traveler segments that aren't finding your property through your existing channels.

A second benefit is simpler distribution. Rather than treating every additional booking website as a completely separate sales channel, the HomeToGo ecosystem can provide access to multiple distribution opportunities through one connection.

Finally, the webinar covered the commercial models available through HomeToGo and Google Vacation Finder. For example, Flex bookings through Google Vacation Finder were presented with 3% payment processing, compared with a standard HomeToGo commission starting at 15%+, depending on the applicable model.

Of course, expanding distribution also raises practical questions: How are prices synchronized? What happens with guest communication? Does being present on more platforms affect your visibility elsewhere? And which model makes sense for a particular property?

Those were exactly the kinds of questions our webinar participants raised.

Your Questions About Channel Diversification & HomeToGo

We received a large number of questions before and during the webinar. We've combined similar questions below so that the most common topics are easier to navigate.

HomeToGo availability and getting started

1. Is HomeToGo available to hosts in France and Austria, and if not, when is direct onboarding expected to become available in these markets?

• France: Direct onboarding is actively being developed, with availability expected by the end of 2026.
• Austria: Integration is currently not possible and will not be available before 2027.

2. In which other countries is HomeToGo currently available, and are there any particular differences for hosts in markets such as the Netherlands, Spain, Mexico, the US, or Australia?

• Main Listing Platform: Standard operations apply across most global markets without regional variations.
• United States Market: Due to specific local regulations, the US operates on a dedicated platform using exclusively a subscription and inquiry-based model (covering the United States, Puerto Rico, and the U.S. Virgin Islands).
• Supported Countries on Main Platform: Albania, Algeria, American Samoa, Andorra, Angola, Anguilla, Antarctica, Antigua and Barbuda, Argentina, Armenia, Aruba, Azerbaijan, Bahrain, Bangladesh, Belgium, Belize, Benin, Bermuda, Bhutan, Bolivia, Bosnia and Herzegovina, Bouvet Island, British Virgin Islands, Brunei, Bulgaria, Burkina Faso, Cameroon, Cape Verde, Caribbean Netherlands, Cayman Islands, Chad, Chile, China, Christmas Island, Cocos (Keeling) Islands, Colombia, Comoros, Cook Islands, Costa Rica, Croatia, Curaçao, Cyprus, Czechia, Côte d'Ivoire, Denmark, Djibouti, Dominica, Dominican Republic, Ecuador, Egypt, El Salvador, Equatorial Guinea, Eritrea, Estonia, Ethiopia, Falkland Islands, Faroe Islands, Micronesia, Fiji, Finland, Gabon, Georgia, Germany, Gibraltar, Greece, Greenland, Grenada, Guam, Guernsey, Guyana, Heard Island and McDonald Islands, Honduras, Hong Kong, Hungary, Iceland, India, Indonesia, Ireland, Isle of Man, Israel, Italy, Japan, Jersey, Jordan, Kazakhstan, Kenya, Kiribati, Kosovo, Kuwait, Kyrgyzstan, Laos, Latvia, Lebanon, Lesotho, Liberia, Liechtenstein, Lithuania, Luxembourg, Macau, Madagascar, Malawi, Malaysia, Maldives, Malta, Marshall Islands, Mauritania, Moldova, Monaco, Mongolia, Montserrat, Morocco, Mozambique, Namibia, Nauru, Nepal, Netherlands, New Zealand, Nigeria, Niue, Norfolk Island, North Macedonia, Northern Mariana Islands, Norway, Oman, Palau, Palestine, Papua New Guinea, Paraguay, Peru, Philippines, Pitcairn Islands, Poland, Portugal, Qatar, Republic of the Congo, Romania, Rwanda, Saint Helena, Saint Kitts and Nevis, Saint Lucia, Saint Vincent and the Grenadines, Samoa, San Marino, Saudi Arabia, Senegal, Serbia, Seychelles, Sierra Leone, Sint Maarten, Slovakia, Slovenia, Solomon Islands, South Africa, South Georgia, South Korea, Spain, Sri Lanka, Suriname, Svalbard and Jan Mayen, Swaziland, Sweden, Switzerland, São Tomé and Príncipe, Taiwan, Tajikistan, Tanzania, Thailand, The Gambia, Timor-Leste, Togo, Tokelau, Tonga, Tunisia, Turkey, Turkmenistan, Turks and Caicos Islands, Tuvalu, United Arab Emirates, United Kingdom, US Minor Outlying Islands, Uruguay, Uzbekistan, Western Sahara, Zambia, and Åland Islands.

3. How does a Smoobu user get started with HomeToGo, and where can the HomeToGo connection be found within Smoobu?

1. Create your listing directly on HomeToGo and make sure your listing is live and your HomeToGo account is verified.
2. Once your listing is live, log into your Smoobu account.
3. Navigate to Channels and find Google Vacation Finder / HomeToGo.
4. Click Connect, confirm the connection on HomeToGo, and map your Smoobu properties to the corresponding HomeToGo listings.

For detailed instructions, see Smoobu's step-by-step guide to connecting HomeToGo.

4. If I already manage several properties in Smoobu, do I need to create every HomeToGo listing manually, or can my existing property information be transferred? 

Each property must currently be created manually on HomeToGo before establishing the channel connection in Smoobu.

5. How long does it normally take for a property to be fully set up on HomeToGo, and what requirements does a listing need to meet to be accepted? 

Review and verification typically take 48 to 72 hours after you submit the required documentation. 

6. If my property already appears on HomeToGo even though I didn't create the listing myself, where does that listing come from, and do I still need to create a separate HomeToGo listing?

HomeToGo aggregates listings from multiple partner channels. To identify the exact source channel of an existing listing, send the listing link to [email protected]. If you choose to create a direct HomeToGo listing, your direct listing will take priority and display over existing partner listings.

Smoobu and HomeToGo integration

7. How does the Smoobu–HomeToGo connection prevent double bookings?

Smoobu keeps availability synchronized across your connected channels. Confirmed HomeToGo bookings are automatically imported into Smoobu, while new bookings or blocked dates in Smoobu are sent to HomeToGo within minutes. This keeps calendars aligned and significantly reduces the risk of double bookings.

8. Which information is synchronized between Smoobu and HomeToGo — availability, prices, minimum stays, restrictions and other booking conditions?

The integration synchronizes availability, prices and minimum stays, as well as confirmed bookings. HomeToGo-specific settings in Smoobu also let you configure conditions such as minimum and maximum stays, booking lead time, arrival days, check-in/check-out times and length-of-stay discounts.

Where no date-specific price or minimum stay is set, HomeToGo defaults may apply, so it’s best to set both for every period you offer.

9. Does dynamic pricing work with the HomeToGo integration, and can I continue using a pricing tool such as PriceLabs through Smoobu?

Yes. There are no specific restrictions on using dynamic pricing with the HomeToGo integration. Because the integration works directly through Smoobu, pricing and minimum-night requirements received in the Smoobu calendar can be passed on to HomeToGo as usual.

This means you can continue using a dynamic pricing solution such as PriceLabs with Smoobu. The pricing tool updates your rates in Smoobu, and Smoobu then communicates the relevant pricing and minimum-stay information to HomeToGo.

For more information on setting up dynamic pricing, see Smoobu’s help center guides for Smoobu Dynamic Pricing and other pricing solutions.

10. Can automatic guest messages created in Smoobu also be sent to guests who book through HomeToGo?

Yes. Automatic guest messages can be sent to guests who book through HomeToGo, provided an email address is included with the reservation. Once a HomeToGo booking is confirmed and imported into Smoobu, the guest can receive your configured automatic messages via email.

Keep in mind that HomeToGo booking inquiries are not synchronized with Smoobu. The reservation must first be confirmed before it is imported.

11. How should properties with multiple separately bookable units at the same address be set up, and does listi ng units individually or as a multi-unit property affect their visibility in HomeToGo search results?

Each separately bookable unit should be correctly set up and mapped so that Smoobu can accurately synchronize its prices and availability with HomeToGo.

Whether listing units individually or as a multi-unit property affects their visibility in HomeToGo search results is determined by HomeToGo. Smoobu does not control or influence a property’s visibility or ranking on the HomeToGo platform; the integration provides HomeToGo with pricing and availability information.

For questions about how different property or multi-unit setups may affect search visibility, we recommend checking directly with HomeToGo.

HomeToGo commissions and pricing models

12. What commission does HomeToGo charge, and are there any additional fees on top of the advertised commission?

• Flex Plan (15% Commission): The standard pay-per-booking model. Bookings originating directly through Google Vacation Finder under this plan are subject only to a reduced 3% payment processing fee instead of the standard 15% commission.
• Flat Plan (Subscription): Starts at €249.00 per property/year. Offers 0% commission per booking, subject only to a 1.7% payment processing fee per transaction.

13. What is the difference between HomeToGo's Flex/commission model and its Flat Plan, and what are the advantages of each?

• Flex Plan: Charges 15% commission per completed booking. Best suited for lower booking volumes or seasonal listings with lower revenue where upfront costs are minimized.
• Flat Plan: Charges an annual subscription (from €249.00) with 0% commission and a 1.7% booking processing fee. Ideal for properties with higher price points or higher booking volumes, leading to substantial overall commission savings.
• Flexibility: Hosts can switch between the Flex and Flat plans at any time.

14. Is the Flat Plan charged per property, and can it be used when the properties are managed through Smoobu? 

Yes. The Flat Plan subscription fee is billed per individual property and is fully compatible with properties managed via Smoobu.

15. Can I start with the commission model and switch to the Flat Plan later if HomeToGo generates enough bookings?

Yes. You can start on the Flex commission model and switch to the Flat Plan at any time once your booking volume justifies the subscription cost. (Cross-referenced from Q13).

16. Can the HomeToGo Flat Plan and the 3% Google Vacation Finder model be used together?

Under the Flat Plan, you pay 0% commission across all channels. Any booking received, including those from Google Vacation Finder, incurs only the flat 1.7% processing fee.

Google Vacation Rentals / Vacation Finder & EEA Regulatory Changes

17. How does the HomeToGo and Google Vacation Rentals/Vacation Finder connection work following the changes to Google Search in the EEA?

• Context: Effective September 8, Google removed the dedicated Vacation Rentals search module from general Google Search results for users within the European Economic Area (EEA) to comply with regional regulations.
  
• Impact in the EEA: Guests in the EEA no longer see the dedicated search box in general Google Search, which may lead to reduced traffic from that specific placement.
  
• What Remains Unchanged:
  • All property listings remain online and active.
  • Google Maps and Google Hotels modules remain fully operational.
  • Users searching from outside the EEA continue to see the standard Vacation Rentals module.
  • The Smoobu-to-HomeToGo connection remains fully active, including broad distribution across partner networks like TUI, Lidl, and ferienhaus.de.

18. If I list my property on HomeToGo, will it also be distributed to Google Vacation Rentals/Vacation Finder automatically?

Yes. Automatic distribution to Google Vacation Rentals is included when using the Flex plan.

19. Can I use Google Vacation Rentals/Vacation Finder without using the rest of the HomeToGo distribution ecosystem, or is a HomeToGo account required?

A HomeToGo account is required. Google Vacation Finder cannot be used without the rest of the HomeToGo distribution ecosystem.

20. What exactly does the 3% fee for Flex bookings through Google Vacation Finder cover, and are there additional commissions or fees?
The 3% fee is strictly a payment processing fee. It is the only fee charged for bookings generated via Google Vacation Finder under the Flex plan (the standard 15% commission is waived for these specific bookings).

21. How do the EEA changes affect properties that also appear on Google Maps or Google Hotels?

Properties that also appear on Google Maps or Google Hotels are not affected by the EEA Search changes. These placements continue to operate as usual, so no additional action is required from hosts.

Bookings, Payments, Guest Policies & Security

22. Who handles guest payments and cancellations for HomeToGo bookings, and can hosts continue to use their own cancellation policies?

• Payments: Guest payments are processed directly through HomeToGo.
• Cancellation Policies: Hosts retain control over their cancellation terms and configure their preferred cancellation policy directly within their HomeToGo account settings.

23. What level of control do hosts have over who can book? For example, can hosts apply guest requirements or communicate with potential guests before a booking?

Hosts can choose between two reservation modes:

• Instant Confirmation: Bookings are accepted automatically.
• On Request: Gives hosts manual control to evaluate each reservation request individually. Under this mode, hosts have a 24-hour window to communicate directly with potential guests before accepting or declining the booking.

24. How are guest reviews, damages, insurance, and security handled when a booking originates through HomeToGo or one of its distribution partners?

• Reviews: For direct HomeToGo bookings, guests can submit ratings and reviews in accordance with HomeToGo’s platform guidelines.
• Damages & Deposits: Security deposits are managed by the host outside of HomeToGo. Smoobu users can access Marketplace integrations such as ChargeAutomation or Swikly to help manage security deposits and related guest payment processes.
• Insurance: HomeToGo does not provide built-in host protection, structural coverage, or liability insurance. Hosts should therefore ensure they have appropriate independent insurance coverage. Smoobu users can also explore the StellarTrust integration available through the Smoobu Marketplace for vacation rental insurance solutions.

These Smoobu Marketplace integrations give hosts additional options for managing deposits, guest-related risks, and insurance alongside bookings received through HomeToGo.

Visibility, Reach & Channel Strategy

25. Does HomeToGo help me reach guests I wouldn't otherwise reach through Airbnb or Booking.com? 

Yes, definitely! HomeToGo operates as an extensive multi-channel distribution network. Beyond its primary channel, listings are distributed across specialized and experienced local European brands (e.g., Casevacanza, Amivac, E-Domizil, Casamundo) and major white-label platforms (e.g., Lidl, TUI, Interhome).

26. How can hosts improve their visibility and generate more bookings through HomeToGo without simply lowering prices or offering additional discounts?

Hosts benefit from HomeToGo's broad distribution ecosystem, which automatically exposes listings to specialized regional demographics, more niche vacation rental channels, and high-traffic partner vacation rental whitelables supported by HomeToGo (such as Lidl and TUI) without requiring price reductions.

27. Does the HomeToGo pricing model I choose affect the ranking or visibility of my property?

No. Choosing between the Flex Plan and the Flat Plan has no impact on listing visibility or search rankings.

28. If I distribute my bookings across more platforms, could lower booking volume on Airbnb or Booking.com negatively affect my ranking on those OTAs? 

Not necessarily. Airbnb and Booking.com consider many factors when determining search visibility, and booking volume is only one potential signal. Availability, pricing, conversion, listing quality, reviews and guest experience can also influence performance.

Diversifying across channels does not automatically lower your ranking. The key is to keep your listings competitive and your calendars accurate, while using a channel manager like Smoobu to synchronize availability and avoid double bookings.

29. How should hosts evaluate whether the additional reach and bookings from smaller channels justify the operational effort? 

By adding HomeToGo, hosts gain automatic redistribution across an entire network of partners while only needing to create and manage a single listing. When paired with Smoobu to automate calendar and pricing syncs, the operational effort is virtually zero for massive exposure.

Furthermore, HomeToGo's specialized network (including brands like TUI, Lidl, and regional European sites) targets unique international demographics that rarely overlap with traditional OTAs. This brings incremental demand rather than competing with your existing Airbnb or Booking.com volume, while simultaneously protecting your business through channel diversification.

30. Beyond adding more OTAs, what role should direct bookings and a host's own website play in reducing dependence on individual booking platforms? 

Direct bookings are an important part of a diversified distribution strategy. A host's own website provides an additional booking channel that isn't dependent on a single OTA's fees, policies or visibility.

OTAs remain valuable for reaching new guests, while a direct booking website can help build your own brand, strengthen guest relationships and encourage repeat bookings. Combining both approaches creates a more balanced distribution strategy and reduces reliance on any one platform.

Diversification doesn't mean being everywhere

One of the most interesting discussions during the webinar was whether diversification is always beneficial.

It's an important distinction: diversification doesn't have to mean listing on every platform available.

A successful distribution strategy should consider where your guests come from, which markets you want to reach, the cost of acquiring a booking, the amount of work required to manage each channel and how those channels fit together.

For some hosts, that could mean strengthening direct bookings while maintaining a presence on two or three major platforms. For others, accessing a broader ecosystem of regional and specialized platforms could open up valuable new audiences.

The objective is not simply to have more channels. It's to build a distribution mix that gives your business multiple ways to reach potential guests — without making day-to-day management unnecessarily complex.

And as the recent changes to Google Vacation Rentals in the EEA demonstrate, diversification can also provide something less visible but equally important: greater resilience when the digital travel landscape changes.