Airbnb vs Booking.com vs direct bookings: what actually pays off?
Every accommodation owner in Zakynthos has faced the same decision: Booking.com? Airbnb? Both? Or is it worth investing in your own direct bookings? There’s no single right answer — but there are numbers that speak for themselves.
How much do you keep from each booking?
Let’s start with the most concrete part: the commission you pay on each platform.
- Booking.com: 15–18% of the room rate
- Airbnb: 15.5% charged exclusively to the host — in Greece the host-only fee model applies, plus 24% VAT on the commission since February 1, 2025
- Direct booking: 0–2% (just the payment gateway cost if you accept cards)
For a property renting at €700 a week in summer, that’s €105–126 going to Booking.com per booking. Over a 4-month season at 75% occupancy, that can add up to €3,000–€5,000 a year — in commissions alone, before even factoring in VAT on the Airbnb side.
Booking.com: huge reach, but at a cost
Booking.com remains the most popular platform in Europe for tourist accommodation of every type.
Pros: huge traffic, easy availability and pricing management, a strong review system that builds trust fast, ideal for new properties without a reputation yet.
Cons: a 15–18% commission on every booking with no exceptions, you don’t know the guest before they arrive, competing against dozens of other properties on the same results page, and the guest “belongs” to Booking — you have no access to their details for future contact.
Airbnb: better for unique experiences
Airbnb has a different audience — travelers looking for an experience, not just a room. Ideal for villas, traditional houses, and properties with character.
Pros: attracts guests looking for an “experience,” you see the guest’s profile and reviews before accepting, ideal for villas and agrotourism, more flexibility in setting rules and cancellation policy.
Cons: a 15.5% host commission, plus 24% VAT on the fee in Greece (since 1/2/2025), less traffic than Booking.com for traditional hotels, more demanding guest communication, and platform rules that change often.
Direct bookings: the ideal, but it takes work
A direct booking is the gold standard: zero commission, a direct relationship with the guest, and loyal customers who come back year after year. It does, however, need a professional website with a built-in booking engine and proper SEO/Google Business Profile so guests can find you — I’ve covered exactly what that takes in the booking system guide.
Cons: upfront cost for a website, booking engine, and basic marketing, it takes time to pay off, and without an OTA presence you need an active online presence of your own to bring in new guests.
Comparison at a glance
| Booking.com | Airbnb | Direct | |
|---|---|---|---|
| Commission | 15–18% | 15.5% + 24% VAT | 0–2% |
| Traffic | Very high | Medium–high | Depends on you |
| Price control | Moderate | Good | Full |
| Guest relationship | Minimal | Good | Full |
| Best for | Everyone, especially new properties | Villas, unique stays | Properties with an existing reputation |
The strategy that works in Zakynthos
You don’t have to choose between them. The best approach combines all three: use Booking.com and Airbnb to fill gaps and win new guests, invest in your own website with a booking engine for repeat guests, and actively encourage guests who come through an OTA to book directly next time — a small incentive is enough. I’ve written in detail about these tactics in a separate article. The goal is to use OTAs as a “showcase” for new guests, while gradually converting more and more bookings to direct, commission-free ones.
In closing
Booking.com and Airbnb are useful tools, but they shouldn’t be your only strategy. Every direct booking you bring through your own website is money that stays in your pocket, and a customer who belongs to you.
See how I can help with booking systems or get in touch directly.