By: Stuart Kerr, Travel Correspondent
Published: 06/08/2025 · Updated: 06/08/2025
Contact: editorial@holidaymate.com | About the Author
A Shift Away from the Mega‑Platforms
The short‑term rental boom in Europe, once dominated by platforms like Airbnb and Booking.com, is entering a new phase. In 2025, travellers are increasingly seeking quieter, more sustainable, and more community‑connected alternatives. From home‑swap networks to cooperative booking platforms focused on rural revival, the European holiday rental market is being reshaped by travellers looking to escape both crowds and commissions.
This shift isn’t just anecdotal. A Condé Nast Traveller report on 2024–2025 travel trends shows that travellers, especially Millennials and Gen Z, are prioritising slower, more intentional trips. One major outcome? A return to home sharing, but on new terms.
Home‑Swap Networks Making a Comeback
Platforms like HomeExchange are experiencing a renaissance. With a model built around mutual trust and a points‑based exchange system, HomeExchange now connects hundreds of thousands of homes across Europe. It appeals to travellers tired of unpredictable pricing and service fees, offering a return to the core ideals of shared travel.
The Wikipedia overview notes that the platform spans over 150 countries but has seen sharp growth in France, Spain, and Italy—countries where local tourism boards are keen to promote longer, off‑peak stays.
In cities like Valencia and Annecy, home‑swappers are now forming micro-communities, building relationships with hosts rather than transactions. This reintroduces something Airbnb once claimed to offer: human connection.
New Ethical Alternatives: Fairbnb, Kindred & Local Co‑Ops
Alongside home‑swapping, travellers are embracing booking sites with social or environmental missions. According to The Guardian, platforms like Fairbnb donate part of their commission to community projects, while Kindred operates a vetted, members-only swap network tailored to remote workers.
These alternatives reflect a deeper frustration with big platforms. Hosts are increasingly rejecting algorithmic pricing, restrictive terms, and opaque review policies. Meanwhile, guests are looking for transparency, character, and a sense of giving back to the places they visit.
Cooperative regional portals—like Italy’s “Albergo Diffuso” model or rural village networks in Portugal and Slovenia—are also drawing attention. Many now integrate direct bookings, multi-day itineraries, and heritage preservation efforts.
The Appeal of Localism and Longer Stays
Value is also a driving force. TimeOut recently reported a surge in demand for home swapping, particularly among families and retirees. Unlike traditional rentals, home‑swapping allows guests to experience a destination like a local, without the high costs or cleaning fees.
A growing number of European tourism boards now actively encourage home-exchange programs as part of “slow tourism” initiatives. These efforts are supported by funding aimed at revitalising small towns suffering from population decline.
In this context, the preference for village homes, countryside cottages, or city-edge flats over centrally located Airbnb apartments is part lifestyle, part economics.
The Data Behind the Shift
A PDF report by Oxford Economics and Airbnb confirms that travellers are increasingly favouring destinations outside major hubs. Nearly 45% of Airbnb guest spending in Europe now takes place in non-urban areas, a figure expected to grow through 2026.
At the same time, rising service fees and regulatory pushback are nudging both hosts and guests toward decentralised options. With remote work now embedded in many European work cultures, flexible, peer-to-peer accommodation is no longer niche.
In rural France, for example, home-swap stays during the spring 2025 season increased by 36% year-on-year. That trend is expected to continue as digital workers mix work and leisure in less obvious destinations.
What It Means for Travellers
Travellers in 2025 are navigating an ecosystem of platforms—some corporate, some grassroots—and voting with their clicks. For some, it’s about escaping rising prices. For others, it’s about principle: rejecting the dominance of the algorithm and reclaiming the freedom to connect directly with real people and places.
The European travel market has long been fragmented, but now it’s also becoming more localised, values-driven, and cooperative. That might not be good news for tech giants—but for travellers with a conscience, it’s a long-awaited shift.
About the Author
Stuart Kerr writes about travel, tourism, and mobility across Europe for Holidaymate.com. You can reach him at editorial@holidaymate.com. Read more of his work here.
