As of April 21, 2025, Airbnb guests around the world will now see the total price of a listing—including all fees (nightly rate, cleaning, service)—by default in search results. While this may seem like a simple user interface tweak, it signals a profound shift in the economics and compliance landscape of short-term rentals.

For professional property managers, this update means it’s time to reevaluate pricing strategies, communication with owners, and how you structure fees across your portfolio.

This change didn’t happen overnight. It’s the result of evolving guest expectations, increasing regulatory pressure, and Airbnb’s efforts to standardize the guest experience.

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Timeline: How We Got Here (2019–2025)

• 2019: Airbnb implements total price display (incl. taxes) in the EU to comply with consumer protection laws.
  
• 2021–2022: Social media backlash against surprise cleaning fees and “bait-and-switch” pricing in the U.S. gains momentum.
  
• November 2022: Airbnb introduces an optional toggle for total price display in the U.S. and 200+ other markets.
  
• December 2024: The U.S. Federal Trade Commission (FTC) finalizes the Junk Fees Rule, mandating total price transparency for all platforms.
  
• April 2025: Airbnb makes total price display the default setting globally.
  
• May 2025: Airbnb’s updated Off-Platform Policy takes effect, requiring hosts to disclose all mandatory fees on-platform or include them in the nightly rate.
  

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What Changed: Airbnb’s Global Total Price Display

Airbnb now displays the full price (excluding taxes) by default when guests search for listings—no toggle needed. The change applies globally, making fee transparency a consistent part of the Airbnb booking experience.

This update builds on years of incremental change and follows a broader industry push against “drip pricing,” where fees are added only at checkout.

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Why It Happened: Pressure from Platforms and Policy Makers

a. Platform Strategy: Airbnb Tightens the Ecosystem

• Airbnb faced sustained criticism over hidden fees, especially high cleaning charges for short stays.
  
• To regain trust and reduce abandonment at checkout, Airbnb prioritized pricing clarity in both the UI and its ranking algorithm.
  
• This coincides with Airbnb’s broader shift toward a more controlled, OTA-like experience—without becoming a full OTA.
  

b. Regulatory Compliance: The FTC’s Junk Fees Rule

• Announced in December 2024, the FTC’s rule requires that all mandatory fees be included in advertised prices.
  
• The rule affects all platforms, including direct booking sites.
  
• Airbnb’s proactive compliance helps it stay ahead of enforcement while putting pressure on competitors.
  

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Key Differences: EU vs. US Implementation

Aspect	EU	US
Total Price Since	2019	2022 (toggle), 2025 (default)
Tax Display	Included in search	Shown at checkout
Legal Driver	EU Consumer Protection Law	FTC Junk Fees Rule (2024)
Platform Compliance	Mandated	Now enforced via policy & algorithm
Guest Expectations	Fully transparent	Evolving, varied

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What This Means for Professional Property Managers

a. Cleaning Fees Are Front and Center High cleaning fees will now be obvious upfront. Short stays with high fees may suffer in search visibility and conversion. Consider:

• Bundling fees into nightly rates
  
• Adding length-of-stay discounts
  
• Repricing short stays more competitively
  

b. You Must Declare or Bundle All Mandatory Fees

• Airbnb’s Off-Platform Policy (May 2025) requires all fees to be entered in designated fields.
  
• No field? Then they must be included in the nightly rate.
  
• Off-platform collection is restricted to a narrow list (e.g., resort or utility fees) for approved software-connected hosts.
  

c. Rankings Are Now Tied to Total Value

• Airbnb ranks listings based on total price and quality relative to similar properties.
  
• PMs should monitor booking performance, not just impressions, to assess impact.
  

d. Owner Conversations Need Updating

• Owners may see dips in bookings where fees appear inflated.
  
• PMs should educate owners on new visibility mechanics and recommend pricing adjustments accordingly.
  

e. Your Direct Booking Site Must Also Comply

• The FTC’s Junk Fees Rule applies to your own website too.
  
• Total price, including cleaning and service fees, must be displayed upfront—not just at checkout.
  

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Bigger Picture: Airbnb’s Strategic Play

This isn’t just about clarity—it’s about platform control. Airbnb is:

• Laying groundwork for a possible Host Marketplace with integrated upsells
  
• Reining in off-platform behavior
  
• Encouraging reliance on native tools (discounts, price tips, similar listings)

The endgame: a consistent, tightly managed guest experience where Airbnb owns the data, the pricing logic, and the guest relationship.

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What PMs Should Do Now

• Audit your listings: Check how your fees appear in search across devices.
  
• Clean up fee fields: Use the correct Airbnb fields or fold fees into nightly rates.
  
• Update owner communication: Explain changes and why price adjustments may be needed.
  
• Align your website: Make sure your direct booking funnel is FTC-compliant.
  
• Track data: Monitor booking conversions pre- and post-rollout to see which listings are affected.

This global rollout is a signal that short-term rental platforms are entering a new era—one of enforced transparency, platform-driven consistency, and increased operational discipline for professional managers. The best-prepared PMs won’t just survive it—they’ll thrive.