HomeToGo Expands Portfolio with Majority Stake in KMW Reisen and Super Urlaub, Taps Into Short Urban Breaks

Key Takeaways for Vacation Rental Managers:

• HomeToGo SE has acquired a 51% majority stake in KMW Reisen GmbH and Super Urlaub GmbH for approximately €31M, enhancing its vacation rental marketplace with thematic travel bundles.
• The deal includes the brands Kurz Mal Weg and Kurzurlaub, leading providers in the DACH market for thematic travel bundled with short trip hotel offerings.
• The acquisition allows HomeToGo to strengthen its worldwide marketplace on both demand and supply sides, adding new shoulder season offerings and upselling opportunities.
• Kurz Mal Weg and Kurzurlaub’s offerings, including wellness, sports, dining, and gift vouchers, complement HomeToGo’s high season demand and enhance its vacation rental supply.
• This acquisition paves the way for future cross-selling and redistribution of inventory across platforms, boosting occupancy and repeat bookings.
• It also enables HomeToGo to attract a growing segment of travelers interested in short city breaks, wellness and dining, supplementing its core offering of rural vacation rentals.
• The acquisition is in part a response to a European Travel Commission survey indicating that city breaks as the top planned leisure travel for Europeans in the next six months, suggesting a promising growth for this market segment.
• Kurzurlaub and Kurz Mal Weg will have access to HomeToGo’s global reach, vacation rental selection, technology, and marketing power while remaining operationally independent from HomeToGo.

About Kurz Mal Weg:

• Online marketplace for short trips in the DACH region (Germany, Austria, Switzerland) at kurz-mal-weg.de.
• Established in 2001, part of the Fit Reisen Group since 2016.
• Focuses on providing more than 19,000 travel offers with a technical expertise and comprehensive knowledge of the tour operator business.
• Based in Leipzig, Frankfurt am Main, and Hamburg.

About Kurzurlaub:

• Specializes in short trips in Germany, offering 30,000 bookable bundles at fair prices.
• Founded in 2005, with 18 years of industry experience.
• Provides top-quality city breaks, wellness trips, and seaside vacations.
• Operates both an online portal and a mobile app since 2017.
• Headquartered in Schwerin, with offices in Berlin and Vienna.

About HomeToGo:

• Founded in 2014, HomeToGo aims to make incredible homes easily accessible to everyone.
• SaaS-enabled marketplace with the world’s largest selection of vacation rentals.
• Offers 15M+ options globally through thousands of trusted partners.
• Utilizes AI-powered technology to match supply and demand for the perfect vacation rental.
• HomeToGo_PRO, the B2B business segment, provides innovative Software & Service Solutions, including subscriptions, with a focus on SaaS for vacation rental supply.
• Headquartered in Berlin, Germany, with localized apps and websites in 25 countries.
• Listed on the Frankfurt Stock Exchange under the stock ticker “HTG”.

Uvika’s View:

• HomeToGo’s acquisition of brands focused on wellness travel gels well with a rising trend of travelers prioritizing well-being experiences. This positions HomeToGo to capitalize on the growing wellness tourism market.
• Despite having the world’s largest selection of vacation rentals, HomeToGo’s traditional focus on conventional vacation rental markets has limited its ability to benefit from the urban travel resurgence. Urban destinations offer unique appeals, such as cultural immersion and diverse entertainment options.
• By acquiring brands that offer short-city breaks, HomeToGo can profit more from the urban travel trend and include quick getaway hotel options, particularly during off-peak seasons.
• Also, traditionally, the distinction between vacation rental platforms and hotel booking websites was clear cut. While platforms like Airbnb and HomeToGo specialized in short-term rentals, sites like Booking.com primarily listed hotels. However, this delineation is becoming increasingly blurred as these companies diversify their offerings to cater to the evolving demands and preferences of travelers.
• Today’s travelers are less concerned about the type of accommodation and more focused on the overall travel experience. As such, the distinction between short-term rentals and hotels is becoming less relevant. Instead, what matters more is the type of traveler a specific property attracts.

The Short Term Accommodation Association Australia (STAAA) and Sustonica Announce Partnership to Promote Sustainability

Key Takeaways for Vacation Rental Managers:

• The Short Term Accommodation Association Australia (STAAA) has partnered with Sustonica, a sustainability certification pioneer.
• This reportedly marks the first endorsement of a sustainability label by an Australian short-term rental association, highlighting the growing importance of environmentally responsible practices in the sector.
• STAAA is committed to promoting sustainable practices among its members by recommending the Sustonica sustainability label.
• The Sustonica label assesses sustainability practices in short-term rentals, focusing on energy efficiency, waste reduction, water conservation, and minimising negative community impact.
• Properties awarded this label gain recognition for their environmental stewardship, attracting eco-conscious travellers.
• Participating properties are required to meet a minimum of 20% of the criteria and increase their score annually by at least 2%.
• The partnership provides STAAA members a credible way to demonstrate their commitment to sustainability, attract eco-conscious guests, and contribute to a more sustainable future.

About STAAA:

• STAAA is a dedicated organization that supports and educates stakeholders in the short-term accommodation industry in Australia. Its goal is to unite industry players and identify opportunities for growth.
• The association offers educational resources, networking opportunities, and advocacy, aiming to create a supportive regulatory framework for the industry.

About Sustonica:

• Sustonica is the first sustainability program specifically designed for vacation rentals. It has created a unique validation framework for short-term rentals aligned with recognized sustainability benchmarks.
• Sustonica’s program allows vacation rentals to gain sustainability verification, demonstrating their commitment to eco-friendly practices and attracting environmentally conscious guests.

Uvika’s View: 

• By coming together, STAAA and Sustonica can offer a much-needed platform to educate hosts and property managers in Australia about sustainable practices, while also recognizing those who are already making strides in this area.
• A unified approach allows for a more streamlined and consistent delivery of education and resources to hosts and managers. It simplifies the process of learning and implementation, encouraging more industry players to adopt sustainable practices.
• Partnership with local associations like STAAA enables Sustonica to better understand the unique needs and cultural practices of different regions. This knowledge can be harnessed to develop more localized and relevant sustainability programs, increasing their effectiveness and acceptance.
• However, it is important to consider the depth and breadth of the sustainability efforts being recognized and promoted.
• Currently, Sustonica’s label primarily highlights existing efforts by property managers, such as the use of LED bulbs, dual-flush toilets, and double-glazed windows. While these are commendable and necessary steps, they barely scratch the surface of what needs to be done in the face of the escalating climate crisis.
• The reality of the situation calls for a more radical and holistic approach to sustainability. This could include initiatives like renewable energy usage, waste management systems, water conservation measures, and community engagement to foster an environment-friendly culture.

[Related Read] EnviroRental: A free sustainability resource designed with short-term rental businesses in mind

Sirreti Debuts as Subscription-Based Luxury Accommodation Community, Teams Up with VUMO

Key Takeaways for Vacation Rental Managers:

• Sirreti, a major player in the luxury private accommodations sector, is shifting from a membership model to a subscription-based service.
• This decision was taken to better serve members and adapt to changes in the industry, aiming to provide a more predictable experience and foster long-term relationships.
• Sirreti has partnered with VUMO, a digital marketing innovator, to support the growth of the luxury vacation rental market.
• The partnership will offer community engagement, news & insights, resources, networking, and courses to hosts, property owners, managers, and industry professionals.
• VUMO’s technology will enhance Sirreti’s digital presence and create a seamless online experience for its growing member base.
• The move to a subscription model offers increased services, more networking opportunities, enhanced convenience, cost savings, exclusive benefits, and predictable billing for members.

About Sirreti:

• Sirreti is a closed networking community and platform for professionals who engage with UHNW (Ultra High Net Worth) clients, founded in 2021 by experts from the luxury vacation rental, travel, and transportation sectors.
• Membership to Sirreti starts at US $295 annually, with different tiers available depending on whether you’re a single owner, property manager, industry partner, etc. 
• They have two main functions:
  • The Sirreti List: This is like the Michelin Guide but for luxury and ultra-luxury accommodations. It rates and awards the best of the best in private luxury lodging.
  • The Sirreti Community: This is a membership community for companies and individuals interested in networking and partnering within the luxury vacation rental market.

About VUMO Digital:

• VUMO is a versatile digital agency that offers a broad range of services to help businesses build their online presence and boost their sales.
• Some of the services they offer include website design, branding, eCommerce, SEO, and digital integrations.

Uvika’s View:

• The creation of communities like Sirreti is a natural next step in the luxury and ultra-luxury accommodation segments, as these sectors are heavily influenced by word-of-mouth referrals and personal connections.
• This makes the vetting process for both customers and rental operators quite specific and stringent. From this perspective, Sirreti’s value becomes clear – it provides a platform for possible collaborations, partnerships, and education within this exclusive circle.
• Importantly, membership is approval-based, reinforcing the exclusivity and quality control that is so crucial in these sectors. Members also have the opportunity to list their properties on Sirreti’s portal, further supporting the community’s core function of vetting and referrals.
• The partnership with VUMO adds another layer of value to this equation. On one hand, VUMO’s expertise in website design and digital integration can enhance the community platform itself, making it easier for members to engage and connect with each other. On the other hand, VUMO’s skills in branding and digital marketing can help Sirreti refine its own promotional efforts, thereby benefiting not just the platform but its members as well.