The short-term rental market is not dead. But it is different. The Vacation Rental Market Is Shifting. Is Your Growth Strategy Keeping Up? For several years, many vacation rental managers benefited from rising demand, rapid owner interest, and a surge of travelers looking for alternatives to hotels. But today, the market is more selective. Guests are more intentional. Owners are more cautious. Competition is stronger. Regulations are tighter. And performance varies dramatical