If you own a short-term rental property in Israel, you almost certainly list it on Airbnb. Probably on Booking.com too. These platforms bring visibility, trust, and a steady stream of guests. But they also take a significant share of your revenue — and most owners never stop to calculate what that share actually costs them over a year.
At KeyHost, we manage properties across seven Israeli cities and handle both OTA-sourced and direct bookings daily. We see the numbers from both sides. This article breaks down what every Israeli property owner should understand about the real economics of each channel — and why the smartest operators are building a direct booking strategy alongside their OTA presence, not instead of it.
The real cost of OTA bookings
Most property owners know that Airbnb and Booking.com charge fees. Fewer know exactly how much those fees actually cost, or how they compound across a year of bookings.
Airbnb’s fee structure
Airbnb operates two commission models. The most common in Israel is the host-only model, where the host pays approximately 15% of the booking subtotal. Some hosts are on the split-fee model (host pays 3%, guest pays around 14%), but the net economic impact is similar — the total fee extracted from the transaction is roughly the same regardless of who formally pays it.
On a booking worth 5,000 NIS, the host-only fee is approximately 750 NIS. Over a year with 200 booked nights at an average nightly rate of 1,000 NIS, the annual Airbnb fees amount to roughly 30,000 NIS. That is real money leaving the property.
Booking.com’s fee structure
Booking.com charges the property a commission of approximately 15% on the total booking value. The rate varies slightly based on property type and programme participation (Genius, Preferred Partner), but 15% is the standard baseline for most Israeli properties.
Booking.com does not charge guests a visible service fee — the fee is absorbed entirely by the property. This means the nightly rate the guest sees is the rate you receive minus the commission. Many owners set higher rates on Booking.com to offset this, which creates rate parity complications across channels.
The compound effect
The fees look manageable on a single booking. But run the annual calculation and the picture changes. A property generating 300,000 NIS in gross booking revenue through OTAs is paying 45,000 NIS or more in commissions alone. Over five years — the typical ownership horizon for an investment property — that is over 200,000 NIS in fees. Enough to fund a significant renovation, cover a year of mortgage payments, or simply represent profit that the owner never saw.
What direct bookings actually mean
A direct booking is any reservation that does not go through a third-party platform. The guest books directly with the property or its management company — through a website, by phone, by email, or through a referral. No OTA is involved, which means no platform commission is deducted.
This does not mean the booking is free. Direct bookings require investment: a booking-capable website, payment processing, marketing, and — critically — trust. A guest booking through Airbnb has the platform’s review system, cancellation protection, and dispute resolution. A guest booking directly needs a reason to trust the property and the operator behind it.
This is the fundamental trade-off. OTAs provide distribution and trust at a high cost. Direct bookings eliminate the cost but require you to build distribution and trust yourself.
The advantages of direct bookings
Higher net revenue per night
The most obvious advantage. If a night generates 1,000 NIS through Airbnb, the host receives approximately 850 NIS after fees. The same night booked directly generates 1,000 NIS (minus payment processing costs of 2-3%, so roughly 970-980 NIS). The difference — roughly 120-130 NIS per night — compounds quickly.
Pricing control
OTAs impose rate parity requirements (formally or informally) that limit your ability to price differently across channels. With direct bookings, you set the price. You can offer returning guests a loyalty discount. You can create packages (extended stay, off-season) that do not fit OTA listing structures. You control the commercial relationship.
Guest relationship
When a guest books through Airbnb, the guest belongs to Airbnb. You cannot email them after checkout. You cannot market to them. You cannot build a returning guest base. Every booking starts from zero.
When a guest books directly, you own the relationship. You can follow up, offer a return discount, ask for a referral. Over time, this builds a base of returning guests who cost nothing to acquire — the most profitable segment in any hospitality business.
Cancellation terms
OTA cancellation policies are set by the platform, and the trend across both Airbnb and Booking.com has been toward more guest-friendly policies that shift risk to the host. With direct bookings, you set your own cancellation terms. You can require non-refundable deposits, set stricter cancellation windows, and structure terms that protect your revenue.
The advantages of OTAs
To be fair and complete, OTAs offer real value that direct bookings struggle to replicate.
Visibility
Airbnb and Booking.com are search engines for accommodation. They spend billions on marketing and SEO. A listing on these platforms puts your property in front of millions of potential guests who would never find you otherwise. For a property with no independent brand, this visibility is virtually impossible to replicate at comparable cost.
Trust and reviews
The review system on OTAs is one of the most powerful trust mechanisms in travel. A property with 50 five-star reviews on Airbnb has a level of social proof that a standalone website cannot easily match. For first-time guests, this trust is often the deciding factor.
Infrastructure
Payment processing, dispute resolution, guest verification, cancellation protection — OTAs provide a complete infrastructure that would be expensive and complex to build independently. For individual property owners without professional management, this infrastructure is genuinely valuable.
The right strategy is not either/or

The most successful property operators in Israel — and the ones we work with daily — do not choose between OTAs and direct bookings. They use both, with a clear understanding of the role each plays.
OTAs are an acquisition channel. They bring new guests who have never heard of you. The commission you pay is an acquisition cost — the price of reaching someone you could not reach otherwise.
Direct bookings are a retention channel. They bring back guests who already know and trust you. The cost of acquisition is zero, and the margin is significantly higher.
The strategic objective is clear: acquire through OTAs, retain through direct. Every guest who books through Airbnb the first time should be given a reason to book directly the next time. A better price, a personal relationship, a flexible cancellation policy, a loyalty discount. The tools are straightforward. The discipline to implement them consistently is what separates the operators who build long-term value from those who remain permanently dependent on platforms.
What professional management changes
Most individual property owners lack the time, tools, and expertise to execute a dual-channel strategy effectively. Building a direct booking website, managing dynamic pricing across multiple platforms, maintaining rate parity, handling guest communication at professional speed — these are operational challenges that scale poorly when handled by a single person alongside a day job.
This is where professional property management earns its value. A management company like KeyHost handles both channels simultaneously: optimising OTA listings for visibility and conversion, while building and maintaining a direct booking pipeline that increases the proportion of commission-free revenue over time.
The result for the owner is straightforward: higher net revenue, less operational burden, and a property that becomes more profitable as the direct booking base grows — without the owner needing to manage any of it personally.
Key takeaways for Israeli property owners
OTA fees are a real and significant cost. Calculate your annual commission spend — the number is almost always higher than owners expect.
Direct bookings are not free — they require investment in trust, infrastructure, and guest relationships. But the return on that investment compounds over time.
The optimal strategy uses both channels with clear roles: OTAs for acquisition, direct for retention.
Professional management is the most effective way to execute this strategy without adding operational burden to the owner.
The Israeli short-term rental market is growing. The owners who build direct booking capability now will be significantly better positioned than those who remain 100% dependent on platforms.
To learn how KeyHost can help maximise your property’s revenue across all channels, visit our property management services page or contact us directly.

