Awaze EBITDA grows as direct bookings reach 72%

Source: ShortTermRentalz: Awaze EBITDA grows as direct bookings reach 72%

What It Says

European holiday rental giant Awaze, which operates brands including cottages.com, Hoseasons, NOVASOL, and James Villas, reported a 20% increase in EBITDA to €42 million for 2025. While gross accommodation revenue remained flat at €1.4 billion, the company narrowed its pre-tax losses from €50 million to €34 million.

The company attributed the improved profitability to a high volume of direct bookings (72%), controlled marketing costs, and the completion of a unified technology platform. Additionally, over 90% of Awaze’s inventory is managed on an exclusive basis, and more than 50% of revenue is generated by repeat customers.

Why It Matters

Awaze’s performance serves as a blueprint for large-scale property management companies (PMCs) looking to transition from growth-at-all-costs to operational profitability. By achieving a 72% direct booking rate, Awaze has significantly reduced its reliance on third-party OTAs, allowing it to retain more margin even as top-line revenue stayed flat. The completion of their single technology platform also signals a shift from heavy capital expenditure to operational efficiency through automation and AI.

Useful Signals

Direct Booking Dominance: 72% of reservations are now direct, up 1% year-over-year.
Exclusive Inventory: 90% of properties are listed exclusively with Awaze brands, providing a significant competitive moat.
Customer Retention: Repeat guests drive over half of the group’s total revenue.
Tech Integration: The group launched mobile apps that reached 500,000 users and integrated live UK availability into ChatGPT.
Market Outperformance: Its cottages.com brand achieved 64% occupancy in Q3, outperforming the general UK market average of 60%.

STR Tech Report Take

Awaze is demonstrating that the "tech-enabled manager" model is finally maturing. The completion of their unified technology platform is a critical milestone; it allows for the deployment of AI and machine learning tools across their entire portfolio without the friction of legacy silos. For STR technology vendors, the signal is clear: large-scale operators are increasingly looking for tools that enhance conversion and operational efficiency rather than just distribution. Awaze’s success with direct bookings and repeat customers also highlights the growing importance of sophisticated CRM and loyalty tech in the short-term rental space.

As Matthew Price, CEO of Awaze, noted: "We delivered a 20 per cent increase in EBITDA and strong operational cash generation."

Original Source

ShortTermRentalz: Awaze EBITDA grows as direct bookings reach 72%