Move Over, Airbnb: Big Hotels Target Group Travel

Big hotel brands are adding vacation rental properties to their portfolios, creating new options for large groups and families.

For years, home-sharing platforms like Airbnb and Vrbo have been go-to sources for large group travel accommodations. These platforms make it easier to find multi-bedroom rentals. Often, these were more comfortable and cost-effective than spreading across multiple hotel rooms. But in recent years, peer-to-peer home rental sites have drawn scrutiny for high fees and unreliable hosts.

Still, interest in short-term rentals remains strong. According to AirDNA's 2025 Mid-Year Short-Term Rental Outlook Report, the industry sustained growth through early 2025, though at a more moderate pace than the strong rebound seen in 2024. National occupancy climbed back above pre-pandemic averages, with AirDNA projecting steady progress toward full recovery through 2026. The report notes that average daily rates saw continued growth after stagnating in 2023, supported by healthy job and income growth and relatively balanced supply and demand dynamics.

And now, big hotel companies like Hilton, Hyatt and Marriott have debuted their own vacation rental properties. A prime example is Reunion Resort and Golf Club in Kissimmee, Florida, which showcases how hotel chains are revolutionizing group travel accommodations. This 2,300-acre resort offers everything from standard condos to a 22,000-square-foot mansion with bowling alley and movie theater — all bookable through engines including Marriott's Homes & Villas platform.

And in early 2025, Hilton Hotels & Resorts announced a partnership with a vacation rental resort called Evermore Orlando Resort. Evermore offers hundreds of vacation rentals on one sprawling property, alongside resort-level services such as a 24-hour front desk and on-site dining.

For travelers seeking group accommodations — and who want to avoid the unpredictability that can come with renting from individual owners — these hotel-affiliated vacation rentals are worth a look. One potential downside, though, is that they can be pricey.

Perhaps no city better supports group travel than Kissimmee, Florida, a city just south of Orlando. Vacation rentals are a big business for the city and its surrounding area, where you'll find 30,000 professionally managed properties. Quality ranges from affordable, single-family homes to 15-bedroom mansions and luxury villas.

Reunion Resort is an attraction unto itself

One of its top vacation rental neighborhoods is what's called Reunion Resort. At Reunion, families can choose to stay in anything from a villa that functions more like a multi-bedroom hotel room, to mansions that fit dozens of people. You might find three-bedroom condos starting around $1,500 per week ($35 per person per night). Even the best mansions (some have features like bowling alleys, movie theaters and infinity pools) can still come in at less than $100 per person per night when filled to capacity.

Though the resort is a strong home base for visiting the Disney parks, it's also possible to spend an entire trip on property and never leave, given its three championship golf courses designed by Arnold Palmer, Tom Watson and Jack Nicklaus, multiple pools including a lazy river, tennis courts and six restaurants.

Vacation homes are bookable through Reunion's own website, though they're also often listed on major hotel booking sites such as Homes & Villas by Marriott Bonvoy.

Hilton’s eyes are on Evermore Orlando Resort

Evermore Orlando Resort opened in January 2024 as a 1,100-acre luxury vacation rental complex consisting of 69 houses, 206 flats and 41 villas that range in size from two-bedroom apartments to 11-bedroom homes.

“We designed homes perfect for a weeklong vacation,” says Christopher Kelsey, developer of the Evermore Orlando Resort. “Every home has identical primary bedrooms, so there’s no arguing over who gets the best room, or who should pay more or less because they got better bedrooms.”

Units have features that appeal to families like bunk rooms and — in the biggest ones — a slide that takes you downstairs. Resort amenities include an artificial beach complex, golf courses, restaurants and a gym. Unlike other vacation rentals, the property has onsite staff to assist with issues.

But the units can be expensive. Evermore rates vary by night, but nightly rates for the 32-person, 11-bedroom home — the largest residence available — start at about $3,000. If you split that cost with a full house of guests, though, it could be more affordable than individual hotel rooms.

As of Jan. 8, 2025, guests at Evermore can use Hilton Honors points to book homes through Hilton’s website. Two-bedroom villas will be available for standard room award stays, while larger units will be available for premium award stays. Those who book with cash can earn Hilton points during their stays, too.

Depending on their level of Hilton elite status, travelers will also receive bonus points. Hilton Gold members will receive 1,000 bonus points per Evermore stay and Diamond members receive 2,000 bonus points. Those are offered in lieu of the Hilton Honors daily food and beverage credit. Plus, travelers can earn Hilton Honors points for eligible charges to Hilton credit cards.

Hilton’s partnership with Evermore is hardly the only instance of big brands getting into vacation rentals.

Marriott

In 2019, Marriott International launched Homes & Villas by Marriott International, a collection of 140,000 vacation rentals worldwide, where Marriott Bonvoy members can earn and redeem points for stays.

In contrast to Evermore, these are mostly standalone homes, cared for by Marriott-vetted property management companies that offer 24/7 support (albeit not necessarily onsite).

The collection includes several luxury properties, which tend to have costly rates. Properties include an Italian villa with a sauna, private chef and infinity pool, which accommodates up to 24 and starts at $3,800 per night. There’s also an 18th century Irish Castle in Galway that sleeps 17 and starts at about $6,300 per night. Affordable properties include multi-bedroom homes in Orlando that cost less than $100 per night.

Hyatt

In 2023, Hyatt Hotels Corp. launched a similar offering called Homes & Hideaways by World of Hyatt. Like Marriott Homes & Villas, Hyatt’s program features standalone properties overseen by management companies that have earned Hyatt’s stamp of approval.

Hyatt Vacation Club, a separately owned and operated company that's part of the same loyalty program, offers larger accommodations through timeshares, where you can purchase usage rights in a property. Owners typically pay an upfront fee and annual maintenance fees in exchange for points to book stays at locations across the brand's network.

Hyatt Vacation Club units are also bookable with cash or World of Hyatt points, which can be earned through stays or certain credit cards. Prices vary by location, with some resorts offering multi-bedroom villas for $200 or $300 a night, while others could charge upward of $900.

There are more than 20 Hyatt Vacation Club locations across the U.S. and Mexico, and each resort is designed to showcase its host location.

Stephanie Sobeck Butera, executive vice president and chief operating officer at Hyatt Vacation Club, said in an email that Hyatt Vacation Club specifically builds in places that are “not necessarily traditional timeshare markets.” That includes Santa Fe, New Mexico, and Branson, Missouri.

Offerings vary by location. For example, the Hyatt Vacation Club Wild Oak Ranch in San Antonio, Texas, offers classes on how to make guacamole, tortillas and margaritas, and families can enjoy the lazy river and playground.

Hilton

Hilton Grand Vacations is a vacation ownership (timeshare) company that spun out from Hilton Worldwide. It similarly markets to timeshare members — but like Hyatt, it also allows non-owners to book either using cash or Hilton Honors points. Hilton’s HGV portfolio is currently about 200 resorts worldwide.

In November 2023, HGV expanded its Elara property in Las Vegas to nearly 1,300 units. Like most hotels, there’s a check-in desk plus resort amenities like a pool and restaurant. But because these properties are timeshares, they also have kitchens and spacious dining areas — a rarity at hotels.

Travelers already have more properties to choose from when booking large group accommodations. Properties like Reunion Resort demonstrate why hotel-affiliated vacation rentals are gaining traction over traditional Airbnb options — they offer resort amenities, professional management, and loyalty program benefits while still providing the space and kitchen facilities that groups crave.

Travelers already have more properties to choose from when booking large group accommodations. Before travelers head straight to Airbnb or another short-term rental platform for family gatherings or a group trip, they should compare some of the other options, as they tend to have benefits including:

• Cost efficiency for groups.

• Resort amenities like golf courses, pools or restaurants on-site.

• Practical benefits like full kitchens for meal prep, laundry facilities, and multiple bedrooms so no one has to share beds or sleep on pull-out couches.

• Points redemption.

New vacation rental or timeshare offerings from hotel companies could offer more amenities or services, plus ways to earn and use hotel points. The best properties set the bar high — combining luxury accommodations, resort-style amenities and proximity to major attractions while still offering better value than traditional hotels for group travel.

And more competition in the short-term rental space may lead to lower prices for everyone. As more hotel chains launch properties similar to Reunion Resort and Evermore, travelers will have increasingly sophisticated options that blend the best of vacation rentals with hotel-quality service and amenities.

Caitlin Mims contributed to this story.