Coopetition in Action: When Competitors Collaborate for Mutual Success
8/25/2025
In most industries, competitors keep their distance—eyeing each other warily, protecting secrets, and fighting for market share. But in the short-term rental (STR) space, something different is happening. Rival property managers are sharing resources, referring bookings, and even advocating for each other at the state capitol. It’s called coopetition, and it’s proving to be a game-changer.
Why would someone send business to their direct competitor? Because in a relationship-driven, guest-first industry, sometimes working together is the smartest way to succeed. Meet two leaders embracing this collaborative mindset: Tyann Marcink Hammond of Branson Family Retreats and Missouri Haus, and Pamela Longley of Luxe Haus Vacations in Park City, Utah. Their stories show how coopetition can turn competition into connection—and why that’s a win for everyone, especially the guest.
Family, Friendship, and Facebook Chats
For Tyann Marcink Hammond, coopetition is part of her DNA. “Collaboration, coopetition, whatever you want to call it, we've been doing it from the very beginning, simply because I am in direct competition with my family,” she says with a laugh. “It’s my aunt and uncle, my parents, two of my brothers, and my sister—we are all in the industry. We all own properties, and a handful of us manage for others, too.”
Many of their homes are located right across the street from each other in the Branson, Missouri, area. Despite technically competing for the same guests, Marcink Hammond and her relatives routinely send business one another’s way.
“When you know your competition, you know how they run their business, their values, and how they serve their guests. It makes it very easy when you are full to hand the guest over to someone else, and you know your guests will be taken care of,” she says. “We do a lot of large family reunions … so we have several this summer who are not only renting from us, but also renting from my mom and my brother.”
Marcink Hammond and her family don’t do joint marketing, but they regularly refer guests to each other when their own calendars are full or when a guest’s needs are better suited to another family member’s property. And the benefits go both ways: “When a guest hears a family member reference, it helps them tremendously to just ease that … ‘Oh, this one I wanted didn't work, but now I go somewhere else, but, oh, wait, it’s your mom.’ It just smooths the way.”
Beyond her family circle, Marcink Hammond fosters community in Missouri’s small wine country region through a private Facebook chat group for local hosts and owners. “Whenever a new one pops up, we try to connect with them and get them into the Facebook chat,” she says. “Someone just the other day said, ‘Hey, my backup cleaner is no longer cleaning. Does anybody have a backup cleaner I can access?’ Or if someone’s double-booked, we jump in with availability. And when city ordinances start popping up, we’re right there with each other.”
That cooperative mindset has also helped fuel state-level advocacy. Marcink Hammond and Valerie Budd of Rent Branson Vacation Rentals—technically her largest local competitor—co-led a State Alliance event that included a trip to the Missouri State Capitol to testify in support of legislation protecting STR property tax status. “Yes, we’re direct competitors, but we’re also working toward a common goal for our industry overall and collaborating,” Marcink Hammond says.
Strategic Tech and Shared Standards
In Park City, Utah, Pamela Longley is putting coopetition into practice at the luxury end of the market. As CEO of Luxe Haus Vacations, Longley runs a boutique STR company built on personalized service, transparency, and deep community engagement. One of her key tools for collaboration is a platform called Streamshare.
“Streamshare is a technology platform that facilitates real-time calendar syncing and inventory sharing between property managers,” Longley says. “It creates a seamless way for vacation rental companies to share inventory, refer bookings, and generate additional revenue without sacrificing control or brand identity.”
For Luxe Haus, the platform provides flexibility without compromise. “If we’re booked or a guest wants something slightly outside our core market, we can offer them an equally high-quality stay with a trusted partner—keeping the experience frictionless for the traveler.”
While some might worry about brand dilution or poaching, Longley sees clear boundaries and communication as the solution. “Overlapping audiences can be a concern, but we’ve found that clear communication and defined guidelines around pricing, guest service expectations, and referral terms help avoid confusion. We’re not trying to undercut each other—we’re working together to fill calendars and deliver great experiences.”
Beyond digital platforms, Luxe Haus embraces offline collaboration, too: sharing cleaning crews, partnering on lodging packages for events, and cross-promoting concierge services. “There’s a lot of room for creativity in coopetition when you move past the fear of competition and focus on creating value,” she says. “Ultimately, the message is clear: Your true competitor isn’t the high-quality manager down the road. It’s the inconsistent experience, the subpar service, the guest who leaves the market unhappy.”
A Rising Tide Mentality
Despite differences in market size and business model, both Marcink Hammond and Longley share a belief that coopetition elevates the entire STR space. “It's based on mutual respect and trust,” Marcink Hammond says. “Everybody’s understanding that we are better together and that we need to collaborate, not fight against each other. I know it’s a trite expression, but rising tides lift all ships.”
Longley echoed the sentiment: “Collaboration doesn’t dilute your brand; it enhances it when done with intention and integrity.”
For short-term rental operators wondering whether coopetition could work in their market, both leaders offer a clear message: start small, build trust, and don’t underestimate the power of community.