Pets in Vacation Rentals: A Growing Opportunity for Operators

Victoria Cowart
11/10/2025

Today, well over half of US households—between 66% and 75%—own a pet. That translates to more than 66%, or 86.9 million pet-owning households. Among those, we have more than 65.1 million households with one or more dogs and 46.5 million households with one or more cats. The average dogs per household is 1.6, and the average cats per household is 1.8. Add in other domesticated pets (rabbits, hamsters, turtles, small birds, fish, etc.), and we have a lot of pets in the US!

Today’s Travelers: Your Guests

Gen Z and millennials already own 49% of the country’s pets, and Gen X owns 25% of the balance. These are today’s travelers—and your guests. They spend a great deal on their pets, $186 billion in 2022. And they spend a great deal having their pets cared for when they take vacations where they cannot accompany them. This is money they could spend with you. When doggie daycare can be as much as $110 per night, the question becomes how much are pet-owning travelers willing to spend to have their pets, their furry family, accompany them on their vacations and making those furry selfies?

The Disconnect Between Demand and Reality

Despite these staggering numbers, most pet owners encounter ongoing challenges in finding truly pet-friendly vacation rentals. KeyData says 22% of US vacation rentals allow pets. This number is 27% on Airbnb and 25% on Vrbo. Those numbers are far below the pet ownership numbers shared above. This disconnect can result in less fulfilling vacations for pet owners and lost revenue for you.

The question becomes: Why, with such a large market of pet-owning renters, does this disconnect persist?

With GlobalVetLink reporting “approximately 78% of … American pet owners travel with their companions each year,” what else is disconnected? Is the vacation rental industry housing these pets and simply unaware of it? Where is the disconnect-truly?

Pet Policies and Marketing

Pet policies and marketing should be reconsidered and refined to achieve a strategic advantage, while offering more memorable vacations.

This is where pet policy management and vacation rental marketing intersect. Hosts and operators who proactively promote their pet-friendly policies are not only seen as more attractive by guests, but they also experience higher occupancies (6% higher in 2022) and higher revenue.

Consider a new pet-passionate approach offering amenities in your rentals such as dog beds, bowls, treats, waste bags, gates and crates, recommendations on pet-friendly businesses and activities in the area, and maybe even refurrals (pun intended) to nearby veterinarians.

Building Better Pet Policies: What to Consider

We know the data, we can see the advantages, now how can you craft or refine your pet policies? Consider including the following:

• Pet Restrictions: Will there be breed or weight restrictions? If so, how will they be defined and justified?
• Pet Allowances: How many pets are allowed per rental? What types (dogs, cats, birds, etc.) will be welcomed?
• Rental Readiness: Move beyond blanket restrictions. There are tools that evaluate data points and offer a holistic view of a pet’s rental readiness.
• Vaccination Requirements: How will vaccination records be submitted and managed?
• Pet Fees and Charges: Will you charge pet deposits, nightly pet rent, or a standard fee for each booking? How will these charges be structured and managed?
• Guest Responsibilities: What expectations will you set regarding pet waste cleanup, noise control, or supervision?
• Pet Agreement: How will you document expectations to help heighten the likelihood of compliance?

Balance Risk with Opportunity

As you build your policies, weigh both risk exposure and the opportunity to strengthen the satisfaction of your guests. Arbitrary breed and weight restrictions often fail to account for the actual behavior or history of a pet. When used, they should be combined with readiness assessments and pet owner accountability to form a fair and effective approach.

Recognize the broader value of pets to today’s travelers:

• 97% of pet owners consider their pets family.
• Pets foster connection, not only to others, but also to places and times where they’ve created memories they want to share and revisit—and tell others about.
• The physical and mental health benefits of pet ownership are well-documented, and today, many guests have service and support animals as well.

Welcome the Entire Household

Like every business, the vacation housing industry has sought to better understand guest demographics. Today, the message is clear: More than 66% of US households have pets, and nearly all of them consider those pets family.

By embracing this reality and implementing thoughtful, relevant pet policies, operators and hosts can attract more loyal guests, boost return bookings, and enhance the overall vacation experience. Ultimately, it’s not just about allowing pets; it’s about welcoming the entire household.

Let’s meet today’s travelers where they are. Let’s create vacations that foster both individual fulfillment and long-lasting memories—with tails wagging every step of the way.

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