Lake.com has launched an annual subscription model for short-term rental (STR) hosts and property managers, offering an alternative to commission-based bookings.
The membership sits alongside the company’s existing pay-as-you-go model, which carries a 10% commission. Subscribers pay a fixed annual fee to remove commissions and enable direct booking for select listings.
The model includes two tiers: "Premium," aimed at individual hosts and smaller operators, and "Portfolio," designed for property managers with larger inventories.
Premium membership, priced at $499 per year, includes one featured listing with commission-free booking and direct-booking capability. Portfolio membership, priced at $3,999 per year, includes up to 10 featured listings and marketing exposure through Lake.com’s channels, including newsletters, social media and other promotional programs.
Following a $2.6 million pre-seed funding round in September 2025, the company said it introduced the program to evolve its marketplace approach in response to feedback from homeowners and property managers.
“For a long time, the category has leaned heavily on one model: pay per transaction and keep the booking on-platform,” said David Ciccarelli, CEO of Lake.com. “But the direct booking movement has made it clear that many hotels and property managers want more flexibility.”
STR operators are assessing their reliance on commission-based platforms as direct-booking strategies gain traction.
Lake.com's offering comes as rental management firms increasingly are leveraging channel management strategies to boost direct bookings, as consumers also seek to avoid booking fees, according to research from Phocuswright.