Initial property website, account configuration, listing and search foundation, and launch work.
Pricing
A commercial model tied to the direct channel.
Setup establishes the stack. The monthly fee operates it. The percentage applies only when the direct channel produces lodging revenue.
Managed Growth Stack: PMS layer, pricing support, hosting, guest capture, managed email campaigns, listing optimization, SEO work, coaching, reporting, and refinement.
8% of direct-booking lodging revenue. It excludes taxes, cleaning fees, and other pass-through fees.
Payment processing and third-party pass-through charges are separate unless a signed agreement explicitly states otherwise.
Scope at a glance
What the managed system covers.
The exact sequence depends on the property. The commercial model is not permission to launch systems that are unnecessary or unverified.
DistributionPMS and channel review, configuration when needed, listing consistency, and owner-controlled access.
RevenuePricing setup, human pacing review, restriction strategy, and decision readouts.
Direct presenceOriginal property website, domain and hosting, search foundations, and the verified booking or inquiry mode.
RetentionConsent-aware capture, list hygiene, and managed email campaigns at a documented cadence.
VisibilityListing optimization, social system, technical SEO, measurement, and owner coaching.
Standalone reference points
What the components can cost separately.
Illustrative market references, not an apples-to-apples package total. Vendor rates, regions, and service scopes vary.
ComponentReferenceScope note
Hostaway PMSAbout $100/month
ESM working single-property reference; Hostaway publishes custom pricing.
Human revenue management$250+/month
Public providers cite roughly $250–$500 per property each month.
StayFi guest captureFrom $15/month
Branded WiFi and consented guest-data capture; public calls to action may vary.
Basic domain + hostingAbout $15/month
A realistic blended allowance; premium domains and high-traffic hosting vary.
Managed email serviceFrom $500/month
External agency reference for copy, design, list upkeep, and reporting. ESM’s property-specific scope is narrower.
Direct-channel economics
Why the 8% is structured differently.
Platform terms change. The owner’s live dashboard and signed agreement control; these are dated comparison references.
ChannelFee referenceHow it applies
ESM direct-booking fee8%
Direct-booking lodging revenue only; excludes taxes, cleaning, and pass-through fees.
Airbnb single-fee structureMost hosts 15.5%
Airbnb says software-connected hosts are among those required to use the single-fee structure; remaining hosts typically pay 14%–16%.
Vrbo PMS-connected bookingUsually 5%
Vrbo documents 5% for bookings through its family of sites; off-checkout-origin bookings may be 10%, and regional rates vary.
Pricing and ownership FAQ
Straight answers before a proposal.
Who owns the website, domain, listings, and guest data?
The engagement is designed around owner-controlled business assets. Exact account ownership, licenses, and handoff responsibilities are written into the agreement before launch.
Is the 8% charged on Airbnb or Vrbo reservations?
No. The ESM percentage applies to direct-booking lodging revenue only, as defined in the agreement.
Are processing fees included in the 8%?
No. Payment processing and third-party pass-through charges are separate unless the signed agreement explicitly includes them.
How many emails are included?
Campaign cadence is set around seasonality, list size, and useful reasons to contact guests. The scope is documented during onboarding rather than promising arbitrary volume.
Does ESM replace a property manager?
No. ESM builds and manages the commercial layer. Cleaning, maintenance, safety, and day-to-day hospitality remain with the owner or the owner’s property-management team.
Do I need Hostaway if I already use another PMS?
No migration is assumed. ESM audits the current PMS, channel connections, account ownership, and operating constraints before recommending whether to retain or change anything.
Is direct booking a live checkout or an inquiry path?
It depends on the verified payment and booking stack for the property. The launch scope states whether the direct path is live checkout, request-to-book, or inquiry. No live booking backend is claimed until it is configured and verified.
Are SMS campaigns included?
Managed email campaigns are included within the documented cadence. SMS is not included unless it is separately written into the engagement scope, including consent and messaging-cost responsibilities.
Is there a minimum term?
No universal minimum term is published. Onboarding, cancellation, transition assistance, and any minimum commitment are stated in the property-specific proposal and signed agreement.
Who creates social content and who answers guests?
ESM develops themes, formats, seasonal plans, and the agreed publishing workflow. The owner supplies accurate property context and approvals. Guest replies remain with the owner unless a separate written scope says otherwise.
How is the proof page different from client results?
The proof page demonstrates live property sites, technical craft, and operator context. Those examples are not revenue or occupancy case studies. Performance claims require a dated baseline, measured change, and owner approval.
Pricing-source notes
References behind the comparison.
- Airbnb service fees — current single-fee and split-fee structures.
- Vrbo pay-per-booking fees — standard and PMS-connected structures.
- StayFi marketing-software comparison — public starting-price reference.
- Revenue-management market reference — public flat-fee and range examples.
- Managed email pricing reference — public campaign-management starting point.
Checked September 2026. External prices and terms can change. ESM’s offer is governed by its own written scope, not by competitors’ packages.
Next step
See whether the economics fit the home.
Send the property, current channels, recent lodging revenue if available, and the operations you want to keep.