If you own an apartment in Finland and you're thinking about renting it out short-term, the first question that comes to mind is almost always the same: where do I list it?
If you are one of those people asking where to list an apartment, instead of giving you the answer it depends, I’d rather we take a walk-through of the top platforms dominating the European STR landscape today. Then you will see what options you have.
1. Airbnb
Probably known by everyone. It is strong for its city apartments and suitable for guests who want a "live like a local" stay. Airbnbs are practically synonymous with private holiday rentals. The platform offers excellent host protections, flexible pricing controls, and a review system that gives hosts actionable leverage over guest behaviour. It is very saturated in major tourist hotspots like Paris, Barcelona, Rome, Prague, etc leading to high price competition.
2. Booking.com
Originally a hotel platform, it has now become a channel for apartments too. Booking.com bridges the gap between traditional hotels and alternative accommodations. Across Europe, this is where a lot of travellers start their search and the only go-to for some. For this reason, some apartment owners list their property on Booking.com. If you skip listing on Booking.com in Europe, you may be invisible to a huge number of guests.
3. Vrbo (and its Siblings: Abritel & FeWo-Direkt)
Owned by Expedia Group, Vrbo is a dominant player for leisure rentals, particularly outside city centres. This platform tends to be more suitable for whole-home, family and group stays than single city studios. If you own a big home, a coastal villa, or an Alpine chalet, this is where you can catch guests who spend more per night, stay longer, and treat properties with care.
4. Direct booking (your own website)
Your website is not a marketplace, but a part of the mix. When guests book directly from your website, you avoid platform commissions, own the guest relationship and can encourage repeat stays. GuestFirst's website, for example, showcases their properties, communicates their values, and creates a recognisable brand rather than relying solely on a third-party platform. The challenge is, you have to bring the traffic yourself, so it works best as an addition to marketplace listings rather than a replacement.
5. Lomarengas: The Authentic "Mökki" King
If you live in Finland and you have a summer cottage (mökki) or a lakeside property, look at Finnish rental sites such as Nettimökki and Lomarengas. They're usually a better match for countryside properties than for city apartments. Lomarengas is Finland’s oldest and most well-known holiday destination portal. For tourists, it represents the "authentic" Finnish experience. Guests get a true, locally vetted nature retreat.
6. Forenom: The Nordic Corporate Specialist
Forenom houses are found in major cities and industrial hubs where people travel for work. Forenom isn't just a platform; they actually operate as a massive aparthotel and corporate housing provider across the Nordics. However, they are worth mentioning because they partner heavily in the short-term rental space and are a go-to for mid-term stays. If you have an apartment that appeals to people travelling for work and staying for 2 weeks to 3 months, Forenom is a platform to list your property.
Listing your property across more than one platform simultaneously using channel management software is the step to take. This will enable you to: reach a wider audience, increase booking opportunities, reduce dependence on one platform, improve occupancy and revenue potential and reach guests with different booking preferences
By Nicolette Che
