What RedAwning does

RedAwning Group, Inc. is a Petaluma, California-based vacation rental hospitality platform founded in 2006 (operating in current form since 2010) that provides marketing, distribution, reservations, and property management services to approximately 20,000+ vacation rental property owners and managers. The company operates a commission-only model with three service tiers: Essential (10% commission), Essential Plus (15%), and Full Service (18%), generating revenue as a percentage of bookings processed through its platform. RedAwning's proprietary Smart Portal aggregates distribution across 50+ booking channels — including Airbnb, Vrbo, Booking.com, Expedia, Google Travel, Marriott Bonvoy, Choice Hotels, and HomeToGo — through direct API connections, with the company holding Preferred IT Partner status on Booking.com and #1 Connectivity Provider ranking on Expedia.

The platform's technology stack centers on the Smart Portal (centralized dashboard for rates, calendars, and messaging), Smart Pricing (dynamic pricing engine powered by Pricelabs), the Smart Communications Hub (API-integrated unified messaging across channels), and the Connected Stay platform (IoT automation for smart locks and thermostats). An AI agent named Scarlett, built with Amazon, handles 24/7 guest support. Additional services include professional photography, damage protection ($3,000 per stay), cleaning coordination via TurnoverBnB integration, free booking websites, and a TravelPro distribution channel serving 20,000+ travel advisors. The company maintains roughly 104 employees across its Petaluma headquarters and Emeryville operations office, and in April 2024 acquired Awning.com to expand remote full-service management capabilities. CEO Tim Choate leads the privately held, founder-operated company.

Name

RedAwning

Legal name

RedAwning Group, Inc.

Website

https://host.redawning.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

101–250 employees

Short description

RedAwning is a commission-based vacation rental distribution and management platform serving 20,000+ property owners and managers, distributing listings across 50+ booking channels (Airbnb, Vrbo, Booking.com, Expedia, Marriott, Hyatt) through its Smart Portal with AI-driven dynamic pricing and unified messaging.

Ownership category

akta.pro rank

Product category

Vacation Rental Management Software

NAICS

Traveler Accommodation (7211)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Full-Service Vacation Rental Property Management (BPAJAIAA)

akta.pro secondary industries

Direct Booking Platforms & Booking Engines for Hosts/Managers (THAMALAE), Vacation Rental Maintenance & Vendor Management (BPAJAIAM), Co-Host / On-the-Ground Operations & Guest Services (BPAJAIAI)

Keywords

• Vacation rental management
• Channel distribution software
• Dynamic pricing engine
• Vacation rental marketing
• Short-term rental platform

Headquarters

HQ city

Petaluma

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Commission on Bookings: RedAwning operates on a commission-only basis with no upfront fees. They charge a percentage commission on bookings generated through their platform. Commission starts at 10% and varies based on service tier (Essential 10%, Essential Plus 15%, Full Service 18%). The company only earns revenue when property owners earn revenue.
2. Channel Distribution and Management Services: Revenue from providing comprehensive marketing, distribution, reservations, and guest support services across 50+ booking channels. Services included in commission: listing optimization, dynamic pricing, payment processing, chargeback handling, 24/7 guest support, and professional photography for qualifying properties.
3. TravelPro Commission (Travel Advisors): Travel advisors earn 10% commission on bookings made through the TravelPro platform. RedAwning handles all payments and reservations in the background while travel advisors earn commissions on bookings in their client portfolios.

Pricing tiers

Go-to-market motion3 records

Distribution channels12 records

Marketing channels6 records

Core offering

RedAwning operates a cloud-based vacation rental platform that provides marketing, distribution, reservations, and hospitality services for short-term rental property owners and managers. Through a single contract, the platform lists properties on 50+ booking channels including Airbnb, Vrbo, Booking.com, Expedia, Google Travel, Marriott Bonvoy, and Choice Hotels, while offering AI-driven dynamic pricing, unified guest communications, IoT property automation, 24/7 guest support, and damage protection. Revenue is generated via commission on bookings (10-18% depending on service tier) with no upfront fees.

Product overview

RedAwning is a comprehensive vacation rental hospitality platform offering an integrated suite of products for property owners and managers. The core platform provides marketing and distribution across 50+ booking channels (including Airbnb, Vrbo, Booking.com, Expedia, Google Travel, Marriott Bonvoy) through a single contract. Key products include: Smart Portal (central management dashboard), Smart Pricing (AI-driven dynamic pricing powered by Pricelabs), Smart Communications Hub (unified multi-channel messaging with API integration), Connected Stay (automated IoT device and communication platform), FLEXStep (smart cancellation policies), and AI Messaging (automated guest responses). Additional services include 24/7 guest support with AI agent Scarlett, professional photography, damage protection up to $3,000, TurnoverBnB cleaning automation, free booking website, and mobile apps. The platform operates on a commission-only model with plans starting at 10% (Essential), 15% (Essential Plus), and 18% (Full Service).

Differentiator

Problem solved

Functional benefit

Brands

• Connected Stay: Completely integrated platform for 5-star hosting with automated communications and property device solutions including unified messaging, automatic lock settings, digital thermostat settings, and smart device integrations.
• Smart Communications Hub

Products and services

• Smart Portal
• Channel Distribution Service
• Smart Pricing
• Smart Communications Hub
• Connected Stay
• TravelPro
• 24/7 Guest Support Service
• Professional Photography Service
• Damage Protection (Awning Coverage)
• Free Smart Website

Quantifiable outcome

• 32% average revenue increase for property owners
• +8 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration21 records

AI capability7 records

Feature8 records

Partnerships

20 partnerships are on record, tiered flagship, major, minor, core, diamond and platinum.

• Awning.com (Acquisition)flagshipStrategic or Co-development Partner · 24 April 2024RedAwning acquired Awning.com in April 2024. Awning.com was recognized for innovative approach to remote full-service management for vacation rentals. Acquisition merges complementary solutions, combines client bases and operational teams. Entire Awning.com team joined RedAwning to continue services.
• World of Hyatt / Homes & HideawaysmajorChannel Partner/ Reseller/ Distributor · 31 October 2023Launched October 19, 2023. World of Hyatt's Homes & Hideaways offers World of Hyatt members curated collection of homes and condos including thousands of RedAwning properties. Collaboration enables guests to find unique accommodations with booking experience through trusted brand.
• Stay Inc.minorChannel Partner/ Reseller/ Distributor · 15 June 2023Stay is short-term rental marketplace focused on user experience. Partnership makes RedAwning's inventory instantly bookable by Stay's 18,000+ registered travelers. Focus on professionally managed vacation rentals with quality and service standards.
• PricelabscoreTechnology or IntegrationPricelabs powers RedAwning's Smart Pricing dynamic rate platform. The partnership enables algorithmic pricing optimization that adjusts rates based on demand, local events, seasonality, holidays, and competitor data. Property owners get customized data-driven pricing with automation rules.
• TurnoverBnBcoreTechnology or IntegrationTurnoverBnB partnership enables automatic scheduling and management of cleaners following guest stays. Opens a network of 25,000 experienced vacation rental housecleaners to RedAwning participating homeowners. Automates cleaning services coordination as part of property management workflow.
• Amazon / AlexacoreTechnology or IntegrationAmazon-powered Scarlett AI agent built with Amazon for guest assistance. Smart Concierge powered by Amazon Alexa and Echo devices enables hosts to offer expert-level hospitality through voice commands. Scarlett handles check-in instruction delivery and common guest inquiries 24/7.
• Booking.comflagshipChannel Partner/ Reseller/ DistributorRedAwning is Preferred IT Provider and largest U.S. vacation rental supplier on Booking.com. Provides exclusive marketing support including content optimization and 24/7 reservation services. Properties see 25-40% booking increase in first month. RedAwning handles credit card decline processing and overbookings.
• Expedia GroupflagshipChannel Partner/ Reseller/ DistributorRedAwning is #1 Connectivity Provider on Expedia. Properties see instant reservation increases - average 7+ bookings per 100 properties in first month live. No extra connection fees. RedAwning maintains exclusive marketing and value-added guest services.
• AirbnbflagshipChannel Partner/ Reseller/ DistributorRedAwning was first vacation rental marketing service invited to test Airbnb platform and has been active for 10 years. Dedicated Airbnb team responds to inquiries within minutes. RedAwning maintains separate Airbnb accounts (not combined) enabling hosts to maintain Superhost status.
• Vrbo / HomeAwayflagshipChannel Partner/ Reseller/ DistributorVRBO automatically included in RedAwning contract. All properties get Premier Host status at launch. RedAwning is HomeAway Software Preferred Provider. Handles review solicitation and responses for listings.
• GooglecoreChannel Partner/ Reseller/ DistributorCertified Google Advertising partner. RedAwning partner properties automatically eligible for Google Hotel Search display. Reservations from Google Travel flow through RedAwning.com to property owners.
• Marriott BonvoymajorChannel Partner/ Reseller/ DistributorRedAwning properties accessible through Marriott Bonvoy's Homes & Hideaways platform, giving access to World of Hyatt loyalty members. Properties include private homes professionally cleaned with 24/7 support. Earn and redeem Marriott Bonvoy points on vacation homes.
• Choice Hotels / Vacation Rentals by ChoicecoreChannel Partner/ Reseller/ DistributorPartnership allows 35 million Choice Privileges members to use points or cash to book vacation rentals via Choice Hotels websites. Gives property managers visibility to hotel-style travelers seeking alternative accommodations.
• HomeToGocoreChannel Partner/ Reseller/ DistributorHomeToGo is online marketplace with world's largest selection of vacation rentals, operating in 25 countries across Europe, South America, Australia, and Asia-Pacific. Partnership ensures RedAwning properties accessible to global travelers.
• BarefootdiamondTechnology or IntegrationDiamond Partner PMS integration. Barefoot is property management system that integrates with RedAwning for seamless property data synchronization and booking management.
• ResNexusdiamondTechnology or IntegrationDiamond Partner PMS integration. ResNexus integrates with RedAwning for seamless property management and booking synchronization.
• HostfullydiamondTechnology or IntegrationDiamond Partner PMS integration. Hostfully integrates with RedAwning for seamless property management workflow and booking synchronization.
• TrackplatinumTechnology or IntegrationPlatinum Partner PMS integration. Track by TNS Inc. integrates with RedAwning for hospitality hub and property management synchronization.
• EscapiaplatinumTechnology or IntegrationPlatinum Partner PMS integration. Escapia integrates with RedAwning for property management and booking synchronization across platforms.
• StreamlineVRSplatinumTechnology or IntegrationPlatinum Partner PMS integration. StreamlineVRS integrates with RedAwning for vacation rental management and booking synchronization.

Scale indicators24 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Hostaway: Hostaway provides a vacation rental property management system with channel manager, payment processing, and direct OTA API integrations (Airbnb, Vrbo, Booking.com, Expedia). Competes with RedAwning's Smart Portal for software-driven property managers but lacks the full-service management and proprietary IoT/AI stack.
• Guesty: Guesty is a property management software platform for short-term rentals, offering channel management, unified inbox, and automation across multiple OTAs — closely aligned with RedAwning's Smart Portal and Smart Communications Hub. Both target property managers and multi-property owners, though Guesty is software-only while RedAwning adds full-service management.
• Lodgify: Lodgify provides a SaaS platform for vacation rental owners and managers including a website builder, booking engine, and channel manager. Most directly comparable to RedAwning's software-only Smart Portal offering for DIY owners and small managers.
• Vacasa: Vacasa is a large-scale full-service vacation rental manager with 30,000+ properties under management, offering marketing, distribution, and on-the-ground operations. A more vertically integrated competitor to RedAwning's Full Service tier with significantly larger scale but a different capital structure (publicly listed then taken private).
• TurnKey Vacation Rentals: TurnKey is a full-service vacation rental management company handling marketing, distribution, guest services, and housekeeping — directly overlapping with RedAwning's Full Service tier (18% commission) for owners wanting hands-off management.
• Evolve: Evolve is a full-service vacation rental manager with 40,000+ properties, focused on professional management and distribution without on-site staff. Direct competitor to RedAwning in the commission-based full-service tier with similar lean operational model.
• StreamlineVRS: StreamlineVRS is a property management software platform for vacation rentals with channel management, reservation, and trust accounting features. Listed as a RedAwning Platinum Partner integration, indicating overlapping customer base and complementary positioning.
• Escapia: Escapia is a property management software platform built for vacation rental professionals, offering trust accounting, reservation management, and channel distribution. A RedAwning Platinum Partner integration serving overlapping professional property manager customers.

Broad incumbents

• Booking.com: Booking.com is a flagship distribution partner (Preferred IT Partner status) for RedAwning and also a competitor in attracting short-term rental inventory. As one of the world's largest travel platforms, its strategic decisions directly shape RedAwning's opportunity set.
• Airbnb: Airbnb is both RedAwning's largest channel partner (and one of its customers via host marketing services) and a potential competitive threat as it expands host-facing tools. Its massive inventory, brand, and native capabilities make it the most consequential player in the space.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/redawning
• Facebookfacebook.com/redawning
• LinkedInlinkedin.com/company/redawning
• Instagraminstagram.com/redawning4hosts
• Pinterestpinterest.com/redawning

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about RedAwning