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Answers · Cost & pricing

What an STR tech stack really costs at 20, 50, and 100 doors.

We checked every number below against the vendor's own pricing page in July 2026 — because half the "pricing guides" ranking on Google still quote plans that no longer exist. Where a vendor only sells by quote, we say so instead of inventing a number.

The six lines in every operator's stack

PMS

$7–$30/unit/mo from transparent vendors

Uplisting $20/unit ($100 min) · OwnerRez ~$7.50–$40/unit sliding · Guesty from $9 (Lite, 1–3 units; Pro is quote-only) · Hostaway quote-only

The one line you can't skip. Quote-based vendors reportedly land in a similar band — get it in writing.

Dynamic pricing

~$20/unit/mo, or ~1% of revenue

PriceLabs $19.99/listing · Wheelhouse $19.99 flat or 1% · Beyond 1–1.25% of bookings

At $250+ ADR portfolios, the 1%-of-bookings models cost meaningfully more than flat per-listing.

Market data

$125–$150/mo

AirDNA $125/mo (Research) or $150/mo (Host) — the old $20–$100 per-market plans are retired · Key Data quote-only (reportedly ~$100+/mo)

Most 2026 blog posts still quote AirDNA's retired per-market pricing. Ignore them; these are the current tiers.

Ranking & conversion

$29–$129/mo — above 30 listings you're off the published menu

Rankbreeze $29 (≤3 listings) / $67 (≤10) / $129 (≤30)

Conversion tooling is priced for small portfolios; operators at 50+ doors mostly go without or build it.

Reviews widget

~$25–$150/mo depending on portfolio

Revyoos from €5/mo per property, scaling with count

Cheap per unit, sneaky in aggregate.

Owner statements & trust accounting

$150–$400/mo software, or ~30 min/door/mo of somebody's time

Clearing from $25/mo (≤5) / Pro from $150/mo + $2.50/unit trust add-on · Ximplifi service: quote-only, 10-property minimum · or a VA/bookkeeper's hours

The line most operators pay in labor instead of dollars — which is why it never shows up in the budget until an owner disputes a statement.

Worked totals

Mid-range assumptions from the transparent vendors above — your quotes will vary, but the shape won't. These totals exclude the PMS-and-pricing quote games and, crucially, exclude labor.

20 doors /mo
PMS $300
Dynamic pricing $400
Market data $150
Ranking tool $129
Reviews widget $40
Statements software $200
Total $1,219
50 doors /mo
PMS $750
Dynamic pricing $1,000
Market data $150
Ranking tool $129
Reviews widget $100
Statements software $275
Total $2,404
100 doors /mo
PMS $1,500
Dynamic pricing $2,000
Market data $150
Ranking tool $129
Reviews widget $200
Statements software $400
Total $4,379

The line that isn't on any invoice

Owner statements done by hand cost roughly 30 minutes per door per month once you count assembly, reconciliation, and the follow-up questions. At 50 doors and $30/hour, that's another $750/month of labor that never appears in a software budget — plus the weekend it eats. When operators tell us their stack costs "$1,500 a month," the honest number with labor is usually north of double that.

Where Sherpa Data fits — and doesn't

Honestly: Sherpa doesn't replace your PMS, and RateAlpha runs on top of PriceLabs rather than replacing it — so keep those two lines in your budget either way. What one Sherpa seat does replace: the market-data subscription for pricing context, the ranking/conversion tool, the reviews widget, the statements software, and most of that invisible labor line.

Our price is on the pricing page — with a calculator that runs this exact math against your own door count.

Run your numbers More answers

Sources (all checked July 12, 2026)