Casago Focused On Togethering And Localization Travel Trends

Forbes

3 hours ago

If you ask Steve Schwab, CEO of Casago, what makes a great short-term rental (STR) experience, he won't start with technology or price. He'll tell you it begins at the front door—literally. That's because Casago's vision for the future of vacation rentals hinges on something deeply analog in a digital age: local ownership, local stewardship, and human connection.
A person rolls two suitcases with children seated on them as travelers pass through Miami ... More International Airport during Memorial Day weekend on May 24, 2025 in Miami, Florida. This Memorial Day, travel is expected to break records according to AAA, with an estimated 45.1 million travelers. About 3.6 million of those expected travelers will be flying to their destinations. (Photo by Giorgio VIera / AFP) (Photo by GIORGIO VIERA/AFP via Getty Images)
And as the STR market evolves, Casago's franchise-first model may prove to be one of the most disruptive plays yet.
Casago recently completed a merger that positions it among the largest full-service short-term rental operators in the U.S., with over $2 billion in annual reservation revenue. But Schwab is quick to clarify—it's not just about scale, it's about structure.
'We're taking what was a centralized consolidation model and decentralizing it,' Schwab told me. 'Each market becomes a Casago flag, owned and operated by a local franchisee who knows the community, the homes, and the guests.'
Integration Into The Local Community
Casago offers full-service property management with boots on the ground. Franchise owners don't just list properties; they maintain, clean, and manage them with hospitality-level precision. This model creates accountability and builds trust—two things that matter deeply to both guests and homeowners.
According to data from AirDNA cited in Skift, STR supply growth has slowed to 5.2% in 2024—down from 7% in 2023 and 18% in 2022. Schwab isn't alarmed. In fact, he views it as a market maturing.
'Real estate prices are up, and the post-pandemic bump has normalized,' Schwab explained. 'But demand is stable. And in some segments, like large-group rentals, it's thriving.'
Togethering In Group Travel
Casago focuses heavily on nightly rentals, especially for families and groups seeking 'togethering'—a term Schwab uses to describe the intimate shared experiences that hotels often can't replicate.
A recent Mintel study supports this shift: 40% of Gen Z and Millennial leisure travelers prefer STRs over hotels, citing better value, privacy, and the ability to cook, relax, and reconnect. This isn't just about saving money—it's about crafting moments.
Despite a growing reliance on technology, Schwab believes the secret sauce of modern hospitality is making people feel seen and heard.
'Luxury today isn't marble bathrooms,' he said. 'It's a handwritten note that proves someone cared. It's a Mariachi band greeting you on your anniversary. It's human connection.'
Casago uses AI to streamline back-end operations—like navigating varied cancellation policies or managing repetitive tasks—so staff can spend more time creating those personal moments. 'We're using AI to be more human, not less,' Schwab noted.
Casago isn't interested in one-size-fits-all automation. 'Hospitality is local,' Schwab said. 'And the closer the decision-maker is to the front door, the better the outcomes for guests, homeowners, and communities.'
That level of oversight matters. According to Skift, guest satisfaction scores are significantly higher for STRs than hotels, especially in larger properties where shared experiences matter. Schwab attributes that gap not just to amenities but to intent.
'You're not knocking on your grandparent's hotel door hoping they're in. You're sitting with them in a shared living room, making memories.'
Schwab also stresses the importance of proper guest placement and thoughtful community alignment. 'There's a place for rowdy golfers and a place for families,' he said. 'It's our job to know the difference and place them accordingly.'
Casago embraces regulation too—but only the fair kind. 'If we don't self-discipline as an industry, someone else will do it for us—and we may not like how that turns out,' Schwab warned. 'Fair regulation helps weed out the bad actors and makes room for the professionals.'
As the industry tilts toward professionalization, Casago is carving a path that merges operational excellence with emotional intelligence. Its franchise model may be the key to unlocking hyper-local scale—a rare feat in hospitality.
And in an era where 'local' is the new luxury, that might be the smartest move in travel today.