Competitors
Homely direct competitors in Kelowna are other short term rental operators who list properties on platforms such as Airbnb, Vrbo, and Booking.com. Kelowna had approximately 613 active Airbnb listings in 2025, the vast majority may be homes or private suites, with an average occupancy rate around 70% (Airbtics, 2025). Many of these listings are managed by individual host or by small local property management firms. These established hosts and operators directly compete with Homely on factors such as price, amenities, and guest reviews.
Indirect and secondary competitors include traditional accommodation providers such as hotels, motels, and resorts in Kelowna. Properties like the Delta Hotels Grand Okanagan Resort, Manteo at Eldorado Resort, and The Royal Kelowna provide centrally located lodging with amenities such as pools, restaurants, and conference facilities.
Substitute competitors are alternative forms of lodging that fulfill the same basic need for short-term accommodation through different means. In the Okanagan, many visitors opt for camping or RV parks, such as Bear Creek Provincial Park or other lakeside campgrounds, which provide a budget-friendly and outdoor-oriented alternative to private rentals.
NAICS Analysis
Homely business falls under NAICS 721 â Accommodation Services, Traveller Accommodation (7211) and All Other Traveller Accommodation (721198), which includes short-term rentals, tourist homes, and guest houses. According to Statistics Canada, the accommodation services industry in Canada generated about $35 billion in operating revenue in 2023, with operating expenses of around $30 billion (Canada, 2024). The industry profit margin is about 10% and the major portion of these expenses comes from labour, with salaries, wages, and benefits for approximately $9 billion. Other significant expenses include utilities, maintenance, property taxes, and insurance.
In British Columbia, about 1,842 businesses are operating in NAICS 721 and most of these firms are small, often owner-operated, similar to how Homely would begin. Industry data also show that labour costs and cleaning services are critical to maintaining standards, which aligns with the need for reliable housekeeping in short-term rentals (Canada, 2025). The benchmarks suggest that while revenues can be attractive in tourism regions like Kelowna, costs rise quickly, and achieving profitability depends on careful cost management, strategic pricing, and maintaining consistently high occupancy.
4Pâs
| Competitor | Product | Pricing | Place | Promotion |
| Dilworth Lodge | 800 sq ft private guest suite on Dilworth Mountain. Private entrance, parking, hot tub, cozy home feel. Ideal for couples & small families. | Dynamic Airbnb pricing. | Airbnb exclusive listing. Located 8 min from downtown Kelowna, 7 min from YLW airport. | Airbnb (4.9 rating, 100 + reviews). Promotes a peaceful atmosphere and comfort through high-quality photos. |
| Dilworth Suite | BR vacation suite on Dilworth Mountain with modern kitchen, living area, and outdoor space, family-friendly. | Airbnb / Vrbo dynamic rates | Listed on Airbnb, Vrbo, and its own booking site. | Highlights its âsafe for familiesâ message. Its website features local area tips and direct-book discounts (Suite, 2023). |
| Okanagan Vacation Home Rentals | 600 + homes and resort condos across Kelowna. Lakefront houses to urban suites. | Unit/season-based. Premium rates. | Direct site engine, Tourism Kelowna Direct Marketing listing + Online Travel Agencies. | Partnership with Tourism Kelowna for credibility |
| Lifty Life | Professionally managed condos & homes. 24 / 7 guest support and cleaning. | 20â35 % management fee on owner side. Guest prices CAD 150â300 / night. | Airbnb, Vrbo, Expedia, Booking, direct site. | Direct Marketing Organization and content marketing across BC destinations. |
| Delta Hotels Grand Okanagan | Downtown waterfront resort with pool, dining, & conference facilities. | Dynamic brand pricing. | Marriott direct booking and online travel agencies. | Marriott Bonvoy loyalty program, seasonal offers, strong brand ads. |
| The Royal Kelowna | All suite luxury units with full kitchens and laundry, rooftop pool. | Dynamic pricing with night packages. | Direct and online travel agencies. | Premium visuals and bundle offers. |
More about competitors
| Competitor | Positioning | Reputation | People | Partnerships |
| Okanagan Vacation Home Rentals | Wide selection of Okanagan homes/condos in lakefront and pools.Convenience message âyou make the call, weâll do the rest.â (Home Rentals, 2020). Targets families & vacationers across the valley. | Listed by Tourism Kelowna, which signals legitimacy. (Okanagan Vacation Home Rentals, 2025) | Established Okanagan operator with multi-city coverage. Its Kelowna page shows 30+ unit. Team available for reservations, housekeeping coordination, and maintenance. | Distribution via direct site and Direct Marketing Organization. |
| Lifty Life | Regional vacation-rental manager. Clear packaging by service tier (20â35% fee). (Life, 2025) Targets owners wanting pro ops & guests seeking reliable stays. | Uses third-party trust cue. Public directory shows 4.9/5 (8 reviews) (Wanderlog, 2025) | Multi-market team with local field staff. | Multi online travel agency distribution (Airbnb, Vrbo, Booking, Expedia) and local Direct Marketing Organization ties. |
| Delta Hotels Grand Okanagan | Branded lakefront resort in downtown. Targets leisure, events, and business travelers. (Bonvoy, 2025) | High visibility & volume of reviews on major Online Travel agencies like TripAdvisor (Advisor, 2025). Brand standards and loyalty program. | Full hotel staffing (front desk, housekeepingâŠ, etc). | Spa, event suppliers, Online Travel Agency/loyalty partnerships. |
| Manteo at Eldorado Resort | Seven acres of waterfront with indoor/outdoor pools & signature dining. Premium leisure & family target. (Eldorado Resort, 2025) | Strong resort identity with package offers and pet-friendly. Reputation built via own site and online travel agencies. | Resort-scale staffing across rooms, villas, dining, and marina. | Direct Marketing Organization presence; Online Travel Agency. |
| The Royal Kelowna | Luxury condo-style suites with full kitchens & in-suite laundry. Rooftop infinity pool targets upscale leisure & longer stays needing space. (The Royal Kelowna, 2025) | Premium reputation around waterfront location & suite amenities, frequent offers/promos to drive occupancy. | Hotel team for guest services, housekeeping, etc | Online Travel Agency distribution, spa partners. |
SWOT Analysis
| Competitor | Strengths | Weaknesses |
| Dilworth Lodge (Airbnb) | 1. Excellent location (Dilworth Mountain) 2. 4.9 Airbnb rating 3. Cozy, private unit with amenities. | 1. Dependent on Airbnb pricing |
| Dilworth Suite | 1. High trust 2. Family-friendly 2 BR unit 3. Both Airbnb & Vrbo listings | 1. Relies on Online Travel Agency reviews only 2. Lacks strong visual branding |
| Okanagan Vacation Home Rentals | 1. 600 + homes across Okanagan 2. Tourism Kelowna partner 3. Professional management and service | 1. Higher pricing tier 2. Weaker emotional connection, like a home |
| Lifty Life Vacation Rentals | 1. Regional presence in BC 2. Listing in Airbnb, Booking, and Expedia 3. Partnerships with Kelowna Chamber + Direct Marketing Organization | 1. Higher management fees inflate rates 2. Generic listing style across cities |
| Hotels (Delta, Eldorado, Royal Kelowna) | 1. Prime downtown lakefront sites 2. Luxury amenities & brand loyalty 3. High service standard | 1. Expensive for families or long stays 2. Not a homelike atmosphere |
Market Gap
| Competitor Type | Key Focus | Gaps in the Market |
| Individual Airbnb Hosts | Personal, cozy | Inconsistent quality, limited marketing reach |
| Professional Managers (Okanagan Vacation Home Rentals, Lifty Life) | consistency, visibility | standardized décor, higher pricing |
| Hotels & Resorts | Full service, brand recognition | Expensive, not a home-like atmosphere |
Competitive Advantage
| Advantage Area | |
| Product Differentiation | Professionally maintained home style rentals with a kitchen, laundry, local decor, board games, and guidebooks. |
| Target Market | Families, professionals, and couples. |
| Price Positioning | 10â20 % below comparable hotels but above low-rated Short Term Rentals at an affordable premium perception. |
| Local Touch | Collaborations with local cafés, tour operators |
| Sustainability | Energy-efficient lighting and eco-cleaning partnerships |
References
Advisor, T. (2025, 01 01). DELTA HOTELS GRAND OKANAGAN RESORT – Updated 2025 Prices & Reviews (Kelowna, Okanagan Valley). Tripadvisor. https://www.tripadvisor.com/Hotel_Review-g154933-d185465-Reviews-Delta_Hotels_Grand_Okanagan_Resort-Kelowna_Okanagan_Valley_British_Columbia.html
Airbtics, A. (2025, 08 01). Airbtics. https://airbtics.com
Bonvoy, M. (2025, 01 01). Kelowna Resort Hotel | Delta Hotels Grand Okanagan Resort. Marriott. https://www.marriott.com/en-us/hotels/ylwok-delta-hotels-grand-okanagan-resort/overview/
Canada, I. (2025, 08 18). Accommodation services – 721 – Summary – Canadian Industry Statistics – Innovation, Science and Economic Development Canada. Canada. https://ised-isde.canada.ca/app/ixb/cis/summary-sommaire/721
Eldorado Resort, M. a. (2025, 01 01). Manteo at Eldorado Resort. Manteo at Eldorado Resort I Lakeside Resort Kelowna. https://www.manteo.com/
Home Rentals, O. V. (2020, 01 01). Okanagan Vacation Home Rentals. Okanagan Vacation Home Rentals. https://www.okanaganvacationhomerentals.com/
Life, L. (2025, 01 01). Lifty Life. Lifty Life. https://www.liftylife.ca/vacation-rental-management/kelowna/
Okanagan Vacation Home Rentals. (2025, 01 01). Tourism Kelowna. https://www.tourismkelowna.com/listing/okanagan-vacation-home-rentals/1298/
The Royal Kelowna. (2025, 01 01). Waterfront Luxury Suites at The Royal Kelowna, BC. https://theroyalkelowna.com/
Suite, D. (2023, 01 01). Dilworth Suite. Dilworth Suite. https://dilworthsuite.ca/
Wanderlog, W. (2025, 01 01). Lifty Life Vacation Rentals. Wanderlog. https://wanderlog.com/place/details/10192615/lifty-life-vacation-rentals