HOTELS in Johor are urging the authorities to look into the issue of unregulated short-term accommodation providers as the state gears up for Visit Johor 2026 (VJ2026).
Malaysia Budget and Business Hotel Association (MyBHA) national deputy president Jarod Chia hopes the short-term residential accommodation (STRA) guideline will be implemented soon.
The guideline drafted by Housing and Local Government Ministry through Town and Country Planning Department (PLANMalaysia) should be enforced soon to ensure fair competition between short-term rentals and hotels, he said.
“Hotels must apply for business licences, pay taxes and comply with safety regulations.
“Under the STRA guideline, short-term accommodations will also be subject to these requirements,” he told StarMetro.
An hotel manager Robert Lee said unregulated short-term stays distorted pricing and affected guest safety.
“Regulation is crucial to protect brand reputation and ensure fair competition,” he said.
“To attract long-term stays, hotels must maintain high standards by offering personalised local experiences and adopt dynamic pricing strategies.”
“To address over-reliance on Singaporean tourists, Tourism Johor should diversify its markets by targeting China and European tourists as well,” he said, adding that the expansion of Senai International Airport and events such as Asean Tourism Forum 2025 would boost Johor’s visibility among international travellers.
Another hotel manager, Kathy Norshalina Husrin, said mid-range hotels were the most affected by the rise of short-term accommodation providers due to the price difference.
“There has been a noticeable drop in hotel occupancy rates ever since the introduction of short-term rentals.
“However, despite the decline, there are still tourists as well as travellers from corporate and government sectors who prefer to stay in these hotels because of consistent service and 24-hour security,” said Kathy.
She also called for closer collaboration between Tourism Johor and the hotel industry for stronger VJ2026 promotional campaigns and more exciting, high-impact events to attract tourists.
P. Sammathen, another hotel manager, said in view of growing competition from short-term accommodation, hotels should upgrade their infrastructure and facilities to continue attracting tourists.
“We recently upgraded by replacing all our air-conditioners and TV sets to ensure guests enjoy a seamless and more comfortable experience.
“We view alternative accommodations as friendly competitors,” he said.
“At the end of the day, it is up to the consumer to choose their accommodation, based on their budget and other preferences.”
He added that his hotel in Iskandar Puteri has implemented a career development programme to retain talent.
Johor state secretary Datuk Asman Shah Abd Rahman said the state was preparing its budget for next year to support the VJ2026 campaign, with infrastructure upgrades and tourism product enhancements in the pipeline.
“The state is preparing next year’s budget to align with Johor Mentri Besar Datuk Onn Hafiz Ghazi’s vision for VJ2026.
“Several local councils are also drafting their own budgets to prioritise the campaign,” he said, adding that next year would be exciting with many programmes already being planned.
