Actually, I will try to give my $.02 on "hate selling". As a consumer, I hate when I'm about to book a hotel "deal" just to find out that the fees drastically change the price. I prefer all in pricing. However, as an owner I would understand that my listing wouldn't even be competitive, or show in the first pages of results, if you listed based on all- in pricing.
Compared to hotel booking sites, there are relatively few vacation rental sites. I think this presents an opportunity for those sites to differentiate themselves from hotel booking sites by adopting/encouraging an all-in price listing model, compounded by a marketing campaign really illustrating reason for fees & contrasting how traditional industry disguises them in their listings. Otherwise, as a consumer, you just feel nickeled & dimed. On the flip side, it can be cheaper to the consumer to pay a fee, rather than try to roll a price increase into the rental rate.
