Pet Boarding Playbook › Pricing & Booking
Pricing & Booking
Pricing is where home boarding operators most commonly leave money on the table — or price themselves out of the market by not understanding the local competitive landscape. This guide covers how to set rates, handle bookings professionally, and transition high-value clients to direct booking.
Understanding the Market Rate in Your Area
Before setting rates, spend 20 minutes doing competitive research. Search Rover in your zip code and filter by “boarding.” Note the rates of the top-rated sitters (4.9+ stars, 50+ reviews) — these are your market-proven premium comparables. Then check:
- Local kennel rates (call and ask, or check their websites)
- Independent home boarders advertising on Facebook Marketplace or Nextdoor
- Wag boarding rates in your market
The goal is not to undercut everyone — it's to understand what premium looks like in your specific market. A top-rated Rover sitter in a mid-sized market might charge $55–$75/night. A boutique direct-booking operator with a professional intake process, consistent photo updates, and strong referral reviews can justify $75–$120/night in the same market.
Pricing Structure: What to Charge For
Build your pricing around a base nightly rate with optional add-ons:
| Service | Typical Range | Notes |
|---|---|---|
| Boarding (per night) | $45–$120 | Base rate for one dog; varies heavily by market |
| Additional dog (same household) | $15–$35/night | Discount from base rate; same family, lower overhead |
| Holiday surcharge | $15–$30/night | Thanksgiving, Christmas, July 4th, New Year's |
| Medication administration | $5–$15/day | Per dog, for oral meds or insulin |
| Late pickup fee | $20–$50 | After defined checkout time |
| Meet-and-greet fee | $0–$25 | Some operators charge; others waive for first booking |
Deposits and Cancellation Policy
A deposit policy protects you from last-minute cancellations during peak periods — holidays and summer weekends, when you've turned away other clients to hold space. A common structure:
- Deposit at booking: 25–50% of the total stay, non-refundable if cancelled within 7–14 days of the start date.
- Balance due at drop-off (for cash/check) or charged at booking completion (for card/platform).
- Holiday reservation policy: Many operators require 100% prepayment for Thanksgiving and December stays, with no refunds for cancellations within 30 days.
State your deposit and cancellation policy clearly in your boarding agreement and booking confirmation. Verbal agreements about deposits almost always lead to disputes.
Booking Platforms: Rover, Wag, and Direct
The platform you use to accept bookings has a direct impact on your take-home revenue and your relationship with clients. Here's how the major options compare:
| Platform | Your Cut | Best For |
|---|---|---|
| Rover | ~80% (20% platform fee) | Building initial reviews and client pipeline |
| Wag | ~60–70% (variable fee) | Walk-in demand in dense markets; lower margin |
| Direct booking | ~97% (card processing only) | Established clients; highest revenue per booking |
The optimal strategy for most operators is to start on Rover to build reviews and a client base, then migrate regular clients to direct booking once they have 10–20 five-star reviews. Rover's terms of service prohibit soliciting clients off-platform for 2 years after a Rover booking — but they cannot prevent a client from independently reaching out to you directly, and most loyal clients are happy to avoid the platform fee on both sides.
Accepting Direct Payments
For direct-booking clients, you need a simple way to accept payment. Common options:
- Square or Stripe: Accept card payments via a simple link or mobile reader. Processing fees are typically 2.6–2.9% + $0.10–$0.30 per transaction.
- Venmo/PayPal/Zelle: Simple and familiar, but Venmo and PayPal charge a fee on business transactions. Zelle is fee-free but has no buyer/seller protection.
- Pet business software (Time to Pet, PocketSuite): All-in-one platforms that handle scheduling, client messaging, and payment collection. Monthly fees range from $20–$60 but reduce administrative time significantly as you scale.
When and How to Raise Your Rates
Two signals tell you it's time to raise rates: you're turning down bookings because you're full, and you're maintaining a 4.9+ average review score. Both indicate demand exceeds your supply and that clients perceive your value as high.
Raise rates gradually: a $10–$15/night increase announced 60 days in advance, with a grandfather period for existing regular clients, typically results in zero client loss. Frame the increase around specific service improvements — “We're adding a mid-day group walk and additional photo updates starting [date], and adjusting our rate accordingly.”
New clients should always see your current rate — do not offer the legacy rate to first-time inquiries just because your regulars have it. Over-discounting new clients creates a two-tier rate structure that is difficult to correct without conflict.
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