Over the past decade, I’ve had a front-row seat to the evolution of Ontario’s short-term rental market. As the founder of Jayne’s Luxury Rentals, which manages 300 premium properties across cottage country, I’ve built a business rooted in respect, safety, and elevated hospitality. 

But I’ve also seen how a small number of irresponsible operators have caused big problems. And now, municipalities are scrambling to regulate the entire sector.

 

Cottage rentals are an economic lifeline

 

Short-term rentals are more than a sweet escape from the city. For many families, renting out their cottage is the only way to cover rising costs of ownership, from property taxes to maintenance and insurance. And without that income, some owners would be forced to sell. 

Beyond that, rentals have massive economic benefits to rural communities. Guests spend money at local grocery stores, restaurants, marinas, hardware stores, and attractions. They hire fishing guides, rent boats, and pay local cleaners and landscapers. One week-long rental can generate thousands of dollars in local spending, and when you multiply that over a full season, the value to rural tourism economies is undeniable. 

 

Pressure on owners 

 

In response to community complaints, many municipalities have implemented licensing systems, and I support that in principle. But in practice, we’re seeing a troubling trend: excessive fees. 

This heavy-handed approach is pushing responsible owners out of the market entirely. Many are taking their listings down, or selling altogether, not because they’re unwilling to comply, but because the system is too difficult or costly to navigate.

This outcome helps no one. Families lose a place they call home or an important source of income that makes ownership viable. Local businesses lose tourism dollars, and municipalities risk driving rentals underground. We need to foster accountability, but with smart licensing regulations.  

 

Responsible renting starts with the owner

 

Let’s be clear: licensing is a two-way street. As owners, we have a duty to operate respectfully and professionally. Complaints happen when owners take a hands-off approach, leaving guests and neighbours without proper support or expectations.

At Jayne’s, we set clear house rules around noise, occupancy, garbage, and parking. We vet guests carefully. We have boots-on-the-ground property managers and a 24/7 guest support team. Our goal is simple: to create seamless, memorable guest experiences while preserving the peace and character of the community. 

 

What smart licensing looks like

 

The challenge for municipalities is to create a licensing system that sets clear expectations without overburdening the owners who are willing to, and already do, play by the rules. 

That balance comes down to a couple of things: 

Simple application process – While the municipality needs to ensure safety and compliance to septic standards, etc, there should be no need for intrusive cottage inspections for owners who rent through a registered TICO agency or have self-rented responsibly for the last 5 years with no bylaw infractions. These owners should not have to report expiry dates on smoke alarms, etc.

Fair licensing fees – Costs that reflect the actual expense of setting up the program and providing enforcement, not ones that drive owners away.

Reasonable enforcement – Owners should be given the benefit of the doubt, as these regulations are new and many cottages are second homes. Owners may not be fully informed about the procedures required under the new rules. A grace period should be provided while owners familiarize themselves with the short-term rental regulations, and fines should not be imposed immediately. Enforcing penalties right away risks frustrating owners who are likely unaware of the rules and could discourage them from participating in the rental market.

When licensing is grounded in accountability, rather than punishment, it protects the community while keeping rentals operating responsibly. 

The majority of owners and operators are not the problem. Yet when we respond with high fees and blanket restrictions, they punish those who are following the rules and do little to those who are not. 

 

How to move forward

 

Cottage rentals are about more than revenue—they’re about tradition, connection, and memories. We’ve hosted everything from multigenerational reunions and milestone birthdays to restorative wellness retreats. It’s not just a stay—it’s a meaningful escape. And responsible rental companies work hard to preserve that serenity for both guests and neighbours alike.

Ontario doesn’t need fewer rentals. It needs better standards. Let’s focus our efforts on the handful of properties that are causing disruption, not on blanket restrictions that hurt the families, businesses, and communities that rely on responsible tourism.