The purpose of this study is to explore the characteristics of entrepreneurs of tourist accommodation in households operating in the Republic of Croatia, identify key features of their entrepreneurial activities, and investigate factors influencing their entrepreneurial business. For the purposes of this research, a structural questionnaire was constructed based on previous studies conducted by the Faculty of Tourism and Hospitality Management at the University of Rijeka (2012, 2015, and 2016) and the study by Milohnić (2015). Data was collected through online surveys from January to April 2023. A comparative analysis was conducted to compare the results with those of selected studies. The obtained results indicate changes in the profile of contemporary entrepreneurs of tourist accommodation in households who are now significantly younger and relatively more educated. However, there is still a lack of strong entrepreneurial initiatives and commitment to transform their entrepreneurial endeavours into a primary source of income. In this context, they are more inclined to continue family traditions and predominantly offer accommodation services in apartments. If they want to improve their competitive position in the future, entrepreneurs of this profile face numerous challenges, primarily involving greater openness to innovation and transformation of business models in line with current tourism trends. The research results provide a valuable source of information for enhancing theoretical knowledge in the field of entrepreneurship in tourist accommodation in households focusing on entrepreneurial characteristics and specificities of their business as parameters of importance for increasing market competitiveness. In practical terms, the results indicate the need for incentives and support structures for entrepreneurs to align with and meet the standards of contemporary entrepreneurs of tourist accommodation in households.