The routing of requests in a shared hosting environment. The shared hosting environment includes a network farm of servers, each capable of processing the request corresponding to the host name. When a request is received, a router determines whether or not there is already a host name affinitization of subset of the servers to the host name corresponding to the request. If so, the message is dispatched to one of those affinitized servers. If not, one or more of the servers are affinitized to the host name to create a subset of affinitized server(s) for that host name. Different host names may have different subsets of servers that they are affinitized to. Over time, the affinitization may be terminated as appropriate.