$re = '%^([^?]+)(?:\??)(?!(?:.*)&?show_pinned_search=1(?:&.*)?$)(.*)$%';
$str = 'https://www.example.com/property/villa-alexia/BC?zz=3&zz=8&show_pinned_search=1&';
$subst = "$1?show_pinned_search=1&$2";
$result = preg_replace($re, $subst, $str);
echo "The result of the substitution is ".$result;
Please keep in mind that these code samples are automatically generated and are not guaranteed to work. If you find any syntax errors, feel free to submit a bug report. For a full regex reference for PHP, please visit: http://php.net/manual/en/ref.pcre.php