Here at Expedia Group Media Solutions, our role is to help advertising partners reach, engage, and influence travel audiences around the globe. Today, we are thrilled to announce that Vrbo and its collection of websites, including leading short-term rental brand HomeAway, have joined the Media Solutions brand portfolio.
Although Vrbo is already part of the Expedia Group family, the vacation rental website is an entirely new platform for Media Solutions and provides an opportunity for our advertising partners to connect with Vrbo’s distinct travel audiences.
The Vrbo Opportunity for Travel Brands
In 1995, Vrbo introduced a new way for people to travel together, pairing homeowners with families and friends looking for vacation rentals. From houses to condos to cabins to cottages, the Vrbo brand and its family of international websites provide a multitude of options for group travelers seeking unique and memorable places to stay.
The travel audiences across Vrbo are equally unique; Vrbo’s integration into our brand portfolio will provide our advertising partners the chance to connect with a largely new and valuable group of family and friend travel shoppers using display placements and customized landing page experiences.
Vacation rentals have become increasingly popular with family travelers over the past several years. Last year, an average of 16 million unique users explored Vrbo websites each month to discover vacation homes and plan their next vacation. Additionally, the average Vrbo traveler stays three times longer, spends five times more on a booking, and brings more than double the number of people to destinations than other travelers across Expedia Group’s portfolio of brands.
What’s more, vacation rentals are not the only components to their trip that this group of users seek: In addition to searching for the perfect place to stay, family travel shoppers, who make up such a large part of the Vrbo audience, also explore modes of transportation: Our recent study, Gen Alpha and Family Travel Trends, found more than half of family travel shoppers reach their destination via plane, and upon arrival, more than a quarter use a rental car to explore and navigate their destination.
From DMOs to hotels, air to car rentals, financial services to consumer goods, Vrbo provides the opportunity for brands to connect with a highly engaged and motivated audience of travel shoppers. Vrbo is a true household brand name and one of the world’s only major vacation rental platforms to offer advertising opportunities. We are incredibly excited about adding Vrbo to the Media Solutions brand portfolio and looking forward to seeing it forge new connections between our advertising partners and Vrbo’s unique audience.
Travel advertising partners can learn more about advertising on Vrbo.