In the cutthroat world of short-term rentals, advertising does more than just get a brand noticed; it shapes how travelers make their choices. Recently, Airbnb has been kicking things up a notch with a series of bold ad campaigns that directly compare its rentals to hotels, positioning itself as a better alternative while also promoting group travel and spotlighting guest favorites. There have been several campaigns in the past year or so specifically targeting hotels.
Not to be outdone, Vrbo has rolled out its own set of commercials, echoing themes from earlier campaigns this year. They’ve consistently pushed these ideas in the past, and now they’re reinforcing them once again. These new ads are warm and relatable, quietly positioning Vrbo as the go-to choice for travelers. The main narrative tool they are using? A strong emphasis on privacy, host-free stays, and the benefits of their rewards program, subtly setting themselves apart from competitors in a way that resonates with travelers seeking a more personal and rewarding experience
VRBO’s latest commercials are built around three distinct themes. Here’s what they’re to push:
1 Taking Potshots at Airbnb (Host-free stays, 24/7 live support)
2. Promoting Features (Flexible date search, group travel planning, long-stay discounts)
3. Promoting the One-Key rewards program
By closely observing these campaigns, property managers can gather valuable insights that reveal Vrbo’s strategic direction. These ads highlight Vrbo’s focus on offering privacy, flexible booking options, and rewarding loyalty. For property managers, this means there’s value in emphasizing similar features in your listings—such as highlighting private, host-free experiences, offering flexible date options, and promoting any special deals or extended stay discounts. By aligning with Vrbo’s current messaging, you can improve your listings’ appeal, increase visibility on the platform, and ultimately attract more bookings from travelers who prioritize these aspects.
Vrbo’s Agenda Hidden in Plain Sight in Their Latest Commercials
Let’s take a closer look at each of Vrbo’s strategic agendas in detail.
- Pitching Itself As a Superior Alternative to Airbnb
Vrbo’s latest ads really hone in on something specific travelers care about: privacy. These commercials are all about promoting host-free stays, illustrating how privacy is a key concern for families, couples, and others who prioritize personal space. Vrbo subtly contrasts its approach with other short-term rental platforms, hinting that having a host around could feel like an invasion of privacy, a clear nod, almost like a caricature, aimed at Airbnb.
While not all travelers prioritize privacy, such as single backpackers seeking community or adventure enthusiasts looking for group activities—Vrbo is speaking directly to those who do. Through a degree of hyperbole, Vrbo is making the case that it can offer a more private and uninterrupted experience than other platforms. This contrasts with Airbnb, which may no longer reflect the privacy concerns these ads emphasize, as it also offers private, host-free accommodations.
However, Vrbo’s inclusion of 24/7 live support is a clear advantage that reinforces its appeal. This is their way of saying, “You don’t need a host on-site because we’ve got a whole team ready to help anytime you need it.
This isn’t the first time Vrbo has leaned into this angle. In the past, campaigns like “Only Your People” and “A Place for Together” have also highlighted the exclusivity and privacy of their rentals. They’re reinforcing this idea more firmly this time around.
Vrbo is making a pretty clear statement with these ads: if you want a private, stress-free vacation with support whenever you need it, they’re the platform for you.
- Spotlighting Group Travel and Flexible Date Search Features:
- Group Travel Planning:
Let’s start with group travel planning. Vrbo was actually ahead of the curve on this one. They introduced this feature early on, and it’s a game-changer for anyone trying to organize a trip with family, friends, or a larger group. Instead of juggling endless emails or text threads, everyone in the group can log in, suggest properties, vote on their favorites, and coordinate all the details in one place. It’s a feature that really resonates with larger groups who want to make sure everyone’s on the same page—literally! Interestingly, Airbnb only recently added something similar, so it’s clear Vrbo was leading the charge here.
- Vrbo’s Long-Stay Discounts
Vrbo is also subtly making the point that guests who book through their platform should consider staying longer to take advantage of great savings. Their commercials suggest that Vrbo is the go-to choice for travelers looking for extended vacations, emphasizing long-stay discounts as a key feature that sets them apart. Vrbo is positioning itself as an attractive option for those seeking a more cost-effective and prolonged getaway.
- Flexible Date Searches:
Then there’s the flexible date search feature, which is all about giving travelers more options. Instead of being locked into specific dates, guests can search for properties with some wiggle room on when they want to stay. While Airbnb might have popularized this idea first, Vrbo is now making sure they’re right there offering the same level of flexibility and convenience.
- Promoting the One Key Rewards Program:
Vrbo is really pushing its One Key rewards program, and it’s easy to see why. One Key is a new, all-encompassing loyalty program launched by Expedia Group, designed to integrate rewards across all of its brands, including Vrbo. The idea here is to make it super easy for customers to earn and redeem rewards, no matter which Expedia brand they’re using—whether it’s for a hotel stay, vacation rental, flight, or even a cruise. It’s a way to keep travelers coming back, knowing that every dollar they spend is earning them something in return.
During a chat at the Short Stay Summit in London earlier this year, James Cassidy, Sr. Director of Partner Success at Vrbo, gave us some insider info on what’s coming in 2024. He revealed that while some competitors are still trying to figure out their loyalty programs, Vrbo is moving full steam ahead with One Key. After launching in the U.S., they’re rolling it out internationally.
It’s clear that Vrbo is banking on this program to attract more travelers and set itself apart in the vacation rental space, as reflected in its latest commercials.
Inside the 2024 Vrbo Commercials
Vrbo rolled out multiple ad campaigns within just 2 months. Let’s dive into what each one brings to the table.
Relax | Sunbathers – One Key
In this commercial, we see two women relaxing by a pool, soaking up the sun, when suddenly their peaceful moment is interrupted by a call from the property owner saying he’s on his way over. They quickly rush inside, clearly annoyed that their serene sunbathing has been disturbed by the host dropping by unexpectedly.
The scene then contrasts with two other women who have booked their stay through Vrbo. They’re also resting and sunbathing, but this time, one of the women receives a notification on her phone, not about an intrusive host visit, but about earning rewards through the One-Key program. She smiles, puts her phone down, and continues to relax peacefully, undisturbed.
The commercial is clearly making a point: with Vrbo, you get to enjoy your vacation without any unwelcome interruptions from a host. Plus, you can earn rewards through the One-Key program, making the experience not just peaceful but also more rewarding.
Relax | Underwear – Host-free stays
In this other commercial, we see a man starting his morning routine, holding his toothbrush, and trying to quietly sneak into the bathroom. He’s moving slowly and cautiously, clearly trying to avoid disturbing the host or having an awkward encounter. It’s an uncomfortable moment that anyone who’s stayed in a shared space might recognize.
Then, the scene switches to a completely different vibe. On the other side of the screen, we see a man happily dancing around in his underwear, carefree and enjoying his morning without a worry in the world. He’s singing, dancing, and just having a great time, completely at ease because he’s got the place to himself.
The ad is really driving home the point that with Vrbo, you can enjoy the privacy of a host-free stay. No awkward interactions, no sneaking around, just a relaxed, private vacation where you can truly unwind and be yourself.
Relax | View – Host-Free Stays
In this simpler, more straightforward commercial, we see a group of people with one man in particular admiring the stunning mountain views from their vacation home. He’s taking in the scenery and really enjoying the moment. Vrbo is using this scene to make a point: for travelers, staying in a vacation home can be a special, sometimes first-time experience that’s all about soaking in the surroundings and fully immersing themselves in the moment.
The ad subtly contrasts this with the idea that, for hosts, these views and experiences are nothing new, they’ve seen them countless times. By highlighting this, Vrbo is emphasizing the value of a host-free stay, where guests can feel like the space is truly theirs to enjoy, without someone else’s presence potentially taking away from that fresh, immersive experience.
Relax | Rest & Rewards – One Key
In this commercial, we see a man lounging by the pool, soaking up the sun and completely relaxed. As he’s enjoying his peaceful moment, his phone buzzes with a notification from Vrbo: “You earned $60 in OneKey Cash.” The man just continues to nap, worry-free, without a care in the world.
The ad makes a simple but powerful point—guests can earn rewards with the OneKey program just by enjoying their vacation. It’s not about doing anything extra or going out of your way. You’re literally getting rewarded for relaxing and having a good time. Vrbo is highlighting how easy and beneficial the OneKey program is, letting guests earn while they unwind, making their vacation experience even more rewarding.
Relax | Timer – Live Support
In this commercial, we see a group of friends having a great time playing a board game. One of the girls steps away to make a quick call to the Vrbo support team to resolve a question she has. The impressive part? She gets her issue sorted out so quickly that she’s back at the table before it’s even her turn to play again.
Vrbo is using this scene to highlight their 24/7 live support feature, showing just how fast and hassle-free it is. The message is clear: even if you run into a question or need help during your stay, Vrbo’s support team is there to assist you right away, so you can get back to enjoying your vacation without missing a beat.
Relax | Plans – Flexible Date Search
In this commercial, we see a person browsing the Vrbo app, setting their travel dates with a flexible range of two months. The scene then shifts to a family happily enjoying themselves in a pool, clearly having a great time.
Vrbo is using this ad to promote its flexible date search feature, making the point that it understands how travel plans can change and that flexibility is key for many travelers. But while your dates might be flexible, some things—like having a pool—are non-negotiable. It’s a fun and relatable way to show that with Vrbo, you can easily find the perfect place that meets your needs, no matter when you decide to travel.
Relax | Garden – Long Stay Discounts
In this commercial, we see a happy family enjoying their vacation, with the kids playing and having the time of their lives while everyone else is relaxed and content. The scene is all about showcasing the joy and relaxation that comes with a longer stay.
Vrbo is using this ad to promote their offer where guests can stay for a week or longer and save an average of 10% on select properties.
Relax | Group – Trip Planner
In this commercial, a group of friends is using Vrbo’s group planning feature. They’ve created a group called “Our Beach Trip,” and everyone is actively involved in choosing which vacation rental to book. Each friend votes on their favorite option, and the whole group loves the place they’ve selected. In the next scene, we see them all enjoying their stay at a beautiful beach villa—laughing, relaxing, and having a great time together.
Vrbo is showcasing just how easy and quick it is to plan a trip with friends using their group planning feature. The ad highlights how everyone can have a say in the decision, making the planning process smooth and collaborative. I
Relax | Fireplace – 24/7 Live Support
In this commercial, a man is having some trouble with the fireplace in his vacation home. But he’s on a call with Vrbo’s live support team, and with their quick instructions, he’s able to fix the issue in no time. Soon enough, he’s back to enjoying a cozy evening with his partner, the fireplace warmly lit and setting the perfect atmosphere.
Vrbo is using this ad to highlight that vacations don’t run on a 9-to-5 schedule, and neither does their support. Their 24/7 live support is always there to help, no matter what time it is or what the issue might be.
Relax | Dip – Host-Free Stays
In this commercial, a couple is enjoying a relaxing, private moment in the pool, completely carefree. Their clothes are casually strewn around the room, and they’re fully immersed in the moment, knowing they have the space all to themselves. The ad emphasizes that there’s no host around, allowing them to truly be themselves without any interruptions.
Vrbo is using this scene to highlight the value of privacy in a vacation. By choosing a host-free stay, guests can fully relax and enjoy their time without worrying about someone else being around.
Relax | Dip – Host-Free Stays
In this commercial, a couple is enjoying a fun, private moment in the pool, completely carefree. Their clothes are casually strewn around the room, and they’re fully immersed in the moment, knowing they have the space all to themselves. The ad emphasizes that there’s no host around, allowing them to truly be themselves without any interruptions.
Vrbo is using this scene to highlight the value of privacy in a vacation. By choosing a host-free stay, guests can fully relax and enjoy their time without worrying about someone else being around.
Relax | Dance – One Key
In this commercial, a woman is joyfully dancing around, clearly having a great time on her vacation. Her kids are smiling as they watch their mom enjoying herself, and she continues to dance her way over to the balcony, where she’s greeted with a stunning view of the beach. Her happiness is contagious, and it’s clear she’s in a moment of pure bliss.
Vrbo is using this scene to make a point: with them, you don’t just book a vacation—you earn rewards with OneKey Cash. The ad subtly contrasts this with the idea that, with other platforms, you might book a stay but miss out on those extra perks.
Relax | Host-Free Stays
In this commercial, it starts with an older man, the host, sitting outside his vacation home as a family arrives for their stay. The family is excited to check in, but the host strictly enforces the check-in time, saying they have to wait because it’s only 2:55 and check-in isn’t until 3:00. Once they finally get inside, the host hands them a rule book filled with strict guidelines—only five-minute showers, limited bathroom use, no games or fun for the kids (in fact, kids aren’t really welcome at all), no TV, and a long list of “don’ts.”
As the family tries to enjoy their vacation, the host continues to make their stay uncomfortable. While they’re eating together, the host is outside mowing the lawn, creating a loud noise that ruins the peaceful moment. When they try to relax in the sauna, the host intrusively announces it’s his turn to use it, leaving the couple feeling awkward and unable to enjoy their time.
The scene then shifts to what a Vrbo experience looks like—where the family has the whole house to themselves. The kids are running around freely, and the parents are enjoying a meal with a beautiful beach view, completely undisturbed.
Vrbo is using this ad to highlight the difference between staying at a place with a host versus booking through Vrbo, where you get the entire space to yourself.
In this commercial, the “nightmare host” is portrayed by Nick Saban, a well-known figure in American sports, who is the Alabama University football coach and an ESPN analyst. This casting choice is no coincidence; it strategically aligns the ad with the upcoming US football season, a time when millions of viewers are tuning in. By featuring Saban, Vrbo taps into his widespread recognition and connects with a key demographic of football fans. The ad concludes by highlighting Vrbo’s role as the Official Sponsor of the College Football Playoff, further cementing the brand’s association with this major sporting event and enhancing its visibility during a peak time of viewer engagement.
The Big Picture
Whether through hyperbole or smart targeting, Vrbo is nailing it by speaking directly to the real concerns of one of its main audiences, privacy and flexibility. Instead of the usual ‘enjoy your stay’ fluff, they’re using straightforward, impactful messaging that shows they truly understand what these travelers want. As a property manager, there’s a lot to learn here. By mirroring this approach, you can make your listings stand out by focusing on these specific pain points. Highlight your properties’ privacy, emphasize the flexible options you provide, and ensure your listings on Vrbo and other platforms showcase these features front and center. It’s a surefire way to attract more bookings and give your business that competitive edge in a busy market.