Vrbo just launched a new U.S.-only TV commercial called “Last Minute Getaway,” a sun-soaked spot that shows a family enjoying a villa by the ocean and invites travelers to answer the call of a spontaneous vacation. But this ad is just the start. Behind it is a broader campaign promoting last-minute booking discounts, new host tools, and domestic travel ahead of the July 4 weekend.
If you’re a professional short-term rental manager working with Vrbo, this campaign isn’t just interesting, it’s actionable. Here’s what the ad signals about Vrbo’s priorities this summer, what’s new behind the scenes, and what you should do to stay visible in search.
Vrbo’s New “Last Minute Getaway” Ad Sets the Tone for Summer 2025
Vrbo’s new U.S. TV spot, titled Last Minute Getaway, is a 15-second commercial designed to tap into the appeal of spontaneous summer travel. It opens with a sunset view over the ocean from a villa, then cuts to a couple lounging by the pool. One of them bites into a slice of watermelon as a calm voiceover says: “When a last-minute getaway calls, answer it.” The shot widens to reveal a family dancing together, surrounded by space, privacy, and a panoramic ocean view.
The ad ends with the Vrbo logo and the message: “Last minute deals.”
A Return to Vrbo’s Core, Even as Its Urban Footprint Grows
Despite Vrbo’s growing urban inventory, as also seen in the company’s Q1 2025 results where its modest growth was driven primarily by multi-unit urban properties, this ad is a clear return to form. It focuses on what Vrbo has traditionally done best: entire homes, family-friendly getaways, and destination-based leisure travel.The creative choices in Last Minute Getaway reinforce that identity. There’s no sign of high-rise condos, city escapes, or urban experiences. Instead, we see the kinds of listings Vrbo has long been known for: spacious villas with pools, large enough to host a full family gathering. This suggests that even as the platform diversifies its supply, it still sees value in spotlighting its legacy strengths, especially during peak domestic travel periods like the July 4th holiday.
A Coordinated Push: Vrbo’s Last-Minute Deals Campaign Goes Beyond the Ad
The Last Minute Getaway ad is just part of a larger, coordinated campaign from Vrbo. Behind it is a broader product and marketing rollout designed to train both guests and hosts around last-minute bookings, and make that behavior seamless across channels.
1. In-App Integration: Last-Minute Filter + Host Prompts
Vrbo has added a last-minute deals filter in its U.S. app, allowing users to browse only listings that offer discounts for bookings made within 30 days of check-in.
Where applicable, guests will also see a prompt directly on listing pages:
“This host offers a reduced rate for bookings made within 30 days of check-in. The reduced price includes any discounts for weekly or monthly stays or rewards applied.”
This clearly signals to travelers that they’re getting a deal, and encourages hosts to opt in via Vrbo’s new Promotions Suite.
2. Homepage Banner: Light Touch, Clear Message
On the U.S. version of the Vrbo homepage, a small banner appears above the fold reading:
“Save over $200 on last-minute stays.”
While not dominant, the placement ensures that even direct visitors are made aware of time-sensitive deals and nudged toward discounted inventory.
3. Social Media Activation: Destination-Based Promos
Vrbo is also actively promoting last-minute deals via its social media channels, including Instagram and Facebook. These posts often highlight a specific destination and include a direct link to browse local inventory.
What’s noteworthy is how the link itself is pre-filtered: users are shown listings in that region that already qualify for last-minute pricing.
For example, one recent Instagram post featured the Hamptons. Clicking through led directly to a filtered search result titled:
4. Product-Level Alignment: The Promotion Suite in Action
This campaign also serves as the first major public-facing activation of Vrbo’s Promotion Suite for hosts. While the tools launched earlier this year, this is the first time they’re being actively tied to guest-facing marketing.
By combining:
- Back-end discount tools for property managers
- On-site and in-app labels
- Search filters
- And media campaigns that drive awareness
Vrbo is signaling a more cohesive pricing strategy and laying the groundwork to influence guest expectations around flexibility and value.
July 4th: The Most American Travel Opportunity
The timing of Last Minute Getaway is no coincidence. July 4th remains one of the most important drivers of domestic U.S. leisure travel, and this year, it arrives just as international inbound demand to the U.S. is softening and Vrbo’s growth shows signs of pressure.
As we reported earlier, Vrbo’s modest growth in Q1 2025 was largely driven by the rise in urban multi-unit supply. But the platform still relies heavily on domestic, leisure-driven bookings in classic vacation markets. And what better moment to push spontaneous travel than America’s most quintessential holiday?
Data from PriceLabs shows that in several key vacation rental markets, booked nights for the July 4th period (3-6 July 2025 vs. 4-7 July 2024) are seeing double-digit year-over-year growth:
- Destin, FL: Booked nights are up 37% compared to last year, with occupancy climbing from 67% to 72%.
- Naples, FL: Booked nights have risen 34%, and ADR is up 5%, despite a slight occupancy dip.
- Panama City Beach, FL: Already high volume, with over 20,000 booked nights for the July 4 window, up 23% from last year.
What This Means for Short-Term Rental Managers
Whether you’re actively listing on Vrbo or just watching its playbook, the Last Minute Getaway campaign offers valuable takeaways.
For Managers Listing on Vrbo
Vrbo is clearly spotlighting listings that match the themes of this campaign: entire homes, family-ready properties, and flexible pricing for spontaneous travel. To stay visible during this surge:
- Use Vrbo’s Promotion Suite
If you haven’t already, activate last-minute discounts via the platform’s Promotions Suite. This isn’t just about attracting guests, it’s about meeting Vrbo’s internal relevance criteria for surfacing deals in search, filters, and social posts. - Double-check mobile visibility
With mobile-first promotions launching in July, ensure your listing photos, pricing, and calendar are optimized for quick mobile conversions. - Communicate value clearly
With all-in pricing now the standard and “no hidden fees” messaging in full view, transparency in pricing is no longer optional, it’s expected.
For Managers Off Vrbo or Building Direct
Even if you don’t list on Vrbo, this campaign is worth paying attention to, because it offers a blueprint for guest behavior Vrbo is helping shape:
- Lean into urgency + seasonality
Vrbo’s bet is that guests are still booking at the last minute, but only if the experience is seamless and compelling. If you’re running a direct site, consider surfacing last-minute availabilities in real-time, and clearly labeling discounted dates. - Create regionally anchored content
Vrbo’s geo-targeted social posts with filtered links are a reminder that travelers often browse by place first, then by deal. Your own paid ads or email campaigns can adopt a similar tactic, e.g., “Last-minute summer homes in Lake Tahoe, July 4–7.” - Pair promotions with visibility
Vrbo is not just offering deals, it’s integrating them into search filters, homepage banners, and ad copy. Replicate that layered visibility in your own ecosystem: feature promos in your homepage banner, Instagram captions, and booking engine filters simultaneously.
Vrbo’s Last Minute Getaway campaign isn’t just about rescuing distressed inventory. It’s training travelers to expect speed, clarity, and savings, and it’s encouraging managers to meet them there. Whether you’re operating within the Vrbo platform or steering your own ship, the takeaway is the same:
Make your best last-minute deals easy to find—and even easier to act on.
