Expanded brand offering connects advertisers with family travelers and cacation rental shoppers on a targeted platform.
SEATTLE – Expedia Group Media Solutions, the global digital advertising organization of Expedia Group, announced the addition of Vrbo to its global media portfolio of trusted travel brands.
The Vrbo family of websites, which includes leading short-term rental brand HomeAway, are the go-to option for families and friends looking to book vacation homes, cabins and condos. Available initially on Vrbo.com in the U.S. and HomeAway.co.uk in the UK, the new media offering from Expedia Group Media Solutions provides advertisers with unique opportunities to connect with a highly engaged audience of family and group travel shoppers.
With nearly 16 million monthly unique visitors and 257 million monthly page views1, Vrbo is top of mind for families and friends searching for the perfect place to stay on their next vacation. 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 a destination than other travelers across Expedia Group’s portfolio of brands2.
Advertising opportunities will include standard IAB display placements on Search Results and Property Details Pages, as well as customized landing page experiences with link-in and link-off capabilities, offering awareness and conversion focused solutions for advertisers. In the future, Media Solutions will look to explore new native and custom advertising formats, offering even more ways for destinations, airlines, car rentals, activity providers, hotels and other brands, to engage with Vrbo’s audience of family and group travelers.
“Vrbo is one of the only major short-term rental platforms with advertising opportunities and its addition to our media portfolio provides brands with unique access to a valuable audience of sophisticated and family-led travelers,” said Hari Nair, Senior Vice President, Expedia Group Media Solutions. “Whether helping travelers discover new destinations, showcasing activities and experiences to share with the family, or highlighting flight, activities, accommodation options and much more, our first-class advertising solutions will help brands achieve their objectives.”
“This partnership will reintroduce advertising across Vrbo sites and create a truly unique media offering, bringing together Vrbo’s audience of family travelers and Media Solutions’ expertise and relationships with advertisers,” said Lish Kennedy, Vice President Global Brand Marketing at Vrbo. “Our audience have historically reacted positively to onsite advertising and we are excited to provide additional vacation inspiration from new brands, destinations and experiences through this partnership with Media Solutions.”
Expedia Group Media Solutions offers a comprehensive suite of products and solutions that connect advertisers with a diverse, global audience of qualified travelers throughout every stage of their travel shopping journey, as well as sophisticated targeting capabilities and robust reporting. The power of the Vrbo brand, combined with the expertise and capabilities of Media Solutions, is an unmatched advertising offering in the short-term rental category.
1 Expedia Group Global Data, comScore, January 2020
2 Expedia Group, full year 2019, comparison of purchasing behaviors with travel shoppers on Vrbo and other Expedia Group sites
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.
She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.