Skift Take

What's in a brand? When it comes to those like, probably hundreds of millions or billions of dollars. The inconvenient truth is that vacation-rental-selling isn't likely to rebrand anytime soon.

Series: Dennis' Online Travel Briefing

Dennis' Online Travel Briefing

Editor’s Note: Every Wednesday, Executive Editor and online travel rockstar Dennis Schaal will bring readers exclusive reporting and insight into the business of online travel and digital booking, and how this sector has an impact across the travel industry.

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Online Travel This Week

Rebranding got a lot of attention in the past few days with Facebook's name-change to Meta, but what about's outdated brand?

The idea for this column arrived Wednesday afternoon when the subject line of a email popped in: "We offer so much more than hotels."

And then there was the headline in the email body: "Don't let the name fool you, we do more than just hotels."

You know where this is heading., which was among the first websites before the turn of the century to enable online hotel bookings, today also offers vacation rentals, apartments, villas, houseboats, trailer parks, and apartment hotels — not to mention things to do, car rentals, packages and flights.

Like, has been busy adding vacation rentals to it