Vrbo Needles Airbnb in New Campaign: We're 'Hotter' and 'Cooler'
Skift Take
Key Points
- Vrbo launched a provocative billboard campaign near Airbnb's headquarters, branding itself as a 'hotter, cooler, friendlier' alternative to Airbnb.
- The campaign emphasizes the privacy of Vrbo rentals, contrasting them with Airbnb's host-present accommodations.
- Vrbo plans to expand the campaign to major U.S. cities, aiming to highlight differences with Airbnb.
Summary
Vrbo has launched a bold advertising campaign targeting Airbnb, starting with a billboard near Airbnb's San Francisco headquarters that positions Vrbo as a 'hotter, cooler, friendlier' alternative. The campaign, part of the 'Make It a Vrbo' initiative, underscores the privacy Vrbo offers by contrasting it with Airbnb's host-present stays. Vrbo plans to extend this campaign across major U.S. cities to further emphasize its unique offerings compared to Airbnb.
Vrbo this week placed a billboard within view of Airbnb headquarters in San Francisco that said: "Think of us as Airbnb's hotter, cooler, friendlier, long-lost twin that never has hosts. Make it a Vrbo."
It's all part of the Make It a Vrbo campaign, which launched in January and aims to tout the privacy of a Vrbo vacation rental versus things such as Airbnb Rooms, where guests stay with the host present in the property.
Airbnb CEO Brian Chesky took the stunt in stride, putting a photo of the billboard in an Instagram story.
Source: Brian Chesky
Vrbo plans to expand the campaign in billboards across the country, including in New York, Atlanta, Los Angeles, Chicago, Dallas, Houston, Charlotte, and Tampa.
It is the case there are generally no occasions when hosts stay at a Vrbo property when guests are there. But it should be pointed out that most Airbnb stays are private, as well, although Airbnb offers stays shared with the host.
Photo Credit: Vrbo
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