Vrbo shifts its advertising strategy, moving away from direct competition with Airbnb and focusing on aspirational content and guest expectations. The platform's new tagline, "If you know, you Vrbo," targets a pre-sold audience. Hosts should focus on high-quality visuals and consistent presentation to align with Vrbo's evolving marketing.
Expedia Group CEO Ariane Gorin noted in the Q4 2025 earnings call that the shift to creator-led video has dramatically improved targeting efficiency, with the B2C segment expanding its EBITDA margin by six points while cutting direct marketing spend by 5%.