Vrbo, the short-term rental platform, is investing in generative artificial intelligence and search and booking data, aiming to boost demand for summer travel in its key markets.
The company, which belongs to the Expedia Group, is moving away from the concept of a single global advertising campaign and is developing locally tailored campaigns, using first-party data from searches and bookings to identify popular destinations and traveller preferences in each region.
This strategy allows Vrbo to adapt both images and advertising messages to the specific characteristics of each market. At the same time, the company uses guest reviews and social media conversations to optimise its content and the effectiveness of its campaigns.
Artificial intelligence at the centre of Vrbo’s strategy
Generative artificial intelligence is used to produce multiple versions of advertising copy and creative materials, allowing marketing teams to test different approaches for each market more quickly.
As the company highlights, the technology supports the creative process and does not replace human oversight.
Alongside its summer campaign, Vrbo announced a partnership with Mattel to create themed holiday homes inspired by the popular Uno game. The properties feature specially designed play areas and outdoor activities, with the aim of attracting families.
The company estimates that traveller responses to these properties will provide valuable insights into family travel preferences, contributing to the planning of future marketing campaigns.
