US Travel Advertiser of the Month: VRBO

VRBO registered the biggest increase in Ad Awareness for January 2023 of all the travel brands we track in the US, making it the Travel Advertiser of the Month. According to data from YouGov BrandIndex, which tracks perceptions toward brands daily, the vacation rental company owned by the Expedia Group saw an improvement of 4.1 percentage points, going from 9.3 on December 25, 2022, to 13.4 on January 24, 2022.

The brand recently announced key dates for booking travel in 2023 to get the best private vacation rental. There’s also a social media contest throughout this month where participants must follow, like and tag friends to win. VRBO is gifting the winners a $3,500 stay at their chosen rental where they can invite as many friends as can be accommodated.

YouGov’s BrandIndex data also reveals that VRBO saw its Buzz score, which tracks if consumers have heard something positive or negative about a brand, increase slightly during the same period (+2.1 percentage point).

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” Data from surveys of adults aged 18 years and above residing in US from December 25, 2022, and January 24, 2023. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex. 

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