May 2, 2025
Vrbo has been directed to cease certain advertisements targeting Airbnb, following a ruling by a national watchdog group. The National Advertising Division (NAD) found that Vrbo’s claims in its commercials and billboards were misleading, as detailed in a report. Vrbo’s campaign, which included a high-profile Super Bowl ad and provocative billboards, suggested that Airbnb always involves hosts cohabitating with guests, a claim the NAD deemed inaccurate.
Vrbo’s marketing strategy, which aimed to highlight its host-free rental options, comes as the company holds a 9% share of the global short-term rental market, significantly trailing Airbnb’s 44% share, according to data from IndexBox. Despite Vrbo’s compliance with the NAD’s recommendations, the company expressed disagreement with some of the findings, maintaining that their message was valid but agreeing to adjust their advertising approach.
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