Expedia Group Media Solutions, the global digital advertising organization of Expedia Group, has added HomeAway to its global media portfolio of trusted travel brands.

As a brand of the Vrbo family of websites and part of Expedia Group, short-term rental booking platform, HomeAway, offers holiday homes, villas, cottages and apartments for hire.

Unique offering

Available initially on HomeAway.co.uk in the UK and Vrbo.com in the US, the new media offering from Expedia Group Media Solutions is said to provide advertisers with unique opportunities to connect with a highly engaged audience of family and group travel shoppers.

HomeAway garners 16 million monthly unique visitors and 257 million monthly page viewsfrom  families and friends searching for the perfect place to stay on their next holiday. The average holidaymaker using the holiday rental platform stays three times longer, spends five times more on a booking and brings more than double the number of people to a destination than other holidaymakers across Expedia Group’s portfolio of brands.

Advertising opportunities will include standard IAB display placements on Search Results and Property Details Pages, as well as customised landing page experiences with link-in and link-off capabilities, offering awareness and conversion focused solutions for advertisers. In the future, Media Solutions will look to explore new native and custom advertising formats, offering even more ways for destinations, airlines, car rentals, activity providers, hotels and other brands, to engage with HomeAway’s audience of family and group travelers.

Hari Nair, senior VP, Expedia Group Media Solutions, said: “HomeAway is one of the only major short-term rental platforms with advertising opportunities and its addition to our media portfolio provides brands with unique access to a valuable audience of sophisticated and family-led holidaymakers.

“Whether helping holidaymakers discover new destinations, showcasing activities and experiences to share with the family, or highlighting flight, activities, accommodation options and much more, our first-class advertising solutions will help brands achieve their objectives.”

Lish Kennedy, VP global brand marketing at Vrbo, said: “This partnership will reintroduce advertising across our sites and create a truly unique media offering, bringing together our audience of family holidaymakers and Media Solutions’ expertise and relationships with advertisers.

“Our audience have historically reacted positively to onsite advertising and we are excited to provide additional holiday inspiration from new brands, destinations and experiences through this partnership with Media Solutions.”