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Vacation Rental Industry Scored Big from the Super BowlThe Super Bowl 2010 was not only a great game. The fans, though, were not the only winners. The vacation rental industry scored big from the Super Bowl, via advertising for Home Away.com. The commercial from Home Away.com ranked No. 13 among all the commercials shown, in a recent poll by USA Today. The commercial featured the Griswold’s. It was a big hit. That’s not just personal opinion. The company received a favorable nod from Tech Crunch. A Super Bowl ad survey from Allen & Gerritsen listed the Home Away.com ad as one of the top 5, for inspiring customers to try out the product. This is not an easy feat for any company, as there are always a lot of large corporations that advertise at the Super Bowl. One only need think of the Budweiser Clydesdales to remember what type of competition Home Away was up against. With the success of the Super Bowl ad, you may now see more vacation rental ads appearing in places like HGTV, the Discovery Channel, and the Food Network. You will definitely see them on the Travel Channel. Having conquered the big issue of “reaching the public,” the vacation rental giant can turn its marketing attention to frequency of ads. Further justification for more ads is also coming from the amount of hits the company is receiving on their website. Here’s to analytics. This new venture could prove very lucrative for the vacation rental industry. Even in to the beginning of the 2010 fiscal year, only about 10 percent of the American public has even rented a vacation getaway. This represents a large market of untapped business. Savvy rental property owners are also offering rates that are often better than comparable hotels. Add to this the extras (like full equipped kitchens and extra bedrooms) that can come with vacation rental property, and you should see this number changing drastically this year. So many people have relied solely upon “word of mouth” advertising, that they may have missed business. No doubt, the Internet boom has been good to the vacation rental industry. Now we will see what television can do. Who know, one day this industry may even figure out social media marketing. What we will not know right away is the effect the commercial will have on the industry as a whole. It would be interesting to compare analytics from various vacation rental websites like VRBO, VacationRentals.com or ArrangeYourVacation.com to see if there has been an increase in traffic, and decrease in bounce rates. There is one thing for certain, though; we will be seeing more television commercials for the vacation rental industry. Many other large vacation rental websites will be hiring their own marketing firm, and trying to reproduce the success achieved by Home Away.com. We will just have to wait to see how it plays out.
Posted by Ray Province, M.A.
on Feb 19th, 2010 and filed under News, Website Reviews.
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3 Responses for “Vacation Rental Industry Scored Big from the Super Bowl”Leave a Reply |
I think the real measurement of how successful the Super Bowl ad will be is if home away has another commercial next year then you know it worked for sure. I agree it was great for the whole vacation rental industry.
Yes, Danny, you are absolutely right. I sincerely hope HomeAway will proceed with the advertising campaign and more TV ads like this will come. This is a real benefit fro the whole vacation rentals industry.
Yes, I see your point, Danny. I am sure the ads that I think we will see on Food Network, Travel Channel, and such will not match the $2 million paid for this one. I’m glad I am not the only optomist out there!