Charles Esther
Vrbo, a major vacation rental platform, recently escalated its rivalry with Airbnb through a high-profile marketing campaign.
The campaign featured a Super Bowl ad and cheeky billboards — one of which was placed right outside Airbnb’s San Francisco headquarters.
In both, Vrbo pushed the idea that its listings are “host-free,” contrasting them with Airbnb’s offerings.
A commercial featuring legendary football coach Nick Saban portrayed him as a nosy host sharing space with guests, ending with the message: “When other vacation rentals make you share your turf with a host, try one you have all to yourself.”
The 30-second ad aired during the 2025 Super Bowl, where such spots cost around $7 million.
Airbnb Pushes Back
Airbnb challenged the campaign, filing a complaint with the National Advertising Division (NAD), an independent industry watchdog.
Airbnb argued that Vrbo’s messaging misled viewers by implying that Airbnb always involves host cohabitation, which isn’t true.
The NAD agreed, concluding that Vrbo’s ads inaccurately suggested all Airbnb rentals include an on-site host.
Regulators Intervene and Vrbo Responds
Following the NAD’s decision, Vrbo announced that it would comply with the watchdog’s recommendations, despite disagreeing with parts of the ruling.
A Vrbo spokesperson told Business Insider, “We stand by our messages and respectfully disagree with NAD’s findings on two claims, but will comply with the required changes.”
The NAD emphasized that such self-regulation helps maintain honesty in advertising, especially when companies voluntarily cooperate.
The Bigger Picture in Ad Strategy
Ashley Rutstein, an advertising expert, noted that Vrbo’s strategy was rooted in a classic “punching up” technique.
With Airbnb holding about 44% of the global short-term rental market compared to Vrbo’s 9%, Vrbo’s attempt to challenge the market leader was understandable.
Still, Rutstein pointed out flaws in Vrbo’s execution.
She said travelers can easily find entire homes without hosts through Airbnb as well, which undercuts Vrbo’s core campaign message.
Advertising Risks in Competitive Industries
The NAD has recently been involved in other high-profile marketing disputes.
In another case, it ruled against Molson Coors for claiming rival beers “taste like water” without proof.
Such cases illustrate the fine line advertisers walk when using bold, comparative messaging — especially when the claims aren’t backed by solid evidence.
Final Thoughts
Vrbo’s campaign against Airbnb highlights both the potential and the risks of confrontational marketing.
While bold messages can capture attention, they must be truthful and avoid misleading implications.
As the vacation rental market grows more competitive, the battle for consumer trust will likely become as fierce as the battle for market share.
