Vrbo uses AI and booking data to localise summer travel marketing

Vrbo, an Expedia Group-owned vacation rental platform, is using generative AI alongside first-party booking and search data to create localized summer travel marketing campaigns. The strategy tailors advertising copy and creative assets to regional preferences, informed by traveler reviews and social media conversations, to drive demand across key markets.

US: Vrbo is using generative artificial intelligence alongside booking and search data to create localised marketing campaigns as it looks to drive summer travel demand across key markets. The Expedia Group-owned vacation rental platform said it is using first-party search and booking data to identify trending destinations and tailor advertising to regional travel preferences, rather than relying on a single global campaign. The strategy allows Vrbo to adapt creative content to different markets, using location-specific imagery and messaging based on traveller demand, while monitoring social media conversations and guest reviews to refine campaigns. Generative AI is being used to produce multiple versions of advertising copy and creative assets for regional markets, enabling marketing teams to test different campaigns more quickly while maintaining local relevance. The company said the technology supports creative development rather than replacing human oversight. Alongside its summer marketing activity, Vrbo has also partnered with Mattel to launch a series of Uno-themed holiday homes featuring game rooms and outdoor play spaces aimed at families. According to the company, engagement with the themed properties will also help inform future family-focused marketing campaigns by providing insight into customer interest and booking behaviour. Highlights - Vrbo is using generative AI to create localised summer travel marketing campaigns. - The platform is combining AI with first-party booking and search data to tailor advertising by region. - Campaigns are also informed by traveller reviews and social media conversations. - Vrbo has partnered with Mattel to launch Uno-themed holiday homes targeting family travellers.