Vrbo to Cease Certain Ads Targeting Airbnb

Over the last nine months, Vrbo has been launching direct attacks at Airbnb, its chief rival.

A Tactical Commercial and Billboard Campaign

The vacation rental platform initially gained attention with a commercial starring the famously stern football coach Nick Saban. Released in August, the ad humorously portrays Saban as an intrusive Airbnb host, interrupting guests in a hot tub who clearly wished for privacy.

The tagline suggested, "While other rental options require you to share space with a host, choose one where you have complete privacy." This commercial aired again during the 2025 Super Bowl, a 30-second slot reportedly costing $7 million.

Controversial Billboard Messages

In March, humorously critical billboards appeared, strategically placed near Airbnb's headquarters in San Francisco. These advertisements promoted Vrbo as a service free from host oversight.

Watchdog's Verdict

A national regulatory entity has since determined that some of Vrbo's promotional material stretched the truth too far, leading to recommendations for discontinuation. In a statement to Business Insider, Vrbo expressed its intent to comply with these suggestions.

The National Advertising Division (NAD), an autonomous body established in 1971, examined Vrbo's advertisements after Airbnb submitted a complaint. This organization concluded that Vrbo falsely suggested that Airbnb properties always feature live-in hosts.

Though initiated by Airbnb, the NAD review was a voluntary process for both companies. Typically, firms appeal to the NAD when a competitor's marketing could be seen as misleading or lacking substantiation, NAD attorney Eric Unis explained to Business Insider.

Responses and Perspectives

"We're satisfied with the decision," an Airbnb representative told Business Insider.

Despite some disputes regarding NAD's critiques, Vrbo agreed to adhere to the organization's guidelines. "We stand by our narrative and respectfully disagree with NAD's judgment on two points, yet we will comply with the necessary alterations," stated a Vrbo spokesperson.

Marketing Strategy Insights

Marketing specialist Ashley Rutstein previously explained to Business Insider that aggressive ad strategies can effectively elevate an underdog brand.

With Airbnb dominating 44% of the short-term rental market globally, compared to Vrbo's 9% as estimated by travel information platform Skift for 2024, the approach was ambitious.

Rutstein noted in March that travelers could find listings without onsite hosts through both Airbnb and Vrbo, diminishing the impact of Vrbo's campaign. "They had the right concept but failed in execution," she remarked.

Related Developments

In a similar vein, the NAD recently adjudicated a dispute between Molson Coors and Anheuser-Busch, where Molson Coors alleged its competitor's beers were flavorless 'like water,' only for NAD to find no supporting evidence for the claim.