HomeAway Inc. wants to remind you of all about the funny and uncomfortable ways that sharing someone’s home on vacation can go awry: Finding a stranger’s hair on a bar of soap. Being watched in your sleep. Witnessing someone else’s personal hygiene routine.
The new marketing effort is designed to help HomeAway get a larger share of the vacation rental market and distance itself from home-sharing companies like Airbnb Inc.
HomeAway’s ad campaign, which begins today, features TV, digital and social media ads that mock the so-called sharing economy—the peer-to-peer sharing of goods and services, a trend Airbnb helped pioneer.
The ads, which will also run in countries such as France, the U.K. and Germany, demonstrate, in a humorous way, the weird situations people face when they share accommodations with strangers.
HomeAway’s listings tend to be managed properties and second homes that people rent out for most of the year, while Airbnb allows people to rent out rooms for brief periods of time.
I think it is two different markets and it is not very wise for HA to be mocking Airbnb, when it is clear that Airbnb is doing much better than them. I used to advertise with HA/VRBO, but it got worse and worse that it is not worth it for me to spend a lot of $$ on the subscription. And their pay per booking is ridiculous, since they charge 10% commission to the host. And the main problem for me is that HA/VRBO doesn't have a 2-way review system. So only guests can review the hosts and often time they could hold us, hosts, prisoners over bad review.