How a Pandemic Helped Expedia’s Vrbo Fix Its Google Problem
A vacation rental that had been listed on Vrbo as seen on May 1, 2011. Vrbo is leading Expedia Group’s recovery. Supercake / Flickr.com
Skift Take: Vrbo is benefiting from a ton of direct traffic because vacation rentals are having a moment, and competitors’ paid marketing through Google fell off a cliff. The brand will likely get some sustainable benefit from the lift, but the dynamic can change in a heartbeat.