Global vacation rental company HomeAway VRBO was the first to market with a 5 year headstart but lost its global leadership to Airbnb in 2013. They hired us to transform and relaunch the brand. HomeAway VRBO was outspent by 19x VS Airbnb. Yes, 19x. So disruption was not a choice but a necessity.

A Global study revealed that the number 1 reason to book a holiday wasn’t to get away, but to get away from other people. HomeAway was uniquely placed to help address this. Unlike Airbnb & hotels heavily “shared” offering, HomeAway only listed whole properties. No sharing. No strangers. No ‘other people’

We defined HomeAway’s brand purpose as ‘We Champion Whole Holidays” and got the world to question sharing. This new direction saw the brand create magical experiences through partnerships, fame stunts and global campaigns. The brand became famous for challenging the sharing economy and the likes of AirBnb and hotel chains, asking people why they would ever share their vacation with strangers.