Earning Recognition on Merit, Listing by Listing

1. Vrbo has recently expanded its distribution significantly across Expedia Group’s wider brand network, reaching tens of thousands of B2B partners. From your perspective working with EMEA partners, how is this broader reach actually changing the conversation you have with property managers on the ground, and what does it mean in practice for operators who have historically relied on Vrbo as a standalone channel?

Distributing eligible Vrbo inventory across Expedia Group’s B2B network supercharges demand for our partners. Expedia Group’s B2B partners span across the globe and help reach travelers in markets where the Vrbo brand is lesser known. For EMEA partners, it unlocks an incredible opportunity to reach audiences they otherwise wouldn’t reach. I have seen the booking numbers from brand Expedia and B2B grow fantastically for some of our Vrbo partners this year. The great news is that operationally, nothing changes for our partners . Eligible properties are still managed on Vrbo, but automatically distributed on our channels, including Expedia and our Travel Agent Affiliate Network. 

2. The shift of the Premier Host programme from host-level to listing-level recognition, with stricter quality thresholds, is a meaningful change for operators managing diverse portfolios. How have EMEA partners been responding to that evolution, and how do you approach the conversation with those who need to raise their standards to stay competitive?

Quality and trust are both paramount in the vacation rental industry, now more than ever as traveler expectations continue to rise. We’ve made intentional moves to elevate our standards so that travelers can expect reliable and consistent stays every time they book on Vrbo. With that comes a responsibility to truly reward partners who go above and beyond, and not by getting a badge off the backs of truly excellent properties in a single portfolio. Moving to listing-level means every property earns its place on its own merits, and updated standards that speak directly to quality signals like 99% acceptance rate, 0% cancellation rate, and a 4.6+ review rating. 

Partner reactions have been mixed, which is understandable. For those who were upset, it started a conversation into understanding which levers are within their control. Most of the time with our coaching tools, the gap is addressable. The majority of partners are seeing badging on their best properties for the first time, which they really appreciate, and are motivated to get more of their properties badged.

3. Vrbo’s data is pointing to some genuinely interesting shifts in traveller expectations. New Vrbo data states 86% of travelers would pay more for a higher-quality listing. That jumps to 89% for Vrbo travelers. How should property managers in EMEA be thinking about positioning their listings to capture these emerging demand patterns?

Our new Built to Stay report examines how traveler expectations are evolving and what quality characteristics and trust signals matter the most to them. Expectations are higher for cleanliness, reliable amenities, price transparency, and responsiveness. While quality doesn’t necessarily mean luxury, it does mean partners need to master the basics every time. 

Ensure you have the best cleaners. Make sure all of your amenities work, especially recreational ones like hot tubs, pools, and saunas. Don’t add hidden fees, particularly for use of amenities like extra firewood or pool heating. And lastly, respond quickly – within an hour should be standard, especially if something goes wrong. 

4. You have spent over two decades in online travel, moving from Australia to Europe and across different phases of the vacation rental industry’s evolution. Looking at EMEA specifically, where do you see the most significant untapped opportunity for vacation rental growth in the next two to three years, and what is holding it back?

The biggest opportunity is in European markets where supply exists but hasn’t been properly professionalized, particularly where the underlying property is excellent but the listing, the photography, the pricing strategy, the responsiveness, still reflects a side-activity mentality rather than a full operator strategy. What’s holding it back is partly infrastructure and partly mindset.  The shift toward better partner tooling, performance coaching, and smarter data to inform pricing and promotion strategy is very much the direction Vrbo is moving, which will help close the gap. 

The regulatory picture is also significant here: EU STR compliance requirements, national registration schemes, and data sharing obligations are all landing in the same window. For markets new to this level of regulation, including parts of the UK, the risk is that compliance burden crowds out capacity to grow. Platforms have a responsibility to give partners as much lead time as possible and to make adaptation as straightforward as they can.