VRBO’s Strategy for 2025 & Beyond: Exclusive Interview with Tim Rosolio

The vacation rental industry is constantly evolving, and staying ahead requires a deep understanding of changing market dynamics, technology, and traveler expectations. In our latest episode, we had the pleasure of sitting down with Tim Rosolio, VP of Vacation Rental Partnerships at Expedia Group, to discuss VRBO’s vision for 2025 and beyond.

Prioritizing Quality Over Quantity

One of the most significant takeaways from our conversation with Tim was VRBO’s commitment to prioritizing quality over sheer volume. While the platform continues to expand its listings, the focus is on elevating properties that provide exceptional guest experiences.

Tim emphasized that rather than simply increasing property count, VRBO is refining its marketplace to ensure travelers have access to the most reliable and well-maintained vacation rentals. This shift benefits both travelers and property managers who prioritize hospitality, consistency, and trust.

The Evolution from HomeAway to VRBO

Tim also provided a behind-the-scenes look at the transition from HomeAway to VRBO, a major rebrand that helped streamline the company’s offerings and consolidate its presence in the vacation rental space. More than branding - this move was about creating a more unified, technology-driven experience for both travelers and property managers. By simplifying operations and strengthening its marketplace, VRBO has positioned itself as a leading platform for professional property managers and high-quality listings.

The Role of One Key and Guest Loyalty

Expedia Group’s One Key loyalty program has been a game-changer in the short-term rental space. Tim shared that since launching the program, a large percentage of travelers using One Key Cash on VRBO are booking vacation rentals for the first time. This means VRBO is successfully converting hotel travelers into vacation rental guests, helping property managers reach a broader audience.

However, while travelers can earn One Key Cash when booking VRBO stays, they currently can’t redeem it due to merchant of record complexities. Tim acknowledged this and shared that VRBO is working on solutions to better integrate One Key benefits for both travelers and property managers.

Marketing & Visibility in a Competitive Landscape

Tim discussed how rising ad costs, changes in Google’s algorithms, and AI-driven search results are making it more challenging to market vacation rentals effectively. As a response, VRBO is placing a greater emphasis on brand awareness and organic growth rather than relying solely on paid advertising. The goal is to create a stronger connection with travelers so they return to VRBO directly rather than booking through third-party search engines.

Trust, Safety, and Property Manager Support

VRBO has long been known for its commitment to professional property managers, and that continues to be a key focus moving forward. Tim highlighted the importance of trust and safety in the vacation rental space, sharing that VRBO is working on new verification tools and audience-targeting features to help property managers attract the right guests.

VRBO’s account management team also plays a crucial role in supporting hosts and managers. Unlike some competitors, VRBO provides direct support and strategic guidance to help partners maximize their bookings and optimize their listings for success.

Looking Ahead: What’s Next for VRBO?

As VRBO moves into 2025 and beyond, the focus remains on enhancing the traveler experience, strengthening property manager partnerships, and leveraging cutting-edge technology to improve the platform. Some upcoming initiatives include:

• More advanced promotions and pricing tools for property managers.
• Improved marketplace design to highlight the best-performing properties.
• Continued investment in guest verification and trust measures.
• Expanding the reach of One Key to make it even more beneficial for vacation rental guests.

Watch the full episode here: