How to Advertise Vacation Rentals on Expedia

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If you want to list your holiday rental on Expedia, you’ll use Expedia Partner Central. This platform lets you add your properties, adjust rates, manage bookings, and more. It's also where you can set up promotions to boost your business within the Expedia Group marketplace. With Expedia’s advanced audience targeting, you can tailor your offers to specific traveller groups while keeping control over who sees and books them.

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Now, let’s explore some different promotional and Expedia advertising strategies you can use.

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Choose Promotions for Your Vacation Rental Business

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Navigating the sea of promotional options for vacation rentals can be quite daunting. With every major OTA offering various promotional and merchandising opportunities, it can be tricky to keep up.

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On Expedia, however, there are a few key types of promotions and merchandising opportunities that you can confidently implement:

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• Members Only: Reach over 70 million members on Expedia Group sites and select affiliates with exclusive offers.
• Mobile & Tablet Users: Target travellers using mobile or tablet devices. More people than ever are using these devices to research and book travel on Expedia Group websites.
• Expedia Group Campaigns: Participate in upcoming campaigns to broaden your reach across Expedia Group’s advertising channels.
• Specific Countries: Focus on your target markets or explore new ones by offering promotions to travellers from specific countries.
• Packages and Opaque: Attract longer-staying, advance-booking travellers with package deals or target price-sensitive travellers with opaque offers where details are less of a concern.
• Same Day Deal: Appeal to last-minute travellers by setting up recurring deals for same-day bookings.

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Customise Expedia Promotions with Restrictions

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To make sure your promotions are perfect for your vacation rental business, you can tweak them with specific restrictions. Here’s how:

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• Booking Dates: Choose the dates when your offer will appear on Expedia Group websites. You can also set up last-minute or 24-hour deals by limiting the bookable dates.
• Travel Dates: Decide when travellers can stay at your property. The offer will only show if you have available rooms and rates for those dates.
• Length of Stay: Encourage longer stays by offering different discount levels. For example, offer 20% off for a two-night stay and 30% off for a three-night stay.
• Early Booking Requirements: Target-specific booking windows with varied discounts for different traveller segments.

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Maximise Your Listing Visibility with Expedia’s Tools

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Millions of travellers visit Expedia Group websites daily to plan their trips. Expedia considers various factors, such as traveller search criteria and past booking behaviour, to show the most relevant properties and deals in search results.

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So, how can you ensure your vacation rental listings rank higher and attract more eyes on Expedia?

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Several factors influence your visibility on Expedia, including promotions. Luckily, you can impact the most important ones using the Partner Central Platform. Here’s how you can maximise your visibility with these tools:

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Offer Strength

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Head over to the Offer Strength page to check and improve your score. Here are a few ways to boost your Offer Strength:

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• Competitive Pricing: Make sure your prices are competitive compared to similar properties.
• Targeted Promotions: Participate in promotions aimed at specific traveller segments.
• Guest Reviews: Strive for great guest reviews and promptly address any negative feedback.

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Expedia Accelerator

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Once you've nailed a strong Quality Score and Offer Strength, you can use the Expedia Accelerator to boost your visibility during crucial times. Here’s how it works:

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• Boost Visibility: Increase your commission to Expedia Group for specific dates to enhance your listing’s visibility.
• Preview Impact: See potential outcomes based on current market conditions before committing.
• Stay Flexible: Adjust or remove your Accelerator settings as your needs change, keeping full control.

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Promotions for Short-term Rentals on Expedia

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Promotions are a fantastic way to reach a wider audience for your short-term rental on Expedia. Here are some effective promotion types to boost your visibility and increase bookings:

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• Package Promotions: Bundle deals to attract travellers who stay longer, book earlier, and are less likely to cancel.
• Members-Only Deals: Target over 69 million members on Expedia Group sites and affiliates with exclusive offers.
• Value Add Promotions: Offer travellers incentives without lowering your rates.

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What Are Expedia Advertising Options

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Expedia Sponsored Listings

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These ads resemble those seen on Google's search results page. When potential guests search for relevant keywords, your sponsored listing appears prominently at the top of the page. While the listing looks similar to regular listings, it includes a small 'Ad' label in the corner.

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Expedia Display Ads

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Expedia Group also offers display advertising opportunities across its suite of travel websites, such as Expedia, Hotels.com, Vrbo, and Trivago. These visual ads are designed to increase brand awareness. As potential guests become more familiar with your short-term rental through these ads, they are more likely to trust your brand and make a booking. Imagine Expedia banner ads, which are wide, visually appealing ads often positioned at the top or bottom of web pages.

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How to Get Started with Expedia TravelAds

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Get Your Property Listed on Expedia

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First things first, to start using TravelAds on Expedia, you'll need to have your property listed on their platform. Your Expedia login will also serve as your TravelAds login. If you're not already listed on any Expedia Group sites, signing up with Expedia Partner Central is straightforward. 

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Access Your Expedia TravelAds Account

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If you already have an Expedia listing, signing into Expedia TravelAds is straightforward: just enter your Expedia login details here. Alternatively, you can create separate TravelAds login credentials and later connect them to your existing listing. For assistance with this option, feel free to reach out to the TravelAds support team; they're there to help.

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Select Your Ad Type

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Once you've logged into TravelAds with your Expedia login, navigate to your dashboard and initiate a new campaign. Decide whether you want to enhance your visibility on Expedia's search results through a sponsored listing or leverage the broader exposure of Expedia display advertising.

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Create Your Campaign

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When opting for a sponsored listing, pick the rooms and deals you wish to highlight. For a display ad campaign, choose captivating imagery from your Expedia extranet and create compelling text. In both cases, define your target audience, set your maximum budget, and consider automating your PPC bidding for efficiency.

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Expedia Advertising Strategies

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To make the most of your investment in Expedia TravelAds and see a solid return, consider implementing these smart strategies:

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Target Your Audience 

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With Expedia TravelAds, you have full control over who views your ads. Take the time to pinpoint your ideal audience and tailor your ads specifically to them. Developing detailed buyer personas can clarify exactly who your target customers are and ensure your advertising efforts are effectively targeted.

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Select Eye-Catching Images

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When using TravelAds to secure a prime position on Expedia search results or across Expedia Group sites, the key to driving clicks lies in your visuals and compelling copy. Choose striking imagery that grabs attention and pair it with engaging, concise text to captivate your audience.

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Manage Your Budget Effectively

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When using Expedia TravelAds, setting an initial budget is crucial as a starting point. However, it's equally important to continually track your campaign's performance. Based on the insights gathered, adjust your budget strategically to optimise performance and maximise your return on investment. 

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Create Compelling, Concise Copy

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When crafting text for your ads, remember that less is often more effective. Keep your message succinct and impactful, avoiding unnecessary details that can overwhelm the reader. Opt for language that resonates and stands out, steering clear of generic phrases.

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For instance, instead of lengthy descriptions, use brief, powerful phrases like "room to wander" to highlight Phoenix's expansive landscapes for travellers.

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Highlight Irresistible Deals

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When promoting special offers, it's crucial to catch the eye of travel shoppers. Deals and promotions greatly influence their decisions, but it's essential to ensure your offer stands out against competitors. Use enticing language such as "up to 50% off" or "special offer" to grab attention. Including "up to" allows for flexibility in discount amounts, ensuring you deliver on expectations without overpromising.

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Include a Clear Call-to-Action (CTA)

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Your ad's CTA should prompt action from the shopper, enticing them to convert. Whether you want them to book a trip, learn more, or take another action, make sure your CTA is straightforward and compelling. Clearly indicate where they should click, and ensure the button stands out; consider using a contrasting colour.

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Leverage Reviews 

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Encourage delighted guests to share positive feedback on Expedia. Higher ratings enhance your rental’s visibility and credibility, reinforcing the impact of your advertising efforts.

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Conclusion 

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Looking to supercharge the impact of your display ads? By incorporating these powerful strategies, you can improve the effectiveness of your display ads. Need a hand? Consider teaming up with Houst’s insightful experts who can help refine your creative strategies, track ad performance, fine-tune based on results, and apply valuable insights to upcoming campaigns. Their expertise can take your advertising game to the next level and deliver stellar results for your business.

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