What it does
Vrbo is a marketplace for booking vacation rentals, including houses, cabins, and condos. The app serves as a tool for travelers to discover properties, compare options based on filters like price and amenities, and organize their findings into 'Trips'. It's positioned within the Expedia Group family of brands, sharing a unified account and rewards system.
Where it shines
Vrbo excels at turning the functional task of booking into an engaging planning experience. The 'Trips' feature (03:43) is a prime example, functioning less like a simple wishlist and more like a collaborative mood board where users can create multiple, named trip plans. The app also successfully captures users early in their journey with inspirational content. The 'Explore by interests' section on the home screen (04:54) allows users who don't have a destination in mind to discover ideas and seamlessly transition to browsing relevant properties.
UX highlights
- Ecosystem Framing: During onboarding (00:26), the app immediately establishes its connection to Expedia and Hotels.com, broadening its value proposition beyond a single service.
- Advanced Filtering: The search filters (01:37) are comprehensive, including a responsive price slider that allows for precise budget control.
- Clear Property Details: The property page (02:07) is well-structured, with a prominent photo gallery, key highlights, and an easy-to-scan list of amenities and house rules.
- Actionable Confirmation Toasts: Saving a property triggers a simple but effective confirmation toast (02:13) that includes a direct link to 'View trip,' encouraging further engagement.
- Map-Based Discovery: The map view (03:29) offers an alternative way to browse, with prices clearly displayed on pins, which is helpful for location-sensitive planning.
- Contextual Warm-ups: Before requesting system permissions for notifications (00:36), the app shows a screen explaining the benefit with a visual example.
Monetization & growth
No paywalls or subscription prompts are visible in this user journey. The app's business model is likely commission-based from bookings. However, a significant growth and retention strategy is the 'One Key' rewards program, introduced at 00:33. By unifying rewards across Vrbo, Expedia, and Hotels.com, the platform creates a powerful incentive for users to stay within their ecosystem for all their travel needs. The app also features promotions for a co-branded credit card (04:27) to further deepen loyalty and earn rewards.
Who it’s for
Vrbo is primarily for families and groups planning vacations, rather than solo or business travelers. This is evident from the default traveler count and the emphasis on whole-home rentals with multiple bedrooms. The 'Trip' planning features also cater to users who are actively organizing a getaway for multiple people and need to compare and share options.
Notes & opportunities
While the search flow is robust, the initial onboarding forces a sign-up before the user can see any properties (00:04). Allowing users to browse first and create an account only when they want to save or book could reduce initial friction. Additionally, the 'Invalid code' error message during email verification (00:21) appears instantly after typing just two digits, which could be a slightly jarring experience. A small delay or validation upon completing the full code would feel more natural.