We dive into a fiery new marketing rivalry shaking up the short-term rental space and unpack the global travel implications of sweeping new U.S. tariffs. From clever billboards to geopolitical tension, 2025 is already proving that perception and policy both matter more than ever.
Savvy vs. Vrbo: The Battle for Brand Brilliance
Vacation rental newcomer Savvy has turned heads with a bold billboard campaign targeting Expedia Group’s Vrbo. The message? Savvy is “Airbnb and Vrbo’s hotter, cooler, smarter younger sibling that never has fees.” It’s a direct jab at the booking fees often associated with the industry giants—and a savvy move for gaining visibility in an increasingly saturated market.
This playful yet strategic ad war started when Vrbo previously took aim at Airbnb, and now Savvy is answering back. The startup is doubling down on its fee-free promise, positioning itself as a more budget-friendly option. Case in point: a recent comparison showed a six-night stay in California listed $150 cheaper on Savvy than Airbnb. However, some of Savvy’s listings redirect to partner platforms like Evolve, where service fees may still apply—something to watch as consumers become more discerning.
While the billboard campaign generates buzz, the bigger question remains: will clever messaging convert into long-term bookings?
Tariffs Shake the Global Travel Market
Beyond marketing battles, global travel is being tested by new U.S. tariffs introduced by President Trump. Targeting countries like China, Vietnam, and Thailand with tariffs as high as 54%, these trade policies may not directly affect tourism, but the economic aftershocks are hard to ignore.
The result? A “triple threat” to global tourism:
Less disposable income due to rising prices
Border anxiety tied to political sentiment
Potential visa retaliation that could restrict movement
Inbound U.S. tourism is already taking a hit. With rising costs and concerns over foreigner sentiment, international travelers may look elsewhere. At the same time, U.S. consumers are expected to opt for domestic trips over pricier overseas adventures, reshaping demand across markets.
What This Means for STR Professionals
Short-term rental operators should keep their eyes on two key fronts: brand strategy and global economics. Whether it’s by offering fee transparency or leaning into domestic travel marketing, staying agile is crucial. The billboard battle may be entertaining, but the real winners will be those who understand how to meet evolving guest expectations—both in pricing and in policy perception.
Ready to elevate your direct booking game? Visit the Boostly website for the tools, strategies, and support you need to succeed in 2025 and beyond. And remember: Book Direct.