Vacation rental platform Vrbo is investing more in social media advertizing than rivals, according to research.
BrandTotal has analyzed paid social media ad campaigns across eleven platforms including Airbnb, Booking.com and Tripadvisor, over two months to reveal Vrbo had 39% of the paid share of voice.
By comparison, Vrbo-owner Expedia's share of voice was 25% while Airbnb and Booking had 10% each.
BrandTotal goes on to identify Gen Z as the target for the travel platforms analyzed accounting for almost half (49%) of all ad impressions.
The social media advertizing intelligence company adds that 71% of ads were targeted at women.
Meanwhile, YouTube attracted the majority of social ad budgets accounting for 62% of ad impressions, which compares with Facebook at 12% and Twitter at 11%.
The platform drove 100% of Hotwire’s social media ad impressions and 94% of Vrbo’s impressions.