What the Unpack ‘24 trends mean for vacation rental partners

The 2024 travel forecast for vacation rentals shows that nearly one-fourth (23%) of travelers are looking for any excuse to get away with their loved ones, sparking the “go-ccasion” trend.* With more than a third (34%) of travelers planning to take more trips with family and friends next year, they’re finding any justification to go. The desire to find any reason to get away is even higher for travelers from the U.S. (37%), South Korea (29%), and Hong Kong (27%).

The leading reason for a getaway is to celebrate job-related achievements — from getting a new job or a promotion, to quitting a job or retirement. Other unique reasons people are getting away include a breakup or divorce, pet birthdays and adoption dates, and celebrating a first date anniversary. 

Lean into the go-ccassion trend by encouraging the many types of unique getaways your vacation home is suited to host. Make sure your listing content plays up how your property is the perfect spot for a gathering, regardless of how unique...dog’s birthday, retirement or career milestone, breakup celebration? Show how your property can hold the space and help travelers create memories with their loved ones.

• Allow for short stays for those planning frequent getaways.
• Encourage travelers to review your property with anecdotes of their reason for getting away or celebrating.
• Offer a flexible cancellation policy to remove friction for travelers booking a non-essential getaway. 

It’s what’s on the outside that counts. From cold plunges and pickleball courts, to roof terraces and fire pits, the outdoor amenities that hold space for travelers and their people are a big draw— in fact, 42% of travelers book vacation homes with amenities they either cannot afford to have at home or that they want to try out.

More than one-quarter (28%) of travelers say they would choose a vacation home with outdoor amenities, so they’d never have to leave the property, which is most important for travelers 18-to-24-years old when considering which vacation home to book. This preference is also much higher among travelers from the U.S. (42%) and South Korea (42%). 

With outdoor spaces being an important part of the vacation rental experience — and a deciding factor in the booking process — ensure you are optimizing and promoting your outdoor space so that travelers are aware of everything your property offers.

• Update your listing to include vibrant photos and engaging descriptions of your outdoor space.
• Highlight seasonal features that would appeal to guests during certain time frames, such as fire pits, pools, hot tubs, or fresh produce from the garden.
• Advertise from the outside in by showcasing photos of your outdoor space, especially on social media, to draw in travelers searching on social platforms.  

Vrbo’s most popular property types for 2024 are converted mills, barns, and farmhouses. Over the last year, converted mills saw a 47% increase, while barns and farmhouses saw 21% and 42% jumps, respectively.**

The preference for these property types shows us that travelers are looking for unique stays where they can relax and connect with nature. If your property is in a rural location or is a one-of-a-kind accommodation, lean into that when updating your listing to ensure you are showcasing the charming characteristics and distinctive parts of your property to pique travelers’ interests. Highlighting any on-site gardens or fruit trees, as well as any nearby farm-to-table experiences, can also appeal to travelers looking to enjoy nature and the surrounding area.

There is a lot of opportunity when it comes to connecting with vacation rental travelers — tapping into new desires and inspirations for travel in 2024. To learn more about these Vrbo trends, along with the other trends revealed for the year ahead, take a look at the full Unpack ’24 report outlining all the unexpected, yet exciting, ways travelers are inspired to make travel decisions.