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U.S. Online Vacation Rental Market Analysis: 2008-2010
Analysts: Douglas Quinby
Spotlight | Published: September 2010
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Publication Summary

Since PhoCusWright published its 2008-2009 study PhoCusWright's Vacation Rental Marketplace: Poised for Change, the online vacation rental arena has evolved tremendously. Once a relatively uncharted, underestimated market often considered a segment of "alternative lodging," vacation rental has emerged as a major marketplace in its own right. It is an increasingly mature online category that is competing directly with hotels for the leisure traveler.In this analysis, PhoCusWright partnered with Compete to assess the size of the online vacation rental market, identify key trends in online vacation rental shopping, and update select metrics from PhoCusWright's Vacation Rental Marketplace: Poised for Change.

Table of Contents


18 Pages

Introduction
Key Findings
Methodology
Key Terms & Definitions

The Vacation Rental Guest

Market Size & Structure

The End of RBO vs. VRMC?

Major Online Vacation Rental Players

Key Online Behavioral Trends

Air and Hotel Cross-Category Shopping

The Impact of Social Networks

Referral Traffic Analysis

The Use of Search

Inquiries and Conversion


LIST OF TABLES

Annual Household Travel Spend, by Vacation Home Renters
Domestic and International Travel Incidence, by Vacation Home Renters
Usual Booking Method for Vacation Rental Guests and Non-Renters
Vacation Rental Category Monthly Unique Visitors and Annual Change, May 2008-April 2010
Monthly Unique Visitors to the Online Hotel Supplier Category, Online Travel Agencies (Hotel Shopping), and Vacation Rentals, May 2008-April 2010
Average Annual Change in Monthly Unique Visitors (Millions) by Online Lodging Category, May-April 2009 and May-April 2010
Average Monthly Unique Visitors and Annual Change, May 2009-April 2010
FlipKey, TripAdvisor Monthly Unique Visitors, May 2008-April 2010
Vacation Rental Same-Month Cross-Category Visitation: Airlines and Hotels, May 2008-April 2010
Vacation Rental Cross-Category Visitation - Social Networks,* May 2008-April 2010
Top-Referring Websites for Hotel and Vacation Rental Sites (by Category) and Y/Y Change
Top 15 Referring Websites to the Online Vacation Rental Category, May 2009-April 2010, and Annual Change in Share of Referrals
Top Referring Keyword Categories as Share of All Keywords Generating Referral from Search to Vacation Rental Category, May 2008-April 2010
Top 10 Keyword Search Terms as Share of All Keywords Generating Referrals to Vacation Rental Category, May 2008-April 2010
Top Referring Keywords by Destination as Share of All Keywords Generating Referrals from Search to Vacation Rental Category, May 2008-April 2010
Aggregate Inquiry Rate for Four Major Vacation Rental Sites, 3Q08-1Q10