From luxury suites to full-house rentals, top travel brands are battling it out on-screen to win the hearts (and bookings) of vacationers. As travelers weigh loyalty perks versus privacy and space, ads from Hilton, Marriott, Airbnb, and VRBO are revealing who’s sticking to their strengths and who’s throwing shade.
Using our real-time, in-market ad measurement tool MarketCast Brand Effect, we analyzed standout creative across hotels and home-sharing brands for Ad Breakthrough for the first half of 2025.
Home Sharing Takes Aim
VRBO took the crown with “Host,” featuring sportscaster and former Alabama coach Nick Saban, and playing off a common traveler concern: having to share the place with the host. The ad humorously exaggerates the pitfalls of a hosted stay and lands its cheeky punchline, “Meanwhile, at VRBO,” reinforcing that guests always get the whole place to themselves. The combination of humor, relatability, and star power paid off, driving the highest branding of the group and lifting Ad Breakthrough 15 percentage points above the norm, leaving the competition far behind.
Airbnb aimed to take on hotels with “Kid Sized,” a nostalgic, music-driven spot showing a growing family squeezed into the same small room over the years. While the ad offered a clever and relatable setup, it didn’t land with the same punch as VRBO’s. Despite its emotional tone and clear message, the spot delivered a more modest 9-point lift in Ad Breakthrough and lacked the strong branding and memorability that helped VRBO pull ahead.
Hotels Keep It Classy (and Rewarding)
Hilton leaned into aspirational loyalty with “Hilton Honors, Babe,” following two friends on a globe-spanning girls’ trip powered by Hilton Honors points. With luxurious visuals and a focus on member perks, the ad struck the right balance of inspiration and brand messaging, delivering the strongest Ad Breakthrough of the group at 16 percentage points above the norm.
Marriott activated fandom with “Fanbassador,” tapping former Eagle Jason Kelce to promote exclusive NFL experiences through its Bonvoy program. With strong connection to professional football, the ad effectively highlighted the brand’s unique NFL partnership and scored 3 percentage points above the norm.
As peak travel season approaches, now’s the time to ask: Is your ad breaking through or blending in? Contact us below to see how MarketCast Brand Effect can help optimize your creative strategy and measure what’s moving the needle.