MARKETING YOUR
PROPERTY
INTERNATIONALLY
ERICA CHANG, REGIONAL DIRECTOR &
KAREN MULLINS, UK MARKETING DIRECTOR
INTRODUCTION
Copyright 2012 HomeAway Inc.
2
HomeAway is now the world’s largest holiday
rental marketplace
Key Facts
Revenues
 Headquartered in Austin, TX
280
($MM)
 171 countries, 21 sites, 16
languages1
230
 ~742,000 listings2
Simple Business Model
 ~£249 ($350 in the US) annual
160
subscription for owners on HAUK
 £199 annual subscription on sister
brand Owners Direct (£149 for 6
months)
120
82
 Free for travelers – what’s good for our
holiday makers is good for our owners
 ~84% recurring subscription revenues
2008
2009
2010
2011
2012
HomeAway, founded in 2005, has consolidated a
fragmented market through acquisitions
Initial Launch - Q1 2005
Q4 2005
Q1 2007
Q4 2006
CyberRentals.com
GreatRentals.com
A1Vacations.com
Q2 2007
Q3 2007
Q1 2011
Global Template
Launches
Mexico, Canada
Q3 2006 – Q2 2007
Global Template Launches
9/06 – HomeAway.es
2/07 – HomeAway.nl
2/07 – HomeAway.se
2/07 – HomeAway.no
3/07 – HomeAway.pt
3/07 – HomeAway.dk
4/07 – HomeAway.it
4/07 – HomeAway.fi
Q1 2008
April 1
2011
Home Away
Australia
Q1 2010
Q1 2009
May 2011
Q3 2011
Global
Template
Launches
India, Austria
April 2012
Home Away
Argentina
Q4 2010
July 2013
HomeAway has offices in 18 locations across the
globe employing 1,500+ people
The Americas

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
Austin, TX (US Headquarters)
Denver, CO
Smith Mountain Lake, VA
New York, NY
Rio de Janeiro, Brazil
Bogota, Colombia
EU
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
Geneva, Switzerland (EU Headquarters)
Madrid, Spain
Marseilles & Paris, France
London, UK
Frankfurt, Germany
Rome, Italy (2014)
RoW


Melbourne, Australia
Singapore (Travel Mob)
How it all Started
HomeAway Software for Professionals



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Basalt, CO
Seattle, WA
Denver, CO
Pensacola, FL
WHY MARKET
INTERNATIONALLY?
Copyright 2012 HomeAway Inc.
Increase Reach
Where Europeans spend their holidays
90%
Domestic market
In another country in EU
Outside Europe
80%
70%
60%
50%
55%
45%
40%
30%
29%
32%
27%
20%
10%
0%
Germany
Spain
France
Italy
UK
Diversification
How has the recession impacted holiday makers?
No, it has not changed my holiday plans
80%
Yes, I will go on holiday but I will spend less
Yes, I will go on holiday but for a shorter period
70%
Yes, and I will not go on holiday this year
Yes, I will go on holiday but I changed my destination
60%
50%
40%
30%
20%
10%
0%
Germany
Spain
France
Italy
UK
Events and the Media
Events
The Media
Scotland and Yorkshire hailed as
2014 travel 'must sees‘ in Lonely
Planet’s “Best-of" booklet
Top of Google
PPC
SEO
Top of Search Results
Higher Ranking
in Search
=
More Enquires
and Bookings
INTERNATIONAL
MARKETING AT
HOMEAWAY
Copyright 2012 HomeAway Inc.
How does HomeAway help me
reach a global audience?
“Classic” Subscription
International upgrades and
Bundles
Online payments
Online booking
Classic Subscription
Free “basic” listing on all 20 sites that are part of the
HomeAway International Network
14
International Upgrades
Reach millions more holidaymakers with increased
exposure on our European sister websites
German Upgrade on
FeWo-Direkt.de
French Upgrade on
Abritel.fr
Spanish Upgrade on
HomeAway.es
Italian Upgrade on
HomeAway.it
Portuguese Upgrade on
HomeAway.pt
BUNDLES
Upgrade to multiple websites within the HomeAway network at once
and save over 60% on the cost of advertising on each of them
individually.
European Bundle
•
•
•
•
•
•
•
OwnersDirect.co.uk
Fewo-Direkt.de
Abritel.fr
HomeAway.es
HomeAway.it
HomeAway.pt
HomeAway.nl
US Bundle
•HomeAway.com
•VRBO.com
UK Bundle
•HomeAway.co.uk
•Ownersdirect.co.uk
Global Bundle
•
•
•
•
•
•
•
•
•
•
•
HomeAway.com
VRBO.com
Alugue Temporada
HomeAway.com.au
OwnersDirect.co.uk
Fewo-Direkt.de
Abritel.fr
HomeAway.es
HomeAway.it
HomeAway.pt
HomeAway.nl
Top traveller complaints for
booking a holiday home
Source: Survey of 217 holidaymakers who used HomeAway.co.uk, August 2013
Online booking is the norm for the
travel industry
Source: PhoCusWright’s European Vacation Rental Marketplace, 2011
Would you book your next holiday
rental online?
Yes, but only if I can
contact the owner first
Yes
No, I prefer to book offline
Source: Survey of 217 holidaymakers who used HomeAway.co.uk, August 2013
Online payments
Request online payments from your
HomeAway.co.uk dashboard &
holidaymakers pay via a credit card
The lowest transaction fee in the UK,
starting at 1.4% for domestic
transactions
Adds the HomeAway Payments
badge on your listing and in the
search results
Online bookings
Online payments included
Allows holidaymakers to book
your property directly from your
listing using the Book Now
widget
You control all bookings by
declining or accepting them
within 24h
Adds the Book Now! icon in the
search results
Less than 25% of EU holiday
rental bookings occur online but
this is increasing by 15% per year
Source: PhoCusWright’s European Vacation
Rental Marketplace, 2011
UK holidaymakers prefer to use
credit cards
45% would not
book if they were
unable to pay
with a credit card
*Source: Survey of 217 holidaymakers who used HomeAway.co.uk, August 2013
50% more bookings
30% more revenue
160% more
enquiries
X
Source: Statistics for HomeAway.co.uk, Fewo-Direkt.de and Abritel.fr owners, June-August 2013
THE RESULTS
International enquiries as % of total enquiries
International Enquiries
28%
27%
24%
2010
2011
2012
International enquiries as % of total enquiries
Double the Growth to Scotland
49%
42%
37%
48%
51%
37%
26%
11%
England
Scotland
13%
Wales
2010
2011
2012
Spotlight on Scottish Regions
70%
60%
50%
40%
30%
20%
10%
0%
2010
2011
2012
Making your property more
appealing to international travellers
30
QUESTIONS