July 01, 2025
TV Advertising for Vacation Rentals: VRBO & Airbnb Host Guide
Drive direct bookings and keep more of what you earn
Table of Contents
OTA platforms like Airbnb and VRBO take 15-20% of every booking. That's thousands of dollars a year going to someone else, not your vacation rental advertising or your bottom line. TV advertising helps you reach travelers directly, building awareness for your property that drives bookings through your own website.
The result? You keep more of what you earn while filling your calendar year-round. In this guide, you'll learn how vacation rental owners use TV advertising to drive direct bookings, reduce OTA dependency, and build a recognizable property brand.
Why TV Advertising Works for Vacation Rentals
TV advertising gives vacation rental owners something OTA listings can't: the ability to reach travelers before they ever open a booking app. When travelers see your property on their TV screen, you're creating recognition that transcends platform algorithms.
Drive direct bookings. When travelers see your property on their TV screen, they remember you. When it's time to book their next trip, they search for your property directly instead of scrolling through hundreds of listings on Airbnb or VRBO. This top-of-mind awareness is something OTA listings alone simply can't create.
Showcase the experience. Listing photos are static. TV brings your vacation rental to life, showing the sunset from your deck, the cozy fireplace, the ocean views. You're selling a feeling, not just a room. 30 seconds of video captures what dozens of static photos cannot.
Target travelers. Reach viewers who are actively planning trips to your destination. If you own a beach house in Florida, target viewers in cold-weather cities during winter. If you have a ski cabin, reach viewers when powder reports hit. Adwave's targeting lets you focus on specific markets where your ideal guests live.
Run seasonal campaigns. Promote peak seasons to maximize rates, fill shoulder periods that typically sit empty, and drive last-minute bookings when you have gaps. Time your advertising to match your calendar needs.
Build premium positioning. For high-end rentals, TV advertising adds prestige. It signals that your property is worth the premium price, not just another listing in a sea of options.
The Economics of Direct Bookings vs. OTA Commissions
Let's talk numbers. Understanding the economics helps you see why TV advertising makes financial sense:
OTA commission costs add up fast. Airbnb charges 14-16% of the booking total in combined host and guest fees. VRBO charges either 8% per booking or an annual subscription fee. On a $2,000 booking, that's $280-320 going to the platform, not to you.
Annual impact is significant. If you generate $50,000 in annual bookings through OTAs, you're paying $7,000-10,000 in commissions. That's money that could fund TV advertising and still leave profit.
Direct bookings change the equation. With your own booking system, you keep that 15-20%. Even if TV advertising costs $200-500 monthly, you come out far ahead if it generates even a few direct bookings.
Guest lifetime value increases. Direct guests are more likely to book with you again since they remember your property, not the platform. Repeat guests book directly, compounding your savings year after year.
The math is simple: shift even 20-30% of your bookings to direct, and you're keeping thousands more annually.
Real Results from Vacation Rental TV Ads
Vacation rental owners who add TV to their marketing mix typically see:
More direct booking inquiries from travelers who remember the property. These inquiries come through your website or direct contact, not through OTA messaging systems.
Higher revenue by avoiding 15-20% OTA commission fees. One direct booking can save you $200-500 or more in fees.
Better calendar coverage during shoulder seasons that usually sit empty. TV advertising can target specific audiences during slower periods.
Repeat guests who bookmark your site for future trips. Direct guests become your guests, not the platform's.
Premium rate acceptance when travelers have already seen and desired your property. TV-generated interest translates to less price sensitivity.
One direct booking can save you $200-500 or more in OTA fees. A few of those per month pays for your entire TV advertising budget and then some.
Targeting Strategies for Vacation Rentals
Effective targeting makes your TV budget work harder:
Geographic targeting by source market. Target cities where your ideal guests live, not your destination. A beach rental in South Carolina should target viewers in cold-weather cities like Chicago, Detroit, or Minneapolis during winter months.
Seasonal timing alignment. Run campaigns 4-8 weeks before your target booking period. Spring break campaigns in January. Summer vacation campaigns in March-April. Holiday campaigns in October-November.
Destination-interest targeting. Reach viewers who watch travel content, outdoor adventure programming, or lifestyle content relevant to your property type.
Weather-triggered campaigns. When a cold snap hits the Northeast, increase your beach property advertising. When drought hits ski country, pull back cabin advertising.
Last-minute fill campaigns. Have gaps in your calendar? Run short, focused campaigns targeting viewers in drivable markets who could book a spontaneous getaway.
How It Works for Vacation Rentals
Getting your vacation rental on TV is simpler than you might think:
1. Provide your listing or website URL. Adwave's AI creates a stunning commercial from your property photos. Already have great listing photos on Airbnb or your own site? We'll work with those.
2. Review your custom commercial. In about 2 minutes, you'll see a broadcast-ready 30-second ad featuring your vacation rental. The AI creates professional messaging that showcases what makes your property special.
3. Customize as needed. Highlight your best amenities, showcase the location, or promote seasonal availability. Want to push spring break bookings? Summer getaways? Holiday availability? Tailor your message.
4. Target travelers. Reach viewers interested in your destination or property type. Target by geography (viewers in specific markets), by interests (travel enthusiasts, outdoor adventurers), or by timing (run ads when your destination is top of mind).
5. Launch and track. Your ad goes live within 24 hours on 100+ premium channels including NBC, Hulu, ESPN, and Travel Channel. Monitor impressions and track when viewers visit your website.
Creating Effective Vacation Rental TV Commercials
The best vacation rental commercials share common elements:
Lead with the view. Your best asset is usually what guests see from the property. Ocean views, mountain vistas, lakefront sunsets, or city skylines. Open with that visual hook.
Show the experience. Don't just show rooms. Show people enjoying them. Coffee on the deck. Kids in the pool. Evenings by the fire. Create desire through aspiration.
Highlight unique amenities. Private hot tub? Game room? Chef's kitchen? Beach access? Whatever makes your property special should be featured prominently.
Include location context. Show proximity to attractions, beaches, slopes, or town. Help viewers understand not just your property, but the destination experience.
Clear call to action. Direct viewers to your website specifically. A QR code makes this easy. "Book direct at [yoursite].com" reinforces the message.
Seasonal Campaign Strategies
Time your campaigns to match booking patterns:
Peak season campaigns (2-3 months before). Promote your best rates and dates when competition is highest. Build preference before travelers commit to alternatives.
Shoulder season fill campaigns. Target flexible travelers like retirees, remote workers, or couples without kids. Emphasize value and availability.
Holiday and event campaigns. Target specific holidays (Memorial Day, Labor Day, Thanksgiving) or local events (festivals, sports events) that drive travel to your area.
Last-minute availability campaigns. Have gaps? Run short 1-2 week campaigns in drivable markets promoting spontaneous getaways.
Off-season local campaigns. During true off-season, target local viewers for staycations, special occasions, or visiting-friends-and-family scenarios.
Affordable Pricing for Vacation Rentals
Vacation rental TV ads start at just $50. Compare that to OTA fees:
The fee comparison is stark:
One $1,000 booking on Airbnb costs you $150-200 in fees
One direct booking saves that entire amount
A single saved booking more than covers a month of TV advertising
You're not just advertising. You're investing in an asset (direct booking relationships) instead of paying rent to OTA platforms forever. Each direct guest you acquire is one you own forever.
Budget recommendations by property:
Single property: $100-200/month
Multiple properties: $200-500/month
Premium/luxury rentals: $300-600/month
Scale based on results. Start small, track direct inquiries, and increase investment when you see ROI.
Building Your Direct Booking Infrastructure
Before launching TV advertising, ensure you can capture direct bookings:
Your own website is essential. Even a simple site with photos, calendar, and contact form works. Services like Lodgify, Hostaway, or even Squarespace can get you started.
Booking capability is important. Can guests book and pay directly? If not, at least enable inquiry forms. Even an inquiry that you convert manually beats OTA fees.
Your messaging should promote direct benefits. Why should guests book direct? Lower prices (you can offer 5-10% off since you save 15-20% in fees), better communication, flexible policies. Make direct booking clearly advantageous.
Track your results. Ask every inquirer how they found you. Monitor website traffic during campaigns. Calculate cost-per-inquiry and cost-per-booking.
Measuring Success for Vacation Rental TV Advertising
Unlike traditional TV advertising, Adwave provides detailed analytics:
Impression tracking. See exactly how many times your ad was viewed and in which geographic areas.
Website traffic correlation. Monitor increases in website visits during your campaigns. Track which pages visitors view and whether they reach your booking or contact page.
Direct inquiry tracking. Ask every inquiry how they heard about you. "I saw you on TV" is the feedback you're looking for.
Booking attribution. Track which bookings come direct versus OTA during campaign periods. Monitor your direct-to-OTA ratio over time.
ROI calculation. Compare TV advertising cost against OTA fees saved on direct bookings. If you spend $300 and generate 2 direct bookings that would have cost $400 in OTA fees, you're ahead $100 plus you've built recognition for future bookings.
Common Mistakes to Avoid
Advertising without direct booking capability. Don't run TV ads until you have a website where guests can book or at least inquire directly. Otherwise you're just driving traffic back to OTAs.
Generic messaging. Your property isn't "a nice place to stay." It's specific: "oceanfront with private beach access" or "ski-in/ski-out mountain retreat." Be specific about what makes you special.
Wrong timing. Advertising beach properties in January is smart (booking window). Advertising them in August (when people are already on vacation) is wasteful.
Wrong geography. Target where your guests come from, not where your property is. Your local neighbors aren't your market.
Inconsistent presence. One campaign won't build lasting recognition. Plan for ongoing presence, especially during key booking windows.
Ready to Drive Direct Bookings?
See how Adwave works and create your first ad free. Your property could be on TV by tomorrow, reaching travelers who will remember your rental when it's time to book.
Every direct booking means more revenue in your pocket, not the platform's. Start building your direct booking business today, and keep more of what you earn.
See pricing details or create your first ad free.
Common questions answered
Can TV advertising help vacation rental hosts compete with hotels?
TV advertising helps vacation rentals build awareness and credibility that competes with established hotel brands. The visual medium effectively showcases unique properties and experiences that hotels can't match. Viewers increasingly prefer authentic local stays over generic hotels, and TV helps communicate what makes your property special.
What should a vacation rental TV ad show?
Feature your property's best attributes: views, amenities, location, and unique character. Show the experience guests will have, not just the rooms. Highlight what makes your rental different from hotels: space, privacy, local feel, or special features. Include your booking website or platform prominently. Make viewers imagine themselves staying at your property.
When should vacation rental hosts advertise?
Advertise before travelers make decisions for your peak seasons. For summer destinations, advertise in spring. For ski properties, advertise in fall. Holiday travel decisions happen months in advance, so plan accordingly. Consider year-round presence if your property attracts guests in multiple seasons. Match your advertising timing to your destination's booking patterns.
How do vacation rental hosts measure TV advertising results?
Track booking inquiries and reservations during campaign periods. Use unique booking codes mentioned only in TV ads. Monitor direct website traffic during advertising versus baseline periods. Compare occupancy rates during advertising to historical averages. Watch for increases in branded searches for your property or listing name.