2019 Trend Report. HomeAway 2019 Trend Report p. 1

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Nora Melton
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1 2019 Trend Report p. 1

ABOUT HOMEAWAY A pioneer and world leader in vacation

countries around the world HomeAway and VRBO are sister

Welcome to the HomeAway Trend Report, focused on emerging

domestic and international HomeAway vacation home demand for

2 ABOUT HOMEAWAY A pioneer and world leader in vacation rentals More than 2 million unique places to stay 190 countries around the world HomeAway and VRBO are sister brands, both part of Expedia Group ABOUT THE TREND REPORT Welcome to the HomeAway Trend Report, focused on emerging vacation trends for 2019 based on comprehensive data from domestic and international HomeAway vacation home demand for the 12-month period ending Aug. 31, 2018 (except as otherwise indicated). p. 2 p. 3

THIS IS BIG: AS IN, BIGGER GROUPS, BIGGER HOMES It s no small thing: super-sizing is taking hold in

The reasons for the shift to bigger vacation home rentals appear to be generational.

growing families on vacation, often with grandparents and others along for the ride.

$68 $91 PPPN, Sleeps 10 PPPN, Sleeps 20 LAKE BUENA VISTA, FL DAVENPORT, FL PIGEON FORGE, TN HOMEAWAY S

Walt Disney World: HomeAway s most booked property: Lake Buena Vista, FL HomeAway s most hearted home:

Sleeps 11 p. 4 Source: HomeAway vacation rental demand, September 1, 2016August 31, 2017 vs.

3 THIS IS BIG: AS IN, BIGGER GROUPS, BIGGER HOMES It s no small thing: super-sizing is taking hold in vacationing. Case in point: castle and estate demand rose by nearly 55% and 25% respectively, over 12 months. The reasons for the shift to bigger vacation home rentals appear to be generational. Maturing millennials, who now top out at nearly 40 years old, are exploring less and nesting more with their growing families on vacation, often with grandparents and others along for the ride. And bigger homes tend to lower the cost per person dramatically. $68 $91 PPPN, Sleeps 10 PPPN, Sleeps 20 LAKE BUENA VISTA, FL DAVENPORT, FL PIGEON FORGE, TN HOMEAWAY S MOST-BOOKED, MOST HEARTED & MOST REVIEWED HOMES ALL HAD SOMETHING IN COMMON: PROXIMITY TO THEME PARKS Near Walt Disney World: HomeAway s most booked property: Lake Buena Vista, FL HomeAway s most hearted home: Davenport, FL Near Dollywood: HomeAway s property with the most positive reviews: Pigeon Forge, TN $38 PPPN, Sleeps 11 p. 4 Source: HomeAway vacation rental demand, September 1, 2016August 31, 2017 vs. September 1, 2017-August 31, PPPN (Per Person Per Night) cost based on a stay March 25-29, Source: HomeAway stay reviews and vacation rental demand, September 1, 2016-August 31, 2017 vs. September 1, 2017-August 31, 2018 p. 5

SURPRISE FAST-GROWING DESTINATIONS: HEAD FOR THE (HOCKING) HILLS Ohio s Hocking Hills is tops in vacation home demand growth at more than 130% over 12 months, and a

This picturesque destination is southeast of Columbus and home to one of the country s most stunning state parks.

A third upand-comer awaits in Loudoun County, Virginia, just outside of D.C. and awash in wineries. (Napa, watch your back.

Gen Z is most likely to travel with friends (35%), beating out traveling with immediate family or opting to go at it alone.

4 SURPRISE FAST-GROWING DESTINATIONS: HEAD FOR THE (HOCKING) HILLS Ohio s Hocking Hills is tops in vacation home demand growth at more than 130% over 12 months, and a staggering 375% over the past three years combined on HomeAway. This picturesque destination is southeast of Columbus and home to one of the country s most stunning state parks. Also on this year s up-and-comers list: Newton County, Arkansas, boasting a Grand Canyon of its own and the very Insta-worthy Ozark National Forest. A third upand-comer awaits in Loudoun County, Virginia, just outside of D.C. and awash in wineries. (Napa, watch your back.) THE NEW TRAVEL GENERATION: GEN Z Move over, millennials. Here comes Gen Z, whose oldest members now top out at 24 and are creating travel trends all their own. Gen Z is most likely to travel with friends (35%), beating out traveling with immediate family or opting to go at it alone. Gen Z spends their time away in cities (more than 60% of the time), far surpassing rural and suburban destinations. 81% of Gen Z travelers have already stayed in a vacation home, cabin or condo at some point in their lives, pointing to likely continued growth in vacation rentals as this cohort continues to mature. Source: HomeAway vacation rental demand, September 1, 2015-August 31, 2016 vs. September 1, 2017-August 31, 2018 Source: HomeAway Travel Planning and Brands Survey, February 2018 p. 7

5 VACATION HOMES: FACTS & FIGURES 4 325% NYC GROWTH IN DEMAND AMONG TRAVELERS WITH CHILDREN 1 45% INCREASE IN FAMILIES STAYING IN VACATION HOMES FOR HOLIDAYS 3 p. 8 VACATION RENTAL INDUSTRY IS WORTH 2 $120 BILLION Sources: 1 HomeAway vacation rental demand, September 1, 2015-August 31, 2016 vs. September 1, 2016-August 31, 2017 vs. September 1, 2017-August 31, 2018; 2 Expedia s Q results; 3 Year-over-year increase in HomeAway demand by parties including children for Christmas week Dec. 21, 2016-Jan. 2, 2017, as compared to the same period a year earlier, in the U.S.; 4 Internal HomeAway data; 5 HomeAway vacation rental demand, September 1, 2016-August 31, 2017 vs, September 1, 2017-August 31, 2018 THE RENTALS ON HOMEAWAY S SITES PROVIDE ENOUGH BEDS TO ACCOMMODATE THE ENTIRE POPULATION OF MOST POPULAR SEARCH FILTER: POOLS NEWEST SEARCH FILTERS: KING-SIZE BEDS, SKI-IN/SKI-OUT TRAVELER DEMAND FOR TINY HOMES UP 5 70% p. 9

6 TOP 5 US Destinations TOP 5 International Destinations #1 GATLINBURG & PIGEON FORGE, TN #2 GULF SHORES, AL p. 10 #4 MIRAMAR & ROSEMARY BEACH, FL #3 PANAMA CITY BEACH, FL #5 MAUI, HI #1 PARIS, FRANCE #2 PUERTO PEÑASCO, MEXICO #4 ROME, ITALY #3 LONDON, ENGLAND p. 11 #5 FLORENCE, ITALY

7 p. 12 : media@homeaway.com

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