Program Background

Discover Vacation Homes (DVH) is a landmark initiative that was formed in 2006 to raise consumer awareness of vacation rentals as a viable lodging option, and importantly, as one of the hospitality industry’s fastest-growing leisure travel categories. The program remains the first of its kind, dedicated to the education of the traveling public on the benefits associated with professionally managed vacation rentals, and to the unity of the vacation rental industry.

During the program’s first two years, DVH was driven by eight of the Orlando area’s most reputable property management companies. Together, they worked to develop the DVH objective, brand, key messages, and more, sparking a growing momentum that has continued in 2009 through the support of the international Vacation Rental Managers’ Association (VRMA). Following a tide of urgency voiced by the vacation rental industry and VRMA as a whole, and recognizing the VRMA’s great interest in a large-scale public awareness movement, the founders of the DVH program donated all of their assets, funds, intellectual property and branding to the long-standing VRMA and its membership of more than 600 companies.

To support the marketing initiative, the VRMA has retained renowned vacation rental industry supporter Rick Fisher as a Chief Strategist, and utilizes the services of international advertising, marketing research, and public relations firm, Ypartnership, for dedicated representation moving forward.

This evolving industry has recognized that consumers are increasingly looking online for credible third party recommendations about everything from retail goods to accommodations. With the strength of more than 150,000 represented rental properties, the VRMA with its new Discover Vacation Homes marketing arm is now able to more effectively elevate the awareness level of the entire industry through earned editorial coverage, social networking and new media strategies. Nearly all of the funds now devoted to the DVH initiative by the VRMA drive public relations and publicity.

A $24.3 billion marketplace, the vacation rental industry expects significant growth in years to come.* Today’s economic conditions and “togethering” trends in travel indicate a huge need for value, space and privacy – needs which vacation rentals address better than any other lodging option. An upcoming feature in Southern Living magazine, a vacation rental travel show currently in pre-production for a major national TV network (“Living Large on Vacation”), and more, will soon be telling the vacation rental story, directing travelers to Discover Vacation Homes and the VRMA as trusted resources for further information on this lodging option. The VRMA will also be establishing local and regional partnerships to align marketing efforts with pre-existing tourism and destination campaigns where VRMA member properties operate.

For more information, please contact:
Amanda Drake, Ypartnership, Amanda.Drake@Ypartnership.com, 407-838-1829

*PhoCusWright’s Vacation Rental Marketplace: Poised for Change