HomeAway continues to build media momentum for the fifth straight month, advancing +4 points to a 63 media rating. The brand advanced +3 positions in the Hotel & Lodging Brands sector to a #11 rank, pulling even with Fairmont, Renaissance Hotels, and St.Regis.
The brand is showing strong media values with a cumulative 12-month total of $3.7m. Rating values are consistent, staying in/around the 60-point range over the preceding 4-year period.
Segment level ratings are strong in industry, broadcast, and the sector-critical consumer media segment. Twitter and online news channels are also strong relative to competing brands.
Much of the coverage focused on HomeAway’s “LoveAway” celebration featuring a chance to win an all-expenses paid trip to Paris (yes, please) and to attend a party at HomeAway’s exclusive Eiffel Tower Apartment, a temporary space built inside the tower. Other news featured HomeAway’s controversial new booking fees levied on renters. Despite that, media sentiment remained typical for the sector. showing 18 percent positive and a relatively small 6 percent negative, with the remaining 76 percent classified as neutral/informative coverage.