{"id":66742,"date":"2026-09-22T16:58:21","date_gmt":"2026-09-22T16:58:21","guid":{"rendered":"https:\/\/www.expedia.com\/newsroom\/?p=66742"},"modified":"2026-09-22T20:23:42","modified_gmt":"2026-09-22T20:23:42","slug":"vrbo-sees-biggest-gain-in-yougovs-2026-u-s-most-recommended-brands-ranking","status":"publish","type":"post","link":"https:\/\/www.expedia.com\/newsroom\/vrbo-sees-biggest-gain-in-yougovs-2026-u-s-most-recommended-brands-ranking\/","title":{"rendered":"Vrbo\u00a0Sees Biggest\u00a0         Gain\u00a0in      YouGov&#8217;s                2026 U.S.                    Most      Recommended                 Brands Ranking\u00a0\u00a0"},"content":{"rendered":"\n<p><em>Vrbo&#8217;s positive Recommend score rose 9.2 percentage points, from 69.2% to 78.4% \u2014 the largest year-over-year gain of any brand YouGov measured in the U.S.<\/em><\/p>\n\n\n\n<p><em>The ranking is powered by YouGov BrandIndex, based on data from current customers between July 2025 and June 2026.<\/em><\/p>\n\n\n\n<p>Vrbo posted the largest year-over-year jump in positive sentiment&nbsp;of any brand in&nbsp;YouGov&#8217;s 2026 U.S. Most Recommended Brands ranking.&nbsp;Vrbo\u2019s Recommend score&nbsp;rose from 69.2% in 2025 to 78.4% in 2026, driven by a growing share of current customers who say&nbsp;they&#8217;d&nbsp;recommend the brand to a friend or colleague.&nbsp;Simply put, more of the Vrbo customers surveyed by YouGov said they would recommend Vrbo than in the previous year, with the share increasing from about seven in 10 customers to&nbsp;nearly eight&nbsp;in 10.&nbsp;&nbsp;<\/p>\n\n\n\n<p>According to the report, \u201cThe increase coincided with the October&nbsp;2025&nbsp;launch of&nbsp;VrboCare, which strengthened host standards and guest protections, alongside new promotions offering targeted discounts.\u201d&nbsp;<\/p>\n\n\n\n<p><strong>Why&nbsp;U.S. customers&nbsp;are&nbsp;recommending Vrbo<\/strong>&nbsp;<\/p>\n\n\n\n<p>YouGov\u2019s&nbsp;analysis&nbsp;identifies&nbsp;several topics associated with positive customer sentiment, including:&nbsp;&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Home amenities and comfort&nbsp;\u2013&nbsp;9\/10 sentiment&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Property selection and variety \u2013 8\/10 sentiment&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Pricing and value&nbsp;\u2013 8\/10 sentiment&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Group travel suitability&nbsp;\u2013&nbsp;9\/10 sentiment&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>One respondent said, \u201cI have always had&nbsp;a great experience&nbsp;with Vrbo. Owners always describe their&nbsp;accommodations&nbsp;clearly and accurately. There are so many choices that meet my needs no matter where&nbsp;I\u2019m&nbsp;traveling, and I can always find the right&nbsp;accommodation&nbsp;at the right price.\u201d&nbsp;<\/p>\n\n\n\n<p><strong>Helping travelers book with confidence<\/strong>&nbsp;<\/p>\n\n\n\n<p>The YouGov result comes as Vrbo continues to strengthen the booking experience through traveler protections, tools that help people identify highly regarded properties and hosts, and more ways to find value.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Traveler support:<\/strong> Vrbo expanded VrboCare&#8217;s rebooking assistance from a 30-day to a 90-day window, and eligible bookings made through Vrbo checkout are automatically covered for internet fraud, denied entry, material misrepresentation, and wrongful refusal to return deposits or payments.*&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Listing quality:<\/strong> Features such as the Loved by Guests and Premier Host filters help travelers find highly rated properties and trusted hosts. Loved by Guests recognizes the top 10% of properties in a destination, based on verified guest reviews. Premier Host recognizes hosts with a proven track record of reliability and great hospitality, including a 99% booking acceptance rate and 0% host-initiated cancellation rate.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Value and savings:<\/strong> Vrbo&#8217;s deal filters help travelers find savings and choose a vacation rental that fits their budget, including discounts for weekly and monthly stays, last-minute bookings, and new listings.\u00a0<\/li>\n<\/ul>\n\n\n\n<p>Read the report here:<em>&nbsp;<\/em><a href=\"https:\/\/commercial.yougov.com\/rs\/464-VHH-988\/images\/WP-2026-09-US-most-recommended-brands-report.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">YouGov \u201cMost Recommended Brands 2026 (United States) \u2013 full report<\/a>&nbsp;<\/p>\n\n\n\n<p><em>*Subject to program terms.<\/em>&nbsp;<\/p>\n\n\n\n<p><strong>FAQs:<\/strong>&nbsp;<\/p>\n\n\n\n<p><strong>What does YouGov\u2019s Recommend score measure?<\/strong>&nbsp;<\/p>\n\n\n\n<p>YouGov&#8217;s Most Recommended Brands rankings are powered by&nbsp;its&nbsp;BrandIndex&nbsp;and track &#8220;positive Recommend scores&#8221;. These scores are made up of&nbsp;the share of a brand&#8217;s current customers who say&nbsp;they&#8217;d&nbsp;recommend it to a friend or colleague. The 2026 U.S. ranking reflects data from July 1<sup>st<\/sup>&nbsp;2025&nbsp;through June 30<sup>th<\/sup>&nbsp;2026. The most-improved comparison, which is the distinction Vrbo received, compares that period with the prior 12 months and requires at least&nbsp;18 months&nbsp;of&nbsp;BrandIndex&nbsp;data.&nbsp;<\/p>\n\n\n\n<p><strong>What does&nbsp;YouGov\u2019s Most Improved Brands&nbsp;ranking&nbsp;mean for Vrbo?<\/strong>&nbsp;<\/p>\n\n\n\n<p>The increase&nbsp;indicates&nbsp;that a larger share of Vrbo&#8217;s current customers included in YouGov&#8217;s measurement said they would recommend the brand than in the prior 12-month period. The&nbsp;result;&nbsp;however, does not&nbsp;establish&nbsp;that a specific Vrbo initiative caused the change.&nbsp;<\/p>\n\n\n\n<p><strong>What did Vrbo achieve in YouGov\u2019s 2026 U.S. ranking?<\/strong>&nbsp;<\/p>\n\n\n\n<p>Vrbo recorded the largest year-over-year increase in positive Recommend score among brands included in YouGov\u2019s 2026 U.S. Most Recommended Brands ranking. Its score rose from 69.2% to 78.4%, an increase of 9.2 percentage points among current customers included in YouGov&nbsp;BrandIndex.&nbsp;<\/p>\n\n\n\n<p><strong>What does the score measure?<\/strong>&nbsp;<\/p>\n\n\n\n<p>The positive Recommend score is the share of a brand\u2019s current customers who say they would recommend it to a friend or colleague. For Vrbo, the result reflects current&nbsp;customers included in YouGov&nbsp;BrandIndex\u2014not all travelers, all Vrbo&nbsp;users&nbsp;or the general U.S. population.&nbsp;<\/p>\n\n\n\n<p><strong>Was Vrbo ranked No. 1 overall?<\/strong>&nbsp;<\/p>\n\n\n\n<p>No. Zara led the overall ranking with a 90.5% positive Recommend score. Vrbo\u2019s distinction was the&nbsp;increase&nbsp;in&nbsp;its year-over-year&nbsp;Recommend score, not the highest overall score.&nbsp;<\/p>\n\n\n\n<p><strong>Does this prove that a specific Vrbo initiative caused the increase?<\/strong>&nbsp;<\/p>\n\n\n\n<p>The ranking shows a change in reported recommendation intent among the measured customers. It does not attribute the change to any specific Vrbo initiative, but the analysis does mention the correlation to&nbsp;the October&nbsp;2026 launch of&nbsp;VrboCare.&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>Learn more:<\/strong>&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/commercial.yougov.com\/rs\/464-VHH-988\/images\/WP-2026-09-US-most-recommended-brands-report.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">YouGov \u201cMost Recommended Brands 2026 (United States) \u2013 full report<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How Vrbo supports guests with booking questions and issues through&nbsp;<a href=\"https:\/\/www.vrbo.com\/lp\/b\/getintouch\" target=\"_blank\" rel=\"noreferrer noopener\">Vrbo Customer Support<\/a>.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.vrbo.com\/tlp\/trust-and-safety\/marketplace-standards\" target=\"_blank\" rel=\"noreferrer noopener\">Vrbo Marketplace Standards<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.vrbo.com\/lp\/b\/bwc-guarantee\" target=\"_blank\" rel=\"noreferrer noopener\">VrboCare terms and conditions<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.vrbo.com\/lp\/b\/content-guidelines\" target=\"_blank\" rel=\"noreferrer noopener\">Vrbo review and content guidelines<\/a>&nbsp;<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Vrbo&#8217;s positive Recommend score rose 9.2 percentage points, from 69.2% to 78.4% \u2014 the largest year-over-year gain of any brand&#8230;<\/p>\n","protected":false},"author":36,"featured_media":66743,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[106,60],"tags":[171],"companies":[45],"locations":[52],"class_list":["post-66742","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand","category-featured","tag-vrbo","companies-vrbo","locations-austin","entry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - 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