According to a new report, VRBO is the most prominent brand within the holiday cottage sector for 2024.
Salience Search Marketing’s annual sector report uncovered the industry’s leaders based on their online prominence and visibility.
The research analysed 11 crucial performance indicators, including year-on-year visibility, search volume trends, and brand awareness, for holiday cottage brands, to reveal the industry’s most successful names.
It identified market leaders in the holiday cottage industry based on consumer familiarity with the brand through online searches or social media interactions.
By merging branded search metrics with social media performance, the report determines which brands stand out across various channels, offering insights into their overall prominence in the market.
With an owned social score of 13,355 and 165,000 monthly brand searches, VRBO has been revealed as the most prominent holiday cottage brand for 2024.
The brand has over 7.3 million combined followers across Instagram, Facebook and X (formerly Twitter).
Hoseasons is another prominent brand in the industry, experiencing 450,000 searches each month. The brand has 350,000 Facebook followers and an owned social score of 862.
Sykes Cottages, known for its extensive range of holiday homes around the country, receives 246,000 monthly brand searches. With an owned social score of 899, the brand could do more to boost its social profile.
Next, Forest Holidays boasts 110,000 brand searches and has an owned social score of 879. The brand remains a popular name for its range of cabin and lodge holidays.
In fifth place with 135,000 searches and an owned social score of 459, Holiday Cottages remains a go-to brand for people in need of a recreational break. The brand boasts 175,000 Facebook followers and over 15,000 on X.
Cottages is another brand boasting a strong presence, with 60,500 searches each month on average. The brand also has over 400,000 combined social media followers, giving it an owned social score of 715.
Center Parcs, a well-known name for its holiday parks up and down the country, records 201,000 monthly searches. Holiday Lettings was next, receiving 40,500 monthly.
Coolstays, best known for its variety of unique holiday offerings, ranked ninth recording 18,100 searches each month on average. Finally, Sally’s Cottage recorded 6,600 searches but boasted a healthy owned social score of 1,273.
Brett Janes, managing director at Salience Search Marketing, said: “The holiday cottage sector is an incredibly competitive industry, which means maintaining prominence is crucial for standing out and remaining a go-to brand in the minds of consumers.
“For brands such as VRBO and Hoseasons, it was an extremely productive year, emerging as the most prominent names in the sector. Brands such as Coolstays must revisit their strategy to boost monthly search volume and its social profile.”
