Melissa Peace, Head of Brand Strategy at VRBO, shares how her team used Quid to make sense of unpredictable consumer behavior and plan for a wildly uncertain travel season. With no reliable 2020 baselines and travel sentiment in flux, Melissa turned to Quid to uncover how families were really feeling about travel—and what that meant for 2022. The result? VRBO built a forward-looking, insight-rich strategy grounded in real conversation, not assumptions.
Families Want Meaningful Time, Not Just Vacations: Quid uncovered a major shift in sentiment—from “destination-first” to “togetherness-first.” Families want private, flexible spaces to reconnect, not curated hotel experiences.
Data-Driven Travel Forecasting: With Quid, VRBO created a model blending volume, recency, connectivity, and sentiment to predict top travel behaviors—like road trips, big family reunions, and school break travel.
Real Insights, Real Fast: As a team of one, Melissa relied on Quid to deliver on-demand insights used for strategic planning, campaign briefs, and executive alignment across the Expedia Group brands.
Simplicity Beats Spectacle: The biggest surprise? Consumers weren’t asking for “Instagrammable” moments. They just wanted simplicity, space, and time with their people.
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