SC

Strategy Canon

HomeAway: sourced choices

20 product and go-to-market choices, oldest first. Back to the case study

  1. 2005Product · Acquired listing sites The initial portfolio assembled existing vacation-rental listing websites. HA6
  2. 2006Product · VRBO acquisition The company acquired VRBO, adding an established owner-listing brand. HA6
  3. 2011Product · Whole-home scope Listings emphasized vacation homes rather than hotel rooms. HA6
  4. 2011Product · Owner-created listings Owners and property managers supplied descriptions, photos and property details. HA6
  5. 2011Product · Traveler inquiries Travelers searched properties and contacted owners or managers. HA6
  6. 2011Product · Availability information Listing tools included availability calendars. HA6
  7. 2011Product · Localized brands The company operated several geographically established websites. HA6
  8. 2011Go_To_Market · Paying customer Property owners and managers bought advertising subscriptions. HA6
  9. 2011Go_To_Market · Traveler access Travelers could search listings without buying an owner subscription. HA6
  10. 2011Go_To_Market · Recurring listing fees Subscriptions typically covered an annual listing period. HA6
  11. 2011Go_To_Market · Search acquisition Search-engine marketing brought travelers to the websites. HA6
  12. 2011Go_To_Market · Owner renewal Retention and renewal of listings were central commercial metrics. HA6
  13. 2014Product · Online booking The product offered online booking functionality alongside listings. HA7
  14. 2014Product · Payments The company supported traveler payments through its platform. HA7
  15. 2014Product · Two revenue models Subscription listings and pay-per-booking listings coexisted. HA7
  16. 2014Go_To_Market · Tiered visibility Owners could pay for subscription levels with greater prominence. HA7
  17. 2014Go_To_Market · Booking commission Pay-per-booking offered an alternative to the upfront subscription. HA7
  18. 2015Go_To_Market · Owner resistance Executives recalled owners resisting a move from advertising to revenue share. HA1
  19. 2015Go_To_Market · Strategic buyer Expedia negotiated a cash-and-stock acquisition of HomeAway. HA3
  20. 2015-12-15Go_To_Market · Completed sale Expedia completed its acquisition after the exchange offer. HA8