When the internet first really started to begin to hit the vacation rental industry we saw that VRBO seemingly ranked very high for all the major key terms in our area. It seemed that Google was giving the larger sites more validity even for specific key terms than the smaller companies that may specialize in that area.
In the last two years I have seen Google begin to correct that. VRBO still ranks, but may have fell from 1-2 to 5-10. What this has caused is VRBO to be willing to pay astronomically for Google PPC. They seem to be willing to pay $4-$5/click to rank number one for key phrases. We are in a market where PPC can be high.
I was curious if anyone else is seeing similar in their area?