Q2 Marketing and Website Updates
Direct Booking Website Updates We continue to prioritize our direct booking channels and enhance our website functionality to better serve our guests and homeowners. Below are a few of the major updates our Tech and Marketing teams have completed in Q2.
Significant Direct Booking Updates
• Short-notice bookings update: This changes the previous three-day lead restriction to 48 hours before check-in.
• The launch of promo pages on the 360 Blue and Callista websites.
• The Last-Minute Stays Collection and enhanced Group Travel pages have been launched or updated.
• Promo code handling: We have improved messaging around failed or accepted promo codes during checkout.
• The inclusion of breadcrumb navigation on website pages was implemented to enhance SEO, large language model and search engine discovery.
Distribution Channel Updates Both major OTA platforms continue to lean into AI toolsets in 2026. Below are a few key changes to be aware of.
Vrbo
• Main photo testing: Automated testing highlights optimal existing library photos based on user engagement and click metrics.
• Listing titles: Vrbo updated its listing editor guidelines to enforce a strict character limit for property headlines( titles). They now require a minimum of 20 characters and a maximum of 40 characters. Additionally, special characters like!, &, %, # count against the listing title.
Airbnb
• New listing boost cut: The new-listing soft-rank promotional window has been compressed from 90 days down to roughly 14 days.
• AI review summaries: The platform rolled out a feature wherein an AI tool reads a listing’ s entire historical review archive( instead of just recent feedback) to reveal recurring patterns.
• Local boutique competition: Standard residential hosts now compete directly in standard search results against commercial boutique hotels— all integrated into 20 global vacation destinations.
Guest Reviews In 2025, the FTC passed a final ruling( 2024-18519 / 89 FR 68034) on how companies must maintain, display, and store reviews across online spaces. While the ruling aims to cut down on purchased or fraudulent reviews in the product market, there are requirements that impact the service and travel industry spaces as well.
Key Takeaways
• Reviews must be treated the same in terms of response and handling— regardless of negative or positive sentiment.
• Suppression or removal of negative reviews is forbidden unless certain criteria are met. This includes: factually incorrect / false claims, information that identifies an individual, and profanity / threats, etc.
• Every guest is provided the same review option post stay.
• The solicitation of positive reviews in exchange for money, products and service, etc. must be clearly included in the review.
Our Commitment
• Our internal teams will continue to read, respond to, and elevate guest concerns to Property Managers and homeowners as necessary.
• Our teams will maintain guest reviews in a manner that is compliant with the FTC ruling. They will also apply a non-biased policy around removal of reviews that applies equally to positive and negative reviews.
360 BLUE • EMERALD COAST • 2026 Q2 REALTOR REPORT 07