Find Your Happy Place.

Wander

1. Brand Overview

Who They Are

Wander is building the future of luxury travel. Unlike traditional rental home marketplaces, Wander owns, operates, and designs every property in its collection, guaranteeing consistency between each property. Each location is positioned in amazing places with 5-star amenities. Wander isn’t just another rental home; it offers a whole new standard for living, only if it's for a few days. Currently based in the U.S. but rapidly expanding, Wander speaks to the next generation of travelers who are unwilling to compromise are care about every detail of their trip. 

Business Objective

The goal of this campaign is to increase bookings, repeat customers, increase properties on the platform, and generate lots of engagement through social channels. Also, to cement Wander as the leading brand in luxury travel next to the Four Seasons and Aman instead of being thought of a competitor to just Airbnb and Vrbo. 

2. The Challenge

Problem

Wander operates in a crowded segment and is still seen by many travelers as just another rental platform. Despite offering a vastly better experience than others, they still struggle to break through the noise of legacy players. This misperception limits bookings and new properties and leaves room for potential customers to default to what they already know rather than discover the better alternative.  The luxury vacation space is expanding fast. If Wander can educate and sharpen its brand image, it will be able to command premium pricing, deepen customer loyalty, and dominate the growing market. 

Why It Matters

If Wander fails to reshape its brand perception, it risks plateauing growth and becoming trapped. Without a breakthrough, it risks being dragged into price wars, which plague traditional rental marketplaces. Premium brands that fail to own their messaging are often forced to fight for attention later when the costs are even higher. The window for Wander to dominate this space is currently wide open, but it won't stay that way forever. 

3. Audience

Who They Are

Wander’s core audience is the next generation of travelers who believe that where you stay is just as important as where you go. This group is typically aged between 25-50, they are high-earning professionals, entrepreneurs, and creatives who prioritize experiences over possessions. They value design, technology, quality services, and privacy. They aren’t impressed by traditional markers of luxury and seek brands that feel like a reflection of their own refined ‘sophistication’. This group follows publications like AD, Conde Nast Traveler, but also dives deep into niche newsletters and podcasts that align with their interests. They are skeptical of traditional advertising but are loyal to brands that align with their identity 

What They Want

At their core, Wander’s audience is looking for beautiful and reliable vacation rentals that offer seamless, stress-free escapes. Staying at a Wander isn’t just about comfort but about validating their identity as someone who lives thoughtfully, travels beautifully, and moves through the world with confidence. They are buying more than just a rental, but a story they will be able to tell. These people become loyal to brands that make them feel seen and heard, not sold to. 

4. Insight

Core Human Truth

This audience loves having control over their choices and decision-making process. In a world that pushes convenience, speed, and sameness, Wander offers space that feels like a reward and affirms the pursuit of excellence that its customers are looking for. A Wander home isn’t just a destination, it’s proof that you have taste and want to live life on your terms. Wander customers want to curate their own story, which is filled with their own choices. 

Supporting Signals

With the rise of quiet luxury, storytelling highlights moments of a life well-lived. Audiences aren’t chasing extravagance, they want authenticity. Social media feeds are filled with less flashy vacation locations that show off intimate stays, mornings that turn into afternoons, and the ability to work from anywhere. Airbnb struggles to connect with these users because their platform feels too transactional, and Wander is positioned to win because it's easy to use and their a curated home selection.  

5. Strategy

Strategic Platform

Wander doesn’t need to shout from the rooftops about its product offerings; it needs to be intelligent about how it signals potential customers. They should be known as a curated collection of the best vacation rentals around. This makes Wander a quiet flex “IYKYK”, the tone is refined, editorial, AD-ready, and for people who are already living well. 

Strategic Rationale

We hope to position Wander in a lane of its own as it offers top-tier amenities, unlike many of the competitors in the rental space. Wander is more aligned with Aman and Four Seasons than your typical Airbnb. Its audience doesn’t just want experiences but the ability to control them. By aligning Wander with the desire for control and distinction, we hope to unlock deeper loyalty, drive repeat bookings, and justify its premium pricing. 

6. Campaign Expression

Tagline or Headline
The creative summary of the campaign. Short, memorable, and directional. This is what appears on the billboard, the homepage, and the headline of the first ad.

Find Your Happy Place // A Vacation Home, But Better. // 24/7 Concierge Service. // The Ultimate Travel Experience. // Book. Join. Own. // Changing Luxury Travel. // Quality & Comfort. // Company Retreat. // Family Reunion. // Let's Wander Together. // Quality. Consistency. Privacy. // You Can Feel The Difference // No 5 Star Reviews. Just 5 Star Standards. // Skip The Guesswork. // 

Key Message

The campaign's goal is to instill a new idea in the audience. Wander isn’t just a place to sleep; it reflects its customers' style, taste, and lifestyle. It reframes the travel decision from a functional task to a personal statement. This campaign positions Wander as the only option for those who live with intention. Wander isn’t trying to sell you the dream but mirrors the one they’ve already built. 

Creative Executions
List 10 high-level ideas for bringing the campaign to life. These are directional concepts—not finished ads. Each one should be tied to a channel or format.

Example prompts:
What’s the one thing we do on social that spreads? What’s the physical or digital activation that makes this real? What earns attention?

• OOH, looking out an airplane window that shows a wonder property, a boat pulling up a wonder property, heli to a Wonder property

• Video Content (short form and long term), Partner with local creators to show off homes  

• Magazine - ads, short stories, written pieces.

7. Success Metrics

How We’ll Measure Impact
Define 10 key performance indicators tied directly to the business objective. These can be quantitative or qualitative, but they must be outcome-focused.

Example prompts:
What proves the campaign worked? What changes in behavior, numbers, or brand sentiment?

• Increase in the usual suspects (bookings, email list, rental homes, repeat bookings, and such)

• Earned media 

• Increase average stay times