The move has been in the works behind the scenes for some time, and Expedia sees it as a differentiator in a crowded short-term rental marketplace, and one that has almost limitless opportunity.

The unit’s new general manager Jeff Hurst said a resort stay might sometimes make more sense than vacation rentals for some families visiting theme park destinations. Vrbo also plans to increase its merchandising of resort-style amenities such as chefs and daily cleaning services, for example.