The short answer
Listing ads renew when you choose, brand ads renew each month on their own
Listing ads renew when you choose: once a run ends, you go back into Hugo Hub and hit Renew, picking the same tier or a different one. Brand packages renew automatically each month until you cancel. Cost is set by what you choose, not by your history with Hugo. Whether it's worth renewing comes down to whether the listing is still live or your name still needs the exposure.
What does renewing a Hugo package mean
It depends on the package. Listing ads run for a set stretch on one property. When that run finishes, a Compass agent goes back into Hugo Hub, their logged-in dashboard, and hits Renew to set them up again, picking a tier from there. That can be the exact tier you had before, Starter, Showcase, or Luxury, or a different one if your needs changed. Brand ads work differently. Brand packages renew automatically each month until you cancel, so your name keeps showing up without you having to do anything.
Because each listing ads run is set up fresh, renewing is also a natural point to switch tiers. A listing that didn't move fast under Starter might go into Showcase or Luxury for the next stretch. Brand packages can change too: if you want broader reach, you can add to the mix. None of that requires canceling anything first.
What renewing costs
Renewing costs whatever the tier you pick costs, plain and simple. There's no loyalty rate and no penalty for having run a package before. If you renew into the same tier you had, you pay what that tier costs at the time you set it up again. If you move up or down a tier, the price moves with it, the same as it would for someone buying that tier for the first time. Nothing about the price is tied to how many times you've used Hugo before.
This matters because it means the renewal decision is really just the same decision you made the first time: which tier fits what the listing or your brand needs right now. It is not a separate, more expensive category of purchase.
When renewing is actually worth it
Renewing is worth it when the reason behind the original package hasn't gone away. If a listing is still active and still needs eyes on it, letting listing ads lapse just creates a gap where nothing is running for that address. If brand ads were building recognition for your name across a market, stopping the run lets that visibility fade, since the whole point of that package is staying in front of people over time.
On the other hand, if a listing sold, or the brand goal that started the run has already been met, there's no need to renew just because a run ended. This varies from one listing and one agent to the next, so it's worth checking the Traffic Report or the Pulse for that run before deciding, since those show you what actually happened, and deciding from there rather than renewing out of habit.
What actually happens when a Compass agent renews a Hugo package?
For listing ads, a Compass agent goes back into Hugo Hub, hits Renew, and picks a tier, which can be the same one as before or a different one depending on what's needed this time. Brand packages are different: they renew automatically each month until you cancel, so there is nothing to restart.
Does renewing a package cost more than the first time?
Cost is set by the tier chosen for that run, not by whether it's a first purchase or a repeat one. A Compass agent renewing into the same tier pays what that tier costs then, and switching tiers changes the price the same way it would for anyone buying it fresh. History with Hugo doesn't move the number up or down. Price follows the package, not the past.
When is it worth renewing instead of letting a package end?
Worth it depends on whether the reason you bought it in the first place is still true. If the listing is still on the market, letting listing ads lapse just means a quiet stretch with nothing running on it. If a brand ads run was building name recognition, stopping resets that momentum since visibility fades once the ads stop. It varies by situation, so there's no single answer that fits every listing or every agent.