‘Tell don’t sell’: Why Airbnb is leveraging ‘social search’ as it expands into new categories
Airbnb’s top marketer discusses how the travel giant plans to “reintroduce” the brand through a social-first strategy.
While many companies concentrate on creating and optimising a single service, Airbnb is moving beyond the one-product model that defined its early success in short-term rentals.
In its next chapter, the company wants to be a “million products for a million different people”.
At a launch event in Los Angeles attended by Marketing Week this week, the travel giant announced Airbnb Services, Airbnb Experiences and a newly redesigned app to its 200 million verified users, with the goal of “replanting the flag” of what the company stands for, which it claims is about connection.
“We’re using this moment, especially the brand work, to reintroduce what’s important about the brand for people,” explains Airbnb global head of marketing, Hiroki Asai.
