Airbnb launches new products to inspire people to “Live There”

Cristina Blanaru Ads, Creativity

 

Airbnb, the world’s leading community-driven hospitality company, has unveiled the next chapter in its mission to change the way people travel, offering an alternative to mass produced tourism. Therefor, Airbnb is rolling out an updated app, with a range of new features, and launching a global brand campaign that will encourage people to change the way they experience the world around them.

With over 2M homes, Airbnb is already one of the world’s largest accommodation providers; more than 80M people worldwide have already had a unique experience by staying in someone’s home when they travel.

The newly updated Airbnb mobile app has customization at its heart, created with a brand new design language. The new product includes an innovative matching system designed to understand travelers’ preferences and then match them with the homes, neighborhoods and experiences that meet their needs. A new Guidebooks feature will unlock local insights, giving travelers access to millions of insider tips from Airbnb’s global community of hosts.

Airbnb is also launching its largest brand campaign to date called ‘Live There,’ designed in response to the growing dissatisfaction and disappointment with standardized tourist offerings that have become the hallmark of modern tourism.

In an online poll of US travelers commissioned by Airbnb, it becomes clear how much modern tourism misses the mark when it comes to globe-trotting. Respondents said they felt overwhelmed with the crowds at tourist attractions with people finding it as stressful as going to the dentist (48 percent) or doing their taxes (52 percent). Something is clearly missing from modern tourism as only a quarter (26 percent) of travelers felt their last vacation exceeded their expectations.

“The number one reason people chose to travel on Airbnb is they want to live like a local. They don’t want to be tourists stuck in long lines, fighting with the crowds to see the same thing as everyone else,” said Brian Chesky, Airbnb co-founder and CEO. “Our hosts offer more than just generic hospitality – they welcome travelers from around the world into their communities. Today is the start of an exciting journey to help people not just go somewhere, but truly live there.”

airbnb

 

Travel is more than just seeing and doing. It’s the feeling of truly living somewhere. With this launch, Airbnb has reengineered its search functionality to be more personalized for hosts and guests. When looking for homes, each traveler will see different results based on their unique preferences and the best match to a host. The new app starts a conversation with travelers about their ideal trip and, based on their preferences, Airbnb will reveal the hosts, homes, and neighborhoods that will give travelers a sense of truly living in a destination. The app is constantly learning and adapting to find out what types of properties a traveler is interested in from cabins to castles, the type of experience they want and will even prompt people with additional filters such as pools, price range, and other suggestions to create the perfect trip.

The new app features an innovative neighborhood matching system that will find the right neighborhood to make any traveler feel like they are living like a local. Launching with 691 neighborhoods in 23 cities around the globe, Airbnb will showcase the spirit of a neighborhood through rich photography and content. When booking a trip to London for example, travelers who want to stay with their family somewhere residential might be matched with a neighborhood like Kensington. Or, if a traveler is looking for interesting nightlife, the system might match them to Soho or Camden.

 

To help travelers break free of the limits of cookie-cutter travel, Airbnb is launching Guidebooks, created by Airbnb hosts, to showcase local tips on the very best their neighborhoods have to offer, including the best restaurants and bars, attractions, off the beaten track ideas and more. Instead of checking off a To Do list, Guidebooks help travelers find local gems not only in every city, but on every city block. Guidebooks give travelers a passport to local culture, such as how travelers should join local runners in Somerville, MA to enjoy a pint at Olde Magoun’s Saloon.

 

Airbnb offerings have always been on the forefront of design, and the reimagined app is no different. The new app is built with a proprietary Design Language System, which simplifies the process of developing features by giving designers ingredients to compose an app interface. The new system creates consistent, yet iconic designs that can enliven apps across all devices.

Airbnb is also launching its largest brand campaign to date called ‘Live There.’ The new campaign throws out the notion that people want templated experiences that dull the senses and prevent people from seeing the world with a fresh perspective. Instead, Airbnb will inspire travelers to reimagine what it is to travel, showcasing the authentic and magical experiences made possible through Airbnb and its community of over two million homes. At the heart of the campaign is Airbnb’s antidote to commoditized travel, including living in the heart of local neighborhoods, experiencing the hospitality and local expertise of hosts, and enjoying the comfort of every home.

The global campaign launched on April 19 and geatures :15, :30 and :60 second TV spots, as well as digital, out-of-home, and print creative.

Founded in August of 2008 and based in San Francisco, California, Airbnb is a trusted community marketplace for people to list, discover, and book unique accommodations around the world — online or from a mobile phone or tablet. Whether an apartment for a night, a castle for a week, or a villa for a month, Airbnb connects people to unique travel experiences, at any price point, in more than 34,000 cities and 191 countries. And with world-class customer service and a growing community of users, Airbnb is the easiest way for people to monetize their extra space and showcase it to an audience of millions.

Credits:

TBWA\Chiat\Day

  • Creative: Stephen Butler, Brent Anderson, Kevin Butler, John Figone, Michael Flannery, Chris Mizutani, Rafael Goncalves, Sarah Johnston, Logan O’Brien
  • Account: James Vincent, Kelly Lee, Jenn Wong, Matt Theisen, Teddy Notari, Aubrey Larson, Kelli McDonald
  • Planning: Neil Barrie, Jennifer Costello, Emilie Arrive, BobFarid Mozafari
  • Production: Brian O’Rourke, Darryl Hagans,Joseph Haldemann, Dena Moore, Kat Urban, Karishma Singh
  • Business Affairs: Linda Daubson, Maryam Ohebsion
  • Traffic: Gus Mejia

AirBNB

  • Chief Marketing Officer: Jonathan Mildenhall
  • Global Marcom Director: Brian Irving
  • Head of Advertising: Peter Giorgi
  • Global Marcom Manager: Marion Link
  • Global Marcom Manager: Alessandra Cuetara
  • Global Head of Production: Rachel Holbrook
  • Global Production Lead: Holly Butler
  • Production Associate: Nion McEvoy Jr
  • Media Manager: Rachael Haley
  • Social Media Manager: Jasmine Atherton

Production: RSA

  • Director: Anna Sandilands + Ewan McNicol
  • President: Jules Daly
  • Executive Producer: Marjie Abrahams
  • Head of Production: Elicia Laport
  • Line Producer:  Jan Wieringa, Julie Sawyer
  • Prod Supervisor: Stephen Strosin
  • Dir. Of Photography:  Jim Jolliffe
  • Global Stylist:  Thom Murray

Editorial: Rock Paper Scissors

  • Editor – Tokyo, Paris, LA: Damion Clayton & Marjorie Sacks
  • Editor – Anthem: Adam Pertofsky & Marjorie Sacks
  • Post Producer: Shada Shariatzadeh
  • Assistant Editor: Mike Spagnoli

Telecine/Film Transfer: MPC

  • Colorist: Mark Gethin

Sound Studio & Audio Mix: Lime

Online Editorial: A52

  • Executive Producer: Kim Christensen
  • Producer: Drew Rissman