Home sharing giant Airbnb is undertaking a new global brand campaign designed to encourage people to change the way they experience the world around them.
The ‘Live There’ promotion is the company’s largest brand push covering TV, digital, poster and print advertising and coincides with an updated mobile app.
The promotion has been designed in response to the growing dissatisfaction and disappointment with “standardised tourist offerings that have become the hallmark of modern tourism,” according to the company.
At the heart of the campaign is what Airbnb describes as its “antidote to commoditised travel,” including living in the heart of local neighbourhoods, experiencing the hospitality and local expertise of hosts, and enjoying home comforts.
An Airbnb online poll of US travellers found that they felt overwhelmed with crowds at tourist attractions with people finding it as stressful as going to the dentist (48%) or doing their taxes (52%) while only a quarter (26%) felt their last holiday exceeded their expectations.
The app includes a matching system designed to understand travellers’ preferences and then match them with homes, neighbourhoods and experiences that meet their needs.
A new guidebooks feature will unlock local information, giving travellers access to millions of insider tips from Airbnb’s global community of hosts.
Airbnb has also re-engineered its search functionality to be more personalised.
When looking for homes, travellers will see different results based on their unique preferences. The new app starts a conversation with travellers about their ideal trip and, Airbnb will reveal the hosts, homes, and neighbourhoods that will give travellers a sense of truly living in a destination, based on their preferences.
Company co-founder and chief executive, Brian Chesky, said: “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.
“Our hosts offer more than just generic hospitality – they welcome travellers 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.”