CLIENT
Airbnb is a mobile app/ website for people to list, find, and rent lodging.
CHALLENGE
Empower Airbnb's existing community (both guests and hosts) to:
Grow the idea of ‘belonging’ to new audience.
RESEARCH
Reasons for international travel among U.S. travelers
Source: Statista
Sharing Economy
The sharing economy is popular among younger travelers(age 18-35), who are ready to engage in sharing and collaborating.
Source: Mintel
- Age 18-35
- Seeking for authentic experience
- Open to making connections and sharing with others.
Embedded Travelers
STRATEGY
Embedded travelers love exploring new culture and connect with people.
But they are tired of the homogenized tourist experience and want to be able to submerse themselves in authentic local culture while traveling.
Therefore, reaching our to these 'embedded travelers' and spreading the feeling of being able to 'belong' to the culture of the place they travel to, is how we are going to grow the idea of 'belonging'.
the big idea
the existing community’s authentic experience and the culture of belonging, to inspire the new audience of travelers looking for connection.
Symbolize
the solution
EXECUTIONS
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