Airbnb’s ‘Live There’: A Masterclass in Authentic Travel Marketing

In an era where travelers are increasingly seeking authentic and immersive experiences, Airbnb’s “Live There” campaign stands as a beacon of effective travel digital marketing in the travel industry. Launched in 2017, this campaign transcended traditional advertising by focusing on the essence of travel—living like a local.

Campaign Overview

The core message of “Live There” was simple yet profound: encourage travelers to experience destinations not as tourists, but as locals. Airbnb achieved this by showcasing real stories from hosts and guests, emphasizing unique accommodations and local experiences. The campaign utilized a mix of high-quality videos, social media content, and user-generated content to convey its message.

Strategic Execution

Airbnb’s approach was multifaceted:

1. User-Generated Content: Encouraging travelers to share their experiences on social media platforms using the hashtag #LiveThere created a vast repository of authentic content. This not only increased engagement but also built a community of like-minded travelers.
2. Influencer Partnerships: Collaborations with travel influencers amplified the campaign’s reach. Influencers shared their personal “Live There” experiences, lending credibility and relatability to the message.
3. Localized Storytelling: By highlighting diverse destinations and the unique stories of hosts and guests, Airbnb appealed to a global audience while maintaining local relevance.

Impact and Results

The “Live There” campaign led to a significant increase in brand awareness and bookings. According to reports, Airbnb saw a 13% increase in bookings during the campaign period. More importantly, the campaign strengthened Airbnb’s position as a platform that offers authentic travel experiences, setting it apart from traditional hotel accommodations.

Key Takeaways

Airbnb’s “Live There” campaign exemplifies the power of authentic storytelling in digital marketing. By leveraging user-generated content, influencer partnerships, and localized storytelling, Airbnb created a campaign that resonated with travelers’ desires for genuine experiences. This approach not only boosted bookings but also reinforced Airbnb’s brand identity as a facilitator of authentic travel.