Airbnb on returning to big, bold campaigns owning the brand narrative

In the wake of data privacy initiatives muddying digital targeting capabilities, some companies pivot to become less reliant on targeting customers via third-party cookies

Dec 12, 2023

Airbnb is one of those companies that has made that pivot, moving up the marketing funnel to more brand awareness tactics to bring new customers to Airbnb and carve out its own share of voice and better own its brand narrative.

Key takeaways

  • People typically default to hotels, presenting a challenge for Airbnb's marketing strategy.
  • The goal is to effectively reach those who have never considered Airbnb, particularly among busy individuals who only think about travel when booking.
  • During this booking moment, it's crucial to convey that Airbnb might be a better option for families or groups, and communicate this message in a compelling and brand-focused way, directing potential users to the app.

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