AirBnb - Homesick

Overview

In response to the evolving post-pandemic landscape, our research explores the shifting dynamics between Airbnb and hotels, particularly emphasizing the growing discourse on social media. Previous studies indicated fluctuating opinions, with a noticeable emphasis on community importance.

Challenge

We sought to understand the factors influencing the decision-making process between Airbnb and hotels in the current travel environment. The focus was on exploring how preferences have changed from pre-COVID to the present, with an emphasis on community-related considerations.

Insight

Through interviews and digital ethnography, we discovered that safety, connection, experience, and trust play pivotal roles in travel decisions. The consensus was that Airbnb guests particularly value community, leading us to align our campaign with this insight, aiming to promote Airbnb's ethos around these core needs.

Idea

Returning or repeat guests consistently express having the best experiences with Airbnb, fostering long-term relationships and a sense of intimacy and consistency that transcends transactional interactions. Our campaign will leverage this emotional connection, highlighting the community aspect to resonate with consumers' desires for a more meaningful and consistent travel experience

In Collaboration with

Claudi Cui

Max Lontok

Chloe Stanks