Airbnb's New Marketing Strategy

Airbnb has launched a new global marketing strategy with the aim of attracting a larger audience. The strategy involves offering unique experiences beyond its core business of vacation rentals. The company's CEO, Brian Chesky, announced the introduction of a new category called 'Icons', which includes 11 global experiences. These experiences range from concerts to celebrity meet and greets, and are available either for free or under $100.

The company has redirected a portion of its marketing budget towards this campaign. The plan is to continue introducing new experiences every few weeks. The primary goal of this initiative is to provide compelling experiences that will drive consumer engagement. The strategy also involves the use of television ads to further promote these offerings.

In addition to this, Chesky expressed the company's intention to make the Airbnb guest experience more reliable. The aim is to encourage habitual hotel guests to book accommodations on the platform. This move is part of Airbnb's broader aim to shift the brand to offer new products and services beyond just a place to stay.