Airbnb Plus: All the comforts of home, plus more

Overview

Our creative agency partnered with Airbnb to help launch the Airbnb Plus project. The goal was to curate a selection of high-quality homes with hosts who have a reputation for excellent reviews and attention to detail. To achieve this, a comprehensive strategy was devised that involved designing a distinct visual identity, creating lifestyle photoshoots, and developing targeted marketing campaigns.

Overview

Our creative agency partnered with Airbnb to help launch the Airbnb Plus project. The goal was to curate a selection of high-quality homes with hosts who have a reputation for excellent reviews and attention to detail. To achieve this, a comprehensive strategy was devised that involved designing a distinct visual identity, creating lifestyle photoshoots, and developing targeted marketing campaigns.

Challenge

Airbnb sought to differentiate its premium offering from the regular home sharing experience by introducing Airbnb Plus. The challenge was to create a unique visual identity and marketing strategy that would showcase the exceptional quality, design, and character of the selected homes, while also appealing to a discerning customer base.

Challenge

Airbnb sought to differentiate its premium offering from the regular home sharing experience by introducing Airbnb Plus. The challenge was to create a unique visual identity and marketing strategy that would showcase the exceptional quality, design, and character of the selected homes, while also appealing to a discerning customer base.

Solution

A multi-faceted approach was implemented to ensure that Airbnb Plus homes were effectively represented and promoted to the target audience:

Branding and Visual Identity:

A distinct Airbnb Plus logo was designed and a refined visual language that embodied the sophistication and attention to detail characteristic of the homes in this category. This visual identity was applied across all promotional materials and touchpoints, including the Airbnb website, mobile app, and social media channels.

Lifestyle Photoshoots:

To authentically capture the essence of each Airbnb Plus home, we organized on-site lifestyle photoshoots. Our professional photographers worked closely with the homeowners to showcase the unique design elements, personal character, and welcoming ambiance of each property. These high-quality images were then used in marketing campaigns, promotional materials, and on the Airbnb website to create an immersive and visually stunning representation of each home.

Targeted Marketing Campaigns:

Tailored marketing campaigns were devised to highlight the unique offerings of Airbnb Plus homes to potential customers. Through carefully curated content and targeted advertising across social media, search engines, and other digital platforms, a wide audience of discerning travelers seeking premium accommodations was successfully reached.

Quality Verification:

To maintain the high standards of Airbnb Plus, we worked with Airbnb to develop a rigorous in-person quality inspection process. This ensured that every home met the strict criteria for quality, design, and comfort.

Solution

A multi-faceted approach was implemented to ensure that Airbnb Plus homes were effectively represented and promoted to the target audience:

Branding and Visual Identity:

A distinct Airbnb Plus logo was designed and a refined visual language that embodied the sophistication and attention to detail characteristic of the homes in this category. This visual identity was applied across all promotional materials and touchpoints, including the Airbnb website, mobile app, and social media channels.

Lifestyle Photoshoots:

To authentically capture the essence of each Airbnb Plus home, we organized on-site lifestyle photoshoots. Our professional photographers worked closely with the homeowners to showcase the unique design elements, personal character, and welcoming ambiance of each property. These high-quality images were then used in marketing campaigns, promotional materials, and on the Airbnb website to create an immersive and visually stunning representation of each home.

Targeted Marketing Campaigns:

Tailored marketing campaigns were devised to highlight the unique offerings of Airbnb Plus homes to potential customers. Through carefully curated content and targeted advertising across social media, search engines, and other digital platforms, a wide audience of discerning travelers seeking premium accommodations was successfully reached.

Quality Verification:

To maintain the high standards of Airbnb Plus, we worked with Airbnb to develop a rigorous in-person quality inspection process. This ensured that every home met the strict criteria for quality, design, and comfort.

Results

The Airbnb Plus project has been a resounding success, with the following key achievements:

Increased Bookings:

The introduction of Airbnb Plus led to a significant increase in bookings for the selected homes, attracting a higher caliber of guests who value quality and design.

Enhanced Customer Satisfaction:

Guests have reported increased satisfaction with their Airbnb experiences, thanks to the exceptional quality and unique character of Airbnb Plus homes.

Elevated Brand Perception:

Airbnb’s reputation as a provider of premium accommodations has been strengthened, further establishing the brand as a leader in the home-sharing industry.

Expanded Portfolio:

The success of the Airbnb Plus project has encouraged the expansion of the portfolio to include more one-of-a-kind, high-quality homes in various locations around the world.