Airbnb is ushering in a new era with its latest ad campaign, moving away from its traditional identity as a platform for booking accommodations. The new videos, ranging from 36 to 43 seconds in length, don’t showcase homes or rooms. Instead, they invite travelers to not just see a destination—but to experience it like a local.
“Don’t just see Lisbon,” says the Lisbon ad. “Live it with the people who know it best”—surfing with a pro, tasting oysters with a former marine-turned-chef, or listening to fado with the son of a musical legend. Similarly, in Venice, Paris, and Los Angeles, travelers are encouraged to take part in authentic local activities: painting canals with a local artist, baking croissants with renowned chefs, or browsing Parisian flea markets with local guides.
The aesthetic of these ads marks a clear departure from Airbnb’s previous animated campaigns. Using user-generated style visuals, warm vintage filters, and a focus on the human host, the campaign brings viewers closer to the idea of a meaningful local experience.
The goal: To make Airbnb part of everyday travel
This approach aligns with Airbnb’s broader strategy to expand beyond lodging. In May 2024, the platform relaunched “Airbnb Experiences” and introduced “Airbnb Services”—including airport transfers, culinary experiences, and guided tours. Co-founder and CEO Brian Chesky has openly shared his ambition for Airbnb to become an “everyday travel” tool—used not only for bookings, but for every stage of the journey.
Beyond marketing, this shift toward experiences serves multiple strategic purposes. First, it broadens Airbnb’s “inventory” at a time when short-term rentals face growing regulatory pressures in many cities. Experiences don’t require physical infrastructure, allowing Airbnb to grow even in markets where home listings are restricted.
Second, the company aims to build a travel-based social network—connecting users with hosts and fellow travelers, fostering lasting relationships even within the app.
Third, this strategic pivot acts as a counterbalance to short-term rental regulations, as experiences don’t impact local housing markets in the same way accommodations do.
Global trend: Shorter trips, richer experiences
Airbnb’s shift mirrors a global trend: travel is becoming shorter in duration, but richer in experience. According to Generali Global Assistance, American travelers now take trips lasting an average of 1.5 weeks—down from two weeks in the past—while spending more per day on experiences, gastronomy, and wellness. The average daily revenue per booking is rising, with travelers willing to pay for “small luxuries” that elevate even brief getaways.
The future of travel platforms, as demonstrated by Airbnb, belongs to those who offer the full package: accommodation, experiences, social connection, and personalized services. The real competition is no longer about winning a booking—it’s about owning the entire journey.
