How Airbnb is marketing its new co-host feature

As it looks to attract more customers to its platform, Airbnb is putting media dollars behind its new co-host network. The feature, in which hosts have co-hosts to help manage their Airbnb, has been an experimental offering in Europe and is now rolling out in the U.S. “The number one issue with hosting is it feels like a lot of work for people,” said Hiroki Asai, Airbnb’s global head of marketing. Co-hosts can handle listing set-ups and guest communications. “It’s almost like having someone on site at Airbnb doing all that high-touch hosting work for you,” Asai said. A 15-second spot, created in the Claymation style that Airbnb has previously used, touts the promise of co-hosting by showing a horseback-riding collaborator. “If you’re thinking of Airbnbing your home, but you don’t want to do it alone, get yourself a partner, partner,” a voiceover says. “An Airbnb cohost will do the hosting for you.” Like all of the ads for the San Francisco-based company, the new video was created in-house. This one was made in collaboration with Passion Pictures. The in-house strategy is especially efficient when marketing new products, Asai said. For example, last-minute changes in product or positioning don’t need to upend marketing since various teams, such as engineers and designers, sit nearby. “It’s a much more nimble timeline,” he said. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today According to Airbnb, 40% of hosts said they would host more if they had help. Plus, co-hosting is helpful as an income supplement for people who may not have their own properties to share, Asai said. Airbnb already has 10,000 co-hosts across 10 different countries, Asai said. The company uses 80 different factors to match hosts with co-hosts in a process that involves machine learning and AI. Beginning Wednesday, the new ad will run on connected TV, social video and on podcasts. In August, Airbnb announced an 11% jump in second-quarter revenue, to $2.75 billion, yet warned of slowing demand from U.S. guests. This week, the vacation rental brand also revealed its winter travel trends. U.S. travelers are booking based on events around music, sports and cultural festivals with what Airbnb calls the “event-cation” trend.

How Airbnb is marketing its new co-host feature

Featured Stories