AirBnb offers new 'icon'-ic stays

Last week I was sick as a DOG.

So, when I wrote about Airbnb’s incredible success story, I somehow, through crusty, musty eyes missed the news about their new campaign.

Which is crazy, because it’s a campaign like nothing I’ve ever seen before.

Airbnb wants to offer their guests access to worlds they’ve only ever dreamed of.

How, you say? With their new Icon Category.

Throughout 2024, the company will release 11 icon stays around the U.S. and the world. At these stays, guests will be hosted by Kevin Hart, Doja Cat or TikTok sensation Khaby Lame. And they'll stay in sites such as Prince’s (yes, THE prince) ‘Purple Rain’ house or spend the night in the Musée d’Orsay.

I mean IMAGINE STAYING IN PRINCE’S HOUSE. Ugh a girl can only dream.

The new campaign stems from Airbnb’s effort to provide more than just accommodation.

We learnt last week that the brand puts a huge focus on experiential marketing. So they often offer travellers the chance to book unique local activities hosted by residents.

Airbnb even did a campaign where you could stay in the Louvre Museum. (As iconic as that is, I don’t know how I feel about the Mona Lisa watching me sleep.)

'Icons are a way of really grabbing people's attention and getting them excited about the idea that Airbnb is more than just a place to stay,' said Jay Carney, global head of policy and communications at the company. 'We think that it will help solidify in people's minds that Airbnb is a place to go to find exciting experiences as well as places to stay.'

But wait, there’s more.

Other stays on offer include spending the night in the Ferrari Museum and a train session at the X-Mansion. You can also book an intimate living room experience with the QUEEN HERSELF Doja Cat and a stay in Disney and Pixar’s Up house. And yes, it floats.

To kick off the Icons Category, 4000 lucky Airbnb app users will find ‘golden tickets.’

Those users will be asked to answer questions about their passion for travel. They will also be asked what their connection to a particular 'Icon' is for a chance to win an experience.

'One of the core ideas of Airbnb is that you can step inside someone else's world,' CEO Brian Chesky explained to USA TODAY.

'I think when you take something that was only in your imagination, and you make that real, it creates a sense of magic.'

You can really feel that magic watching their exciting new promotional video. The promo gives a tour of some of the iconic destinations on the cards. And even I, someone who could never afford to partake, got a little giddy watching it.

This campaign highlights Airbnb’s commitment to facilitating incredible, once-in-a-lifetime opportunity. Their transition from accommodation provider to whatever you call this is one of notable excellence.

And while we don’t all have Airbnb’s budget, here's how we can replicate elements of their strategy.

• It’s all about experience, baby. Just as Airbnb focuses on offering unique local experiences, we can do the same in our realm. This could be in the form of behind-the-scenes tours, a workshop, or private event that provides consumers with something different and memorable.

• Ok, so you can’t get Doja Cat on board. So, engage micro-influencers instead. These people are more likely to have a stronger connection with your audience anyway. And they can help your campaign feel more authentic.

• What’s iconic to your scene? Think local venues that have been there since the dawn of time. Ones that are culturally significant or unique. UTILISE THOSE IN YOUR MARKETING. It will give your approach charm and allure and offer local landmarks a chance to shine in a new light. Plus, you don’t need a mammoth budget to incorporate them. It’s a win-win.

Now if you’ll excuse me, I’m on a mission to find a golden ticket.

-Sophie, Writer