What is Airbnb's marketing strategy? Key pillars behind its global success

Airbnb has a vast network of accommodations and a clean interface, which both play key roles in drawing people in. But its global success is the result of smart, localized marketing initiatives that connect with travelers in meaningful ways. 

From platform personalization to hyper-local campaigns, Airbnb has mastered speaking to diverse audiences in their preferred language and context. And its approach demonstrates a deep understanding of cultural nuances and user behavior. Global brands across industries can learn from the Airbnb marketing strategy and glean winning techniques for their own international outreach.

In this guide, we’ll explore the best practices of Airbnb's digital marketing strategy and localization tactics that businesses can use to replicate their success.

What is the marketing strategy for Airbnb?

Airbnb’s marketing strategy centers on creating authentic, emotional connections between travelers and hosts. Rather than simply promoting accommodations, Airbnb highlights unique experiences and gives people a sense of belonging, positioning itself as the go-to platform for living like a local anywhere in the world. This approach reshapes the travel narrative—turning standardized hotel stays into curated adventures and personal stories.

Airbnb’s promotion strategy also blends localized ad campaigns and strategic partnerships to bring both hosts and guests to its platform. This multi-layered approach drives awareness on a global scale and fosters community trust and loyalty in regional markets. That’s what’s made Airbnb a household name, just like Coca-Cola and Starbucks.

5 best practices that make Airbnb's marketing strategy a success

There are many reasons why Airbnb’s positioning is so successful and unique. Most notably, it incorporates a range of techniques to build a consistent and engaging brand voice.

Here’s a closer look at five of those best practices that contribute to Airbnb’s differentiation strategy:

1. Strategic community partnerships

Airbnb collaborates with local organizations and tourism boards, like the Singapore Tourism Board, to enrich guest experiences and strengthen community ties. These on-the-ground partnerships also help Airbnb stay ahead of regulatory challenges and make sure guests are safe. Plus, Airbnb taps into local insights so people can discover authentic experiences and support small businesses on their trips.

2. User-generated content 

Airbnb turns its guests and hosts into brand storytellers with user-generated content (UGC) campaigns. The business invites patrons to share their experiences—from heartfelt stories to candid photos—across social media and in Airbnb reviews. This community-driven content builds credibility and fuels word-of-mouth marketing.

3. Local influencer collaborations

Airbnb reaches niche, built-in communities by partnering with local influencers and travel bloggers on platforms like Instagram, TikTok, and YouTube. Airbnb taps these professional creators to share their first-person experiences and showcase unique stays. Influencer marketing can feel less like advertising and more like a personalized recommendation from a friend, encouraging people to explore and book. 

4. Affiliate and referral programs

Airbnb’s referral program offers travel credits to customers who invite friends and family to join the platform and book a trip. Plus, the newly referred guests get to redeem a coupon for their first booking. This effective initiative turns loyal users into brand advocates and starts a chain reaction of ongoing referrals and new sign-ups.

5. Social media campaigns

Airbnb’s social media marketing spans leading platforms and apps, focusing on those with high visual storytelling features. On Instagram, Airbnb features rich imagery and video content that highlight unique stays and guest experiences. Meanwhile, Airbnb uses Facebook for community-building and promotional campaigns. During the “We Are Here” campaign, for example, Airbnb livestreamed surprise pop-up experiences in cities like London and Paris via Facebook Live and YouTube. The real-time engagement generated awareness for Airbnb’s new “Experiences” offerings, driving viewership from 13 countries.

What localized marketing tactics does Airbnb use?

Airbnb has the tough job of building customized campaigns and experiences for specific audiences across regional and niche markets. And it has localization tactics to thank for its success.

Here are just some of the tactics Airbnb uses:

• Optimizing listings with local SEO: Airbnb listings use location-specific keywords and highlight popular nearby attractions to ensure high visibility in search rankings.
• Translating content at scale: Airbnb’s website and mobile app are available in dozens of languages, and marketing materials adapt to reflect regional customs and cultural nuances.
• Engaging local reviewers: Airbnb builds reviews into its platform, collecting testimonials from guests and hosts after each stay. These reviews appear on accommodation pages and are sometimes used for ads, providing social proof and inspiration for future travelers.
• Personalized messaging: Airbnb tailors marketing emails and recommendations to users’ interests, helping them find local experiences that match their preferences and expand their horizons.

You don’t need the resources and reach of a large company like Airbnb to build your own robust localization strategy. Smartling’s LanguageAI™ platform helps businesses produce high-quality, on-brand translations—at a fraction of the cost and turnaround time of traditional methods.

What are some examples of Airbnb marketing campaigns?

Now it’s time to see what some of those key strategies look like in action. These campaigns showcase Airbnb’s ability to highlight real user experiences and leverage innovative marketing tactics:

“Live There” Campaign

Airbnb encouraged travelers to live like locals instead of tourists by staying in homes, not hotels, and immersing themselves in regional communities. To spread awareness on social media, Airbnb invited guests to share real stories and visuals from their adventures with the hashtag #LiveThere. The campaign also included new app features like personalized guidebooks and personalized recommendations from hosts, helping customers make the most of their travels.

“Made Possible By Hosts”

Airbnb created a series of heartwarming videos showcasing how hosts made their guests’ special travel experiences possible. The brand-produced videos featured UGC provided directly from guests. One story, for example, highlights how Superhost Jacopo makes sure his farm in Parma, Italy is welcoming for families and their pets—he invites them all to walk together through the olive grove, orchard, and gardens on his property.

Vanliga frågor

What type of content does Airbnb encourage guests to share?

Airbnb encourages guests to share authentic UGC that showcases their real travel experiences. This includes posting candid photos and videos of unique properties, sharing personal adventure stories, writing detailed reviews, and highlighting memorable interactions with hosts or local communities. Guests are also urged to use branded hashtags and participate in specific social campaigns based on their region.

What are some challenges in Airbnb's marketing journey?

Like any major brand, Airbnb has to overcome a few obstacles to deploy its global marketing strategy. Some of its biggest marketing challenges include:

• Industry competition: Airbnb has to stand out from established hotel brands and rival short-term rental platforms in a competitive and growing industry.
• Brand reputation management: The brand has to protect its image when guest complaints and safety concerns arise. It may also come under scrutiny for its impact on the housing and rental market.
• Regulatory changes: As a global organization, Airbnb has to consistently keep up with changing travel trends and regulations in different regions.

Reach global audiences with Smartling’s localization solutions

Airbnb’s marketing achievements demonstrate the power of glocalization. The company’s ability to adapt campaigns and experiences to different markets has built trust and long-term loyalty among customers worldwide.

The good news is that other businesses can do the same—as long as they have the right tools and resources. That’s where Smartling can help. 

Smartling’s suite of translation services give brands the tools they need to localize content and launch multilingual campaigns at scale. Whether you want to create webpages in different languages or adapt email campaigns for new regions, Smartling helps you meet customers with personalized, on-brand experiences at every touchpoint.

Still building your global strategy? Download our International Business Strategy Template for actionable steps to define your objectives, set measurable targets, and kickstart key projects for success in new markets.