Airbnb is back in the spotlight with its new series of TV commercials and ads. The last time we saw such a creative push was with their video ads promoting private rooms, host passports update, and also the “Airbnb It ” campaign in 2023, which encouraged homeowners to become occasional Airbnb hosts.
Each of these and Airbnb’s other ad campaigns always subtly steer us toward different aspects of Airbnb’s strategy. Now, they’re at it again with a new series of commercials that are set to aggressively push three distinct angles: Group travel, Airbnb vs. hotels, and the Guest Favorites feature.
Promoting Group Travel
Airbnb doubles down on group travel, a theme prominently featured in its 2024 Summer Release. Airbnb introduced the Shared Wishlist feature, which facilitates collaborative trip planning for groups.
Airbnb is clearly stepping into territory that its competitor, Vrbo, has long dominated. For years, Vrbo has positioned itself as the vacation rental choice for large families and groups. Now, Airbnb is making it clear that they, too, can cater perfectly to this type of traveler, offering spacious accommodations ideal for group trips.
The commercials depict friends and families enjoying unique stays that accommodate larger groups, emphasizing spacious properties, communal areas, and the convenience of planning together. This focus on group travel aims to attract larger group bookings and highlights how Airbnb properties can offer more tailored experiences for groups like friends, families, etc.
Airbnb vs. Hotels: The Superior Choice
Airbnb’s latest commercials are once again taking a direct shot at traditional hotels.
In recent years, Airbnb has strategically launched commercials that not only spotlight the unique advantages of vacation rentals but also take direct aim at traditional hotel experiences.
For a deeper dive into these campaigns, check out the following analyses:
- Airbnb’s 2023 Commercials: Targeting Hotels and Amplifying Localization
- Airbnb’s 2024 Commercials: Hotel Feuds, Family Focus, and Reaching South Korean Travelers
These ads tell relatable and heartwarming stories that highlight the unique advantages of staying in an Airbnb—more space, personalized experiences, local insights, and the comfort of a home away from home. By drawing these comparisons, Airbnb positions itself as the superior option, Airbnb is encouraging travelers to choose home-sharing over hotels.
“Guest Favorites” Badge
Airbnb positions itself as the superior option, encouraging travelers to choose home-sharing over hotels. The “Guest Favorites” badge highlights the most-loved homes based on ratings, reviews, and reliability data. Since its introduction, it has driven over 100 million nights booked, underscoring its popularity and the trust guests place in these top-rated listings. The new commercials shine a light on this standout feature, showing guests which homes have won over other travelers. It highlights those exceptional properties that guests rave about, making it easier for them to find and book the perfect stay.
Now, let’s dive into each of the ads and get the inside story of what Airbnb is trying to say!
Girls Trip
The “Girls Trip” ad from Airbnb features a group of women enjoying a weekend getaway at a spacious and stylish Airbnb home. It emphasizes the benefits of staying in an Airbnb by contrasting the comfort and style of a short-term rental with the limited space typically found in traditional hotel rooms. The ad starts by highlighting the drawbacks of hotels before showcasing the advantages of choosing Airbnb for such getaways.
Here’s how Airbnb describes the campaign:
When you’re going on a trip, why choose to be cramped in a hotel room, when you could get an Airbnb with a private pool, or a room for everyone? Made in collaboration with Buck Animation, these films show the many moments that booking an Airbnb makes more sense than booking a hotel.
Music:
Best Friend (feat. Doja Cat) – Saweetie, Doja Cat
That my best friend, she a real bad b*tch
Got her own money, she ‘on’t need no nig’
On the dance floor, she had two-three drinks
Now she twerkin’, she throw it out and come back in
That’s my best friend, she a real bad b*tch
Singers’s Bio
Doja Cat
Doja Cat, born Amala Ratna Zandile Dlamini on October 21, 1995, is an American rapper, singer, and songwriter. Her music is known for its genre-blending style, incorporating elements of hip-hop, pop, and R&B.
It’s also intriguing that Doja Cat is featured in one of Airbnb’s ‘Icons’ experiences, adding a unique star power to the platform.
You can check out the listing here: Join a living room session with Doja
Guest Favorites
The “Guest Favorites” ad from Airbnb spotlights the Guest Favorites badge, which marks the highest-rated homes on the platform, carefully selected based on guest reviews, ratings, and reliability. The commercial underscores the quality and trustworthiness of these listings by highlighting that they are essentially vetted by fellow travelers, giving future guests confidence in their choice.
Here’s how Airbnb describes the campaign:
When you’re choosing an Airbnb, wouldn’t it be nice to know if other guests have loved it? Well, now you can. Introducing Guest Favorites, the most loved homes on Airbnb.
Puppy
Airbnb’s “Puppy” commercial shows that choosing an Airbnb home can lead to a more enjoyable and less stressful experience for our furry friends than compared to hotels. The commercial suggests that an Airbnb home offers a pet-friendly atmosphere, with more space to play and relax, as opposed to the often restrictive and unfamiliar environments of hotel rooms.
It’s interesting to see Airbnb’s “Puppy” commercial making a return, as this ad was originally posted about six months ago. We actually discussed it at that time in our feature “NEW AIRBNB ADS RAMP UP HOTEL FEUD, EMBRACE FAMILIES, PETS, AND SOUTH KOREAN TRAVELERS.” This re-release might suggest that Airbnb is aiming for a more focused, concerted push, aligning it with other similar commercials to strengthen its messaging. It also hints at the possibility of Airbnb having a reservoir of commercials they’ve already planned and are gradually rolling out, indicating a well-thought-out, long-term advertising strategy.
Airbnb Says:
If you’re traveling with your dog, why stay at a dog-friendly hotel when you could stay at an Airbnb that’s actually dog-friendly?
Bedtime
It’s interesting to see this concept revisited, as Airbnb has explored similar themes in their ads before. The ad depicts parents who have to compromise on their bedtime to match their children’s schedule when staying in a hotel. In contrast, Airbnb homes provide separate spaces, allowing parents to enjoy their own quality time. This re-emphasis on the comfort and convenience of Airbnb accommodations—highlighting privacy and a better environment for both parents and children, clearly suggests Airbnb is refining and reinforcing this message.
Airbnb says:
If you’re traveling with your kid, why share their bedtime in a hotel room when you could have some time for yourself in an Airbnb?
Music:
Les Champs-Elysées – Pomplamoose, John Schroeder
Aux Champs-Elysées (palapalala)
Aux Champs-Elysées (palapalapa)
Au soleil, sous la pluie
À midi ou à minuit
Singer’s Bio
Pomplamoose
Pomplamoose is an American musical duo consisting of multi-instrumentalists Jack Conte and Nataly Dawn. Their style blends elements of indie pop, jazz, and electronic music, characterized by Dawn’s smooth vocals and Conte’s eclectic instrumentation.
John Schroeder
John Schroeder was a British composer, arranger, and record producer, notable for his work in the 1960s and 1970s. e contributed significantly to the easy listening and pop music genres, often creating lush orchestral arrangements.
Same Room
In this TV commercial, Airbnb emphasizes the discomfort and inconvenience of staying in a single hotel room when traveling with a family or group. It portrays the challenges of lacking separate spaces for different activities, such as working out, eating breakfast, or relaxing in a living room. In contrast, the ad highlights the advantages of staying in an Airbnb property, where guests can enjoy more space and privacy, with distinct areas for various activities, allowing everyone to maintain their personal space while still being together. This commercial clearly aligns with Airbnb’s broader, cohesive campaign, reinforcing similar points made in their previous ads.
Airbnb says:
If your family needs more space on your next trip, why cram into a hotel room when you could get an Airbnb with room for everyone?
Close Friends
In this commercial, Airbnb aims to evoke the emotion of togetherness by posing the question: “Why stay apart in separate hotel rooms when you can stay together in an Airbnb?” The ad suggests that when you’re on a trip with friends, sharing a space enhances the experience by allowing you to spend more quality time together. It highlights that staying in an Airbnb means everyone can relax and chill out in a shared, comfortable environment, rather than being isolated in separate rooms.
Airbnb says:
If your family needs more space on your next trip, why cram into a hotel room when you could get an Airbnb with room for everyone?
Music:
I Like It – Cardi B, Bad Bunny, J Balvin
Diamond district in the jag (Gang, I said I like it like that)
Certified, you know I’m gang, gang (Gang, gang I said I like it like)
Drop the top and bl*w the brains, wouh (I said I like it like that)
Oh he’s so handsome, what’s his name? (I said I like it)
Singer’s Bio
Cardi B
Cardi B, born Belcalis Marlenis Almánzar on October 11, 1992, is an American rapper, singer, and songwriter. Her music often features a blend of various genres, making her songs versatile and appealing to a broad audience.
Bad Bunny
Bad Bunny, born Benito Antonio Martínez Ocasio on March 10, 1994, is a Puerto Rican singer, rapper, and songwriter. He is a leading figure in Latin trap and reggaeton music, known for his deep, raspy voice and genre-blending style.
J Balvin
J Balvin, born José Álvaro Osorio Balvín on May 7, 1985, is a Colombian reggaeton singer and rapper. His music often blends reggaeton with elements of pop, hip-hop, and dancehall.
Pool
The ad plays on the idea that when you’re traveling with friends, comfort and privacy are key, rather than dealing with the inconvenience of a public pool area. It suggests that an Airbnb with its private pool offers a more relaxed and enjoyable environment. The private pool setting allows for a more intimate and personalized experience, where you can hang out, swim, and socialize without the hassle of sharing space with strangers. Interestingly, this same commercial was discussed in a previous feature “HOTELS VS. AIRBNB: NEW 2023 COMMERCIALS TARGET HOTELS AND AMP UP LOCALISATION”, further emphasizing Airbnb’s cohesive campaign strategy that targets the discomforts of traditional hotel stays while highlighting the unique benefits of Airbnb properties.
Airbnb says:
If you’re going away with your friends, why share a crowded hotel pool, when you could get an Airbnb with your pool?
Music:
Bossy – Kelis
I’m bossy
I’m the b*tch y’all love to hate
I’m the chick that’s raisin’ stakes
I told Young Stunna he should switch to BAPEs
I’m back with an 808, ’cause I’m bossy
Singer’s Bio
Kelis, born Kelis Rogers on August 21, 1979, in New York City, is an American singer, songwriter, and chef known for her eclectic and innovative music style that blends R&B, hip-hop, and electronic music elements.
Airbnb’s ad campaigns are always created with a strategic agenda in mind. While engaging and effectively tapping into travelers’ emotions, they reinforce the brand’s core messages and values subtly.
