Airbnb just dropped three new ads, and while they may seem like simple marketing plays, they are more than just a few commercials—they signal a bigger strategic shift. For property managers, this is a clear sign of how Airbnb is shaping the market, particularly in supply growth, host acquisition, and its ongoing competition with hotels. Yet, this strategy isn’t new—Airbnb has consistently relied on these tactics in past campaigns and continues to double down on them.
Two of these ads are focused on getting more homeowners to list their properties part-time, a clear sign that Airbnb is investing in growing listings, particularly from casual hosts.
The third ad taps into the booming demand for nature-focused stays, positioning Airbnb as the go-to platform for outdoor travel while subtly reinforcing its long-standing “hotels can’t do this” message.
Let’s break down each ad, analyze its messaging, and explore Airbnb’s broader marketing strategy—and why it matters for short-term rental operators.
Airbnb’s Latest Ads Hint at Its Future Plans—Here’s Why Property Managers Should Pay Attention
1. Surrounded
Here’s how Airbnb describes the Ad:
If you’re taking a trip to the great outdoors, don’t get stuck…indoors. Get an Airbnb and stay closer to nature.
What Happens in the Ad?
The ad opens with a family excited for a nature getaway. However, they end up in a cramped hotel, with no nature, no space, and surrounded by other guests. The crowded hallways packed with luggage highlight the lack of privacy and disconnection from the outdoors, contrasting with what they had envisioned.
The scene then transitions to an Airbnb cabin nestled in the woods, where the same family is now relaxed, happy, and fully immersed in nature. The cozy and inviting setting, with wildlife, fresh air, and total privacy, hinting the stark contrast between an Airbnb stay and a traditional hotel experience.
Music Used in the Airbnb Ad: Watermelon Man – Herbie Hancock.
Why Property Managers Should Care:
- Airbnb is doubling down on nature-based travel.
If you manage cabins near national parks, now’s the time to lean into what makes your listings stand out—highlighting unique features, smart pricing, and marketing to travelers looking for an escape. more listings mean more competition, so staying visible is key
- This aligns with Gen Z and Millennial travel trends.
Airbnb’s recent Gen Z travel report shows a huge shift toward nature getaways over city stays. If your properties fit that niche, now’s the time to optimize your listings and pricing to attract these travelers.
- It reinforces the “hotels vs. Airbnb” battle.
This ad subtly digs at hotels, showing how they can’t match the kind of immersive outdoor experiences Airbnb properties can offer. That’s a win for STR operators who already specialize in unique, experience-driven stays.
2. Work Trip | Airbnb It
Here’s how Airbnb describes the Ad:
If you travel for work, leave your home, work for you. Airbnb It and get paid while you’re away.
What Happens in the Ad?
The scene begins with a business traveler rolling their suitcase out, leaving their home behind. It then transitions to travelers checking into the same home through Airbnb, highlighting that the space doesn’t have to sit empty and that homeowners can earn money while they’re away for work.
Why Property Managers Should Care:
- This is a direct play to increase supply.
Airbnb is flooding the market with casual hosts who don’t rely on STR as a business. that means lower rates, inconsistent quality, and a shift in guest expectations. for pro managers, this is a chance to emphasize reliability, better service, and pricing strategies that still keep you ahead.
- Short-term hosts could undercut pricing.
Unlike professional hosts, these hosts may set lower rates since they’re only looking for extra income—not necessarily running a business. That could affect pricing dynamics in certain markets.
- A chance to offer co-hosting or management services.
Many of these part-time hosts won’t want the hassle of managing bookings, cleaning, and guest communications. This is a prime opportunity for property managers to pitch co-hosting services, offering them an easy way to earn without dealing with operations.
3. On the House | Airbnb It
Here’s how Airbnb describes the Ad:
When you head out on vacation, you leave an empty house. Airbnb it, and help get some of your vacation on the house.
What Happens in the Ad?
The ad features a family living in a snowy region who decide to escape to a warm, sunny vacation spot. While they head off on their getaway, they list their home on Airbnb, allowing travelers to stay there while they’re away. This way, they earn money during their vacation, helping to offset their travel costs.
Why Property Managers Should Care:
- Expect more new, temporary hosts in high seasons.
Many of these homeowners will list only during peak travel times, increasing competition when property managers earn the most. To stay ahead, managers can leverage OTAs strategically, optimize pricing, and highlight professional management benefits to attract high-value bookings.
- Another way Airbnb is pushing supply is without relying on pro managers.
Instead of collaborating more with professional STR operators, Airbnb is expanding supply by attracting casual hosts, increasing competition with lower-priced listings. Property managers can stay ahead by offering premium services, optimized pricing, and seamless management to differentiate from part-time hosts.
- An opportunity to capture long-term hosts.
Some of these families might start as casual hosts but later decide to continue renting after they see the income potential. If property managers can connect with these hosts early, there’s a chance to convert them into full-time clients.
How Airbnb’s Ads Compare to Booking.com and Vrbo’s Marketing Playbook
While Airbnb is focusing on expanding supply and pushing its hotels vs. Airbnb narrative, its competitors, Booking.com and Vrbo—are taking a different approach.
For example, Booking.com taps into high-profile cultural moments (like the Super Bowl) to stay top-of-mind and reinforce its brand as the easy, go-to booking platform for all types of travelers. Their marketing is often celebrity-driven, humor-filled, and broad in appeal,
Vrbo on the other hand focuses on host-free stays and premium vacation experiences, directly targeting families and group travelers.
The contrast is clear:
- Airbnb is playing the long game, focusing on bringing in new hosts, differentiating itself from hotels, and tapping into travel trends.
- Booking.com capitalizes on big events when travelers are actively thinking about booking.
- Vrbo appeals to travelers who prefer privacy and a more traditional vacation rental experience.
Property managers who keep up with OTA shifts, adapting strategies, fine-tuning listings, and taking cues from platform trends—will be the ones who stay competitive and win in the long run.
