The holiday season is here, and Airbnb is pulling out all the stops to position itself as the go-to choice for winter travelers. From a cheeky anti-hotel ad campaign (“Santastrophe”) to turning spare pub rooms into cozy winter retreats, and curating lists of family-friendly, winter-ready homes, Airbnb’s winter marketing strategy offers useful insight into how to attract holiday and seasonal travelers.
For professional short-term rental managers, these initiatives hold valuable lessons—not just in marketing but in positioning their properties to capture the winter demand. Here’s a breakdown of what you can learn, why it matters, and how to make the most of this seasonal opportunity.
What Professional Short-Term Rental Managers Can Learn from Airbnb’s Winter Marketing Playbook
The holiday season is upon us, and Airbnb is leveraging multiple campaigns to position itself as the preferred choice for winter travelers. From a humorous anti-hotel ad campaign (“Santastrophe”) to converting pub rooms in the UK into winter retreats and curating a list of festive, family-friendly homes, Airbnb’s winter marketing strategy provides insights into how to attract seasonal travelers.
For professional short-term rental managers, these initiatives offer actionable lessons to position properties for winter demand. Let’s break down the connection between these campaigns, why it matters, and how you can benefit.
Connecting the Dots: Airbnb’s Winter Strategy
Airbnb’s winter campaigns share a focus on seasonality, traveler emotions, and meeting the needs of winter guests:
- Humor and Emotional Appeal: The “Santastrophe” ad highlights the chaos of hotels during Christmas, contrasting this with the ease and warmth of staying at an Airbnb.
- Unique, Local Experiences: Transforming spare rooms in UK pubs taps into community-centered stays, appealing to travelers seeking authenticity.
- Family-Friendly Accommodations: Airbnb’s curated list of winter-ready homes reflects the growing trend of families traveling together during the holidays, with family bookings up 15% compared to last year.
Together, these initiatives position Airbnb as a solution for travelers seeking comfort, connection, and convenience during the holiday season.
Airbnb’s Latest Santastrophe Commercial
Airbnb’s newest ad campaign, “Santastrophe,” takes a playful jab at hotels, showing how Santa struggles to deliver presents in a hotel setting due to cramped spaces, malfunctioning keycards, and other logistical challenges. In contrast, he effortlessly navigates an Airbnb, which offers the space and charm needed for a smooth holiday delivery.
What is the song on the 2024 Airbnb commercial Santastrophe?
Set to the iconic holiday track “Christmas in Hollis” by Run-D.M.C., the ad emphasizes the advantages of Airbnb properties for families and groups during the festive season. It’s a lighthearted reminder that holiday logistics are smoother in spaces designed for comfort and celebration.
Takeaway: Professional managers can borrow this storytelling approach to showcase how their properties cater to holiday needs, such as space for family gatherings, festive decor, or kitchens perfect for Christmas feasts.
Why Winter Marketing Matters to You
For short-term rental managers, winter can be a mixed bag. In some regions, it’s peak travel season; in others, bookings slow as travelers retreat indoors. Airbnb’s strategy demonstrates that with the right marketing approach, you can turn winter into an opportunity.
1. Demand Is Seasonal, But Opportunities Are Year-Round
Airbnb’s campaigns show that even off-season properties can thrive by emphasizing unique, seasonally relevant features. Whether it’s a crackling fireplace, a hot tub with a snowy view, or proximity to winter attractions, highlighting these can drive bookings.
Takeaway: Audit your listings for winter appeal. Update descriptions and photos to reflect seasonal amenities. For example, swap out summer patio shots for cozy interiors decked out with blankets, festive decor, or a holiday-ready dining table.
2. Families and Groups Are the Key Market
Airbnb’s focus on larger, family-friendly homes taps into a lucrative segment: holiday travelers looking for space to gather. With family travel up 15%, there’s a clear trend toward accommodations that support togetherness.
Takeaway: If your property is group-friendly, emphasize that in your listings. Mention family-oriented features like board games, bunk beds, or fully equipped kitchens for holiday feasts. Consider promotions for extended stays, which appeal to families spending multiple days together over the holidays.
3. Local Partnerships Add Value
Airbnb’s partnership with UK pubs shows the value of collaborating with local businesses to create unique, community-rooted experiences.
Takeaway: Forge your own partnerships. Could a nearby cafe provide vouchers for festive breakfasts? Could local attractions (e.g., Christmas markets or ski resorts) offer discounts to your guests? Highlighting these extras in your listings can set your property apart.
4. Emotional Storytelling Wins Hearts
The “Santastrophe” ad works because it’s more than an ad—it’s a story. It taps into humor, holiday nostalgia, and the frustration of holiday logistics, all while positioning Airbnb as the solution.
Takeaway: Use storytelling in your marketing. Craft narratives about how your property transforms winter stays into unforgettable experiences. For example, “Spend Christmas morning by the fireplace with your family, watching the snow fall outside while the kids open their stockings.”
5. Curation Simplifies the Guest Journey
Airbnb’s curated list of winter-ready homes makes it easy for travelers to find properties that suit their needs.
Takeaway: Create your own curated lists or themes. Whether it’s “Romantic Winter Retreats,” “Family-Friendly Christmas Escapes,” or “Ski Chalets with Hot Tubs,” showcasing your properties in a way that resonates with travelers’ winter dreams can increase bookings.
How to Leverage the Trend
So how do you apply these lessons to your properties? Here’s a step-by-step action plan:
- Winterize Your Listings: Update descriptions and visuals to emphasize festive and cozy features. Highlight proximity to winter attractions or events.
- Offer Seasonal Promotions: Provide discounts for extended stays, or add festive extras like holiday decor or complimentary hot cocoa kits.
- Market to Families and Groups: Emphasize your property’s space and family-friendly features. Run group-oriented promotions.
- Collaborate Locally: Partner with nearby businesses or attractions to offer exclusive perks.
- Tell a Story: Use social media and email campaigns to narrate how your property transforms holiday stays into magical experiences.
The Bottom Line: Learn from Airbnb, But Make It Yours
Airbnb’s winter campaigns demonstrate the importance of seasonality in marketing. While their scale is unmatched, the principles behind their initiatives—emphasizing comfort, family appeal, and local experiences—are accessible to short-term rental managers.
By adapting these strategies to your properties, you can attract more winter travelers, optimize revenue, and provide memorable guest experiences that lead to repeat bookings.
