By: Sean Perkins
Spring Break is usually a time when we look forward to going to beaches and exciting parties, however as our tastes continue to evolve it’s not about that anymore – it’s about creating memories that last a lifetime. Usually, when you look at the Spring Break scene, hotels have always been at the forefront of travelers’ minds, however, Airbnb has changed the game completely. Instead of the usual room/resort packages we are accustomed to, Airbnb offers travelers different options: unique stays, group-friendly accommodations, and local adventures. So, how did Airbnb become the fastest competitor to traditional hotel chains for spring breakers? The answer to that question is they were able to strategically use influencer partnerships, targeted social media campaigns, and well-thought-out promotional deals. In this post, I will break down their strategy and give you the reason why they are the best in the travel market.
The “Stay your Way” Campaign
Major hotel chains are always emphasizing consistency, whereas Airbnb sidesteps that mantra and leans into variety. Their campaigns are designed to spotlight the different properties they have ranging from a nice downtown loft to a beachfront villa perfect for a large travel group. The slogan they came up with for the campaign to target these different travelers was “Stay your Way”. The thing that stands about the messaging in my opinion is that it is simple and powerful. The reason it comes off as powerful is because it is empowering the traveler to be themselves and pick something that fits their lifestyle. Sometimes we see these major hotel companies sort of only target specific market segments and that can be sometimes not as effective.
By producing visually attractive ads, TikTok videos, and Instagram stories Airbnb can create content that will appeal to all types of travelers ranging from beachgoers to adventure seekers. Because Airbnb is utilizing Instagram and TikTok to produce a lot of their content for the “Stay your Way” campaign, they are capitalizing on a key travel trend targeting Gen-Z and millennial travelers. In a 2023 Travel report, 61% of Gen Z travelers wanted to stay in unique accommodations off the beaten path rather than a traditional hotel.
Influencer Partnerships & UGC That Actually Feels Real.
One thing that Airbnb does extremely well is collaborate with influencers and also include user-generated content that they produce for their followers. They partner with travel creators who produce content on spring break while they stay at accommodations, adding a personal, aspirational vibe. One example of a partnership that Airbnb did was with an Australian surfing legend named Mick Fanning. This collaboration happened in December of 2024 when Airbnb and Fanning teamed up with Surf Life Saving Australia. For only $7.00 people got to stay at the luxury Palm Beach Surf Life Saving Club and got a free surf lesson as well as a dinner with Mr. Fanning.
One campaign that utilized UGC heavily was the #AirbnbSpringBreak. This could be something that Airbnb has previously utilized in the past when it comes to encouraging travelers to post Spring break content, driving viral content across all major platforms like Instagram, TikTok, and YouTube. The thing that is so impactful about UGC, is that people tend to have a stronger connection to the post when it is from another customer rather than a corporate marketing team. A corporate marketing team will make the content somewhat fake, whereas a regular customer or whomever will make the content feel real and genuine.
Airbnb needs to be successful when it comes to influencer marketing because roughly 49% of consumers always rely on Influencer recommendations, especially when it comes to purchasing decisions. The more they continue to grow and find successful travel content creators, the more business they will obtain. If they can do that, I could potentially see them outpace some of the major hotel companies.
Results and Impact
When it comes to the results of these campaigns and strategies, they speak volumes. Airbnb has seen increasing bookings year over year, especially during Spring Break at popular beach destinations as well as off-the-grid locations. Influencer campaigns that they run will generally generate millions of views boosting brand awareness and trust. Among the travel market in 2021, Airbnb was roughly 25.97% making it second place behind Booking.com.
Conclusion
Airbnb has reshaped how Travelers now think about their getaways. Because Airbnb has focused on unique stays, influencer storytelling, and personalized experiences, they have gone beyond just being known as a booking platform. They have now also become a part of the adventure.
If anyone decides to go into marketing, especially for a Hospitality company, and you want to capture the attention of travelers, take a page out of Airbnb’s playbook. Focus on the experience, highlight true voices, and create an environment where every moment is worth sharing.
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