Airbnb updates app to focus on personalisation - Insights

Airbnb updates app to focus on personalisation

Airbnb App 2Airbnb is rolling out an updated app with a range of new features and launching a global brand campaign that will encourage people to “change the way they experience the world around them”.

The newly updated Airbnb mobile app has personalization at its heart, created with a new design language. The new product includes an innovative matching system designed to understand travelers’ preferences and then match them with the homes, neighborhoods and experiences that meet their needs. A new Guidebooks feature will unlock local insights, giving travelers access to millions of insider tips from Airbnb’s global community of hosts.

In an online poll of US travelers commissioned by Airbnb, it becomes clear how much modern tourism misses the mark when it comes to globe-trotting. Respondents said they felt overwhelmed with the crowds at tourist attractions with people finding it as stressful as going to the dentist (48 percent) or doing their taxes (52 percent). Something is clearly missing from modern tourism as only a quarter (26 percent) of travelers felt their last vacation exceeded their expectations.

“The number one reason people chose to travel on Airbnb is they want to live like a local. They don’t want to be tourists stuck in long lines, fighting with the crowds to see the same thing as everyone else,” said Brian Chesky, Airbnb co-founder and CEO. “Our hosts offer more than just generic hospitality – they welcome travelers from around the world into their communities. Today is the start of an exciting journey to help people not just go somewhere, but truly live there.”

Bespoke matching

Travel is more than just seeing and doing. It’s the feeling of truly living somewhere. With this launch, Airbnb has reengineered its search functionality to be more personalized. When looking for homes, each traveler will see different results based on their unique preferences. The new app starts a conversation with travelers about their ideal trip and, based on their preferences, Airbnb will reveal the hosts, homes, and neighborhoods that will give travelers a sense of truly living in a destination. The app is constantly learning and adapting to find out what types of properties a traveler is interested in from cabins to castles, the type of experience they want and will even prompt people with additional filters such as pools, price range, and other suggestions to create the perfect trip.

Airbnb - GuidebooksGet to know neighborhoods

The new app features an innovative neighborhood matching system that will find the right neighborhood to make any traveler feel like they are living like a local. Launching with 691 neighborhoods in 23 cities around the globe, Airbnb will showcase the spirit of a neighborhood through rich photography and content. When booking a trip to London for example, travelers who want to stay with their family somewhere residential might be matched with a neighborhood like Kensington. Or, if a traveler is looking for interesting nightlife, the system might match them to Soho or Camden.

Guidebooks – authentic recommendations

To help travelers break free of the limits of cookie-cutter travel, Airbnb is launching Guidebooks, created by Airbnb hosts, to showcase local tips on the very best their neighborhoods have to offer, including the best restaurants and bars, attractions, off the beaten track ideas and more. Instead of checking off a To Do list, Guidebooks help travelers find local gems not only in every city, but on every city block. Guidebooks give travelers a passport to local culture, such as how travelers should join local runners in Somerville, MA to enjoy a pint at Olde Magoun’s Saloon.

Distinct design

The new app is built with a proprietary Design Language System, which simplifies the process of developing features by giving designers ingredients to compose an app interface. The new system creates consistent, yet iconic designs that can enliven apps across all devices.

Airbnb’s largest global brand campaign

Airbnb is also launching its largest brand campaign to date called ‘Live There.’ The new campaign throws out the notion that people want templated experiences that dull the senses and prevent people from seeing the world with a fresh perspective. Instead, Airbnb will inspire travelers to reimagine what it is to travel, showcasing the authentic and magical experiences made possible through Airbnb and its community of over two million homes. At the heart of the campaign is Airbnb’s antidote to commoditized travel, including living in the heart of local neighborhoods, experiencing the hospitality and local expertise of hosts, and enjoying the comfort of every home.

The global campaign will launch April 20, and will feature :15, :30 and :60 second TV spots, as well as digital, out-of-home, and print creative. The spots will showcase Airbnb’s community while contrasting standard tourism with the Airbnb experience and language that suggests that when people head to Paris, they don’t just go to Paris, and don’t tour Paris, but they instead live in Paris.

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