The Ask

Help Airbnb define and target a niche audience that would inherently appreciate the value that the platform brings over its existing competitors.

The Background

As the king of the short-term home rental, Airbnb’s marketing typically targets the everyday vacationer. These consumers are forced to weigh the pros and cons of renting with Airbnb versus one of the hotel chain powerhouses.

The Goal

Make Airbnb the vacation rental option of choice for rural transplants and outdoor enthusiasts.

The Target

The Outdoor Adventurist—those who plan vacations around outdoor activities and prefer to be in close proximity to nature rather than staying at a resort.

This audience prefers an immersive experience where they can enjoy “living” in their desired destination.

Email Interview

The Problem

Most users tend to view Airbnb, at best, as a slightly cheaper option than the average hotel, where guests give up amenities like room service and other complementary accommodations for a lower nightly fee.

Research: Customer Reviews

Source: Reddit

The Insight

Airbnb's advantage is providing stays in locations where hotels simply can't exist.

The Proposition

Get Outdoor Adventurists who work and live in urban areas to see Airbnb as the go-to platform for them to be able to stay in remote areas by showcasing locations that trump any hotel stay.

The Creative