When you have a huge host community, like that of Airbnb, it makes sense to use their knowledge of local goings-on to enhance local marketing.
Jonathan Mildenhall, Airbnb’s CMO, talks about how the brand has upped its strategy to use community-curated content to help drive sales and get word out about all the wonderful host homes it markets located in lovely towns, villages and cities across the globe. The latest iteration is a “Guide Book” available in its latest version of the Airbnb app. One challenge is the need to have the capabilities to curate the enormous amount of photos, stories and other information flowing in from both hosts and guests. Mildenhall shares the strategy. Read on …
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