"I never thought about paddle-boarding until I saw Mr. Beaches"
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Airbnb Experiences are bookable activities hosted by locals around the world. When Airbnb launched Experiences in 2016, inventory was available in 12 cites. Two years later, inventory had spread to 1000 cities and bookings had grown 2500% year over year. As marketplace volume increased, clear trends emerged.
Guests were drawn to specific types of activities, so the Airbnb Experiences team conducted host and guest research that became the foundation for what became known as the 'category strategy.' The idea was to generate high-quality supply around key areas of interest to our guests. This started with Concerts and expanded into three global launches: Adventures, Animals and Cooking.
Animals launched in the summer of 2019, offering many opportunities to learn, play and just hang out with adorable creatures of all shapes and sizes. Its main purpose was to redefine the animal travel industry by setting up strong guidelines to ensure responsible interaction with all animals.
Airbnb Creative developed the creative strategy and built the campaign, branding and product components to launch the category globally.
Project
Animals
Brand
Category
Released
Recognition
Context
Airbnb Experiences are bookable activities hosted by locals around the world. When Airbnb launched Experiences in 2016, inventory was available in 12 cites. Two years later, inventory had spread to 1000 cities and bookings had grown 2500% year over year. As marketplace volume increased, clear trends emerged.
Guests were drawn to specific types of activities, so the Airbnb Experiences team conducted host and guest research that became the foundation for what became known as the 'category strategy.' The idea was to generate high-quality supply around key areas of interest to our guests. This started with Concerts and expanded into three global launches: Adventures, Animals and Cooking.
Animals launched in the summer of 2019, offering many opportunities to learn, play and just hang out with adorable creatures of all shapes and sizes. Its main purpose was to redefine the animal travel industry by setting up strong guidelines to ensure responsible interaction with all animals.
Airbnb Creative developed the creative strategy and built the campaign, branding and product components to launch the category globally.
more
Airbnb
Animals
A new way to meet them
Highlights
Production
Commercials
Close Modal
Production
Commercials
Shaped the approach to film for the category. Hired, lead and directed the team in the creation of a wide range of video content across the global campaign.
“The ability to recover from stress is better in natural settings, because that’s where we are meant to be. Just the idea of getting out, being in nature, looking at a tree—the theory is that this helps you to recover from stress, improves your mental health, and improves cognition. It’s just a direct pathway.”
Peter James, PhD
Quantifying Nature
"Nature experience boosts memory, attention and creativity as well as happiness, social engagement and a sense of meaning in life. It might not surprise us that nature stimulates physical activity, but the associated health benefits – from reducing cancer risks to promoting metabolic and other functioning – are really quite astonishing.”
Gretchen Daily, Bing Professor of Environmental Science
National Academy of Sciences
"Allowing children time for unstructured activities in nature seemed beneficial for children's positive affect, attitudes towards nature, and pro-sociality. These findings seem especially relevant given that free play outdoors in nature is declining.”
John Zelenski, PhD
Journal of Environmental Psychology
“Experiencing awe in nature is a powerful way to impact people’s psychology, even as they’re doing something they really like to do. Our findings suggest that you don’t have to do extravagant, extraordinary experiences in nature to feel awe or to get benefits. By taking a few minutes to enjoy flowers that are blooming or a sunset in your day-to-day life, you also improve your well-being.”
Craig Anderson, PhD
Awe in Nature Heals
"There is ample data to suggest that having good social relationships is helpful for our psychological and physical health. Having a ‘good relationship’ with nature, or rather, a sense of close connection to it, may be helpful in a similar way or for similar reasons. We evolved to want to connect—with people, but also with places and other living things."
Cynthia Frantz, PhD
Why is Nature Beneficial? The Role of Connectedness to Nature
"Nature therapy as a health-promotion method and potential universal health model is implicated for the reduction of reported modern-day “stress-state” and “technostress.”"
Harumi Ikei, PhD, Chuba University
Psychological Effects of Nature Therapy
Production
Commercials
Shaped the approach to film for the category. Hired, lead and directed the team in the creation of a wide range of video content across the global campaign.
“The ability to recover from stress is better in natural settings, because that’s where we are meant to be. Just the idea of getting out, being in nature, looking at a tree—the theory is that this helps you to recover from stress, improves your mental health, and improves cognition. It’s just a direct pathway.”
Peter James, PhD
Quantifying Nature
"Nature experience boosts memory, attention and creativity as well as happiness, social engagement and a sense of meaning in life. It might not surprise us that nature stimulates physical activity, but the associated health benefits – from reducing cancer risks to promoting metabolic and other functioning – are really quite astonishing.”
Gretchen Daily, Bing Professor of Environmental Science
National Academy of Sciences
"Allowing children time for unstructured activities in nature seemed beneficial for children's positive affect, attitudes towards nature, and pro-sociality. These findings seem especially relevant given that free play outdoors in nature is declining.”
John Zelenski, PhD
Journal of Environmental Psychology
“Experiencing awe in nature is a powerful way to impact people’s psychology, even as they’re doing something they really like to do. Our findings suggest that you don’t have to do extravagant, extraordinary experiences in nature to feel awe or to get benefits. By taking a few minutes to enjoy flowers that are blooming or a sunset in your day-to-day life, you also improve your well-being.”
Craig Anderson, PhD
Awe in Nature Heals
"There is ample data to suggest that having good social relationships is helpful for our psychological and physical health. Having a ‘good relationship’ with nature, or rather, a sense of close connection to it, may be helpful in a similar way or for similar reasons. We evolved to want to connect—with people, but also with places and other living things."
Cynthia Frantz, PhD
Why is Nature Beneficial? The Role of Connectedness to Nature
"Nature therapy as a health-promotion method and potential universal health model is implicated for the reduction of reported modern-day “stress-state” and “technostress.”"
Harumi Ikei, PhD, Chuba University
Psychological Effects of Nature Therapy
