"Adventure should make you feel like you've been reborn."
No items found.
Airbnb built its brand as the alternative to mass produced travel, meeting unprecedented global demand for local accommodations. This started with hosts opening their homes and expanded into a new offering called Airbnb Experiences– bookable activities hosted by locals in over 1,000 cities worldwide.
As both verticals took off, Airbnb decided to develop a hybrid offering that merged Homes and Experiences into a single booking. At the click of a button, guests could instantly buy an entire vacation, including accommodations, activities and food. All they had to do was show up.
To bring it to life, Airbnb started a company-wide initiative to build, launch and market a brand new product. This culminated in a global 360 campaign that sent our teams across the world, capturing eco tours in the Galapagos, kayaking across the Swedish archipelago, waterfall chasing through Costa Rican rainforests, elephant viewing in the Chiang Mai mountains and an epic cultural expedition across Oman's Wahiba sands.
See how our creative team wove all of this together into the immersive and celebrated campaign that introduced Airbnb Adventures to the world.
Project
Adventures
Brand
Category
Released
Jun 2019
Recognition
Context
Airbnb built its brand as the alternative to mass produced travel, meeting unprecedented global demand for local accommodations. This started with hosts opening their homes and expanded into a new offering called Airbnb Experiences– bookable activities hosted by locals in over 1,000 cities worldwide.
As both verticals took off, Airbnb decided to develop a hybrid offering that merged Homes and Experiences into a single booking. At the click of a button, guests could instantly buy an entire vacation, including accommodations, activities and food. All they had to do was show up.
To bring it to life, Airbnb started a company-wide initiative to build, launch and market a brand new product. This culminated in a global 360 campaign that sent our teams across the world, capturing eco tours in the Galapagos, kayaking across the Swedish archipelago, waterfall chasing through Costa Rican rainforests, elephant viewing in the Chiang Mai mountains and an epic cultural expedition across Oman's Wahiba sands.
See how our creative team wove all of this together into the immersive and celebrated campaign that introduced Airbnb Adventures to the world.
more
Airbnb
Adventures
Hosted journeys to extraordinary places– all you have to do is show up.
Highlights
Design
Golden Hour Palette
Close Modal
Design
Golden Hour Palette
Inspired by dawn light and earth tones, this color system highlights the inspiring visual palette guests would encounter on an Airbnb adventure.
“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
Product
Product Landing Pages
Close Modal
Product
Product Landing Pages
Collaborated with product designers, content strategists, copywriters, marketing managers, engineers and program managers to build inspired landing pages and hero listing pages that reflected the overall campaign design.
“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
Documentary Productions
Close Modal
Production
Documentary Productions
Developed and co-led execution on five productions as a film director and story advisor. Drove casting, art direction and editorial across every touchpoint. Shaped the assets into a broad series of product films, teasers, pre-roll ads, static designs, commercials and short films to drive engagement across the funnel.
“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
Paid
YouTube
Close Modal
Paid
YouTube
We partnered with Google to create tailored YouTube ads that served up different experiences to prospective travelers based on their personal preference. The format significantly raised awareness, recall, purchase intent and conversion for Adventures.
“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
Experiential
Into the unknown
Close Modal
Experiential
Into the unknown
We launched an experiential activation that sent unsuspecting Airbnb guests around the world on a surprise adventure. It started with an 'easter egg' button on Airbnb.com daring prospective travelers to drop everything for a trip of a lifetime. There was just one hitch: they wouldn't know where they were going or who they were going with. Ok, two hitches.
We followed each guest, documenting their life-changing journey across the world to Oman. To create buzz, we released the film on YouTube just before launch. Within seven days, it went viral– racking up over 8M organic views.
We followed each guest, documenting their life-changing journey across the world to Oman. To create buzz, we released the film on YouTube just before launch. Within seven days, it went viral– racking up over 8M organic views.
Six strangers were chosen
We followed each guest, documenting their life-changing journey across the world to Oman. To create buzz, we released the film on YouTube just before launch. Within seven days, it went viral– racking up over 8M organic views.
“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
Partnerships
Airbnb + GoPro
Close Modal
Partnerships
Airbnb + GoPro
Tapped into GoPro's vast audience of adventure seekers to cross-promote Adventures and the new Hero 7 Black camera. We invited many of their top influencers to try an Airbnb Adventure, participate in our global campaign productions and share their experiences with their communities.
“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
PR
Around the World in 80 Days
Close Modal
PR
Around the World in 80 Days
Inspired by the Jules Verne classic written almost 150 years ago, Airbnb Adventures allowed a limited number of guests to book a once-in-a-lifetime trip Around the World in 80 days. The story was picked up by leading travel and lifestyle publications around the world and played a key role in boosting awareness, recall and purchase intent.
“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
Organic
Social Platforms
Close Modal
Organic
Social Platforms
Curated organic content from productions to play on Instagram and Facebook leveraging iPhone footage, first-person storytelling and native platform tools.
“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
Design
Golden Hour Palette
Inspired by dawn light and earth tones, this color system highlights the inspiring visual palette guests would encounter on an Airbnb adventure.
“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
Product
Product Landing Pages
Collaborated with product designers, content strategists, copywriters, marketing managers, engineers and program managers to build inspired landing pages and hero listing pages that reflected the overall campaign design.
“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
Documentary Productions
Developed and co-led execution on five productions as a film director and story advisor. Drove casting, art direction and editorial across every touchpoint. Shaped the assets into a broad series of product films, teasers, pre-roll ads, static designs, commercials and short films to drive engagement across the funnel.
“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
Paid
YouTube
We partnered with Google to create tailored YouTube ads that served up different experiences to prospective travelers based on their personal preference. The format significantly raised awareness, recall, purchase intent and conversion for Adventures.
“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
Experiential
Into the unknown
We launched an experiential activation that sent unsuspecting Airbnb guests around the world on a surprise adventure. It started with an 'easter egg' button on Airbnb.com daring prospective travelers to drop everything for a trip of a lifetime. There was just one hitch: they wouldn't know where they were going or who they were going with. Ok, two hitches.
We followed each guest, documenting their life-changing journey across the world to Oman. To create buzz, we released the film on YouTube just before launch. Within seven days, it went viral– racking up over 8M organic views.
We followed each guest, documenting their life-changing journey across the world to Oman. To create buzz, we released the film on YouTube just before launch. Within seven days, it went viral– racking up over 8M organic views.
“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
Partnerships
Airbnb + GoPro
Tapped into GoPro's vast audience of adventure seekers to cross-promote Adventures and the new Hero 7 Black camera. We invited many of their top influencers to try an Airbnb Adventure, participate in our global campaign productions and share their experiences with their communities.
“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
PR
Around the World in 80 Days
Inspired by the Jules Verne classic written almost 150 years ago, Airbnb Adventures allowed a limited number of guests to book a once-in-a-lifetime trip Around the World in 80 days. The story was picked up by leading travel and lifestyle publications around the world and played a key role in boosting awareness, recall and purchase intent.
“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
Organic
Social Platforms
Curated organic content from productions to play on Instagram and Facebook leveraging iPhone footage, first-person storytelling and native platform tools.
“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
