AirBnb has embraced an ethos of bigger is better in its recent introduction of a new category of unusual stays that leverage the appeal of well-known pop culture references and popular celebrities. Building on the success of previous promotional campaigns that generated significant media attention, these novel listings include real-life replicas of the Barbie mansion, Shrek’s swamp, the mansion featured in the X-Men movie franchise, the house from Prince’s Purple Rain, and the helium-balloon supported floating house from Pixar’s Up.

According to AirBnb’s CEO Brian Chesky, the goal of this new category is to extend and maintain AirBnb’s cultural relevance. Each of these iconic locations is designed to photograph well in social media content. The project also aims to expand AirBnb’s international market shares, with experiences tailored to the interests of each location. Thus for example, one Icon stay offers an interactive experience with a Colombian reggaeton artist, and another involves a partnership with a Bollywood star. 

Having attracted millions of views on the platform, as well as an anticipated 4,000 customer bookings in 2024, the Icons listings seem to be a success. To promote even more excitement and engagement around the announcement, AirBnb has run promotional campaigns that highlight the remarkable experiences of previous guests. A recent example of this promotional material features a testimonial from Aubrey Garza, who won an Icons stay in a Las Vegas mansion, hosted by Christina Aguilera. Other involved celebrities, such as Kevin Hart and Doja Cat, have committed to hosting guests for thrilling stays. 

By establishing such connections, AirBnb hopes that the enthusiasm for these experiences persists, with lasting effects. Chesky cites the Icons campaign explicitly as an attempt to enhance consumers’ sense of brand intimacy and engagement. Even after the initial publicity abates, he also hopes the campaign will shift and enhance AirBnb’s image. No longer just convenient places to stay, AirBnbs can be full-service tourist experiences in and of themselves.

The long-term success of the strategy remains to be seen. Media coverage was immediate and extensive, and the innately exclusive nature of the Icons stays can create a strong sense of urgency among potential customers. As long as the actual experiences confirm their expectations, and provide people with compelling, shareable content, they seem likely to drive continued social media engagement and an appealing brand image even further.

Discussion Questions

1. Outline how this marketing strategy differs from marketing used to promote traditional hotels. Which approaches are more effective, and why?
2. Is this initiative likely to yield long-term publicity?

Sources: Orlando Mayorquín, “In Latest Stunt, Airbnb Lists the ‘Up’ House. It Floats,” The New York Times, May 1, 2024; Chris Dong, “You Can Now Spend the Night in the Musée d’Orsay (Among Other Outrageous Places),” AFAR, May 3, 2024; Julia Teti, “Airbnb Brings Animated Home Interiors to Life in ‘Icons’ Experiences Inspired by ‘Up,’ ‘X-Men 97’ and More With Immersive Stays Around the World,” WWD, May 1, 2024; OpenAI ChatGPT, “Assistance with Research on Airbnb’s ‘Icons’ Marketing Strategy,” June 2, 2024