Airbnb’s latest role is destination marketing for Sweden
Airbnb increasingly wants to be viewed as a destination resource and is partnering with Visit Sweden, the country’s national tourism board, in a joint campaign that’s aimed at increasing interest from the US market.
In what is described as a branding rather than a booking campaign, the emphasis is on exploring as well as sleeping, so travellers might decide to camp out in the woods or on a beach rather than booking an Airbnb property, emphasising Sweden’s freedom to roam principle that gives all people the right to explore Swedish nature.
Airbnb said Sweden’s progressive values made it an attractive partner resonating with the company’s “Belong Anywhere” branding.
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