Airbnb's "Live Anywhere" program redefined remote living in 2021 by selecting 12 individuals to live exclusively in Airbnb listings for approximately one year. The campaign not only highlighted Airbnb's adaptability to changing travel and work trends post-pandemic—but sparked a movement.
Here’s how Airbnb’s PMM strategy nailed it:
🎯 Audience Sweet Spot
Caught the perfect wave of remote workers, digital nomads, and adventure-seekers looking to break free from traditional living constraints.
🔥 The Pain
The traditional concept of "home" felt restrictive, especially for those looking to combine work and travel. Long-term stays often lacked affordable, flexible, and enriching options.
📌 Positioning Strategy
Airbnb positioned itself as more than just a vacation rental platform—it became the enabler of a nomadic lifestyle. By focusing on real-life stories of people embracing this lifestyle, Airbnb made their solution relatable and aspirational.
💡 Unique Value Proposition & Messaging
"Whether you're working remotely or exploring the world, we make it possible to call anywhere home." By featuring authentic stories from 12 participants selected for a year-long journey, Airbnb humanized the dream of living anywhere, showcasing it as feasible and desirable.
✨ Success Story Highlight
Anna Miller, a 14-year-old used the campaign to show that wheelchair travel is possible. Her family took a 10-month journey, proving accessible travel is possible and how Airbnb creates opportunities for everyone.
💲 Pricing Model
While the campaign itself featured sponsored stays for participants, it promoted Airbnb's monthly stay options, appealing to long-term travelers with discounted rates.
📈 Metrics of Success
Over 300,000 applications for the program globally.
Widespread media coverage and user-generated content.
Boosted long-term stay bookings (a key growth area for Airbnb).
Generated user insights that influenced platform improvements, enabling the company to refine its offerings for long-term stays.
By embracing the shift towards remote work and flexible living, Airbnb reinforced its position as a facilitator of unique and adaptable travel experiences, catering to the modern traveler's evolving needs.
Video by Brooke Griffin, Channel 6
