Airbnb Connections - D&AD New Blood Competition Brief
'Airbnb Connections' is a new digital space designed to leverage Gen Z's existing online connectivity and foster offline interactions and experiences through Airbnb. This initiative brings people together, bridging the gap between homebodies and travelers. The platform will incorporate existing Airbnb products to create seamless, engaging connections.
Problem: The most common living arrangement for 18-34-year-olds is living with their parents (40%). How can you be a host without a house? Connections aims to make Airbnb accessible to a generation unlikely to own property.
Insight: 76% of full-time students aged 18-25 cited financial costs as their greatest travel concern. Whilst 20% of Gen Z choosing not to travel for leisure purposes at all. Alongside financial worries 73% of Gen Z report feeling lonely; a generation more connected online than off.
Solution: Airbnb Connections reimagines hosting with a new status: Host+ and a new space on the airbnb app. Supporting the next generation of hosts, providing a new format beyond traditional property ownership; you no longer need a house to be a host. By blending new digital tools with Airbnb’s existing ecosystem, we're delivering new ways to connect, host, and explore.
The deliverables: Presentation deck, mock-ups, and a promotional video.
