Airbnb has developed a critical mass of social media-inspired and technology-savvy users who are keen to share goods and experiences. The company is changing attitudes to travel and tourism by introducing a collaborative dimension. Their model appeals to people looking to make social connections and belong to a community of trust that is open to the world. By offering accommodation which is sometimes very original all over the world at competitive prices, Airbnb is shaking up the travel industry. The development of a community seeking authenticity and new experiences is crucial to their success.
This case focuses on the sophisticated marketing methods used by the company.