Airbnb Report by livymonts

Transcend Discover Share Create

Front page fig 1: Italy: Venice Beach fig 2: New York: Times Square fig 3: Italy: Venice Streets fig: 4 Rio De Janeiro, Brazil fig 5: Irish Pub, Bar and CafĂŠ ! fig 6: Rio De Janeiro fig 7: Rome, Coliseums,

fig 8: Treehouse in Atlanta, Georgia

Olivia Montgomerie FCP Year 2 Communication and Message N0519170

CONTENTS Introduction - 4 The consumer - 5 Competitors - 7 Ideas Generation - 9 Creative concept - 11 fig 11: Belong Anywhere

Execution - 14

References, Illustrations & Bibliography - 20 fig 10: Viva Brazil

fig 9: Paris Eiffel Tower

Conclusion - 19

INTRODUCTION fig 12: Restaurant

fig 13: Lake Louise

fig 14: Belong Anywhere

“Airbnb might not change the world…but it’s changing the way people experience it”, Joe Gebbia (Co-founder) explains to the PSFK conference in New York (2011). Founded in 2008, Airbnb are a global community connecting aspiring travellers with unusual and incredible experiences, through the use

of shared accommodation. With strong values around connection and creation, Airbnb generates memories, friendships and experiences like no other travel company. Through researching both existing and new audiences of Airbnb I will explore what it means to ‘Belong’ through travel, and apply that to

create a digital platform for the company. Airbnb is an international marketplace, “maximizing that feeling of interpersonal connection” (Tanz, 2014) much like the rest of the sharing economy. Its brand values are built on trust and belonging, and ricochet through all aspects of their branding, such as their symbol Bélo, “the universal symbol to belong” (Chesky, 2014, Airbnb website). This symbol stands for four things: Love, People, Places and Airbnb, and is an 4

internationally recognizable offline platform. Its entire business model is built on connecting people. Unlike traditional hotels, Airbnb benefits not by scaling inventor but by increasing its hosts and travelers and matching them with each other (Choudary, 2014, WIRED). Travelling doesn’t have a cell by date, a cap at which people stop enjoying the experience. Therefore it is no wonder the users of Airbnb range from all ages and types of people. From business trips, family holidays, backpackers and those trying to save some money, guests and hosts range from 18-70 year olds with very different reasons for hosting/travel. While researching the views of the company’s current consumers, “It felt like a home away from home” (Richards, 2014, Interview), it was clear that Airbnb’s values

CONSUMER were being translated. The company does not have a ‘typical’ customer, carrying out seven interviews with users of the site (appendix 1), it was evident that each person was widely different to the next, but they all shared one common factor, a desire to discover and explore. Indi Richards is 21 and a student, she uses Airbnb regularly (7 times to date) and expressed

“I love being able to travel

to new countries and explore new cultures and surroundings.” (2014, Interview). Whereas Larissa Williams (46 years old, NHS worker and mother of three), when asked the same question answered with “Travelling is an adventure, hosting is one too! I love creating new friendships and sharing stories” (2014, Interview). Two very different people, one common denominator. fig 15: Rue du Faubourg SaintAntoine

fig 16 & 17: Airbnb Consumer

Itâ&#x20AC;&#x2122;s not just Airbnb customers that share this aspiration for discovery and connection. I conducted a survey of 37 nonAirbnb users aged 18-64 to see what their ideas of belonging and travel were (appendix 2). Surprisingly, Twenty-two said their main reason for travel was to explore and discover new things, while only fifteen said it was to relax, clearly showing the growth of human hunger for discovery. Despite over half not knowing about Airbnb, 66% said they would be open to staying in shared accommodation, whereas asked this same question ten years earlier, the percentage would have been considerably lower.

fig 18: Venice

COMPETITORS fig 20: Make Me Smile

fig 21: Travel yourself interesting

fig 22: Real Good Times

fig 23: Start the adventure

fig 19: Sydney Harbour

Decoding my surveys, I found that Airbnb’s main competitors were Thomas Cook and Thomson, followed by STA travel and Expedia. Researching the digital market of these companies revealed that their 2014 advertisement campaigns had one core value that was trying to be portrayed. Where Airbnb “want to make you feel at

home anywhere you go in the world” (Airbnb, 2014, website), Thomson target family get aways, Thomas Cook hone in on creating memories, STA focus on discovery and Expedia encourage learning the culture and history. Yet none of these generate a sense of being at home, they very much focus on the idea of being away from home.

What makes Airbnb so unique is that it’s not about renting houses, its about being at home, “You see, a house is just a space, but a home is where you belong.” (Chesky, 2014, Airbnb Website).

fig 25: Emergency Room

fig 24: Venice, Italy

"You see, a house is just a space, but a home is where you belong." (Chesky, 2014, Airbnb Website).

IDEAS GENERATION that Airbnb has built its company up on. As Airbnb don’t seem to have a specific target consumer and it’s peoples’ values that link them, I decided to look further into this, with the aim to discover other common denominators that transcend age. I decided to research and work with the idea of shared values transcending generations as my core idea of the digital campaign. As Radio 2 identified, “a ‘young older’ generation that are more adventurous than their predecessors, enjoying the idea of travel and foreign food” (Jacobs, 2014), showing how Airbnb is transcending for generations itself. I started by brainstorming ideas around belonging and sharing values (see appendix 2). Sharing values relates to sharing in all its forms: stereotypes of people, comfort and ultimately happiness.

see fig 44

To belong; “To be bound to…to be a part or adjunct of” (Oxford Dictionary). When asking locals in Nottingham what their idea of belonging was, I received a range of different opinions the most common being happy and comfortable surrounded by companions, which it seems Airbnb successfully do. Researching through surveys, I found it very interesting to see that happiness was the most popular word associated with belonging at 44%, followed by safe, trusting, friendship, community and lastly free. Interestingly, It was ‘people’s values’ that participants’ felt most connected them to others. This is extremely insightful; as it is these values and attitudes

fig 29-34: transcending Values Resarch

fig 26: Leading Ladies

This idea is something that has been seen in fashion brands recently, such as TKMAXX’s ‘Me by Me’ Campaign focusing on a love of individual style no matter what age. Plus Jaegers A/W 14 campaign ‘Mothers and Daughters’ honing in on inherited style and sharing style as a common interest. Similarly M&S started to use a mixture of ages in their ‘Leading Ladies’ campaign in 2013/14 focusing on the strong valued women, regardless of their age. “You need to look at attitudes rather than merely the age,” states Jacobs (2014) which is the exact principle of Airbnb, “Its about real spaces and real people” (Gebbia, 2011). From taking my research out into the public (appendix 3) I noticed that there were particular interests that were shared between the old and the young, and specific places they visited together. The most popular results I received

fig 27: Me by me

fig 28: Mothers and Daughters

were interests focused around: shopping, food, film, music and relaxation. Visiting the beach for walks along with shopping trips, enjoying food together and watching films. Furthering this research I undertook separate phone interviews with two sets of Grandmothers and their Grandchildren (see appendix 4). From this, I learnt that there was always a story to be told, centred around specific places that connected the two and shared their interest. This information is what led me onto my creative concept for my digital campaign.

fig 35: MOVE

If specific values and places are what connect the old and the young in the UK, then why not show people that there are replicas of these places all over the world. Old and young consumers can trust in the fact that wherever they decide to travel, there will always be somewhere for them to belong and feel comfortable, somewhere new they can create stories. To do this, I plan to use 6 of the most common interests taken from my consumer research, and discover where else in the world they are renowned. Joe Gebbia once described Airbnb as “An idea that got shared, an experience that got created, and a friendship that was made” (2011, PSFK conference). I wish to show this through using peoples interests

other than travel as the core to creating friendships, experiences and stories. As Airbnb have recently built additions to their site and blog: ‘Share your #Airbnb’ and ‘Storytelling’, I feel this creative campaign based around, transcending generations interests to form friendships and create stories, would tie in well. The overall mood and feel of my creative campaign is to be real, much like the feel of STA travels campaign ‘MOVE’ by indie filmmakers Rick Mereki and Tim White (Anon, 2011). I don’t want viewers to be scared or intimidated by how different the locations in the advert look, I want them to see it and feel as though it’s a place they can relate to. Moreover, the activities taking place will be those inclusive of all ages. I want it to create the same inspiration that STA’s ‘MOVE’ campaign creates for young travellers alone, but create this for generations conjoining.

CREATIVE CONCEPT "The sense of belonging and shared social relationships in particular makes collective affiliation meaningful to participants" (Labrecque, L., Esche, J. vor dem, Mathwick, C., Novak, T. and Hofacker, C. 2013)

fig 36: MOVE

fig 37: Follow me around the world

While researching Visual inspiration I came across Murad Osmann, executive film producer at Hype Productions, and his series of images around the world, which have become a viral phenomenon. I like the way the exoticness of each place can be seen through the angle of the photograph and the clear difference between them. However still allowing you to still see the companionship between two people through their shared interest of travel. This is the type of feel I would use in my digital campaign, taking an angle from behind and overlooking the scenario, as well as the scenery. That way it could be anyone undertaking the actions.

fig 38: Spice Farm

According to Michael J. Dixon and Matthew C. Walsman, "design services that are trusted, emotionally positive, and memorableâ&#x20AC;? are those who are most successful. This is exactly what I aim to achieve through my digital campaign (2014).

EXECUTION “Images and videos have become the go-to viral tactic, and will continue to expand as brands can use visuals to interact with their consumers and the newest group of influencers–visual influencers” (Fanning, 2014). Therefore, my campaign will include both of these things. My video would consist of 14 clips, with the last 2 being the campaigns phrase of ‘Transcending age; discover new places, share your interests, create your story’ and advertising the Airbnb company on the last clip, with a still of the 12th clips scenery, blurred into the background. Starting with the interest of catching up and going for coffee, I decided to use Venice in Italy, for its idyllic ambiance and the fact that “Coffee is so much a part of Italian culture that the idea of not drinking it is as foreign as the idea of having to explain its rituals.” (Marshall, 2009). As a paradox to this, I would use Brazil (despite the drought), due to it being “extremely high quality, pure and the best when it comes to taste” (Anon, 2014). The scenery of Brazil’s vibrant atmosphere and party-like lifestyle, against the historic beauty of the winding 14 rivers in Venice juxtaposed, show the broadness of countries that consumers’ values can be shared in.

Leading onto the second interest of film, I would use Rome due to its historical connections with famous films such as ‘Roman Holiday’ starring Audrey Hepburn, and for the fact that despite its famous studios, “Rome has always been a cinematic city, with generations of filmmakers captivated by its ancient, decaying grandeur.” (Iannone, 2014). Alongside this I would use New Zealand, not only for its incredible landscapes and films sets such as ‘Lord of the Rings’ and ‘The Hobbit’, but for its famous Cinema Paradiso in Wanaka which receives highly credible views and is marked as a place to visit while travelling there. For food enthusiasts I would use India due to its unique experience with spices and street food, “cooks dedicated to flavor” (Li,

2013). I’d pair this with Italy, with “food [that] has enslaved taste buds around the globe for centuries” (Li, 2013) there would be no other country better for those who enjoy their cuisines. My research showed me that shopping is still a unanimous interest that is shared between all ages and genders. For these clips I would use the fashion capitals of the world New York and Paris, internationally renowned

for their unique shopping experiences, yet extremely different cities in their own right. Without making the idea of ‘going for a walk’ stereotypically “old”, I would use the Peak District in the UK and join it with Slovenia, as no matter what age, the views of Lake Bled are ones to be admired. I would finish the series of clips with the classic ‘having a pint’ making sure

"Attachment to place remains remarkably obdurate." (Longhurst, B, Savage, M & Bagnall, 2013) 15

the advertisement is inclusive to everyone. The countries I would use for this would be Dublin in Ireland and Sydney in Australia, both known for enjoying themselves, yet on other ends of the scale in terms of what they offer for a holiday.

The video would then allow me to create a series of print adverts, reflecting the different countries used for each interest. Using half the page for a snapshot in one place, and half the other, or a double page spread using just one image, with the adapted slogan of ‘Transcend, Discover, Share, Create’ and Airbnb underneath. Seeing as Airbnb’s target consumer is inclusive of any age sharing a passion for exploration, and

my aim is to connect all ages through values, the models I would use would be mixture of genders and ages from 1860 sharing the experiences in each individual clip. For my digital campaign’s overall feel, I would use the same colour tones as ‘The Grand Budapest Hotel’ and ‘The Royal Tenenbaums’, by Wes Anderson. "The hazy-hued lens through which we peer into the director’s unique world has a

fig 39 & 40: Airbnb Digital Campaign Mock Ups

retro quality that cast his films in a nostalgia for a time that could have been" (Havlin, 2014), warm rich and exotic colour schemes so perfectly picked to make the viewer feel as though theyâ&#x20AC;&#x2122;re already there.

17 fig 41 & 42: Airbnb Digital Campaign Mock Ups

fig 44: Santorini

idea of ‘creating stories’ with the story section on the Airbnb site. Using the split down the middle as a book bind. The book would then automatically flick through the series of twelve adverts, and end on the video with a choice to play. This would be the same for laptop or tablet. On the Airbnb site, the book would appear as the header picture as you enter, and change as the books pages flipped. “Using new mediums like video

fig 43: Airbnb Digital Campaign Mock Ups

I would feature the print advert in a larger travel magazine such as ‘Wanderlust’, large enough for the campaign to be a success, but by avoiding the typical tourist magazines that are more about luxury hotels than divulging in culture. As well as this I would feature it in a smaller magazine called ‘We Are Here’. The magazines values fit perfectly with Airbnb’s values. Unlike travel agencies and hotels paying glossy magazines for a glowing review, ‘We Are Here’ is written by locals and overseen by Conor Purcell writing about what traveling in their country is really like, alternating countries between every issue of magazine. It would also be featured in Airbnb’s own magazine ‘Pineapple’. The campaign would be available electronically and adapted for different platforms. In regards to the mobile device, the print advert would be viewed as a book, also linking the

"Social tools have not only impacted on our connection to each other, they are impacting on our societies and our politics" (Brown, 2012). Airbnb are changing the way travel in the world works.

CONCLUSION

fig 45: India

fig 46: Le Consulat, Paris

to engage target markets and sharing content via social media using OPM will drive awareness for brands and put them ahead of their competitors.â&#x20AC;? (Hayzeltt, 2014). Thus, I would condense the video down so that is was 15 seconds for platforms such as Instagram and Snapchat. Although the aim is for the campaign to be inclusive of all ages, it still needs to be accessible to the younger generations too. To conclude, by empowering the existing community and new audience through this digital campaign, Airbnb will be inclusive of anyone, anywhere, transcending age through a shared desire for travel and much more. Both adverts embrace the idea of sharing a story through values that are defined by something more than just age.

REFERENCES

Iannon, P (2014) Great films set in Rome, Article Online, Available at: http://www.bfi.org.uk/news-opinion/news-bfi/lists/10-great-films-set-rome [Accessed on 8/1/15]

Interview

Anon (2014) Top 10 countries famous for its coffee, Article Online, Available at: http://beforeitsnews.com/alternative/2014/07/top-10countries-famous-for-their-coffee-2997502.html [Accessed on 8/1/15]

Richards, I (2014) Airbnb Consumer: Interview/Questionnaire with Olivia Montgomerie, Val Thorens, France,

Marshall, L (2009) Italian coffee culture: A guide, The Telegraph online, Available at:http://www.telegraph.co.uk/travel/destinations/europe/ italy/6246202/Italian-coffee-culture-a-guide.html#disqus_thread [Accessed on 8/1/15]

Allen, Z & Allen, R (2014) Transcending values through generations: Interview with Olivia Montgomerie: Phone call, Kent/Nottingham, DATE Williams, L (2014) Airbnb Consumer: Interview/Questionnaire with Olivia Montgomerie, William Harvey Hospital, Kent, DATE Robertson, D & Gray, M (2014) Transcending values through generations: Interview with Olivia Montgomerie: Phone call, Manchester/ Nottingham, DATE

Fanning, S. Gerber, S & Hayzlett, J (2014) Digital trends and predictions from Marketing thought leaders, Forbes magazine online, Available at: http://www.forbes.com/sites/ekaterinawalter/2013/12/17/2014-digitaltrends-and-predictions-from-marketing-thought-leaders/ [Accessed on 3/1/15]

Books Longhurst, B, Savage, M & Bagnall, G (2004) Globalization and Belonging. SAGE Publications Inc: London, GBR

Tanz, J (2014) How Airbnb and Lyft Finally Got Americans to Trust Each Other, WIRED magazine online, Available at: http://www.wired. com/2014/04/trust-in-the-share-economy/ [Accessed on 29/12/14]

Brown, S (2012) Social information: gaining competitive and business advantage using social media tools, Chandos: Oxford

Chesky, B (2014) Belong Anywhere, Aibnb Official Blog. Available at: http://blog.airbnb.com/belong-anywhere/ [Accessed on 21/12/14]

Articles Havlin, L (2014) Wes Andersons Colour Pallettes, An Other Magazine Online, Available at: http://www.anothermag.com/current/view/3586/ Wes_Andersons_Colour_Palettes [Accessed on 5/1/15]

Choudary, S (2014) A Platform Thinking Approach to Innovation, WIRED magazine online, Available at: http://www.wired.com/2014/01/platformthinking-approach-innovation/ [Accessed on 7/1/15]

Li, Z (2013) Which Country has the Best Food, CNN Travel online, Available at: http://travel.cnn.com/explorations/eat/worlds-best-food-cultures-453528 [Accessed on 7/1/15]

Jacobs, E (2014) Advertisersâ&#x20AC;&#x2122; ageing dilemma, Financial Times, Available at: http://www.ft.com/cms/s/0/7bb881d2-5915-11e4-954600144feab7de.html#axzz3O4ohLqV3 [Accessed on 3/1/15] Anon, (2011) STA Travel and three mates go around the world to

produce integrated 'I want to know' campaign, The Campaign Brief online, Available at: http://www.campaignbrief.com/2011/08/sta-traveland-three-mates-go.html [Accessed on 29/12/14] Kirkova, D & Tomlinson, S (2014) Who wouldn't follow her round the world? Photographer's girlfriend continues to lead him around the globe as he captures signature pose in exotic locations, Daily Mail Online, Available at: http://www.dailymail.co.uk/femail/article-2533090/ Who-wouldnt-follow-round-world-Photographers-girlfriend-continues-leadglobe-captures-signature-pose-exotic-locations.html [Accessed on 3/1/15] Journals Labrecque, L., Esche, J. vor dem, Mathwick, C., Novak, T. and Hofacker, C. (2013) ‘Consumer Power: Evolution in the Digital Age’, Journal of Interactive Marketing, 27(4), pp. 257–269. doi: 10.1016/j. intmar.2013.09.002. Dixon, M. and Walsman, M. (2014) ‘Using Behavioral Research to Design Better Customer Experiences’, Cornell Hospitality Quarterly, 55(3), pp. 221–227. doi: 10.1177/1938965514538703. Videos Gebbia, J (2011) The Airbnb Story, Youtube online, Available at: https://www.youtube.com/watch?v=NKxNhkzfTWg [Accessed on 21/12 Websites Airbnb Official Website, Available at: https://www.airbnb.co.uk [Accessed on 15/12/14]

Fig 10: Butler, L (2014) Viva Brazil, Online Blog, Available at: http://blog. shareight.com/viva-brazil/ [Accessed on 11/1/15]

ILLUSTRATIONS

Fig 11: Airbnb (2014) Belong Anywhere, Online Blog, Available at: http:// blog.airbnb.com/belong-anywhere/ [Accessed on 11/1/15]

Fig 1: My Venice Life (Anon) Italy: Venice Beach, Own Manipulation Fig 2: Anon (Anon) New York: Times Square, Pinterest, Available at: http://media-cache-ak0.pinimg.com/736x/e5/a4/0a/ e5a40aa62b2898b8ec5fb04c389aa190.jpg [Accessed on 12/1/15]

Fig 12: Anon (Anon) Restaurant, Pinterest, Available at: http://media-cache-ak0.pinimg. com/736x/82/32/25/8232255396f892b7bc98452d7a1b4717.jpg [Accessed on 12/1/15]

Fig 3: Anon (Anon) Italy: Venice Streets, Pinterest, Available at: http://media-cache-ec0.pinimg.com/736x/9b/ bc/92/9bbc92e1494a1d78410c6ef54085273a.jpg [Accessed on 12/1/15]

Fig 13: Taylor, R (2008) Lake Louise, Flikr, Available at: https://www.flickr. com/photos/34094515@N00/2959950266/ [Accessed on 12/1/15] Fig 14: Airbnb (2014) Belong Anywhere, Online Blog, Available at: http:// blog.airbnb.com/belong-anywhere/ [Accessed on 11/1/15]

Fig 4: pikdit.com (2014) Rio De Janeiro, Brazil, Top Inspired, Available at: http://www.topinspired.com/top-10-most-attractive-beaches-for-2014/ [Accessed on 12/1/15]

Fig 15: Nessy, M (2014) Rue du Faubourg Saint-Antoine, Online blog, Available at: http://www.messynessychic.com/2014/06/11/10-romanticthings-to-do-in-paris-other-than-love-locking-on-a-bridge/ [Accessed on 10/1/15]

Fig 5: Strangecosmos (Anon) Irish Pub, Bar and CafĂŠ! Strange Cos Mos, Available at: http://www.strangecosmos.com/content/item/153004.html [Accessed on 12/1/15]

Fig 16: Montgomerie, O (2014) Airbnb Consumer, Own Manipulation

Fig 6: Anon (2013) Rio De Janeiro, Pop Sugar, Available at: http://www. popsugar.com/smart-living/photo-gallery/35171487/image/35171728/ Rio-de-Janeiro-Brazil [Accessed on 11/1/15]

Fig 17: Montgomerie, O (2014) Airbnb Consumer, Own Manipulation

Fig 7: Anon (Anon) Rome, Coliseums, Guideora, Available at: http://www. guidora.com [Accessed on 11/1/15]

Fig 18: Anon (Anon) Venice, Pinterest, Available at: http://media-cache-ak0. pinimg.com/736x/43/43/59/434359463b6a482393bb60a44eb44f00. jpg [Accessed on 4/1/15]

Fig 8: Airbnb (2013) Treehouse in Atlanta, Georgia, Buzzfeed, Available at: http://www.buzzfeed.com/airbnb/12-treehouses-you-need-to-sleep-inbefore-you-die#.uhK6kvk7DW [Accessed on 11/1/15]

Fig 19: Quickbeds (2014) Sydney Harbour, Website, Available at: http:// www.quickbeds.com/sites/quickbeds.com/files/curated/images/sydneyharbour-small.jpg [Accessed on 12/1/15]

Fig 9: Anon (Anon) Paris Eiffel Tower, Online Blog, Available at: http:// forgetspace.cf/post/87967835963 [Accessed on 12/1/15]

Fig 20: Thomson (2014) Make Me Smile, 2014 Advert, Available at: http://www.thomson.co.uk [Accessed on 11/1/15]

Fig 21:Expedia (2014) Travel yourself interesting, 2014 Advert, Available at: http://www.expedia.co.uk [Accessed on 11/1/15]

Fig 37: Osmann, M (2014) Follow me around the world, Daily Mail, Available at: http://www.dailymail.co.uk/femail/article-2533090/Whowouldnt-follow-round-world-Photographers-girlfriend-continues-lead-globecaptures-signature-pose-exotic-locations.html [Accessed on 3/1/15]

Fig 22: Thomas Cook (2014) Real Good Times, 2014 Advert, Available at: http://www.thomascook.com [Accessed on 11/1/15]

Fig 38: Creegor, V (2010) Spice Farm, Daily Mail, Available at: http:// www.dailymail.co.uk/travel/article-1214237/Indias-Golden-Chariot-trainBangalore-Goa-rail-heaven.html [Accessed on 12/1/15]

Fig 23: STA Travel (2014) Start the adventure, 2014 Advert, Available at: http://www.statravel.com.au [Accessed on 11/1/15] Fig 24: Anna (2014) Venice, Italy, Online Blog, Available at: http:// breathtakingdestinations.tumblr.com/post/72327045904/venice-italy-vonnomomiwont [Accessed on 3/1/15]

Fig 39: Montgomerie, O (2014) Airbnb Digital Campaign Mock Ups, Own Manipulation Fig 40: Montgomerie, O (2014) Airbnb Digital Campaign Mock Ups, Own Manipulation

Fig 25: Sophia, A (2013) Emergency Room, Online Blog, Available at: http://storytellerofwestoncounty.blogspot.co.uk/2013/11/my-adventures.html [Accessed on 3/1/15]

Fig 41: Montgomerie, O (2014) Airbnb Digital Campaign Mock Ups, Own Manipulation

Fig 26: M&S (2014) Leading Ladies, 2014 Campaign Advert, Available at: http://hereisthecity.com/en-gb/2014/03/24/marks-spencers-2014leading-ladies-campaign-whos-who/ [Accessed on 3/1/15]

Fig 42: Montgomerie, O (2014) Airbnb Digital Campaign Mock Ups, Own Manipulation

Fig 27: TKMAXX (2015) Me by me, Campaign Advert on Blog, Available at: http://www.modephonie.de/?tag=blogger [Accessed on 7/1/15]

Fig 43: Montgomerie, O (2014) Airbnb Digital Campaign Mock Ups, Own Manipulation

Fig 28: Jaeger (2014) Mothers and Daughters, Harpers Bazaar, Available at: http://www.harpersbazaar.co.uk/fashion/fashion-news/newjaeger-campaign-celebrates-inherited-style [Accessed on 3/1/15]

Fig 44: Anon (Anon) Santorini, Tumblr, Available at: https://www.tumblr.com [Accessed on 12/1/15] Fig 45: Blakeney, J (Anon) India, Online Blog, Available at: http://www. thejungalow.com/2014/07/around-the-world-on-a-patternful-staircase.html [Accessed on 11/1/15]

Fig 29 - 34: Montgomerie, O (2014) Transcending Values Research, Own Manipulation Fig 35: STA (2014) MOVE, 2014 Campaign, Available at: https://www. youtube.com/user/STATravelAU [Accessed on 3/1/15] Fig 36: STA (2014) MOVE, 2014 Campaign, Available at: https://www. youtube.com/user/STATravelAU [Accessed on 3/1/15]

Fig 46: Tortora, A (2012) Le Consulat, Paris, Flikr, Available at: http:// www.flickr.com/photos/alessandro_tortora/8723118345/ [Accessed on 3/1/15]

BIBLIOGRAPHY

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Longhurst, B, Savage, M & Bagnall, G (2004) Globalization and Belonging. SAGE Publications Inc: London, GBR

Williams, L (2014) Airbnb Consumer: Interview/Questionnaire with Olivia Montgomerie, William Harvey Hospital, Kent, DATE

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Richards, I (2014) Airbnb Consumer: Interview/Questionnaire with Olivia Montgomerie, Val Thorens, France,

Brown, S (2012) Social information: gaining competitive and business advantage using social media tools, Chandos: Oxford

Morgan, G (2014) Airbnb Consumer: Interview/Questionnaire with Olivia Montgomerie, York University, York,

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Dixon, M. and Walsman, M. (2014) ‘Using Behavioral Research to Design Better Customer Experiences’, Cornell Hospitality Quarterly, 55(3), pp. 221–227. doi: 10.1177/1938965514538703.

George, R (2014) Airbnb Consumer: Interview/Questionnaire with Olivia Montgomerie, Broadway Cinema, Nottingham,

Labrecque, L., Esche, J. vor dem, Mathwick, C., Novak, T. and Hofacker, C. (2013) ‘Consumer Power: Evolution in the Digital Age’, Journal of Interactive Marketing, 27(4), pp. 257–269. doi: 10.1016/j. intmar.2013.09.002.

Williams, E (2014) Airbnb Consumer: Interview/Questionnaire with Olivia Montgomerie, Nottingham Trent University, Nottingham, Iggleston, D (2014) Airbnb Consumer: Interview/Questionnaire with Olivia Montgomerie, Lee Rosy’s Café, Nottingham,

Articles Tanz, J (2014) How Airbnb and Lyft Finally Got Americans to Trust Each Other, WIRED magazine online, Available at: http://www.wired. com/2014/04/trust-in-the-share-economy/ [Accessed on 29/12/14]

Robertson, D & Gray, M (2014) Transcending values through generations: Interview with Olivia Montgomerie: Phone call, Manchester/ Nottingham, DATE Books Timothy, D (2011). Cultural Heritage and Tourism, Channel View Publications: Bristol

Geron, T (2013) Airbnb And The Unstoppable Rise Of The Share Economy, Forbes magazine online, Available at: http://www.forbes.com/ sites/tomiogeron/2013/01/23/airbnb-and-the-unstoppable-rise-of-the-shareeconomy/ [Accessed on 30/12/14]

italy/6246202/Italian-coffee-culture-a-guide.html#disqus_thread [Accessed on 8/1/15]

Chesky, B (2014) Belong Anywhere, Aibnb Official Blog. Available at: http://blog.airbnb.com/belong-anywhere/ [Accessed on 21/12/14] Havlin, L (2014) Wes Andersons Colour Pallettes, An Other Magazine Online, Available at: http://www.anothermag.com/current/view/3586/Wes_ Andersons_Colour_Palettes [Accessed on 5/1/15]

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Jacobs, E (2014) Advertisersâ&#x20AC;&#x2122; ageing dilemma, Financial Times, Available at: http://www.ft.com/cms/s/0/7bb881d2-5915-11e4-954600144feab7de.html#axzz3O4ohLqV3 [Accessed on 3/1/15]

Kirkova, D & Tomlinson, S (2014) Who wouldn't follow her round the world? Photographer's girlfriend continues to lead him around the globe as he captures signature pose in exotic locations, Daily Mail Online, Available at: http://www.dailymail.co.uk/femail/article-2533090/Whowouldnt-follow-round-world-Photographers-girlfriend-continues-lead-globecaptures-signature-pose-exotic-locations.html [Accessed on 3/1/15]

Anon, (2011) STA Travel and three mates go around the world to produce integrated 'I want to know' campaign, The Campaign Brief online, Available at: http://www.campaignbrief.com/2011/08/sta-traveland-three-mates-go.html [Accessed on 29/12/14]

Choudary, S (2014) A Platform Thinking Approach to Innovation, WIRED magazine online, Available at: http://www.wired.com/2014/01/platformthinking-approach-innovation/ [Accessed on 7/1/15]

Siegler, MG (2011) Airbnb Cozies Up To Facebook To Help You Feel More At Home When Away From Home, TechCrunch Online, Available at: http://techcrunch.com/2011/05/09/airbnb-social-connections/ [Accessed on 21/12/14]

The Telegraph, Anon, Great Autumn Walks, The Telegraph Online, Available at: http://www.telegraph.co.uk/travel/destination/uk/83113/Greatautumn-walks-Kinder-Scout-Peak-District.html [Accessed on 8/1/15] Fanning, S. Gerber, S & Hayzlett, J (2014) Digital trends and predictions from Marketing thought leaders, Forbes magazine online, Available at: http://www.forbes.com/sites/ekaterinawalter/2013/12/17/2014-digitaltrends-and-predictions-from-marketing-thought-leaders/ [Accessed on 3/1/15] Marshall, L (2009) Italian coffee culture: A guide, The Telegraph online, Available at:http://www.telegraph.co.uk/travel/destinations/europe/

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Interview: Geron, T (2013) Airbnb: Earning money in the sharing community, Youtube online, Available at: https://www.youtube.com/ watch?v=LWD-I5qPCfw [Accessed on 21/12/14] Chesky, B (2014) The story no one believed: Brian Chesky, CoFounder

and CEO of Airbnb, Youtube online, Available at: https://www.youtube. com/watch?v=1bAT44QPPHw [Accessed on 21/12/14] Chesky, B (2014) Belong Anywhere, Youtube online, Available at: https:// www.youtube.com/watch?v=nMITXMrrVQU [Accessed on 21/12/14] Airbnb (2014) Airbnb Brand News, Youtube online, Available at: https:// www.youtube.com/watch?v=jD-ZVFYRh38#t=30 [Accessed on 21/12/14] Interview by Phin Barnes with Joe Gebba (2013) How design thinking transformed Airbnb, from failing start-up to million-dollar business, Youtube online, Available at: https://www.youtube.com/watch?v=RUEjYswwWPY [Accessed on 21/12/14] Adam Masonbrink (2013) Airbnb: Earning money in the sharing economy, interview by Tomio Geron, Forbes Staff, Youtube online, Available at: https://www.youtube.com/watch?v=LWD-I5qPCfw [Accessed on 21/12/14]

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