Airbnb is simply a room letting website, where anyone is the world can list a spare space, ranging from a room to an entire island and rent it out to travellers across the globe. Airbnb is based on the trending business concept of ‘collaborative consumption’ and has had more than ten million nights booked across more than 19,000 cities in 192 countries. The site has recently been valued at $1.3 billion, now being so popular that every two seconds someone books an Airbnb room. So what makes Airbnb so popular? After conducting an in depth interview with a 21 year old student who used Airbnb to book her accommodation whilst travelling around America last summer she said that is was...
“...The uniqueness of Airbnb’s listings combined with their low price in comparison to hotels that made me use the site over and over again when travelling…You can even book a whole apartment to yourself for a relatively low cost in comparison to hotels of a similar price and Airbnb is usually a better standard and defiantly a more memorable experience.” (Carly Etchells, Airbnb User, 2015.)
Fig,1 & 2
I later went on to use Airbnb myself after hearing about it. Most of Airbnbs marketing is actually achieved through “word-of-mouth marketing� which has been the biggest driver of success for the company. - (www.adweek.com, Christopher Lukezic, Director of Communications for Airbnb, 2011.) Therefore in order to understand the brand better I conducted an initial online questionnaire and distributed it to 35 participants who had an age range of between 18 and 50 years old. The results in terms of Airbnbs brand awareness were quite poor, with only 5 recipients out of 35 having heard of the brand and only 2 out of these participants having actually used Airbnb previously.
2 in 5
1 in 7
Questioned had heard of Airbnb
Questioned had used Airbnb
However, from the responses it was clear that there was a definite interest in the company, particularly from the younger market. People aged between 18-25 seemed the most interested in the site due to their desire for new travel experiences with low budgets. Consequently further secondary research revealed that the average age of Airbnbs current users is older than you might expect.
“We’ve got more people aged 55 and over on the site than those aged 1825, who only make up 7 % the site.” (www.telegraph.co.uk, Airbnb Founder, Brian Chesky 2012.)
I think this data is key to finding a new audience for Airbnb. My own age group (18-25 year olds) are an ideal market to target and to make aware of the many positive aspects that Airbnb can offer..
“Youth travel accounts for 20% of the global travel industry with 207 million trips being taken by youth travellers alone last year.” (STA TRAVEL on Monitor.icef.com, 2013)
Fig,3 & 4
Fig,5
In August 2014 STA Travel reported that there had been a “25% rise in round-the-world routes with more than five stops and a move towards more authentic off-the-beaten track destinations.” (Mail Online, 2014. ) The most popular gap year destinations are Australia, New Zealand, the USA, Thailand and Peru, but youngsters are becoming keen to break away from the traditional backpacking routes, an insight that Airbnb should be jumping on the back of. Interestingly STA also found that social media ‘talkability’ was a key part of booking a gap year experience. (Mail Online 2014.) This generation of students and youngsters love to post about everything. And posting travel photos is a huge part of that. A study by Facebook into the habits of users who have been on holiday in the last 12 months has found that “travel is the dominant theme among posts and updates. The social-media behemoth looked at the activity of 3000 regular users, and found that 42 per cent of stories on their timelines were tied in to travel.” (www.dailymail.co.uk, 2014)
The new targeted Airbnb Traveller should be: • Generally aged between 18-35, can be studying (may be taking a gap year to travel) or employed part or full time, culturally aware, looking for more than just a holiday but an ‘experience.’ • They may be travelling alone or with friends. Either way they want a great unique place to stay at a great price. • They appreciate the journey more than the destination and want to learn more about a places culture from the people they stay with and the places they visit. • They want to avoid being a typical ‘tourist’ and instead travel for adventure, fun, education and experience. • But overall, they are searching for an authentic holiday of a lifetime that offers them a chance to find themselves and their place in the world that they
“Tourists see the world. Travellers experience it” Fig,6
Nobody likes feeling like a tourist. We’d all much rather feel a part of whatever new place we are staying in when we “exchange the familiar for the foreign”. Jan Morris. 2013. A House Somewhere: Tales of Life Abroad (Lonely Planet Journeys). “The true fruit of travel is perhaps the feeling of being nearly everywhere at home.“ - (Unknown.) Airbnb puts the local into global so you’ll always feel like you have a home away from home,
Airbnb allows curious travellers the chance to experience the world and to truly get to the heart of the places where they travel. An Airbnb stay is one where we learn from our journeys, where memories are made and shared and where we arrive speechless and leave as storytellers. Airbnb offers a totally authentic and unique adventure for each of its guests, allowing them to discover the mysteries that are hidden within the cracks of their destinations. You don’t get to know a city by touring its most famous landmarks, you get you know a city by exploring and enjoying the little quirky details of daily life that can only be discovered by ourselves when we dare to venture off the tourist routes. And after all, memories are the best souvenirs. I feel that Airbnb has an excellent competetive advantage in the market place due to its differentiation in terms of the products it offers. “Value is not just an issue of price, customers might value premim service or luxury quality.” (Posner. H, (2011, Marketing Fashion.) In the case of Airbnb it’s their abilty to offer both unique and autnetic accomodation which puts them at an advantage against other accomodation such as hotels.
“Round the corner there may wait, a new road or a secret gate.” - Tolkien
Fig,7
As I have previously stated, STA Travel, revealed that students this year were booking more “off-the-beaten track adventures.” - (Mail Online, 2014.) Whether it be a fairytale cottage in the woods, a villa under the Tuscan sun or that white house with the blue shutters and wraparound porch. You can choose your perfect destination out of over a million Airbnb listings around the world. My big idea is to bring the concept of exploring human connections through people and place in a new campaign called ‘Where Would You Like to Wake Up Tomorrow?’ Inspired by the video created by ‘Fifty People One Question’ (http://fiftypeopleonequestion. com/films/3-brooklyn-ny) where 50 people in Brooklyn were asked the question: Where would you wish to wake up to tomorrow? The responses were very surprising and all so different. I asked myself the same question and found that my response was formed from a mixture of happy travel memories and also future travel dreams, but the main point was that it was truly unique and authentic to me. No one else would have the same answer,, there may be similar ideas but not identical, as no ones mind, experiences or aspirations are the same.
Fig,8
Fig,9
Taking this into consideration I undertook some similar primary research for myself where I asked a further 30 people to anonymously answer the question: ‘Where Would You Like To Wake Up Tomorrow?’ The answers I received were very inspiring: each one again being completely unique and personal to that person. Ranging from a “beach hut in Thailand looking out onto the crystal waters with family and friends” to a “beautiful cabin with a log cozy fire on the slopes of Colorado as the snow falls on to the mountains.” These responses prove that all of our travel dreams are extremely authentic to that person, thus making be realize that where we stay should also be a special place to us, We are all seeking a place that we feel fulfills our expectations and dreams. Airbnb offers this rare attribute, the chance to make peoples travel dreams a reality. Likewise, every Airbnb listing is entirely unique, there’s a place out there for everyone, you just need to find the one where you belong. It’s about putting the personal into travel, an idea that cannot be applied to your average hotel chain that sincerely lacks personality and any sense of belonging.
Vacations are some of the most memorable times of our lives, the things we discover, the friends we make and the experiences we enjoy and share together are a part of who we are forever more. It therefore makes sense to stay in a place that really offers us a sense of belonging, Airbnb says that it’s “more than just renting a space” (Brian Chesky,, www.inc. com, 2014) but a whole personal experience that allows you to live anywhere in the world even if its just for a night. There’s no limitations to just stick to the tourist areas either, you can really leave the beaten track and explore to the edges of the map. “We must take adventures in order to find where we belong” (Unknown.) Airbnb also offers you the chance to meet amazing people who actually live their lives in these places, giving guests the opportunity to learn more about an ordinary lifestyle as apposed to a luxury ‘same old’ hotel experience.
Some of the responses I recieved when aksing the question: Where Would You Like Wake Up Tomorrow?
From this my idea to launch Airbnb Virtual Traveller came about. An idea that will develop and improve Airbnb’s concept of selling totally unique adventures and accommodation to its customers. The first part of the idea is profiling: when a new consumer signs up to Airbnb they will have to make a detailed profile of themselves, including answering questions centered around their hobbies/interests, their dream holiday destination and their positive past travel experiences, the more detailed and the more personal the better.. Hosts will be asked to create a similar detailed profile about themselves and about their listing. Ultimately I’d like every host to create a video showing the world around their home, similar to MTV Cribs but obviously more professional. Airbnb should invest in employing professional filmers for this task, like they have done previously with professional photographers to ensure that the rooms they offer look good on their website. Too many times we book holidays from a single glossy image in a holiday brochure, usually a deceptive blur that when we arrive at our destination we are faced with disappointment and something that frankly looks nothing like what we were sold. According to Forbes 2014 “fake vacation rentals are now one of the internets biggest scams.” So far Airbnb have tired especially hard to protect renters by providing secure payment, user comments and star ratings. However they still need to protect themselves from this problem and strengthen their trust with potential users by providing them with enough understanding about what the site actually does and also ‘real’ information regarding its listings. Truth and trust are both huge topics for a company like Airbnb where the company only has a certain amount of input and control in terms of product and service of their listings. However I feel that both of these elements can ultimately be achieved through creating an Airbnb Virtual Traveller site extension and potential App.
Fig,10
“Airbnb find that pictures of properties sells properties.” Nathan Blecharczyk, CTO & Co-Founder
Afterall, Photography is a language that can be understood across the world and I want to expand on this idea, out of the 35 recipients that I originally surveyed, and out of those aged between 18 -30, 30 of them said that they used social media platforms such as Facebook, Twitter and Instagram on at least a daily basis. Blogs and social media are one of the fastest -growing areas of what has become known as the consumer-generated media (CGM). Bloggers are out there sharing opinions and brand experiences. (Posner. H, (2011, Marketing Fashion.)) According to an article on Think Digital Travel, Instagram is now the fastest growing social media site with a 300 million user community, this figure is not only huge in itself but also in perspective to other social media sites such as Twitter which only has 284 million active monthly users but has been running for eight years, overall clearly suggesting that Instagram is now the fastest growing social media site out of the three. “Instagram also makes an ideal site for those involved in tourism, either at the commercial or destination level. The photo and video-based nature of the site makes it ideal for holiday-related companies to share absorbing media, and it is certainly a source of potential customers and revenue that should not be overlooked.”- thinkdigital. travel, 2015. Furthermore, according to data documented by Skift, Instagram now has a notably excellent engaged audience. Research organization Forrester sates that “4.21 percent of brands’ total followers on Instagram have engaged with their content in comparison to 0.07 percent of brands total followers on Facebook.” - thinkdigital.travell, 2015. Instagram has now moved into the mainstream market, with more emphasis in “being an ad-supporting platform, Instagram has in fact become the ideal site for travel-related marketing.” - thinkdigital.travell, 2015. Airbnb should take this evidence and use it to their advantage, creating stronger links or even creating a collaboration with
Fig,11
Eventually I think Airbnb should have their very own social media app called Airbnb Virtual Traveller that will truly connect the Airbnb community., a social media platform where guests can upload images through Instagram showing any Airbnb listing/location that they have stayed at. Using Instagram to post photos and videos will also be beneficial because of its creative editing features that will encourage users to post interesting and stunning photography, consequently promoting Airbnbs rooms in a visually positive way. . The app will also give users the chance to post short videos, stories and comments which can also be shared. There will even be the option to chat live to hosts and ‘Airbnb Buddies’ who may have stayed at the listing before or who are avid Airbnb users employed by the company to answer any questions. The app will also have a proper reviewing system, including more uniform checklists such as: level of noise in the area, cleanliness, hot water, if the TV works, Wi-Fi works, local amenities and any quirky extras. This will make it easier for guests to review without offending hosts and also makes potential guests more assured to book the listing.
Some similar apps in the market at the moment...
STA TRAVEL APP
OFF EXPLORING APP
GOWALLA APP
Fig,12, 13 & 14
From my primary research and some secondary I have found that the aspect of Airbnb which puts travellers off using the site is the fact that you are living with a stranger, as a result peoples safety warning lights go on, and trust becomes a major issue, particularly for my younger target audience of 18-30 years olds. In a research interview one recipient even went as far as to say that they
“Would be scared if it was just them and the host in the house together.” Laura Pietryka aged 18.
However, through this online profiling I believe that the trust bridge between hosts and guests can be strengthened. Through the Virtual Traveller I want guests to feel as though they know enough information about the listing and its hosts before they arrive, so that when they do arrive at their destination they feel a sense of familiarity and trust immediately. Virtual traveller asks the question: Where would you like to wake up tomorrow? Through the detailed profiling and questionnaire system Airbnb can use its resources to find perfect match listings for every guest. Almost like a matchmaking service but for vacations so that guests feel that their stay is truly tailored for them, down to the little quirky details. As proven from my Primary research we all want something entirely different from travel, Airbnb’s strongest asset I feel is their ability to be unique. If they can match people’s requests up properly to listings then they can ultimately offer so much more than a hotel chain can. Guests will feel as if they do truly belong in that home because it has not only been picked out for them but also because they have had the chance to research the place properly, to see photos posted from real guests who have stayed there and see hosts videos before they arrive. The complete unknown is removed and it is the unknown that makes us scared: a reason why many people said from the surveys that I conducted that they would rather stay in hotel chains because they always know what to expect. Through this campaign however, the unknown will be turned into a positive with its connection to individuality and bespoke authenticity.
Fig,15
The creative concept for my print campaign will be based around my original primary research question: “Where Would You Like To Wake Up In The Tomorrow?” I believe that the results that came from this were the most insightful in terms of finding an answer to the concept of ‘belonging’ and finding the place that you belong in. Through my campaign I want to draw on the uniqueness of Airbnb and the opportunity that it gives consumers to find a place in the world that fits them perfectly. I am planning to produce several print campaigns that will either feature separately in a magazine or all together - like when you see all your images displayed on Instagram. Each image will feature that same question, however each one will have a completely answer that will be shown in quote marks, the answers will be taken from the results I got from my primary research. Each quote will then match with an amazing travel image that fits perfectly with the caption, showing that Airbnb really can make your dreams a reality with unlimited, unique options to suit everyone. Taking into consideration my target market of 18-35 year olds, it made sense to focus on the theme of adventure, therefore some of the photography that I am going to choose will be of inspiring and unexpected places that would capture the attention of my young adventure driven consumer, yet the feel of the campaign should still be lighthearted and fun in terms of colour choices and fonts.I want the font colour to really stand out against the image background because“contasting colours catch the eye”Bergstorm.B (2008). Essentials of Visual Communication).
Fig,16
Furthermore when I choose the images I don’t want them to just be travel photography I want them to be in a social media style inspired by the trending ‘selfie’ phenomenon, this will be a major visual inspiration for the campaign. It will also fit very well with my promotion of the Virtual Traveller App - which aims to encourage Airbnb guests to post travel selfies of their time spent at an Airbnb listing. Recently the photographer Murad Osmann became renowned on Instagram for creatively documenting his travels around the world with his girlfriend leading the way in his ongoing series known as ‘Follow Me To’. Each photo has a similar style showing the landscape from his point of view with his girlfriend leading the way. I love his style of documentation. The future of photography is very personal; our lives are now captured at every moment and in terms of travel this is an amazing opportunity to show the world how amazing the world is from our eyes.
The layout of the campaign will take inspiration from previous travel advertisements by STA Travel who are a strong competitor in the 18-35 traveller market. I feel that their adverts are fun, simple, with amazing photography and bright colours. I have always craved a holiday when seeing them. I want to achieve their attraction to my target audience but incorporate a deeper message for Airbnb. Youngsters are trying to find themselves and their home in the world, travel is usually a way that they try to find this and Airbnb will be there for them when they do.
Fig,17 & 18
Fig,19
Fig,20
Fig,21
The video campaign will be again based around my original question: ‘Where Would You Like To Wake Up Tomorrow?’ The feature will have a home-made feel to it, people from across the world will be asked exactly the same question and their answer will be filmed. This will link with my print campaign because the people interviewed will be the people who feature on the print adverts. I want the film to show people that Airbnb works on a personal level and that there’s a place out there for everyone. The next shots will show how these peoples dream’s then became a reality when they booked through Airbnb, no matter how unique they were, Airbnb found them the perfect place. The video will end with a quick montage of travel ‘selfies’ that have been uploaded to Airbnbs social media app already. The video will be quite upbeat and fun to suit my audience, yet still keeping the low budget quirkiness to it. Music such as Mr. Probz - Waves (Robin Schulz Remix Radio Edit) would be a suitable choice as a backing track. Overall, the film will follow how people dreams become reality with Airbnb. Inspiration taken from the ‘One Question Fifty People’ film and also Youtube hit videos such as ‘Around the World in 360° Degrees - 3 Year Epic Selfie.’
2
30
Creative Research
Sample (18-50)
Interview
Research Method
.To gather information about where people would wish to wake up tomorrow. This was done by asking people to write the first thing that came into their heads on a piece of paper.
To gather an understanding of consumers who have used Airbnb previously and also to gain information to see whether someone who hadnt heard of Airbnb before would want to use the site. This was achieved by asking questions from a pre written transcript.
Purpose
There is no observer present when the research is taking place therefore the results may be inaccurate. It is also quite hard to convert into statistics as it’s usually not numerical data that’s collected.
The outcomes of this task were very interesting as they were all completely different. They influenced my creative concept profoundly.
Conducting creative research allowed me to explore different methods of research. The method was also interesting for me personally as I was interested in the answers that people would give.It was easier to gain answers from a variety of people as it was just limited to being
I found conducting interviews very useful and I felt that I gained a lot of information and opinion on the brand through speaking to people on a one to one basis. It felt more like a converstaion than being too structured. The results were very insightful, and lead me to understand peoples opinions of the brand better. Even people who hadn’t heard of Airbnb were interested to learn more.
The participant may have felt pressured to answer in a certain way - either for or against the brand. Hence giving biased data.
Interviews are a lot more personal than surveys, this allowed be to ask open ending questions and also allowed me to tailor my questons if I wanted to find out more about a certain topic on the day. This research method gives qualitative data, which is more in depth.
Creative research makes participants more interested in the task, therefore probably giving a better answer as they enjoy the task more.
Effectiveness of Research Method
Outcomes
Weaknesses
Strengths
Interview with Carly Etchells, Student from MMU, aged 21 1.Where did you hear about Aibnb? • From a friend that I went to summer camp with in America last summer. I had never heard of it before which I am surprised about as it’s great for people my age who want to travel. 2.Where have you stayed using Airbnb? • In several apartments around New York and also in London, I have also just booked to stay at an apartment in Paris using Airbnb. 3.Did you stay with a host or was it a private stay? • In New York I had the whole apartment to myself. In London I just had a room and the hosts were there. 4.Which did you prefer? • I actually preferred staying with a host, they were really friendly and I felt safer than when I stayed on my own in the New York apartment. That was a bit strange. 5. How did you find the Airbnb experience overall? The uniqueness of Airbnb’s listings combined with their low price in comparison to hotels is what made me use the site over and over again when travelling. 6.Any ideas on how Airbnb could improve? • Maybe have some sort of taxi or transportation system that you can book when you book your accomodation. In London it was really hard work to actually get to the location as most places aren’t in tourist areas. • I also think it’s quite hard for Airbnb to maintain standards as every place is different, they could consider how to overcome this. However you can book a whole apartment to yourself for a relatively low cost in comparison to hotels of a similar price and Airbnb is usually a better standard and defiantly a more memorable experience.
Interview with Laura Pietryka, Student from Nottingham, aged 18 1..What age are you? • 18 2.Are you a student? • Yes but after this year I am planning to take a gap year 3.Are you planning to do any travelling in your gap year? • Yes I really want to go travelling! 4.Any ideas whereabouts? • I want to travel around Australia – that would be amazing 5. Do you think that cost would affect your dream to travel? • Yes definitely, I may have to get a job beforehand to pay for it! 6.What sort of accommodation would you expect to stay in? • I’d like to stay in hotels but I guess it would be hostels. 7.Have you ever heard of Airbnb? • No 8.Would you be interested in renting someone’s house out or a private room in their house if it were cheaper than a hotel? • Yes if it was the whole place, I’d be a little scared staying on my own in a house with strangers though.
Online Ki Mae Heussner (2011). Case Study: Inside Airbnb’s Growth. Available: http://www.adweek.com/news/advertising-branding/ case-study-inside-airbnb-s-growth-135030. Last Accessed 12th January 2015. Brian Chesky (2012). Airbnb: The story behind the $1.3bn room-letting website. Available: http://www.telegraph.co.uk/technology/news/9525267/Airbnb-The-story-behind-the-1.3bn-room-letting-website.html. Last Accessed: 10th January 2015. CEF Monitor (2013). Trend alert: Optimistic outlook for educational travel in 2013. Available at: http://monitor.icef. com/2013/02/trend-alert-optimistic-outlook-for-educational-travel-in-2013. Last Accessed: 12th January 2015. EMILY PAYNE FOR MAILONLINE (2014). The jobs market is still tough in the UK’: Number of students booking gap year flights soars by 25% with huge boost in work visas for Australia and New Zealand. Avaiable at: http://www.dailymail.co.uk/ travel/travel_news/article-2722657/STA-Travel-reveals-number-students-booking-gap-year-flights-soars-25.html. Last Accessed: January 13th 2015 Vanessa Grout (2014). How To Avoid The Internet’s Hottest Scam: Fake Vacation Rentals. Available at: http://www.forbes. com/sites/vanessagrout/2014/04/11/how-to-avoid-the-internets-hottest-scam-fake-vacation-rentals/. Last Accessed: 10th January 2015 Shortsboy&Shortsboy (2013). Airbnb’s Killer Marketing Strategy. Available at: http://pranavahuja.tumblr.com/ post/30932500862/airbnbs-killer-marketing-strategy. Last Accessed: 12th January 2015. ThinkDigital.Travel (2015). Instagram Rise Offers Tourist-Focused Marketing Potential. Available at: https://thinkdigital.travel/opinion/instagram-rise-offers-tourist-focused-marketing-potential/. Last accessed: 12th January 2015.
Books Bergstorm. B, 2008, Essentials of Visual Communication: Lawrence King Publishing Ltd, p200. Morris, J. 2013. A House Somewhere: Tales of Life Abroad. Lonely Planet Journeys, p1 J.R.R. Tolkien. 1954. The Lord Of The Rings. The Road Goes Ever On (song). 1954. Posner, H. 2013. Marketing Fashion. London. Lawrence King Publishing Ltd, p168. Posner, H. 2013. Marketing Fashion. London. Lawrence King Publishing Ltd, p54. Interviews Mr Adam Cooper, STA Travel. (Interview.) Available at: http://monitor.icef.com/2013/02/trend-alert-optimistic-outlook-for-educational-travel-in-2013. (12 Feb 2013) IVideos Fifty People One Question, Where Would You Wish To Wake Up Tomorrow? 2008. Available at: http://fiftypeopleonequestion.com/films/3-brooklyn-ny
Fig. 1 FUTURE GLOBES SERIES, (Online) Available at: http://korbelbowers.com/FUTURE-GLOBES-SERIES Fig. 2. From Up North, (Online) Available at: http://www.fromupnorth.com/graphic-design-inspiration-636/ Fig. 3. STA Travel Logo, (Online) Available at: http://en.wikipedia.org/wiki/STA_Travel Fig. 4. Wiki How, (Online) Available at: http://www.wikihow.com/Draw-Carl-from-Up Fig. 5. “I’m going to find a happy place” (Online) Available at: https://www.etsy.com/listing/61882171/i-am-going-tofind-a-happy-place-print-8 Fig. 6. Around the World GLOBE Illustration (Online) Available at: http://www.pinterest.com/ pin/373446994071637553/ Fig.7 Painted Heart, (Online) Available at: http://www.pinterest.com/pin/335729347192382628/ Fig. 8 Pinterest, Home Is Where The Cat Is (Online) Available at: http://www.pinterest.com/pin/155726099590864664/ Fig. 9 Thought Bubble. (Online) Available at: http://culturedigitally.org/2014/06/cloud-draft-digitalkeywords/ Fig. 10 Watercolor painting. (Online) Available at: http://www.artfire.com/ext/shop/product_view/jojolarue/7852183/ watercolor_painting_-_vintage_suitcases_and_globe_-_blue_and_green_travel_wanderlust_illustration_-_5x7_ print/fine_art/painting/still_life Fig. 11 Twitter Header (Online) Available at: http://www.technobuffalo.com/2013/10/15/twtr-twitter-ticker-symbol-nyse/ Fig.12 STA TRAVEL APP (Online) Available at: https://play.google.com/store/apps/details?id=com.sta.android Fig. 13 Off Exploring App (Online) Available at: https://itunes.apple.com/gb/app/off-exploring-travel-blog/ id373984511?mt=8 Fig. 14. Gowalla App (Online) Available at: http://www.whatsoniphone.com/iphone-discover-interesting-facts-about-anarea-and-earn-rewards/ Fig. 15 Illustrated Houses (Online) Available at: https://www.etsy.com/listing/163746482/sale-san-francisco-victorian-colorful Fig. 16. Visual Inspiration moodboard (Online) Available at: http://www.pinterest.com/rachaelatkins56/visual-inspiration-travel-app/ http://www.pinterest.com/rachaelatkins56/travel-quotes/ Fig. 17 Feet First (Online) Available at: http://www.pinterest.com/rachaelatkins56/visual-inspiration-travel-app/
Online • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •
https://gigaom.com/2014/07/28/airbnb-goes-b2b-targeting-business-travelers-with-new-site-listings/ http://www.adweek.com/news/advertising-branding/case-study-inside-airbnb-s-growth-135030 http://gotentrepreneurs.com/project/airbnb/ http://pranavahuja.tumblr.com/post/30932500862/airbnbs-killer-marketing-strategy http://www.forbes.com/sites/tomiogeron/2013/01/23/airbnb-and-the-unstoppable-rise-of-the-share-economy/ http://www.telegraph.co.uk/technology/news/9525267/Airbnb-The-story-behind-the-1.3bn-room-letting-website.ht http://britishexpats.com/articles/moving-abroad/feeling-home-abroad/ http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/leisure/11110784/Airbnb-aims-to-reshape-travel-industry.html http://www.slovenia.info/pictures%5CTB_board%5Catachments_1%5C2012%5CPorocilo_14215.pdf http://socialmediaweek.org/newyork/2012/03/08/top-12-social-media-apps-for-travel/ http://www.brainyquote.com/quotes/keywords/journey_2.html https://www.airbnb.co.uk/press/news/new-study-airbnb-community-generates-502-million-in-economic-activity-in-the-uk https://www.guesty.com/blog/airbnb-vs-hotels/ http://www.glamour.com/sex-love-life/blogs/smitten/2009/03/if-you-could-wake-up-anywhere http://www.tnooz.com/article/fifteen-of-the-best-social-media-campaigns-in-travel-so-far/ http://www.telegraph.co.uk/technology/news/9525267/Airbnb-The-story-behind-the-1.3bn-room-letting-website.html http://www.dailymail.co.uk/travel/travel_news/article-2722657/STA-Travel-reveals-number-students-booking-gap-yearflights-soars-25.html http://www.gapyear.com/community http://www.buzzfeed.com/mackenziekruvant/instagrams-that-will-make-you-want-to-grow-a-beard-and-mo?sub=2842911_2178282#.ck7NqbDzN http://www.buzzfeed.com/rachelzarrell/the-17-most-stunning-places-in-the-world-to-take-a-selfie?sub=3076509_2599412#.gpxoP9DXo http://www.buzzfeed.com/rachelzarrell/the-17-most-stunning-places-in-the-world-to-take-a-selfie?sub=3076509_2599412#.gpxoP9DXo http://socialmediaweek.org/newyork/2012/03/08/top-12-social-media-apps-for-travel/ http://belonganywhere.com http://www.fastcodesign.com/1668897/with-infographic-airbnb-turns-boring-facts-into-masterful-marketing http://www.theguardian.com/travel/2013/sep/16/airbnb-travel-revolution http://www.economist.com/blogs/gulliver/2014/10/airbnb http://www.fastcompany.com/3017358/most-innovative-companies-2012/19airbnb http://www.huffingtonpost.com/amiad-soto/8-ways-to-earn-more-money-on-airbnb_b_4887140.html http://dictionary.reference.com/browse/belonging http://www.realgap.co.uk/gap-travel-advice/students-and-graduates http://www.statravel.com.au
Books • Morris, J. 2013. A House Somewhere: Tales of Life Abroad. Lonely Planet Journeys • Posner, H. 2013. Marketing Fashion. London. Lawrence King Publishing Ltd • Bergstorm. B, 2008, Essentials of Visual Communication: Lawrence King Publishing Ltd • Craik, J, 2009, Fashion - The Key Concepts, Berg • Veksner, S, 2010 - How to make advertisiment creative