Airbnb’s Latest Role Is Destination Marketing for Sweden
Photo Credit: Visit Sweden is promoting its entire country on Airbnb. Pictured is a still from the campaign's video. Visit Sweden
Skift Take
Sweden is in a unique position to tell a story that few other countries can. While Airbnb may be able to build a new revenue stream in destination marketing, it's also interested in getting bookings from its listings in the country.
Like Expedia and TripAdvisor, Airbnb increasingly wants to be viewed as a destination resource as a supplement to its booking site. The company is testing the waters as it serves as a marketing platform for Sweden.
The move pushes Airbnb deeper into the destination marketing ecosystem while advancing its interests in fast-growing markets.
Visit Sweden, the country's national tourism board, recently approached Airbnb about working together to tout the country's natural wonders in a joint campaign that's aimed at increasing interest from the U.S. market.
Starting this week, Airbnb and Visit Sweden are promoting the entire country of Sweden -- everything from forests to mountains to beaches -- as a place to explore or rest your head at night.
Travelers deciding to camp out in the woods or on a beach won't be booking any of these natural places promoted through the partnership -- because they don't belong to anyone, said Jenny Kaiser, president of Visit Sweden's U.S. office
