Airbnb doubles down on brand over performance for campaign to draw more hosts

Airbnb wants more people to list their properties on its platform. To persuade them to do that, it’s relying on a brand campaign that’s built up steam over the last two years.

This week, the company launched an internal “co-host” market intended to make it easier for hosts renting out their properties on its platform to access services like property management and cleaning. The brand’s hope is that if hosting on the platform becomes easier, more people will list their properties and increase its supply in core destination markets such as the U.S., U.K. and Australia.

“Sometimes it just feels like a little bit too much work and if you’re new to the whole idea, it may seem a little bit overwhelming,” said Hiroki Asai, global chief marketing officer at Airbnb.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.