Airbnb might become a brand as famous as Coca-Cola worldwide... why? Because everyone talks about it whether to say it is a threat or to say it is an opportunity. Focus on the latest news related to Airbnb and their consequences.
Strike the audience with strong partnerships :
Tonight, the winner of the contest to sleep in the Louvre Museum will discover the experience of having a drink with Mona Lisa, dinner with The Venus de Milo, enjoying a concert in a Napoléon III apartment and sleep under the glass pyramid by Ieoh Ming Pei. Two international brands (Musée du Louvre & Airbnb) to partner for a win win collaboration.
On the other side of the Atlantic, another big name for a successful communication : Rockefeller. The 75 ROCKEFELLER PLAZA managed by RXR present it as "the rebirth of a landmark". The partnership between RXR and Airbnb will lead to the conversion of several New York City commercial properties into a “new category of urban lodging.” 10 floors (on 33) of the 75 ROCKEFELLER PLAZA will be converted into "high-end apartment-style suites". Lets not forget the struggle between Airbnb and the City of New-York. It seems that after defeated the city on its second battle, the platform has found a way to make it into NYC.
Hoteliers are in :
RCI is an historical brand for homesharing and belongs to Wyndham Worldwide Corporation (splitted from Wyndham Hotels&Resorts). Accor purchased onefinestay at the beginning of 2017 and regrouped all its flat rentals under the onefinestay brand. Not to mention the others.
Now it's time for Marriott to get into the battle with Homes & Villas by Marriott International. As of January 1st 2019, Marriott operated 1,295,182 rooms worldwide however the platform claims to offer 6 million rooms worldwide. Let's remember that unlike a hotel, the rooms are not available for renting all year long. The first hotel group decided to compete with the platform proposing luxury and premium offering. This program is of course open to the Bonvoy loyalty program with 40 destinations.
"Marriott is launching Homes & Villas by Marriott International with select property management companies that are already managing these homes." says the press release.
“The launch of Homes & Villas by Marriott International reflects our ongoing commitment to innovation as consumer travel needs evolve,” “What started out as a pilot a year ago is now a global offering, providing our guests with the space and amenities of a home backed by a trusted travel company, and the very best in loyalty benefits.”declared Stephanie Linnartz, Global Chief Commercial Officer, Marriott International.
Airbnb is getting bigger and more important wider :
Partnerships and acquisitions allow the platform to develop its offer. Gaest.com (co-working platform), HotelTonight (hotel reservation platform), opening to boutique hotels... What new surprises the platform is preparing?
To be continued...
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