My biggest takeaway from the Airbnb Open

Last month I had the privilege of speaking as a Superhost at the Airbnb Open in Los Angeles.

This annual conference brought together 5,000 people from over 100 countries. Most of them hosts, anxious to learn what’s new and what’s next, and hundreds of Airbnb associates just as anxious to learn from so many hosts.

The conference felt like something between an Apple product launch and the ultimate street party, joined by thousands of your closest friends (whom you’ve never met before), including Ashton Kutcher, Gwyneth Paltrow and Lady Gaga.   

Airbnb’s goal is to be “the most loved brand in travel”, and with 3 million homes and over 100 million users from 191 countries, there seems to be very little stopping them – despite government regulation in many markets trying to limit the use of the platform.

Working in the ‘traditional’ hotel industry, I often get asked what “we” think of Airbnb. Obviously we are aware, but overall, I think we underestimate the opportunity. We’ve turned our backs for many years, and as an industry, it’s time we learn from them and change our own businesses.

According to Chip Conley, Airbnb's Head of Hospitality and Strategy, 30 - 40% of their guests are expanding the pie – they otherwise would not have made the trip, or they would have stayed with friends or family. But what about the other 60 – 70%?

Hotel companies need to evolve (quickly) to ensure we protect and grow our businesses. We need to consider everything from service offering to technology and marketing. And most importantly, how we create an emotional bond with customers that drives loyalty beyond reason.

Jonathan Mildenhall, Airbnb's CMO, spoke passionately about their vision to be “the world’s first community driven super brand” – studying the likes of Coca Cola, Nike and Apple. Airbnb wants to be “the brand that defines this generation.”

So, what will it take to define our generation? This is where my biggest takeaway comes in.

The leaders at Airbnb recognize they have an opportunity that extends far beyond driving business performance or building an iconic super brand. They have a genuine focus on ‘Universal Belonging’ which is unparalleled.

They imagine a world in which 7.5 billion people can belong anywhere, actively promoting zero tolerance for any form of bigotry across the platform.

Everyone who uses Airbnb must now agree to a detailed non-discrimination policy called the Community Commitment. According to co-founder and CEO Brian Chesky:

“We believe that no matter who you are, where you are from, or where you travel, you should be able to belong in the Airbnb community. By joining this community, you commit to treat all fellow members of this community, regardless of race, religion, national origin, disability, sex, gender identity, sexual orientation or age, with respect, and without judgment or bias.”

If Airbnb were a country, it would be the 14th largest country in the world (by population), and probably the fastest growing. Chip Conley often says, “hospitality is at its heart about being human”. Put those together and you can start to see the opportunity to make a real change.

Airbnb is not about technology, it’s about people. They offer connections with one another, not simply spaces. Their currency is not money, but trust.

Are you part of the Airbnb community? If not, you will be.

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Daniel is an innovative, global marketer with 15 years experience in the hospitality industry. He has travelled extensively to over 120 Countries and all 7 Continents.