Positioning Case Study: Airbnb's 2024 Campaign

Effective positioning isn’t just about saying, “We’re great.” 

It’s about making it undeniable: “We’re great because we offer something the other guys can’t.”

That’s exactly what Airbnb does in its 2024 campaign, "Get an Airbnb."

With the tagline, "Some trips are just better in an Airbnb," the campaign doesn’t just highlight what makes Airbnb great—it underscores why choosing Airbnb is a smarter alternative to booking a hotel. 

To me, the beauty is in the clarity. It’s easy to see how each commercial is a positioning statement brought to life. 

So, I thought I’d do just that: look at each commercial and reverse-engineer the positioning statement behind it. 
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Positioned to Win: The Strategy Behind Airbnb’s Commercials

For each of the commercials below, I'll add a corresponding positioning statement. This way, we can see how each commercial targets a different segment and pain point.

"Bedtime"

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Transcript

"When you share a hotel room with your kid, you also share a bedtime with your kid.
But if you get an Airbnb, you get to pick your own bedtime."

Positioning Statement

"For families who need personal space during their travels, Airbnb is an accommodation platform that offers private homes where parents can maintain their routines. Unlike hotels, where shared spaces force early bedtimes, Airbnb provides separate rooms for everyone, ensuring comfort and flexibility for the whole family."
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"Girls Trip"

Transcript

"If you're sharing a hotel room with friends, you're also sharing a bathroom, a mirror, a tiny hair dryer, an outlet, and a tiny counter.
Get an Airbnb and get more space."

Positioning Statement

"For groups of friends who want to stay together and enjoy the convenience of getting ready in comfort, Airbnb provides vacation rentals with ample space and all the amenities needed under one roof. Unlike hotels, which often limit your space and amenities, Airbnb offers a home-like environment where everyone can prepare for the day together without feeling cramped."
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"Close Friends"

Transcript

"If you're taking a trip with your friends, why pay for four hotel rooms to stay apart?
When you could get one Airbnb and stay together."

Positioning Statement

"For groups of friends who want to stay together and maximize their bonding time, Airbnb is a vacation rental platform that offers spacious accommodations under one roof. Unlike hotels, which require booking multiple rooms, Airbnb allows friends to share a single home, enhancing the experience of togetherness and making every trip more memorable."
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"Puppy"

Transcript

"Just because a hotel says it's dog-friendly...doesn't mean a dog will find it very friendly.
Get an Airbnb that's friendly for everyone."

Positioning Statement

"For pet owners who want a truly pet-friendly stay, Airbnb is an accommodation platform that offers homes designed to accommodate all guests, including pets. Unlike hotels, which often label themselves as 'pet-friendly' but offer minimal amenities for animals, Airbnb provides comfortable, welcoming environments tailored to the needs of both pets and their owners."
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"Paris"

Transcript

"If it's always been a dream to go to Paris, why stay in a hotel on the touristy side of Paris?
Get an Airbnb on the more authentic side of Paris."

Positioning Statement

"For travelers seeking an authentic Parisian experience, Airbnb is a home-sharing platform that offers accommodations in vibrant, less touristy neighborhoods. Unlike hotels, which are concentrated in crowded tourist areas, Airbnb allows guests to immerse themselves in the local culture and live like a Parisian."

Extra Context

Released before the 2024 Paris Olympics, this ad targets travelers who want to experience the real Paris, away from the tourist hotspots. By staying in a neighborhood that feels more local, guests get a taste of the true Parisian lifestyle, showing once again that “Some trips are just better in an Airbnb.”
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"Pool"

Transcript

"If you're finally ready to take a trip without the kids, why stay at a hotel with more kids?
Get an Airbnb and have the place to yourselves."

Positioning Statement

"For adults looking for a peaceful getaway, Airbnb is a vacation rental platform that offers private homes where guests can relax without the disturbance of children. Unlike hotels, which are often crowded with families, Airbnb provides secluded, tranquil spaces, ensuring a serene and restful stay."
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"Guest Favorites"

Transcript

"If you're looking for an Airbnb you'll love, just look for an Airbnb other guests have loved.
Introducing Guest Favorites: the most loved homes on Airbnb."

Positioning Statement

"For travelers who want assurance of a high-quality stay, Airbnb is an accommodation platform that offers 'Guest Favorites,' a curated collection of the most-loved homes based on ratings, reviews, and reliability. Unlike hotels, where quality can vary significantly, Airbnb’s Guest Favorites guarantee a consistent, top-rated experience."

Extra Context

Airbnb has more than 7 million homes all over the world. Each home is one-of-a-kind, and this uniqueness is what sets Airbnb apart. But with so much variety, it can be hard to know what you’re going to get. This is why many people prefer hotels, and it’s a big reason why some people prefer hotels to Aribnbs. 

In November 2023, Airbnb released the “Guest Favorites” feature to help guests understand exactly what to expect before they book. 
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“Same Room”

Transcript

“When your hotel room is your bedroom, your living room, and your dining room, maybe you need more than a hotel room.
Get an Airbnb and get more space.”

Positioning Statement

For travelers who want more than just a place to sleep, Airbnb is the booking platform that offers spacious and versatile living spaces. Unlike traditional hotels, Airbnb provides the comfort and space of a home, allowing guests to have a bedroom, living room, and dining room all in one place.
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Hitting the Right Notes: How Music Amplifies Airbnb’s Message

When it comes to positioning, words aren’t the only tool in the box. Music plays a pivotal role in shaping how we perceive a brand. In Airbnb’s 2024 campaign, the choice of soundtrack isn’t just background noise—it’s an essential part of the messaging. 

Each track is carefully selected to resonate with the target audience. In this case, it’s likely younger millennials and Gen Z. Over the past five years, Airbnb has seen a 300% surge in nights booked by Gen Z guests, globally. 

A few examples:

• I Like It – Cardi B, Bad Bunny, J Balvin
• Bossy – Kelis
• Best Friend (feat. Doja Cat) – Saweetie, Doja Cat

Final thoughts: Some trips are just better in an Airbnb

Airbnb’s 2024 campaign is a powerful example of how effective positioning can elevate a brand above its competition. By honing in on its differentiated value, Airbnb explains when and why they’re the better choice. 

One particularly clever aspect of this campaign is its subtle yet significant choice of words:

“Some trips are just better in an Airbnb.” 

Notice how they didn’t make the general statement: 

“Trips are better in an Airbnb”. 

Good positioning doesn’t try to be everything to everyone. Instead, it acknowledges that while Airbnb might not be the perfect fit for every trip, it’s the best choice for many. 

This kind of nuance is what makes the positioning feel authentic and relatable, rather than overhyped or one-size-fits-all. Don’t claim you’re the best for everyone; just make it clear you’re the best for the right customers.