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When Airbnb started, they presented themselves as a practical, affordable option in the travel market. Their initial tagline was direct but somewhat limiting: "Forget hotels, save money with Airbnb." They marketed themselves as a cheaper alternative to traditional hotels, hoping to capture budget-conscious travelers. While effective, this message boxed them into the narrow space of cost-saving accommodations, missing the more personal and transformative aspect of staying in someone’s home.
Photo: Mike Hutchings | Reuters
The Shift: Travel Like a Human
As Airbnb grew, co-founder Brian Chesky realized they needed a tagline that captured a broader, more emotional experience. They experimented with “Travel like a human,” moving beyond affordability to emphasize a more authentic travel experience. The idea was to recreate the feeling of a connected community, something often missing from impersonal hotels. This evolved vision was about connecting with people and creating a travel experience that didn’t make you feel like a stranger in a foreign city.
Creating a Sense of Belonging
With “Travel like a human,” Airbnb embraced a mission that was both nostalgic and revolutionary: making the world feel like a village again. They saw travel as a way to make new places feel like home, connecting people in a way that made them feel like locals rather than tourists. This meant making travelers feel not just accommodated, but welcomed.
A Broader Lesson in Branding
Airbnb’s journey highlights the power of evolving brand messaging to match the company’s broader mission. Just like Apple shifted its identity from “Think Different” to becoming a symbol of innovation and quality, Airbnb’s transformation shows that a brand’s purpose can—and should—expand as it grows. For entrepreneurs and brands, the story of Airbnb is a reminder that a business can grow far beyond its original utility to become a movement that connects with people’s hearts and identities.
By rethinking their mission as more than a budget-friendly solution, Airbnb became a symbol of belonging. This shift wasn’t just a marketing strategy—it was a new way of seeing travel, where people are more than guests, and homes are more than beds.
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