The Airbnb-related research cited throughout this slide deck has been assembled as part of a brand storytelling assignment for my Media Psychology graduate degree with Fielding Graduate University, which I completed in June 2019. Airbnb is a privately owned, accommodation rental website that has mushroomed in popularity and usage over the past 10 years and 600+ million guests since first launching on 2008. But that’s just the paradigmatic take. The real narrative, however, that the company leverages is far different. Do you like what you've read here? Do you have any comments? Questions? Want to retain me for digital/social strategy or brand storytelling consulting? OR perhaps you'd like one of my custom illustrations as shown on slide 8? Whatever you'd like to connect about, please do reach out and share comments using my email address: mayra@ruizmcpherson.com.

1. 1
by
Mayra Ruiz-McPherson
mayra@ruizmcpherson.com | 703.798.2619 | February 16, 2018
Photo credit: Airbnb

2. 2
The Airbnb-related research cited throughout this slidedeck has been
assembled as part of a brand storytelling assignment for my
Media Psychology graduate study with Fielding Graduate University.
Photo credit: Airbnb

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4. 1 | COMPANY OVERVIEW
4
Chip Conley, Head of Global Hospitality & Strategy at Airbnb (2014)
Airbnb is a privately owned, accommodation
rental website that has mushroomed in
popularity and usage over the past 10 years
and 600+ million guests since first launching
on 2008. But that’s just the paradigmatic take.
The real narrative, however, that the
company leverages is far, far different.

5. 5

6. 2 | THE AIRBNB BRAND STORY
6
The brand story Airbnb entered the
hospitality market with was once centered
around creating a platform for short-term
and apartment rentals targeting budget
travelers (Hospitality.net, 2017).
With the home sharing service’s shift
towards expanding its sharing-economy
business model and rebrand, however, its
storytelling has transitioned from from
thrifty, no-frills vacation rentals angles to
leisure and business marketplace themes
where upscale travelers can “belong
anywhere,” discover upscale
accommodations, and enjoy hyperlocal
experiences.
As part of its rebrand, new storytelling
initiatives have since unfolded; ones which
help to redefine the company’s core story.
Core story -- as explained in Storytelling:
Branding in Practice --, is something that
becomes a motivating beacon … and ensures
the company communicates a clear and
consistent message (Fog, Budtz, Munch &
Blanchette, 2016).
For Airbnb, that “something” has been
cultivated, expressed, and shared through
brand storytelling. Such efforts have allowed
the company to plant the seeds for its
updated ethos which honors diversity and
belonging anywhere. This theme gives rise
to a welcoming culture for hosts and guests
alike, who in turn, augment Airbnb’s core
story with their own stories

7. 2.1 | AIRBNB STORYTELLING EVOLUTION
7
2007
“Forget
Hotels”
2008-2009
“Travel Like
A Human”
2013-now
“Belong
Anywhere”
Literal; no frills and
explanatory
messaging.
Theme aimed to
further differentiate
from hotel stays
and typical travel
experience.
Revitalized
storytelling angle
that moves away
from hotels, rooms,
and rentals and
spotlights diversity
and inclusion
philosophy.
}
This storytelling theme
has also been weaved into
the company’s mission:
“Airbnb’s mission is to
create a world where
people can belong when
they travel by being
connected to local cultures
and having unique travel
experiences.”
(Airbnb, n.d.)
(All About Airbnb, n.d.)

8. 2.2 | AIRBNB FAIRYTALE MODEL: A BREAKDOWN
8
Airbnb’s storytelling
has all the elements of
a compelling narrative.
Uniquely positioned as an
empathic protagonist,
passionate about
diversity for all, the
company works hard to
foster a belonging culture
for its community while
battling for the mindshare
and wallets of today’s
modern traveler against
the evil workings of an
envious hospitality
empire.
(Fog, Budtz, Munch & Blanchette,
2016)
Illustration by Mayra Ruiz-McPherson

9. 2.3 | THE BRAND TREE
9
Sample external story
narrative angles
_ Airbnb and its
growing success
is a thorn in the
hospitality
industry’s side
_ Juggernaut
rapidly eating
up significant
market share
_ Expanding
services to
business travelers
_ “Belong
anywhere”
inspired stories
about inclusion
and diversity
_ Philanthropy
and outreach
_ Airbnb
community,
citizens, and
host stories
Core story

10. 2.4 | BRAND NARRATIVE EXTENSION
10
Would-be Airbnb’ers are the great beneficiaries of volumes of user generated content. Tale after tale
told by hosts and guests from around the world provide prospective users with context and
information while indirectly extending Airbnb’s brand narrative beyond its core story.

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12. 3.1 | SYMBOLS
The Bélo: The Story of a Symbol
of Belonging
Even the company’s rebranded
identity mark plays a key role in
underscoring Airbnb’s
“belonging” philosophy.
(Airbnb, n.d.)
VIEW VIDEO
https://www.youtube.com/watch?v=n
MITXMrrVQU

14. Airbnb is a brand with strong symbolic
appeal. It has successfully incorporated
symbols into its brand storytelling by:
1. Introducing its new brand not only as a
visual identity but by humanizing the
brand with a name (the Bélo) and
aligned the mark’s birth with the
company’s philosophy of belonging.
2. Creating brand meaning by combining
multiple symbols (shown above) into a
single mark that summarizes the
company’s values and core story.
3. Encouraging its community to
participate in the company’s
symbolism (shown on slide 14) and
contribute to the brand’s narrative.

15. 3.2 | PHOTOGRAPHY
Airbnb’s strong aesthetic also
plays into the brand’s storytelling
efforts by incorporating imagery
that inspires and depicts modern
travelers exploring the world and
discovering new experiences
along their journeys.
A good story “speaks in images”
(Fog, Budtz, Munch & Blanchette,
2016).

16. 3.3 | VISUAL LANGUAGE
Airbnb’s brand storytelling is
intensely visual; so much so that
the company’s creative team has
an entire sub-section of its online
presence dedicated to how they
create and govern the brand’s
visual language.
Because the visual aspects of its
brand storytelling are key to
Airbnb, even its content is infused
with visual language. Words like
“creative culture,” “visual playlists,”
and “modern pictograms” are just
some of the ways the company
describes its features, projects,
and experiences.

17. 3.4 | ILLUSTRATION
In addition to the visual storytelling
already shared, Airbnb also augments
is brand narrative with one-of-a-kind
“featured destination” illustrations
which add creative flair and aesthetic
intrigue to its more popular locations.

18. 3.5 | VIDEO Video narratives (aka
“remarkable stories”)
spotlighting the travel tales
of Airbnb community
members seek to inspire.
Community generated travel
stories, which allow viewers
to “Imagine themselves
there,” are so imperative to
Airbnb’s brand storytelling,
the company created a
dedicated website to receive
such tales via
airbnb.com/stories.
Even the landing page URL
of this narrative-focused
landing page aligns with the
brand’s storytelling premise.

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20. 4.1 | REFERENCES (1 of 2)
20
All About Airbnb (n.d.) Retrieved from
https://all-about-airbnb.com/post/143221488726/airbnb-brand-evolution-live-there
Airbnb (n.d.) Retrieved from https://www.airbnb.com
Airbnb [airbnb]. (2014, July 24). Airbnb Introduces the bélo: the story of a symbol of belonging [Video File].
Retrieved from https://www.youtube.com/watch?v=nMITXMrrVQU
Batey, M. (2008). Brand meaning. New York: Routledge.
Carr, A. (2014, July 16). Airbnb unveils a major rebranding effort that paves the way for sharing more than homes.
Fast Company. Retrieved from
https://www.fastcompany.com/3033130/airbnb-unveils-a-major-rebranding-effort-that-paves-the-way-for-sh
Fog, K., Budtz, C., Munch, P., & Blanchette, S. (2016). Storytelling: branding in practice (Second ed.). S.l.: SPRINGER.
doi:10.1007/978-3-540-88349-4
Hospitality.net (2017, August 16). AirBnB to launch new brand to compete with boutique hotels. Retrieved from
https://www.hospitalitynet.org/news/4084169.html

21. 4.2 | REFERENCES (2 of 2)
21
Rutledge, P. (2016, June 8). Bruner's narrative framework [PowerPoint slides]. Retrieved from
https://www.slideshare.net/pamelarutledge/bruners-narrative-framework
Skift. (2014, October 10). About the future of the guest experience from Airbnb’s head of global hospitality and strategy.
Retrieved from
https://skift.com/2014/10/10/8-top-quotes-about-the-future-of-the-guest-experience-from-airbnbs-head-of-hospitality

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23. About this slidedeck
These slides were assembled and
written by Media Psychology
graduate student Mayra
Ruiz-McPherson.
Background
Mayra has 20+ years digital marketing,
advertising, creative direction, and
communications experience. As a Sr. Digital
Strategist and independent marketing
consultant. Mayra works with clients, brands,
agencies, and organizations to transform all
aspects of their digital business initiatives.
Academic Journey
Mayra is concurrently pursuing an Illustration
MFA through the Academy of Arts University
as well as a second master’s degree in Media
Psychology via Fielding Graduate University.
Mayra
Ruiz-McPherson
Sr. Digital &
Creative
Strategist

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