Airbnbaby.
Airbnb introduced ‘Categories’ in 2022 to organize its diverse homes into curated collections. Despite over 60 categories, millennial parents, especially those with infants and toddlers, feel overlooked. 62% of millennial parents are traveling with kids, yet they are anxious and overwhelmed about traveling with their babies.
Recognizing this, we proposed ‘The Babies Category’ on Airbnb, featuring baby-ready and baby-proofed homes to cater to new parents’ needs, thus expanding Airbnb’s audience.
TEAM: Julia Ardila, Yuxin Yi, Vishwa Patel
The Babies Category.
Introducing an all-new filter, built around Airbnb Categories, to help families easily explore the world of Airbnb—and discover places best suitable for their babies and making their travel stress free.
OLV Ads
To launch the new category, we created an online video that celebrates family travel and aims to redefine parents’ experiences with young children on Airbnb.
OOH Ads
Our out-of-home ads are placed in key landmarks and transport hubs, introducing the new category in a way that evokes both fantasy and reality, whimsy and wonder.
Display & Social Ads
The campaign airs on Instagram and display ads are placed in high-traffic travel websites.
Welcome kits
As a special incentive, the first 100 families to book a stay in the Babies Category receive an exclusive baby-themed welcome kit, adding an extra touch of warmth and comfort to their experience.
