Before going public in 2020, Airbnb signed a nine-years global sponsorship deal with the International Olympic Committee (ICO) aims to supporting the Olympics to be ‘the most inclusive, accessible and sustainable yet’. Airbnb, as a new partner, falls into the category of ‘unique accommodation products and unique experiences service’.
Apart from providing local accommodation, Airbnb partners with ICO to launch the ‘Airbnb Olympian Experiences’ that will support the athlete directly and promote the sports activity at the same time. The Airbnb Olympian Experiences including training with olympic athletes and touring the city with them. In the Olympian Experience platform, athletes who are interested can become the host of the experience and create revenue stream.
Supporting the Sustainability Objectives
According to Airbnb, in 2016, 85,000 Rio Olympics visitors creates £30m for the host and saves the carbon emissions and material waste as Airbnb provides accommodation equivalent of 257 hotels. In the agreement with ICO, Airbnb highlights how it contribute to the sustainability objectives of Olympics. For the Olympic Game organizers and shareholders, Airbnb provides local accommodation that reduce the need of massive construction of new accommadation and thus cut down the costs. This partnership also promotes the sustainable travel option that emphasizing the economical empowerment and sustainability.
Creating Multilateral Cooperation and Mutual Benefit
Airbnb aims to create a three-win situation that creates a new industry standard. For the hosts, they are provided with opportunity to earn extra income through providing accommodation. For the spectators, Airbnb offers more economical and homely accommodations that give them a chance to experience the local culture. For the city, Airbnb represents the sustainable initiatives that accommodate the visitors in a more environmental friendly way.
“A Reputational Boost”: Rebuilding Trust and Image
Rosie Spinks points out that, Airbnb makes a wise choice as the event “both aligns with the brand’s ethos and will be a boon for its bottom line as it aims to go public in 2020.” Through this global partnership, Airbnb has join the list of global partners alongside with coca-cola and Alibaba.
Airbnb’s message of ‘creating a world where anyone can belong anywhere’ is in accord with the Olympic spirits of cooperation that brings people together. This partnership also restore its brand image in some extent after recent waves of negative press release as five people died in a shooting in a party hosted in a mansion booked through Airbnb.
Reference
https://www.marketingweek.com/airbnb-sponsor-olympics/.
https://www.olympic.org/news/ioc-and-airbnb-announce-major-global-olympic-partnership
https://www.cnn.com/2019/11/18/business/airbnb-ioc-olympics-deal/index.html
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