Airbnb
Travel & Hospitality
Travel storytelling, destinations, experiences, lifestyle, and visual content.
Objective
Move the audience from browsing inspiration to planning intent by pairing beautiful stays with practical detail in the same piece of content.
Audience
Travellers aged 25–40 planning short trips and remote-work stays, who save content for months before booking.
Strategy
Build save-first content: destination guides, stay reveals and itinerary carousels that carry enough information to be reopened later. Reels handle discovery, carousels handle planning, Stories handle questions.
- Stay reveal Reels with slow reveal edits
- Destination itinerary carousels
- Host storytelling photo sets
- Saveable packing and budget templates
Content
Content designed across formats — feed posts, carousels, Reels covers and Story sequences — shown in realistic layouts.
The balcony sells it
airbnb Slow mornings, warm light.
Feed post
Carousel · 1/5
4 days, one city
- 01Destinations
- 02Stays
- 03Experiences
Carousel
ReelWake up to this view
airbnb
Coastal stay, under budget. Details in comments.
Reel cover
airbnb
Where next?
Story
Content Pillars
Destinations
Where to go and when to go there.
Stays
Interiors, views and design-led reveals.
Experiences
What to actually do once you arrive.
Hosts
The people behind the space.
Campaign Concept
Stay Longer
A series built around extended stays — one destination, one week, one carousel itinerary per city, ending with a saveable plan.
Performance Framework
No results are invented for a concept project. These are the metrics that would be tracked weekly to judge whether the strategy is working and what to adjust.
Reach
How many unique accounts the content is served to.
Engagement Rate
Interactions measured against reach, per format.
Saves
Signal that content carries reference or utility value.
Shares
Signal that content is worth passing on socially.
Profile Visits
Interest moving from feed to brand profile.
Website Clicks
Traffic leaving social toward owned destinations.
Follower Growth
Net audience change relative to content output.
Conversions
Tracked actions such as sign-ups, enquiries or purchases.
