How Airbnb picks its partners as “ultimate influencers”

Airbnb, the online hospitality service, leverages strategic partnerships to reach new audiences and shift perceptions about its brand.

Airbnb built a global hospitality business by promoting the idea that anyone can belong anywhere.

But when it comes to its corporate partnerships, Airbnb isn’t letting just anyone through the door.

“Partnerships are crucial for us, especially because we are outspent by competitors by at least ten to one,” insists Rachael Haley, Airbnb’s global connections strategy lead.

In fact, she told delegates at the Association of National Advertisers’ (ANA) 2018 Digital & Social Media Conference, “I think partnerships are really the ultimate influencer. They can provide credibility in areas that we can’t, and they allow us to tell our...

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