ASPIRE DIGITAL SUMMIT
AIRBNB: WE’RE AN OPTION, NOT A THREAT TO TRADE
Airbnb, the private-homes rental platform, is open to ideas about how it could work with the trade.
James McClure, general
manager for the UK and Ireland, said the company was evolving and was receptive to business proposals. Speaking at the Aspire Digital Summit, McClure said: “We are all in the business of giving people the best experience possible. “We want to know what people are looking for and what they want to get out of their holiday and then put together the best experiences. So the style is similar. “The only friction I see is
trust. The online currency of trust is your profile, so if I request to stay somewhere
people can see a photo of me, what I’m like and reviews from previous stays. How do you provide that personal touch for the person who is the host? But I’m confident that is a friction, not a barrier.” McClure said he did not consider Airbnb to be a threat to the traditional travel industry but more of an option for people to consider, including luxury travellers. “Luxury is not about what money can buy,” he said. “And whether people are on a shoestring budget or unlimited budget it’s about experiences and being able to live like a local. Being able to get under the skin of a place is an important driver. You may get people spending thousands on accommodation but they will still head to the local beach bar for a couple of cheeky beers or go to markets to try street food.”
TWEETS #ASPIREDIGITAL
t Inspiring talk by Alastair Herbert @linguabrand: “verbal identity” is key to unlocking emotional brand connection
X XY XYX XYX YX YX XYX XYX YX XY XYX YX XYXY
t “Create a consistent content strategy that tells your brand story and deepens relationship with consumers”: @nishmarobb
t Feeling like I’m back at uni. Interesting lecture by someone far more intelligent than myself #not difficult @linguabrand
t @linguabrand 63% of travel-brand website language is generic
t “Better to have a 1,000 people love you than a million people like you” says James McClure, Airbnb
t A sign of the times? @airbnb talking #luxurytravel in of one of the world’s most famous luxury hotels
t One of @Airbnb’s ambitions is “to create fewer strangers in the world” – should be an ambition for all travel businesses
t Trying out @AzamaraVoyages 3DI experience – felt like I was back on board!
t I have learned that I am an ‘elastic’ – born pre 1965. Fascinating insight from Gorgeous Group
t “58% millennial consumers will often buy luxury products online” says @google head of marketing
t Is #virtualreality the future of travel marketing? #OculusRift @VERBInteractive
t Azamara 3DI can be used as a training tool for travel or help customers experience the ship and azaming moments! Impressive
t@linguabrand’s Alistair Herbert delivers a thought-provoking pitch. Very engaging
JAMES MCCLURE: ‘We’re all in the business of giving people the best experience’
24 — aspire september 2015
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