UK: Visit Britain and Visit England have partnered with Airbnb to promote local tourism experiences, in an attempt to fuel visitor growth and boost local economies.
The £500,000 match-funded partnership will see the two tourism bodies collaborate with businesses and destinations to promote local experiences to both domestic and international visitors. They also want to expand the range and diversity of experiences available at each destination in the UK.
What are Airbnb Experiences?
Airbnb Experiences, the marketing product which promotes local experiences like handcrafted activities, tours and educational workshops led by local experts, will be at the heart of the partnership.
With the support of Visit Britain, the collaboration will seek to offer British businesses a route into the market where they can host their experiences with a view to generating their own fresh revenue streams.
Who is the Airbnb / Visit Britain / Visit England partnership targeting?
The initiative is primarily targeting the younger British population, with Visit Britain claiming that around half of UK domestic ‘experience’ bookings on the Airbnb platform are made by those in the 18-34-year-old bracket.
What is Visit Britain’s #MyMicroGap campaign?
The partnership launch will be followed by a marketing campaign that involves creative content to inspire young Brits to engage in local experiences, which coincides with Visit Britain’s own wider #MyMicroGap campaign.
Visit Britain commercial director Carol Dray said: “Our Experiences collaboration with Airbnb greatly amplifies our marketing reach and increases the range and depth of bookable tourism experiences locally, giving people more choice.
“We want to boost demand for travel right now, inspiring more young Brits to take ‘microgaps’ and be advocates for experience-based travel in Britain now and in the future, benefitting local businesses and boosting the economy,” she added.
Hadi Moussa, Airbnb general manager for Northern Europe, said: “Britain has always been a hub of creativity and innovation, with many locals having diverse skills and unique talents that should be celebrated and shared.
“From young entrepreneurs to charities and small businesses, this new partnership will help open new streams of revenue for local businesses and destinations, while also promoting everything that Britain has to offer,” he added.