Airbnb and Its Marketing Refocus Amidst Urban Regulation
Mark Wailer
Staff Writer
Not long ago, Airbnb was hailed as the poster child of the sharing economy, transforming the way people travel and profoundly impacting urban landscapes. Propelled by the COVID tailwind, Airbnb experienced explosive growth in urban and rural areas. This led to booming city tourism, additional income opportunities for homeowners, and offered travelers unique accommodations. However, as a result of new city policies, the rental company is facing unprecedented headwinds.
At the heart of this reversal of fortune are increasingly stringent city policies, such as New York City’s Local Law 18 (enacted on September 1st, 2023). This law, which took effect in response to concerns about the impact of short-term rentals on housing availability and affordability, mandates that short-term rental hosts must register with the city to gain approval. Additionally, the law requires hosts to both live in and be present in the space where they are hosting guests, severely limiting the ability of tourists to stay in apartments in prime locations when visiting the city. It’s a policy shift that represents a substantial departure from the unregulated Airbnb landscape of the past.
Along with New York City, other communities have begun implementing legislation to tighten the short-term rental environment. Metropolitan areas such as Dallas, Memphis, Quebec, and San Francisco, have each introduced laws that restrict property owners’ capacity to engage in short-term rentals. In many of these instances, Airbnb has worked with local authorities to ensure its continued operation while addressing the specific concerns raised by these municipalities. In response to the most recent NYC restriction, Theo Yedinsky, global policy director for Airbnb, has openly voiced his discontent with the city’s “de facto ban” as the legal dispute between the company and NYC rages on.
As many cities turn their back on the company that once fueled their growth, Airbnb has shifted its marketing focus from urban centers to rural locations. In its most recent advertising campaign, the company emphasizes the additional space and privacy provided when renting an Airbnb versus a hotel through a series of 15-second videos.
For example, the advertisement below begins with a group who, much to their displeasure, arrive at a crowded hotel pool. Then, the scene shifts to an Airbnb rental where the group is able to relax in the privacy of a house and pool area to themselves.
Despite stringent city regulations and legal disputes, Airbnb is not retreating; it’s evolving. These challenges have encouraged Airbnb to refocus its global marketing efforts on rural locations, highlighting the allure of space and privacy in the face of crowded hotels. As the company adapts to a changing landscape, it remains committed to providing unique travel experiences, whether in bustling urban centers or tranquil countryside retreats.
Contact Mark at walierma@shu.edu