• by Danielle Oster , Yesterday

Airbnb launched a cross-brand national campaign for its flagship Airbnb brand, and HotelTonight, the mobile hotel booking platform owned by the company,  promoting an offering it claims is a “first-of-its-kind travel perk.”

The perk in question is a loyalty program providing a reward for travelers who use both platforms. Customers who book their hotel stay through HotelTonight will receive a reward of a 10% credit toward a future Airbnb booking.

To promote the feature, the brands teamed up with full-service creative agency Barrett Hofherr on a national ad campaign showcasing the platforms as two complementary ends of the travel spectrum. It also positions both brands as offering distinct value at a time when many are looking to travel on a budget.

The campaign, was designed to appeal to a growing demographic of “hybrid travelers” who enjoy both traditional hotel accommodations, and the types of stays available with Airbnb.  A hero ad at the center of the campaign, “It pays to vacation,” applies a split-screen format, showing a traveler seamlessly crossing across screens from one travel experience to the other.

The campaign also features 15-, 10-, and 6-second ads running nationally across OTT, YouTube, TikTok, Instagram, Facebook and Snapchat through the end of the year—including “seasonal refreshes” during key travel windows including the end of summer and holiday seasons. Supporting elements include content created with over 50 influencer partners, including Brady the Corgi and Bobby Berk. Barrett Hofherr used “AI-optimized creative tailored to specific audiences” for the campaign, according to the agency.

For Airbnb, the collaboration follows a celebrity-fueled campaign promoting the launch of Airbnb Services and Airbnb Experiences, within a redesigned app providing for greater customization. It also marks a reinvestment in the HotelTonight brand, which is reemerging after an extended pandemic pause. Airbnb bought the platform back in 2019 for $400 million. The campaign also reflects an expansion of Barrett Hofherr’s relationship with the HotelTonight brand, growing from a small campaign in 2019 to a more expansive agency-of-record designation.