Technology

Airbnb encourages Aussies to ‘Go Near’ with new campaign

Home-sharing giant Airbnb has launched a new campaign to support economic growth through local travel in Australia and New Zealand.

As restrictions ease across the country, Airbnb booking data continues to show a resurgence in travel, with new research also identifying a series of significant trends that will shape the tourism industry in the months to come.

Nearly half of Australian respondents said they’ll prefer to stay within a day’s drive for their first trip, according to a survey commissioned by Airbnb.

The survey also found that half of Aussie respondents said the purpose of that first trip will be ‘to be with family or friends’.

Despite heading into the winter months, Australians are most likely to use their first trip to visit the beach or the countryside, according to Airbnb.

With same-state travel opening first across the country, 80 per cent of the company’s bookings last week were for stays in regional areas outside of capital cities.

Furthermore, over the last two weeks, there were more bookings for domestic travel on Airbnb in Australia than during the prior corresponding period last year.

As part of its new campaign and to accommodate the rising trend of bookings trips closer to home, Airbnb will be updating its platform to help guests rediscover the magic in their own backyards by making it easier to book local travel and last-minute stays.

The company will also launch an email and social media campaign under the banner ‘Go Near’ to promote both nearby getaways and Airbnb Experiences.

An Airbnb listing in Sydney (source: supplied)

Additionally, Airbnb is unveiling a new program which will allow it to work more closely with tourism bodies by sharing travel data, insights and offering the platform as a leverage point for these organisations.

Destination marketing organisations looking to partner with Airbnb through this program can find more information on a new dedicated homepage.

Susan Wheeldon, Airbnb’s country manager for Australia and New Zealand, said: “It’s been really great to see so many of our guests immersing themselves in travel and making a big difference to communities that have been hard-hit in recent months.

“These positive early signs of domestic travel getting ready to make a comeback is a welcome relief for the local families and communities who depend on Australia’s tourism industry.

“We’re keen to work with governments around Australia to support the important work they’re doing to drive economic recovery, and we know that Aussie hosts are also ready to play a role in rebuilding tourism.

“To date, the community has been doing the right thing by following the rules and listening to government advice, for which we’re very grateful, and we urge everyone to make sure they continue doing so.”

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