AIRBNB
#branding #digital #gastronomy
What if Airbnb went into catering ?
This famous housing rental platform does not need to be presented.
Airbnb has several offers available to date: accommodation, experiences, and recently online experiences, and long term stays.
The brand reflects these 3 main values: meeting, sharing and trust. Its slogan is “home away from home”.
Let’s now imagine that with these values, Airbnb decides to conquer the catering market.
However, this model only takes into account restaurants already registered on Airbnb, with a rather high price. It doesn’t take into account the neighbourhood restaurants, those popular with tourists for their authenticity.
But the principle of a neighbourhood restaurant is that it is often only known by regulars.
Indeed, how do you know which street food stall has the best street food? Which alleyway should you explore to find the best specialty in the city?
As a solution, I suggest the creation of “Culinary Ambassadors”.
What’s that ?
The idea would be to appoint local Culinary Ambassadors. Who better than residents of the neighbourhood or surrounding area to recommend the best addresses?
The position is, of course, reserved only for an elite on Airbnb. They are models of openmindedness, humanity and tolerance, who convey the values of the brand by making people discover their culture.
The conditions of access are therefore very strict, but there are many advantages to achieving them, such as the promotion of accommodation, preferential treatment when travelling abroad and so on.
Airbnb, for its part, would see its earnings increase, because to book an ambassador, you must of course be an Airbnb customer.
How would this work in practice?
The concept is simple. The ambassador’s role is to help people discover the local nuggets in their neighbourhood or town.
Anyone can book the services of a Culinary Ambassador free of charge. To do so, simply fill out a questionnaire that will be immediately forwarded to the ambassador. It is the latter who will decide whether or not he can meet the traveller’s expectations. Then the ambassador will reserve a window of opportunity enabling the traveller to discover a restaurant of his or her choice, which is not well known to tourists. The ambassador and the traveller would share a meal together. Afterwards, they would rate each other, and the ambassador would write an article about their common experience.
Other travellers would read this article, to book a meal as well.
Design by Floriane Dorp