Innovative joint citybreak-campaign NBTC and Airbnb
December 10, 2014
NBTC Holland Marketing and Airbnb have announced that they will start an innovative joint citybreak-campaign to attract more tourists to Holland. It will be an online banner campaign with Airbnb in the UK, Scandinavia and Germany. Airbnb rooms in Utrecht and The Hague will be promoted on the major news sites. This is the first collaboration of its kind and NBTC is proud to be the first National Tourist Organisation to be working with Airbnb in this way.
Social travelling is a development with more and more influence on search and booking behaviour from international guests. An increasing number of travellers are looking for the experience of ‘living as a local’. Jos Vranken, director of NBTC: ‘To enlarge or maintain our market share it is important to follow new initiatives and to support those who can be added value for incoming tourism. Airbnb provides this for a growing demand of travellers which is why we are willing to co-operate with them on a citybreak-campaign. Together we want to make sure that this new group of travellers can be involved in the ‘living as a local’ experience.
Span of rooms
In the document ‘Toekomstperspectief Destinatie Holland’ NBTC expects that in 2025 16 million international guests will visit Holland. The combination of more visitors and the limitation of rooms will lead to more attention for the spread of tourists and hence increase the number of available rooms. Vranken says: ‘Airbnb gives the opportunity to spread incoming tourism. This co-operation will gain added value for the destination Holland in a growing competitive market.’
Innovation and sharing economy
Airbnb is an online market where travellers are able to book accommodation online or via their smartphone. Even Heggernes, country manager Holland Airbnb: ‘We are very happy with this unique co-operation. NBTC shows their involvement in the growth of the sharing economy and are leading in innovation. Naturally, Airbnb guests stay where the locals live and these travellers seek out the truly local experiences. Airbnb guests spend their time in the local neighbourhoods they stay in and go to the local restaurant around the corner. In that way tourism is spread throughout the cities, which the neighbourhoods and local shops benefit from. We are looking forward to this co-operation with NBTC and strengthening more local neighbourhoods’.
Founded in August 2008 and based in San Francisco, California, Airbnb is a trusted community marketplace for people to list, discover, and book unique accommodations around the world – online or from a mobile phone. Whether an apartment for a night, a castle for a week, or a villa for a month, Airbnb connects people to unique travel experiences, at any price point, in more than 35,000 cities and 190 countries. And with world-class customer service and a growing community of users, Airbnb is the easiest way for people to monetize their extra space and showcase it to an audience of millions. In Europe, Airbnb has offices in Barcelona, Berlin, Copenhagen, Dublin, London, Milan, Moscow and Paris.
NBTC Holland Marketing is responsible for the branding and marketing of Holland abroad and in the country itself. Via the brand ‘Holland’ NBTC markets Holland as an attractive destination for holidays, corporate meetings and conferences.