We helped Airbnb understand Chinese travellers as family travel grew in popularity.
The challenge
Airbnb offers an online travel community and access to unique homes and experiences around the world. As family travel became more popular, Airbnb needed to understand Chinese travellers better.
Our approach
Ethnographic research with Chinese families who travel together, following how they plan, book and share their trips.
The result
A clear picture of how Chinese families plan, choose and share trips, giving Airbnb the moments and messages to build its family-travel positioning in China.
