Airbnb Launches Influencer Marketing in France, Eyes Global Expansion
Airbnb has launched an influencer marketing program in France, putting pressure on local competitors. The initiative, a first for the company, is part of a broader strategy to embed itself within the creator economy.
Airbnb has appointed a Growth & Influencer Marketing Operations Manager to oversee partnerships with over 100 creators. This new role will manage the program, which involves cross-functional integration with marketing, engineering, and data science teams. The program, a pilot in France, offers influencers structured support, tighter brand integration, and performance-linked compensation. It also formalizes relationships with creators, ensuring alignment with Airbnb's brand objectives. France was chosen for its strategic importance, boasting 114% quarter-over-quarter growth in creator economy job openings. If successful, the French pilot could serve as a blueprint for global rollout, with future markets selected based on creator economy growth, tourism potential, and digital adoption rates.
Airbnb's entry into influencer marketing in France signals a deeper engagement with the creator economy. The new affiliate structure allows the company to formalize relationships with influencers, ensuring brand alignment. The success of the French pilot could lead to a global rollout, with future markets selected based on key growth indicators.
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