We started a business travel revolution to get people with a Startup Mindset to use Airbnb Business.
PROBLEM: The typical Airbnb customer embraces the sharing economy but prefers to stay in hotels on business trips.
TARGET: We created a profile by the name of the Startup Mindset to help Airbnb Business hone in on a unique audience. Someone with a Startup Mindset is invested in their business. They're comfortable roughing it for their career and even see it as a point of pride.
ENEMY: The bland, cushy corporate business trip.
STRATEGY: Lead the business travel revolution.
CONCEPT: There's pushback when you start a revolution.