Uncensored CMO Airbnb on their big new innovation, in-housing creativity and brand led communication - Hiroki Asai
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Jun 4, 2025 Hiroki Asai, CMO of Airbnb, shares insights on the company’s recent innovations, including the launch of new 'Services' and 'Experiences' that position them as a hotel alternative. He discusses the impact of turning off performance marketing to focus on authentic brand storytelling during the pandemic. Hiroki also emphasizes the importance of in-house creative work, the role of design in enhancing customer experiences, and offers valuable advice for aspiring marketers looking to lead in dynamic environments.
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Hiroki's Skateboarding Home Ramp
- Hiroki Asai grew up skateboarding and has a modest skateboard ramp in his house.
- His wife suggested reserving a room for it, showing creative support in their home life.
Joining Airbnb During Crisis
- Hiroki joined Airbnb shortly before the COVID-19 pandemic hit hard in early 2020.
- The pandemic caused an 80% loss of Airbnb's business almost overnight, prompting a deep reassessment.
Brand Power Over Performance
- Airbnb turned off performance marketing during the pandemic but kept investing in brand marketing.
- This revealed brand's power to control narrative and remind people about authentic travel.