In this episode of The Speed of Culture, Matt Britton chats with Hiroki Asai, global head of marketing at Airbnb. Asai shares insights on leveraging creativity for brand storytelling, the importance of design in creating memorable experiences and introducing Airbnb’s new Icons category.
Asai brings extensive experience in design and marketing to Airbnb, beginning his career as a graphic designer and expanding into broader marketing roles. He spent 16 years at Apple, contributing to the launch of the brand’s iconic products and platforms, including the iPhone, iOS and Apple retail stores, always championing simplicity in design.
Since joining Airbnb in 2020, Asai’s expertise has been crucial in reshaping the brand’s narrative and consumer engagement strategies during a significant period of growth and transformation.
“We want to take people on a journey that Airbnb is more than just to stay,” he explains. “[Icons] are all unbelievable experiences. And so what we want to do is really show people that this is the first step in thinking about Airbnb as more than just stays.”
Listen to Hiroki Asai on the Speed of Culture podcast and gain insights into the future of travel, design-driven marketing and the power of human connection.
Key takeaways:
00:02:13-00:02:55 The Power of Design in Marketing — Asai emphasizes the critical role of design in understanding the customer and creating impactful marketing campaigns. Drawing from his background in graphic design, he highlights how the principles of form, typography and storytelling contribute to a deeper connection with the audience. Brands should recognize the power of design and take care to thoughtfully craft it, ensuring their messages resonate profoundly and effectively with their audience.
00:03:32-00:04:35 Simplicity in Communication — Discussing the influence of his experience at Apple, Asai explains the importance of simplicity and elegance in communication. In a world where consumers are bombarded with information, cutting through the noise with clear, straightforward messaging is essential. Prioritizing restraint and clarity in brand campaigns can capture and maintain audience attention.
00:10:46-00:11:20 Leveraging AI for Personalization — With advancements in AI and programmatic technology, Airbnb is exploring new ways to personalize travel experiences for its users. Asai discusses the potential of AI to enhance trip planning and matching, ensuring that every customer’s unique needs are met. Brands should invest in AI-driven personalization to provide more tailored and relevant experiences for their customers.
00:18:57-00:24:08 Introducing Icons on Airbnb — Asai introduces Airbnb’s latest category, Icons, which features unique stays and experiences with cultural icons. Recognizing the importance of understanding and adapting to the changing preferences of its audience, Airbnb has focused on increasing variability and creativity in its offerings. Creating unique and immersive experiences is one way brands can captivate their audiences and set themselves apart in a competitive market.
