To stay competitive with other travel and home-sharing platforms, Airbnb is expanding into multimedia by creating original programming tied to its brand.
The company plans to produce shows and films that entertain while also highlighting bookable listings, destinations and experiences available through its site. These productions will serve both as storytelling and as subtle marketing, showcasing unique homes and the people who host them.
One project, currently working-titled Home, will feature interviews with owners of distinctive rental properties and include guided tours of their notable spaces. The series aims to give viewers an intimate look at what makes these accommodations special and why travelers might want to stay there.
Airbnb has also produced a feature-length documentary that will debut at the Tribeca Film Festival. Titled Gay Chorus Deep South, the film follows the San Francisco Gay Men’s Chorus on a tour through the southeastern United States and captures both performances and the personal stories surrounding the journey.
Airbnb’s move into original content follows a broader trend among travel booking companies. Booking.com developed a web series called The Vacation Rental Show with Matt Landau, and HomeAway launched Vacation Rental Potential, both of which focus on vacation rentals and the people behind them. By creating narrative and documentary content, these platforms are blending entertainment with practical inspiration for travelers.
By investing in multimedia projects, Airbnb and its competitors aim to engage audiences in new ways—building brand affinity, highlighting noteworthy listings, and offering viewers ideas for future trips. This strategy reflects a shift in how travel companies communicate with customers: beyond listings and reviews, storytelling becomes a tool to spark interest and connect travelers with memorable stays.