The tales format has been one of the vital sticky options of social apps like Snapchat and Instagram, letting customers sew collectively video, photograph and textual content overlays to convey moods and experiences to pals and followers; even Google has integrated tales into its providers. Now Airbnb is turning into the newest adopter of the format: the journey and lodging startup has quietly launched a brand new characteristic known as Journey Tales, a means for visitors to create video sequences of their Airbnb experiences to submit on the positioning.
The corporate has despatched out invites for a beta of the service to a pool of customers (pictured beneath, despatched to us by reader Matteo Gamba, who runs an Airbnb blog). A FAQ page concerning the new format says that for now Story making is barely accessible on the newest model of its iPhone app, underneath the Journey Tales tab of your profile. Video clips are restricted to 10 seconds every and are taken out of your digicam roll and might be edited within the Airbnb app.
You may then take a look at the Tales both instantly on Airbnb’s web site, or by way of the Journey Tales tab within the app. In each instances, these are much like prolonged travelog slideshows, they usually seem to mechanically hyperlink as much as locations featured within the Tales, together with associated lodging. Here’s one about a trip to Cuba.
I’ve reached out to Airbnb to see if I can get extra details about this. One massive query I’ve is how and if Airbnb will vet what individuals submit as tales. If the content material is NSFW, or if it’s extraordinarily insulting a couple of residence an individual has stayed in, for instance, will that also get posted? Additionally, will customers have the ability to import and export tales to different platforms?
Tales can serve a few functions for Airbnb when they’re rolled out extra extensively. They might grow to be one other means of making extra engaged suggestions from guests of a selected vacation spot or expertise or property, and this in flip could possibly be one other means of getting subsequent customers to additionally guide the identical experiences, and even confer with the positioning whereas on these journeys for suggestions. “Airbnb tales are for uplifting different vacationers like your self!” as the corporate notes.
And it’s one other means of drawing within the story makers themselves to make use of the Airbnb app extra.
Airbnb has been on a long-term mission to extend the stickiness of its platform. The purpose is to make it greater than a spot that you just go to from time to time, if you find yourself planning at journey. That has led to the corporate launching experiences — occasions that you just may become involved in with out even dwelling the town you reside in — as properly concierge-style providers to assist information you round when you are in your journey; and different journey providers to get you to and out of your vacation spot.
The corporate is predicted additionally to launch within the coming weeks and months a loyalty program, additionally for a similar finish. There haven’t been many particulars launched about the way it will work, however one potential route it might take is to create a platform the place you can also make leisure exercise and journey purchases by way of the Airbnb platform to accrue factors for reductions on future Airbnb purchases, very like present air miles/factors packages.
Tales is arguably a part of the identical technique. By making a trove of journey content material that hyperlinks customers again by way of to the Airbnb platform, Airbnb is creating one thing that’s geared toward entertaining its customers, whereas on the similar time offering some sensible performance within the type of hyperlinks to locations. It is going to be fascinating to see if Airbnb manages to get individuals to shift their habits to think about Airbnb as a spot the place individuals may come to browse, and never simply buy.