Airbnb on their big new innovation, in-housing creativity and brand led communication - Hiroki Asai

I speak to Airbnb's CMO, Hiroki Asai, fresh off their 2025 Summer Release, where they announced their brand new "Services" and "Experiences" addition to the platform. This now positions Airbnb as the perfect alternative to a hotel when travelling. Hiroki touches on how they have launched this massive new innovation, why they do all their creative work in-house and rounds off with some poignant advice to marketers.

Timestamps

• 00:00 - Intro
• 01:42 - Joining Airbnb at the start of COVID
• 02:44 - Why Airbnb turned off performance marketing but invested in brand
• 04:01 - Airbnb’s origin story as told by their CMO, Hiroki Asai
• 06:31 - The importance of design for Airbnb
• 07:37 - Why all branding and advertising is done in house
• 17:36 - How the new launch helps Airbnb hosts
• 18:33 - What went into such a big launch
• 20:36 - Some of the notable Airbnb experiences
• 21:28 - The big redesign of the Airbnb app
• 23:59 - How Hiroki leads the marketing organisation
• 27:29 - How to launch a big product update
• 29:37 - Revamping the Airbnb host experience
• 31:45 - Hiroki’s advice for aspiring CMOs