Airbnb includes whole of Sweden in its listings

23.05.2017 Branding : Digital : Travel
Sweden on Airbnb, Sweden

Sweden ­– The project is part of a collaboration with communications company Visit Sweden.

Based on the principle of allemansrätten, or freedom to roam, a dedicated microsite lists destinations such as islands in the Stockholm Archipelago and lookout points in Lappland.

Usually, accommodation listings are shown on the Airbnb site, but these Swedish destinations have been included to encourage people to explore the country’s natural landscapes and wildlife.

‘This partnership is a first-of-its-kind collaboration between a tourism board and Airbnb,’ says James McClure, general manager of northern Europe at Airbnb, in a statement from the brand. ‘It is designed to promote Sweden as a destination through the power of the Airbnb community.’

The project has been built on the long-standing Right of Public Access, which gives people in Sweden the right to roam anywhere in the countryside as long as they do not destroy or disturb property or the environment.

The Big Picture

  • As we noted in Symbiotic Branding, brands often borrow the spaces of other brands to introduce new products and projects
  • For more on how public spaces will be branded as part of continuing globalisation, see our New Bricolage Living macrotrend
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