Airbnb’s marketing boss on polarising brands, mass tourism and why it wants to offer a ‘complete experiential proposition’

Airbnb is rapidly expanding its service away from just offering accommodation to provide a full travel service as it looks to lure holidaymakers away from “mass produced tourism”. The brand’s CMO Jonathan Mildenhall talks to Marketing Week about being a polarising brand, maintaining its “millennial cool” and its plans for the future.

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