Clear Purpose Allows Bold Communications: Airbnb Cancels D.C.

I tend to write about light, clever stuff that makes me laugh. Stuff that has me shaking my head and saying: “I wish I’d thought of that” for a client or brand.

Sometimes, though, the subject matter leans more serious. Most of those occasions, I still find myself saying: “I wish I’d done that.”

Recent case in point: Airbnb

You’ve likely seen the headlines, so we’ll cut to the chase. Airbnb released news via its corporate news site on Wednesday. The full version can be found here, but we’ll pull out the need-to-knows. Paragraph one tells most of the story.

Today, in response to various local, state and federal officials asking people not to travel to Washington, D.C., we are announcing that Airbnb will cancel reservations in the Washington, D.C. metro area during the Inauguration week. Additionally, we will prevent any new reservations in the Washington, D.C. area from being booked during that time by blocking such reservations.

The announcement continues by outlining that all canceled reservations will be refunded in full.

Bold communications. Strong corporate voice. Timely and culturally-relevant. But this one isn’t a stunt. Most importantly, is why Airbnb can do this. It speaks to a bigger point. Specifically, why brand purpose and mission statements actually matter.

Having worked tirelessly on many company mission and purpose statements, it can often be verbal gymnastics. Tossing around words that people care about and trying to link them to company attributes, products/services and beliefs. Oh yes, and doing it with authenticity, meaning and a historical leg to stand on. It is not always an easy exercise.

However, the power of a genuine, thoughtful and purposeful mission statement can be immense. It unites employees. It shows the world why you exist. And, if done right, it’s a timeless compass to guide actions and communications. That consistency then creates exponential impact. It drives understanding of the brand. You say who you are. You act as you say.

Which brings us back to Airbnb’s Wednesday announcement…one that was an “easy” decision to make when your purpose is clear and public. While it’s evolved, the brand states its mission today thusly:

Airbnb’s mission is to create a world where anyone can belong anywhere, and we are focused on creating an end-to-end travel platform that will handle every part of your trip.

Belonging and community at the core. In fact, billboards and ads focused on the first part of the statement and still do: “We imagine a world where you can belong anywhere.”

Therefore, it’s not surprising that Airbnb made its announcement and took this action in the aftermath of the attack on the Capitol and as it looks ahead to the January 20th inauguration. The threat of violence and hate groups descending on D.C. — many of whom did and were looking to Airbnb as their launching pads — is real. Division, unrest, intolerance have never have those been on Airbnb’s agenda. So, pull the plug, even if it means some lost dollars.

Sure, it’s bold. Yes, it will drive debate and disagreement. But it’s driven by brand purpose. It’s authentic to Airbnb. And, ultimately, it will strengthen the brand and business and increase loyalty and affinity with its most ardent customers.