Fairmont's New Marketing, Airbnb’s Experience Challenge and AirAsia Move’s Rebrand

Good morning from Skift. It’s Tuesday, May 20. Here’s what you need to know about the business of travel today.

Despite having millions of loyal users, Airbnb will face several challenges in its quest to build a $1 billion experiences business in the next few years, writes Executive Editor Dennis Schaal. 

Thomas Reiner, a partner at Altimeter Capital, notes that the tours and activities sector just isn’t growing that quickly. Reiner estimated that the total addressable market for the sector would grow to $400 billion by 2030. He added that travelers don’t usually book experiences at the same time they book a stay, meaning Airbnb would have to re-engage travelers when they are ready to schedule an activity. 

Schaal adds that Airbnb may find it difficult to meet its stated goal of selling experiences and services to both travelers and locals. Many travel businesses have struggled with that dual target audience approach. 

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Next, Fairmont Hotels & Resorts has launched its first global brand campaign since 2021, writes Hospitality Reporter Luke Martin.

Fairmont has unveiled a series of bookable offerings under the banner “Special Happens…,” which include yoga by a waterfall and chocolate-making workshops. Raffles & Fairmont CEO Omer Acar said the campaign’s goal is to focus on moments that feel personal, not grand.

In addition, Fairmont has rolled out an ad campaign called “Make Special Happen” that features guests preparing for a grand celebration. 

Finally, AirAsia Move is preparing to entirely phase out the “AirAsia” name from its branding over the next two years, writes Asia Editor Peden Doma Bhutia. 

Bhutia notes the company is now looking to separate the airline from the app that once bore the carrier’s name. Move has been known as the digital arm of AirAsia, one of Southeast Asia’s largest low-cost airlines. Move CEO Nadia Omer said at the recent Skift Asia Forum that the vision is to become the go-to platform for travel within Southeast Asia and for inbound travelers looking to explore the region.