"Food is medicine for the people that you love"
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In 2016, Airbnb launched a new offering called Trips. Guests could choose from 500 unique activities hosted by locals in 12 markets. Cut to 2019, and two significant changes occurred: Airbnb changed the name from Trips to Experiences and its inventory had ballooned to 30,000 in 1000 markets.
Prospective guests told us that "a high-quality, authentic experience" was a key factor in their purchasing decision, and the booking data showed that food and drink were the most popular experience type. This set the stage for two strategic shifts in the Experience vertical: a laser focus on quality inventory and a move toward categorization.
In November 2019, just five days before Thanksgiving, Airbnb launched Cooking Experiences – the first in a series of new categories that would launch over the coming months. Cooking unlocked the hidden culinary traditions of families all around the world. From learning how to make grandmas’ ravioli in Rome to a traditional Uzbek plov, guests were given access to 3,000 special recipes that are usually reserved for friends and family in over 75 countries globally.
Unlike typical cooking classes, which can feel intimidating or time-consuming, at the heart of every Experience is human connection; people coming together to make and share a meal together. Hosted by families, farmers, pastry cooks and more, local hosts can now unlock the deeper meaning behind their food, teaching traditional recipes and sharing personal stories in intimate settings around the world.
Project
Cooking
Brand
Category
Campaign
Released
Nov 2019
Recognition
Context
In 2016, Airbnb launched a new offering called Trips. Guests could choose from 500 unique activities hosted by locals in 12 markets. Cut to 2019, and two significant changes occurred: Airbnb changed the name from Trips to Experiences and its inventory had ballooned to 30,000 in 1000 markets.
Prospective guests told us that "a high-quality, authentic experience" was a key factor in their purchasing decision, and the booking data showed that food and drink were the most popular experience type. This set the stage for two strategic shifts in the Experience vertical: a laser focus on quality inventory and a move toward categorization.
In November 2019, just five days before Thanksgiving, Airbnb launched Cooking Experiences – the first in a series of new categories that would launch over the coming months. Cooking unlocked the hidden culinary traditions of families all around the world. From learning how to make grandmas’ ravioli in Rome to a traditional Uzbek plov, guests were given access to 3,000 special recipes that are usually reserved for friends and family in over 75 countries globally.
Unlike typical cooking classes, which can feel intimidating or time-consuming, at the heart of every Experience is human connection; people coming together to make and share a meal together. Hosted by families, farmers, pastry cooks and more, local hosts can now unlock the deeper meaning behind their food, teaching traditional recipes and sharing personal stories in intimate settings around the world.
more
Airbnb
Cooking
Make the family recipe
Highlights
Design
Warm Glow Pallette
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Design
Warm Glow Pallette
Our team developed the brand strategy for Airbnb Cooking, which included messaging, visual identity, and storytelling across paid, earned and owned channels in a global 360° integrated campaign. I drove concept and vision across every touchpoint from ideation to launch.
“The ability to recover from stress is better in natural settings, because that’s where we are meant to be. Just the idea of getting out, being in nature, looking at a tree—the theory is that this helps you to recover from stress, improves your mental health, and improves cognition. It’s just a direct pathway.”
Peter James, PhD
Quantifying Nature
"Nature experience boosts memory, attention and creativity as well as happiness, social engagement and a sense of meaning in life. It might not surprise us that nature stimulates physical activity, but the associated health benefits – from reducing cancer risks to promoting metabolic and other functioning – are really quite astonishing.”
Gretchen Daily, Bing Professor of Environmental Science
National Academy of Sciences
"Allowing children time for unstructured activities in nature seemed beneficial for children's positive affect, attitudes towards nature, and pro-sociality. These findings seem especially relevant given that free play outdoors in nature is declining.”
John Zelenski, PhD
Journal of Environmental Psychology
“Experiencing awe in nature is a powerful way to impact people’s psychology, even as they’re doing something they really like to do. Our findings suggest that you don’t have to do extravagant, extraordinary experiences in nature to feel awe or to get benefits. By taking a few minutes to enjoy flowers that are blooming or a sunset in your day-to-day life, you also improve your well-being.”
Craig Anderson, PhD
Awe in Nature Heals
"There is ample data to suggest that having good social relationships is helpful for our psychological and physical health. Having a ‘good relationship’ with nature, or rather, a sense of close connection to it, may be helpful in a similar way or for similar reasons. We evolved to want to connect—with people, but also with places and other living things."
Cynthia Frantz, PhD
Why is Nature Beneficial? The Role of Connectedness to Nature
"Nature therapy as a health-promotion method and potential universal health model is implicated for the reduction of reported modern-day “stress-state” and “technostress.”"
Harumi Ikei, PhD, Chuba University
Psychological Effects of Nature Therapy
Production
Host Films
Close Modal
Production
Host Films
We traveled to six cities around the world to capture the personal stories behind our featured hosts and generate the expansive production assets that could bring the category to life. The content we captured was tightly integrated into every channel in the campaign -starting with the hero films below.
“The ability to recover from stress is better in natural settings, because that’s where we are meant to be. Just the idea of getting out, being in nature, looking at a tree—the theory is that this helps you to recover from stress, improves your mental health, and improves cognition. It’s just a direct pathway.”
Peter James, PhD
Quantifying Nature
"Nature experience boosts memory, attention and creativity as well as happiness, social engagement and a sense of meaning in life. It might not surprise us that nature stimulates physical activity, but the associated health benefits – from reducing cancer risks to promoting metabolic and other functioning – are really quite astonishing.”
Gretchen Daily, Bing Professor of Environmental Science
National Academy of Sciences
"Allowing children time for unstructured activities in nature seemed beneficial for children's positive affect, attitudes towards nature, and pro-sociality. These findings seem especially relevant given that free play outdoors in nature is declining.”
John Zelenski, PhD
Journal of Environmental Psychology
“Experiencing awe in nature is a powerful way to impact people’s psychology, even as they’re doing something they really like to do. Our findings suggest that you don’t have to do extravagant, extraordinary experiences in nature to feel awe or to get benefits. By taking a few minutes to enjoy flowers that are blooming or a sunset in your day-to-day life, you also improve your well-being.”
Craig Anderson, PhD
Awe in Nature Heals
"There is ample data to suggest that having good social relationships is helpful for our psychological and physical health. Having a ‘good relationship’ with nature, or rather, a sense of close connection to it, may be helpful in a similar way or for similar reasons. We evolved to want to connect—with people, but also with places and other living things."
Cynthia Frantz, PhD
Why is Nature Beneficial? The Role of Connectedness to Nature
"Nature therapy as a health-promotion method and potential universal health model is implicated for the reduction of reported modern-day “stress-state” and “technostress.”"
Harumi Ikei, PhD, Chuba University
Psychological Effects of Nature Therapy
Paid
YouTube
Close Modal
Paid
YouTube
We hosted our hero stories on YouTube - using sequential bumpers and a targeted masthead to generate awareness and increase purchase intent. Viewers were prompted to click through to the Cooking landing page where recall and conversion more than tripled.
We also created short form documentaries to share the history, traditions and personal stories behind each chef.
We also created short form documentaries to share the history, traditions and personal stories behind each chef.
Mini Docs
We also created short form documentaries to share the history, traditions and personal stories behind each chef.
“The ability to recover from stress is better in natural settings, because that’s where we are meant to be. Just the idea of getting out, being in nature, looking at a tree—the theory is that this helps you to recover from stress, improves your mental health, and improves cognition. It’s just a direct pathway.”
Peter James, PhD
Quantifying Nature
"Nature experience boosts memory, attention and creativity as well as happiness, social engagement and a sense of meaning in life. It might not surprise us that nature stimulates physical activity, but the associated health benefits – from reducing cancer risks to promoting metabolic and other functioning – are really quite astonishing.”
Gretchen Daily, Bing Professor of Environmental Science
National Academy of Sciences
"Allowing children time for unstructured activities in nature seemed beneficial for children's positive affect, attitudes towards nature, and pro-sociality. These findings seem especially relevant given that free play outdoors in nature is declining.”
John Zelenski, PhD
Journal of Environmental Psychology
“Experiencing awe in nature is a powerful way to impact people’s psychology, even as they’re doing something they really like to do. Our findings suggest that you don’t have to do extravagant, extraordinary experiences in nature to feel awe or to get benefits. By taking a few minutes to enjoy flowers that are blooming or a sunset in your day-to-day life, you also improve your well-being.”
Craig Anderson, PhD
Awe in Nature Heals
"There is ample data to suggest that having good social relationships is helpful for our psychological and physical health. Having a ‘good relationship’ with nature, or rather, a sense of close connection to it, may be helpful in a similar way or for similar reasons. We evolved to want to connect—with people, but also with places and other living things."
Cynthia Frantz, PhD
Why is Nature Beneficial? The Role of Connectedness to Nature
"Nature therapy as a health-promotion method and potential universal health model is implicated for the reduction of reported modern-day “stress-state” and “technostress.”"
Harumi Ikei, PhD, Chuba University
Psychological Effects of Nature Therapy
Product
Hero Landing Page
Close Modal
Product
Hero Landing Page
Collaborated with product designers, content strategist, engineers and photo editors to build a comprehensive product marketing landing page and custom hero listing pages for each of our featured hosts.
Developed a distinct look and feel for the PDPs for each of the featured Cooking hosts.
Developed a distinct look and feel for the PDPs for each of the featured Cooking hosts.
Product Display Pages
Developed a distinct look and feel for the PDPs for each of the featured Cooking hosts.
“The ability to recover from stress is better in natural settings, because that’s where we are meant to be. Just the idea of getting out, being in nature, looking at a tree—the theory is that this helps you to recover from stress, improves your mental health, and improves cognition. It’s just a direct pathway.”
Peter James, PhD
Quantifying Nature
"Nature experience boosts memory, attention and creativity as well as happiness, social engagement and a sense of meaning in life. It might not surprise us that nature stimulates physical activity, but the associated health benefits – from reducing cancer risks to promoting metabolic and other functioning – are really quite astonishing.”
Gretchen Daily, Bing Professor of Environmental Science
National Academy of Sciences
"Allowing children time for unstructured activities in nature seemed beneficial for children's positive affect, attitudes towards nature, and pro-sociality. These findings seem especially relevant given that free play outdoors in nature is declining.”
John Zelenski, PhD
Journal of Environmental Psychology
“Experiencing awe in nature is a powerful way to impact people’s psychology, even as they’re doing something they really like to do. Our findings suggest that you don’t have to do extravagant, extraordinary experiences in nature to feel awe or to get benefits. By taking a few minutes to enjoy flowers that are blooming or a sunset in your day-to-day life, you also improve your well-being.”
Craig Anderson, PhD
Awe in Nature Heals
"There is ample data to suggest that having good social relationships is helpful for our psychological and physical health. Having a ‘good relationship’ with nature, or rather, a sense of close connection to it, may be helpful in a similar way or for similar reasons. We evolved to want to connect—with people, but also with places and other living things."
Cynthia Frantz, PhD
Why is Nature Beneficial? The Role of Connectedness to Nature
"Nature therapy as a health-promotion method and potential universal health model is implicated for the reduction of reported modern-day “stress-state” and “technostress.”"
Harumi Ikei, PhD, Chuba University
Psychological Effects of Nature Therapy
PR
Partnerships
Close Modal
PR
Partnerships
Produced a series of landing pages, media kits and stories that powered PR and partnerships with the top publications in the food industry. Those efforts generated enormous buzz around the launch moment and built credibility with food lovers all over the world.
Slow Food
We partnered with Slow Food in a social impact initiative and solicited their help in developing standards for our Cooking inventory. We then co-launched a search for the 100 best home cooks around the world. Offering an all-expense trip to Italy, to refine family recipes alongside top experts including David Chang and his mom. The story was covered by the Associated Press, who announced the new Airbnb Cooking category and the global talent search.
Blue Apron
Blue Apron customers were invited to take their taste buds on a journey around the world, choosing from recipes that were inspired by local Airbnb Experiences hosts in Paris, Florence, Mexico City, Buenos Aires, Tokyo, and Shanghai.
Refinery 29
Refinery29 is a leading source of content for our key demographic, Millennial women. R29 ran a series of articles that showcase both Nonna Nerina and Airbnb Experiences, all supported bySocial.
Slow Food
We partnered with Slow Food in a social impact initiative and solicited their help in developing standards for our Cooking inventory. We then co-launched a search for the 100 best home cooks around the world. Offering an all-expense trip to Italy, to refine family recipes alongside top experts including David Chang and his mom. The story was covered by the Associated Press, who announced the new Airbnb Cooking category and the global talent search.
Blue Apron
Blue Apron customers were invited to take their taste buds on a journey around the world, choosing from recipes that were inspired by local Airbnb Experiences hosts in Paris, Florence, Mexico City, Buenos Aires, Tokyo, and Shanghai.
Refinery 29
Refinery29 is a leading source of content for our key demographic, Millennial women. R29 ran a series of articles that showcase both Nonna Nerina and Airbnb Experiences, all supported bySocial.
Slow Food
We partnered with Slow Food in a social impact initiative and solicited their help in developing standards for our Cooking inventory. We then co-launched a search for the 100 best home cooks around the world. Offering an all-expense trip to Italy, to refine family recipes alongside top experts including David Chang and his mom. The story was covered by the Associated Press, who announced the new Airbnb Cooking category and the global talent search.
Blue Apron
Blue Apron customers were invited to take their taste buds on a journey around the world, choosing from recipes that were inspired by local Airbnb Experiences hosts in Paris, Florence, Mexico City, Buenos Aires, Tokyo, and Shanghai.
Refinery 29
Refinery29 is a leading source of content for our key demographic, Millennial women. R29 ran a series of articles that showcase both Nonna Nerina and Airbnb Experiences, all supported bySocial.
“The ability to recover from stress is better in natural settings, because that’s where we are meant to be. Just the idea of getting out, being in nature, looking at a tree—the theory is that this helps you to recover from stress, improves your mental health, and improves cognition. It’s just a direct pathway.”
Peter James, PhD
Quantifying Nature
"Nature experience boosts memory, attention and creativity as well as happiness, social engagement and a sense of meaning in life. It might not surprise us that nature stimulates physical activity, but the associated health benefits – from reducing cancer risks to promoting metabolic and other functioning – are really quite astonishing.”
Gretchen Daily, Bing Professor of Environmental Science
National Academy of Sciences
"Allowing children time for unstructured activities in nature seemed beneficial for children's positive affect, attitudes towards nature, and pro-sociality. These findings seem especially relevant given that free play outdoors in nature is declining.”
John Zelenski, PhD
Journal of Environmental Psychology
“Experiencing awe in nature is a powerful way to impact people’s psychology, even as they’re doing something they really like to do. Our findings suggest that you don’t have to do extravagant, extraordinary experiences in nature to feel awe or to get benefits. By taking a few minutes to enjoy flowers that are blooming or a sunset in your day-to-day life, you also improve your well-being.”
Craig Anderson, PhD
Awe in Nature Heals
"There is ample data to suggest that having good social relationships is helpful for our psychological and physical health. Having a ‘good relationship’ with nature, or rather, a sense of close connection to it, may be helpful in a similar way or for similar reasons. We evolved to want to connect—with people, but also with places and other living things."
Cynthia Frantz, PhD
Why is Nature Beneficial? The Role of Connectedness to Nature
"Nature therapy as a health-promotion method and potential universal health model is implicated for the reduction of reported modern-day “stress-state” and “technostress.”"
Harumi Ikei, PhD, Chuba University
Psychological Effects of Nature Therapy
Design
Warm Glow Pallette
Our team developed the brand strategy for Airbnb Cooking, which included messaging, visual identity, and storytelling across paid, earned and owned channels in a global 360° integrated campaign. I drove concept and vision across every touchpoint from ideation to launch.
“The ability to recover from stress is better in natural settings, because that’s where we are meant to be. Just the idea of getting out, being in nature, looking at a tree—the theory is that this helps you to recover from stress, improves your mental health, and improves cognition. It’s just a direct pathway.”
Peter James, PhD
Quantifying Nature
"Nature experience boosts memory, attention and creativity as well as happiness, social engagement and a sense of meaning in life. It might not surprise us that nature stimulates physical activity, but the associated health benefits – from reducing cancer risks to promoting metabolic and other functioning – are really quite astonishing.”
Gretchen Daily, Bing Professor of Environmental Science
National Academy of Sciences
"Allowing children time for unstructured activities in nature seemed beneficial for children's positive affect, attitudes towards nature, and pro-sociality. These findings seem especially relevant given that free play outdoors in nature is declining.”
John Zelenski, PhD
Journal of Environmental Psychology
“Experiencing awe in nature is a powerful way to impact people’s psychology, even as they’re doing something they really like to do. Our findings suggest that you don’t have to do extravagant, extraordinary experiences in nature to feel awe or to get benefits. By taking a few minutes to enjoy flowers that are blooming or a sunset in your day-to-day life, you also improve your well-being.”
Craig Anderson, PhD
Awe in Nature Heals
"There is ample data to suggest that having good social relationships is helpful for our psychological and physical health. Having a ‘good relationship’ with nature, or rather, a sense of close connection to it, may be helpful in a similar way or for similar reasons. We evolved to want to connect—with people, but also with places and other living things."
Cynthia Frantz, PhD
Why is Nature Beneficial? The Role of Connectedness to Nature
"Nature therapy as a health-promotion method and potential universal health model is implicated for the reduction of reported modern-day “stress-state” and “technostress.”"
Harumi Ikei, PhD, Chuba University
Psychological Effects of Nature Therapy
Production
Host Films
We traveled to six cities around the world to capture the personal stories behind our featured hosts and generate the expansive production assets that could bring the category to life. The content we captured was tightly integrated into every channel in the campaign -starting with the hero films below.
“The ability to recover from stress is better in natural settings, because that’s where we are meant to be. Just the idea of getting out, being in nature, looking at a tree—the theory is that this helps you to recover from stress, improves your mental health, and improves cognition. It’s just a direct pathway.”
Peter James, PhD
Quantifying Nature
"Nature experience boosts memory, attention and creativity as well as happiness, social engagement and a sense of meaning in life. It might not surprise us that nature stimulates physical activity, but the associated health benefits – from reducing cancer risks to promoting metabolic and other functioning – are really quite astonishing.”
Gretchen Daily, Bing Professor of Environmental Science
National Academy of Sciences
"Allowing children time for unstructured activities in nature seemed beneficial for children's positive affect, attitudes towards nature, and pro-sociality. These findings seem especially relevant given that free play outdoors in nature is declining.”
John Zelenski, PhD
Journal of Environmental Psychology
“Experiencing awe in nature is a powerful way to impact people’s psychology, even as they’re doing something they really like to do. Our findings suggest that you don’t have to do extravagant, extraordinary experiences in nature to feel awe or to get benefits. By taking a few minutes to enjoy flowers that are blooming or a sunset in your day-to-day life, you also improve your well-being.”
Craig Anderson, PhD
Awe in Nature Heals
"There is ample data to suggest that having good social relationships is helpful for our psychological and physical health. Having a ‘good relationship’ with nature, or rather, a sense of close connection to it, may be helpful in a similar way or for similar reasons. We evolved to want to connect—with people, but also with places and other living things."
Cynthia Frantz, PhD
Why is Nature Beneficial? The Role of Connectedness to Nature
"Nature therapy as a health-promotion method and potential universal health model is implicated for the reduction of reported modern-day “stress-state” and “technostress.”"
Harumi Ikei, PhD, Chuba University
Psychological Effects of Nature Therapy
Paid
YouTube
We hosted our hero stories on YouTube - using sequential bumpers and a targeted masthead to generate awareness and increase purchase intent. Viewers were prompted to click through to the Cooking landing page where recall and conversion more than tripled.
We also created short form documentaries to share the history, traditions and personal stories behind each chef.
We also created short form documentaries to share the history, traditions and personal stories behind each chef.
“The ability to recover from stress is better in natural settings, because that’s where we are meant to be. Just the idea of getting out, being in nature, looking at a tree—the theory is that this helps you to recover from stress, improves your mental health, and improves cognition. It’s just a direct pathway.”
Peter James, PhD
Quantifying Nature
"Nature experience boosts memory, attention and creativity as well as happiness, social engagement and a sense of meaning in life. It might not surprise us that nature stimulates physical activity, but the associated health benefits – from reducing cancer risks to promoting metabolic and other functioning – are really quite astonishing.”
Gretchen Daily, Bing Professor of Environmental Science
National Academy of Sciences
"Allowing children time for unstructured activities in nature seemed beneficial for children's positive affect, attitudes towards nature, and pro-sociality. These findings seem especially relevant given that free play outdoors in nature is declining.”
John Zelenski, PhD
Journal of Environmental Psychology
“Experiencing awe in nature is a powerful way to impact people’s psychology, even as they’re doing something they really like to do. Our findings suggest that you don’t have to do extravagant, extraordinary experiences in nature to feel awe or to get benefits. By taking a few minutes to enjoy flowers that are blooming or a sunset in your day-to-day life, you also improve your well-being.”
Craig Anderson, PhD
Awe in Nature Heals
"There is ample data to suggest that having good social relationships is helpful for our psychological and physical health. Having a ‘good relationship’ with nature, or rather, a sense of close connection to it, may be helpful in a similar way or for similar reasons. We evolved to want to connect—with people, but also with places and other living things."
Cynthia Frantz, PhD
Why is Nature Beneficial? The Role of Connectedness to Nature
"Nature therapy as a health-promotion method and potential universal health model is implicated for the reduction of reported modern-day “stress-state” and “technostress.”"
Harumi Ikei, PhD, Chuba University
Psychological Effects of Nature Therapy
Product
Hero Landing Page
Collaborated with product designers, content strategist, engineers and photo editors to build a comprehensive product marketing landing page and custom hero listing pages for each of our featured hosts.
Developed a distinct look and feel for the PDPs for each of the featured Cooking hosts.
Developed a distinct look and feel for the PDPs for each of the featured Cooking hosts.
“The ability to recover from stress is better in natural settings, because that’s where we are meant to be. Just the idea of getting out, being in nature, looking at a tree—the theory is that this helps you to recover from stress, improves your mental health, and improves cognition. It’s just a direct pathway.”
Peter James, PhD
Quantifying Nature
"Nature experience boosts memory, attention and creativity as well as happiness, social engagement and a sense of meaning in life. It might not surprise us that nature stimulates physical activity, but the associated health benefits – from reducing cancer risks to promoting metabolic and other functioning – are really quite astonishing.”
Gretchen Daily, Bing Professor of Environmental Science
National Academy of Sciences
"Allowing children time for unstructured activities in nature seemed beneficial for children's positive affect, attitudes towards nature, and pro-sociality. These findings seem especially relevant given that free play outdoors in nature is declining.”
John Zelenski, PhD
Journal of Environmental Psychology
“Experiencing awe in nature is a powerful way to impact people’s psychology, even as they’re doing something they really like to do. Our findings suggest that you don’t have to do extravagant, extraordinary experiences in nature to feel awe or to get benefits. By taking a few minutes to enjoy flowers that are blooming or a sunset in your day-to-day life, you also improve your well-being.”
Craig Anderson, PhD
Awe in Nature Heals
"There is ample data to suggest that having good social relationships is helpful for our psychological and physical health. Having a ‘good relationship’ with nature, or rather, a sense of close connection to it, may be helpful in a similar way or for similar reasons. We evolved to want to connect—with people, but also with places and other living things."
Cynthia Frantz, PhD
Why is Nature Beneficial? The Role of Connectedness to Nature
"Nature therapy as a health-promotion method and potential universal health model is implicated for the reduction of reported modern-day “stress-state” and “technostress.”"
Harumi Ikei, PhD, Chuba University
Psychological Effects of Nature Therapy
PR
Partnerships
Produced a series of landing pages, media kits and stories that powered PR and partnerships with the top publications in the food industry. Those efforts generated enormous buzz around the launch moment and built credibility with food lovers all over the world.
Slow Food
We partnered with Slow Food in a social impact initiative and solicited their help in developing standards for our Cooking inventory. We then co-launched a search for the 100 best home cooks around the world. Offering an all-expense trip to Italy, to refine family recipes alongside top experts including David Chang and his mom. The story was covered by the Associated Press, who announced the new Airbnb Cooking category and the global talent search.
Blue Apron
Blue Apron customers were invited to take their taste buds on a journey around the world, choosing from recipes that were inspired by local Airbnb Experiences hosts in Paris, Florence, Mexico City, Buenos Aires, Tokyo, and Shanghai.
Refinery 29
Refinery29 is a leading source of content for our key demographic, Millennial women. R29 ran a series of articles that showcase both Nonna Nerina and Airbnb Experiences, all supported bySocial.
Slow Food
We partnered with Slow Food in a social impact initiative and solicited their help in developing standards for our Cooking inventory. We then co-launched a search for the 100 best home cooks around the world. Offering an all-expense trip to Italy, to refine family recipes alongside top experts including David Chang and his mom. The story was covered by the Associated Press, who announced the new Airbnb Cooking category and the global talent search.
Blue Apron
Blue Apron customers were invited to take their taste buds on a journey around the world, choosing from recipes that were inspired by local Airbnb Experiences hosts in Paris, Florence, Mexico City, Buenos Aires, Tokyo, and Shanghai.
Refinery 29
Refinery29 is a leading source of content for our key demographic, Millennial women. R29 ran a series of articles that showcase both Nonna Nerina and Airbnb Experiences, all supported bySocial.
“The ability to recover from stress is better in natural settings, because that’s where we are meant to be. Just the idea of getting out, being in nature, looking at a tree—the theory is that this helps you to recover from stress, improves your mental health, and improves cognition. It’s just a direct pathway.”
Peter James, PhD
Quantifying Nature
"Nature experience boosts memory, attention and creativity as well as happiness, social engagement and a sense of meaning in life. It might not surprise us that nature stimulates physical activity, but the associated health benefits – from reducing cancer risks to promoting metabolic and other functioning – are really quite astonishing.”
Gretchen Daily, Bing Professor of Environmental Science
National Academy of Sciences
"Allowing children time for unstructured activities in nature seemed beneficial for children's positive affect, attitudes towards nature, and pro-sociality. These findings seem especially relevant given that free play outdoors in nature is declining.”
John Zelenski, PhD
Journal of Environmental Psychology
“Experiencing awe in nature is a powerful way to impact people’s psychology, even as they’re doing something they really like to do. Our findings suggest that you don’t have to do extravagant, extraordinary experiences in nature to feel awe or to get benefits. By taking a few minutes to enjoy flowers that are blooming or a sunset in your day-to-day life, you also improve your well-being.”
Craig Anderson, PhD
Awe in Nature Heals
"There is ample data to suggest that having good social relationships is helpful for our psychological and physical health. Having a ‘good relationship’ with nature, or rather, a sense of close connection to it, may be helpful in a similar way or for similar reasons. We evolved to want to connect—with people, but also with places and other living things."
Cynthia Frantz, PhD
Why is Nature Beneficial? The Role of Connectedness to Nature
"Nature therapy as a health-promotion method and potential universal health model is implicated for the reduction of reported modern-day “stress-state” and “technostress.”"
Harumi Ikei, PhD, Chuba University
Psychological Effects of Nature Therapy
