We Are Social has been appointed by Airbnb Australia to lead its influencer and social media program, following a competitive pitch process.
The appointment comes as Airbnb continues to reshape its broader communications and marketing roster locally, including recently handing its consumer and corporate PR account to Ogilvy PR following a competitive review. The PR account was previously held by Herd MSL, which had won the business from Thrive PR in 2024.
Against this backdrop of evolving agency partnerships, the appointment positions We Are Social as the lead partner for Airbnb’s influencer and social media activity in market, focused on strengthening cultural relevance and deepening engagement with Australian audiences.
The program is designed to embed Airbnb into the everyday moments, behaviours and conversations that shape how Australians discover and book travel. We Are Social will deliver a year-round, always-on creator and influencer initiative aimed at sustaining visibility and driving engagement across social platforms.
Rather than standalone campaigns, the approach will focus on ongoing creator storytelling, leveraging social media to connect inspiration with intent and booking behaviour in real time.
We Are Social APAC CEO Suzie Shaw said the partnership reflects the growing importance of social discovery in travel planning.
“Airbnb is one of the most culturally influential travel brands in the world, and we’re excited to partner with the team to bring that to life through creators in ways that feel native, meaningful and impactful,” Shaw said.
“With the majority of consumers now discovering and evaluating brands on social, the path from inspiration to booking is shorter than ever, and influencers are a powerful source of travel inspiration. The real opportunity for Airbnb is to show up at the moment inspiration turns into action.”
The shift reflects a broader trend in travel marketing towards creator-led strategies designed to capture consumers at the point of inspiration and accelerate decision-making.
We Are Social’s client roster includes global brands such as Samsung, Woolworths Group, Salesforce, KFC, Lion, Volkswagen Group and eBay.
