The storytelling evolution: From hotel alternative to global home-away-from-home
In 2008, the still inexperienced founders started with a clear and above all simple mission: Forget hotels! Their platform for short-term apartment rentals for price-conscious travellers worked without any frills and far-reaching vision. 2009, only one year after its launch, the startup followed up in terms of communication. In order to differentiate from common hotels more clearly, but still offer the same travel feeling, the company went one step further with the claim “Travel like a Human”.
The major rebranding and continuous expansion of the business model followed in 2013. With “Belong Anywhere” the company today pursues a mission that goes beyond mere renting or booking of apartments. With the help of various key messages, such as the call to discover the world, the brand wants to further the cult of traveling. Away from sleazy rooms or anonymous hotels to enjoying diversity and creating a feeling of belonging – anywhere in the world.
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