Airbnb gets on board with baby boomers

Lindsay Bennett
By Lindsay Bennett | 26 April 2016
Airbnb partners with Over60. Image: Over60

Airbnb is entering the lucrative baby boomers market, announcing a partnership with online community for seniors in Australia and New Zealand, Over60.

In Australia the 50-69 years old demographic is one of the fastest growing in Australia, holding more than 40% of the nation’s wealth, according to Mi9’s 2012 Baby Boomers Segment Study.

The partnership will see curated content located on the accommodation section of the site. The content includes educational information on both being a host and a guest, with scenarios and travel tips, such as 'Eight ways to wow your Airbnb guests'.

Airbnb Australia and New Zealand country manager Sam McDonagh says the company expects benefits from the partnership, with senior hosts being one of the biggest growth areas in the Airbnb community.

Over60 editor Alexandra O’Brien tells AdNews the partnership was a “natural match”, offering content to match the interest of the readers and provide a financial incentive.

O’Brien says there has been a rise in advertiser interest as the industry begins to acknowledge the demographic. Recently Channel Seven announced it would be securing a 33% stake in Over60 competitor, Starts at 60.

Since its launch Over60 has partnered with other brands including Allianz, Mastercard, Princess Cruises and Emirates. Fairfax maintains a 30% stake in the company.

Earlier this year AdNews spoke to Airbnb's global CMO about the business becoming a “super brand". Read more here.

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