The Airbnb Print Marketing Trend for 2025

In 2025, print marketing continues to play a significant role in the strategies of top brands, and Airbnb remains a prime example of how print can thrive in the digital age. As consumer expectations shift toward authentic, tangible experiences, companies are finding innovative ways to use print to connect with their audiences. Airbnb’s print ventures exemplify how traditional mediums can align with modern branding.

A Look Back: Airbnb’s History with Print Marketing

Airbnb’s print journey began with their 2014 magazine, Pineapple, a quarterly coffee-table publication aimed at showcasing the culture and stories of Airbnb hosts and guests. Despite high hopes, Pineapple faced budget constraints and challenges that led to its early discontinuation after just one issue.

The brand’s persistence paid off in 2016 with the launch of Airbnbmag, a partnership with Hearst that celebrated the art of storytelling through user-generated content. Presented by CEO Brian Chesky during the Airbnb Open event in Los Angeles, Airbnbmag highlighted authentic experiences, tapping into the expertise of hosts and travelers alike. The magazine’s mission was clear: to transform fleeting moments into unforgettable memories while reinforcing Airbnb’s positioning as more than just a travel company.

2025: The Evolution of Airbnb’s Print Strategy

Fast forward to 2025, Airbnb continues to leverage print as a cornerstone of its marketing strategy. The company’s publications have evolved to include:

• Sustainability-focused editions. Airbnb has introduced eco-friendly print initiatives, using recycled materials and vegetable-based inks to align with its environmental commitments.
• Localized content. Regional issues now cater to specific markets, featuring curated experiences and stories from hosts and guests in different parts of the world.
• Interactive print features. QR codes and augmented reality (AR) elements allow readers to explore destinations, book experiences, and connect with hosts seamlessly.

These efforts underscore Airbnb’s dedication to providing tangible, impactful content that complements its digital offerings.

Why Print Marketing Matters in 2025

Contrary to the “Print is Dead” narrative, print marketing has proven to be a resilient and effective medium. Here’s why:

1. Tangibility and trust. Physical magazines and brochures evoke a sense of credibility and permanence that digital media often lacks. For Airbnb, this translates to stronger brand trust among its audience.
2. Targeted engagement. Print allows companies to craft highly targeted campaigns. Airbnb’s localized magazines, for example, ensure relevance and resonance in diverse markets.
3. Integration with digital. The synergy between print and online platforms enhances customer experiences. Interactive print features drive traffic to Airbnb’s website and app, creating a seamless journey from inspiration to booking.

 

Key Print Trends to Watch in 2025

The print marketing landscape is evolving, with exciting trends emerging in 2025. Here are the key developments to watch:

1. Eco-conscious printing. Brands are prioritizing sustainability by adopting recycled materials, soy-based inks, and carbon-neutral printing processes. Green certifications are becoming essential for print campaigns.
2. Personalized print experience. Variable data printing is enabling hyper-personalized direct mail, catalogs, and magazines tailored to individual preferences, enhancing engagement.
3. Interactive print. Technologies like AR, NFC (near-field communication), and QR codes are bridging the gap between print and digital, offering immersive experiences and actionable content.
4. Tactile and luxury appeal/ Premium finishes, textured papers, and embossing are elevating the sensory appeal of print materials, making them stand out in a digital-dominated world.
5. Localized and niche publications. Smaller, community-focused magazines and print pieces are gaining traction, resonating with audiences seeking relatable and relevant content.
6. Print-on-demand services: Advances in print-on-demand technology are reducing costs and waste, allowing brands to produce limited runs and test new ideas efficiently.
7. Integration with digital campaigns: Coordinated print and digital strategies, where print drives online engagement through scannable elements, are becoming a staple for omnichannel marketing.

By staying ahead of these trends, brands can leverage print to create meaningful and lasting impressions.

The Broader Impact: Other Brands Embracing Print

Airbnb’s success with print marketing has inspired other industries to follow suit. Here are some notable examples:

• Retail. Direct-to-consumer brands like Warby Parker and Glossier are using print catalogs to tell their stories and showcase products.
• Technology. Companies like Raspberry Pi continue to publish Hello World, a magazine that shares digital project ideas for educators and hobbyists.
• Hospitality and travel. Luxury hotels and boutique travel agencies are producing high-quality magazines to attract discerning travelers.

Is Print Marketing Right for Your Business?

If you’re considering investing in print marketing, 2025 is an opportune time to start. Here are some tips:

• Start small. Experiment with booklets, flyers, or direct mail campaigns to gauge audience response.
• Prioritize quality. High-quality design and materials can significantly impact the success of your print marketing efforts.
• Integrate with digital. Use print to drive traffic to your online platforms. QR codes, personalized URLs, and AR features are great tools to bridge the gap.

Airbnb’s ongoing print marketing ventures demonstrate that print is far from obsolete. By combining tangible content with digital innovation, companies can create memorable, multichannel experiences that resonate with today’s consumers. Whether you’re a small business or a global brand, print marketing offers a unique opportunity to connect, inspire, and grow.

The year 2025 marks another chapter in the resurgence of print. Are you ready to embrace the trend?