Jonathan Mildenhall, Chief Marketing Officer at Airbnb discussed this subject at a panel session organised by YouTube during the 2017 Cannes Lions International Festival of Creativity. "Our community is one of the most diverse communities on the planet," Mildenhall said. "What's beautiful about that is we have a responsibility to understand the demographic make-up in a particular market. And all we have to do is reflect that. Data from intelligence firm SimilarWeb also suggest that visits to its digital hub rose by 31% to 106.9m in the first quarter of 2017. That meant it attracted more traffic than any hotel brand site – for example, Marriott.com or Hilton.com – as well as industry "metasearch" offerings such as Booking.com or Hotels.com.And these impressive figures, in turn, hint at the underlying imperatives which inform Airbnb's diversity-inspired advertising strategy. Get the full story at WARC