The redesign reduces the amount of text to put a bigger emphasis on informational visuals, including the introduction of video. The result is a more personalized experience designed to empower mobile-savvy travelers who are looking for a personal connection to the places they visit. “By reducing the amount of text, using more compelling and informational visuals, including the addition of video, and focusing on lifestyle-oriented content, they are streamlining the most meaningful information and encouraging engagement by showing vs. telling,” said Jeff Anulewicz, executive director of strategy and analytics at MXM. “They are emphasizing that this is not just a replacement for a hotel, but an invite to join a new community of trusted travelers and hosts, to share an experience with a stranger and perhaps, for a moment step into someone else's life. “In the end, this redesign is ultimately aimed at utilizing compelling content to drive greater engagement and consumer action, while looking to cement Airbnb as the leaders of the next wave of travel, where users are not just passive tourists looking for a deal, but explorers looking to engage with the people and places they visit in a more personal way,” he said. Get the full story at the Mobile Marketer Read also "What hoteliers can learn from Airbnb’s rebrand" at Hotel News Now