The Airbnb community in the United Kingdom currently consists of around 50,000 hosts, with London sitting proudly as one of Airbnb’s most popular cities across the world. With travellers looking to experience real life in the capital in Victorian squares south of the river, lofts in Shoreditch, and East End terraced houses, the company has an increasingly important voice within the tourism sector, as well as the influential and leading position it has already established within the UK’s burgeoning sharing economy.
Pagefield has been retained by Airbnb since early 2014 to advise on and implement a communications and external relations strategy to help raise the company’s profile with Westminster, as well as help it handle the influx of questions and concerns from those who do not know about the company, about the various economic, social and cultural impacts the service has on local communities, and the self-regulatory systems the company has in place to ensure the safety and security of its hosts and guests.
Much of our work together to date has been built around a successful campaign to deregulate London’s short-term rent regulations in favour of a system that allows homeowners to rent out their spare rooms and homes on an occasional basis. We guided the company’s London team through the parliamentary process, as well as supported the team as it handled enquiries from politicians and media alike as the Deregulation Bill made its passage through both the House of Commons and House of Lords.
Since the passage of the Bill, Pagefield has helped the Airbnb team to communicate with its key audiences to ensure a smooth implementation of the new rules. With the new London rules bedding in, the campaign’s focus is switching to cementing the company’s position as one of the leading lights of the UK’s Sharing Economy as well as its role in partnering with local authorities on community initiatives.