Airbnb names new CMO on tails of major platform overhaul
Airbnb has named Rebecca Van Dyck as chief marketing officer as it enacts a major push beyond vacation rentals into offering more travel services and experiences, according to a company blog post. Hiroki Asai, who has acted as the platform's global head of marketing since 2020, is moving into the newly created role of chief experience officer, where he will oversee Van Dyck.
Van Dyck's resume includes past stints at Meta, Apple, Levi Strauss and creative agency Wieden + Kennedy. She departed Meta in 2022 after acting as chief operating officer of its Reality Labs division dedicated to developing virtual reality products and the metaverse. The executive began working with Airbnb earlier this year in a consultative capacity.
As CMO, she will lead marketing, research and creative teams while helping guide Airbnb's product development. Hiroki will continue to steward Airbnb's marketing, design, product and community units, but with a sharper focus on the end-to-end experience for guests and hosts and the platform's overall product roadmap.
In an email to employees, Airbnb Co-founder and CEO Brian Chesky said he has been trying to get Van Dyck on board since first meeting her in 2012.
'We're in the midst of a major transformation as a company — Airbnb is now more than a place to stay,' said Chesky. 'As we launch two new businesses, we need people around the world to understand this shift, and Becca brings exactly the kind of leadership we need for this moment.'
Airbnb last month overhauled its app with a reimagining of its Experiences feature that aids users in identifying must-do activities at their travel destinations, such as tours and local hot spots. The company also introduced Airbnb Services, which allows people to connect with professionals like chefs, photographers and massage therapists. The idea behind the latter tool is to go toe-to-toe with the amenities available at a hotel.
To complement the platform makeover, the brand recently launched an ad campaign with spots that use colorful animation to illustrate how Airbnb Experiences bring a sense of discovery back to travel. The effort also has a hefty amount of social-only content targeted around popular cities to vacation like Florence, Lisbon and London.
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