Airbnb and Vacasa List Vacation Getaways Inspired by Pop Culture Classics

Dive brief:

  • Airbnb Rents Chicago Area Home To Original “Home Alone” For One Night On December 12 according to an ad. The move follows the release of the streaming sequel “Home Sweet Home Alone” on Disney + last month.
  • A reservation for up to four guests opens December 7 at 2 p.m. EST for $ 25 through the home sharing platform, with Airbnb noting that the promotion is not a contest. Those who do secure a spot will spend an evening with actor Devin Ratray, who originally portrayed Buzz McCallister, protagonist Kevin’s tyrannical older brother, and participate in activities related to the film.
  • Another sign that colocation sites are returning to the pre-pandemic trend of hosting experiential stunts, vacation rental site Vacasa has teamed up with Dr. Seuss Enterprises to deliver a stay at the Grinch cave on “Mt. Crumpit – in fact, a remote property outside of Boulder, Utah. Reservations open today (December 3) for a stay between December 13-23 which costs $ 19.57 per night excluding local accommodation tax, a figure reflecting the 1957 release date of the children’s book classic .

Dive overview:

Airbnb and Vacasa are leveraging beloved pop culture touchstones to spark consumer interest in themed getaways this season as vacation travel returns for some. The tactic reflects how the marketing around in-person experiences began to resurface after going silent last year due to the pandemic, though safety concerns remain a priority.

Onsite travelers and Airbnb staff must comply with local COVID-19 guidelines and the home-sharing site. own security protocols, which include wearing a mask and practicing social distancing. Vacasa plays on the Grinch’s reclusive qualities by storing his rental on a stony mountain.

An announcement written from the grumpy creation POV of Dr. Seuss note that travelers must bring a “at least one or more crossover” car to access the multi-level carved cave on “1957 Mt. Crumpit Dr.” Guests are also strongly encouraged to bring their own food and drinks due to the remote location. The spot also has no internet or cable, and largely lets consumers enjoy it. The 5,700 square foot home comes complete with merchandise such as “roasting beast “and” Who-pudding “, as well as a Grinch-themed coffee maker, organ and green furry pants.

Conversely, the one-night link “Home Alone” is packed with activity inspired by the events of the film – guests can interact with a tarantula, for example – and promotes an appearance of Ratray reprising his role as Buzz. Other activities on offer include setting traps like the ones Kevin imagines to trip a pair of burglars, a candlelit dinner of Chicago flatbed pizza and Kraft Macaroni and Cheese, and a screening of “Home Sweet. Home Alone “.

A report from Nieman Lab separated the details of the activation, noting that there is no access to the kitchen – although the listing says “You will have the house to yourself” – and raising questions about which part of the agenda is mandatory. None of the activities are required, while guests will have access to the quarters of Kevin and Buzz’s home, a spokesperson told Marketing Dive via email.

Other colocation companies have brought back their experiential strategies in an effort to offer consumers the opportunity to disconnect and indulge in their leisure time. As part of a partnership with Hasbro, Vrbo in september embellished with a manor house by the lake with the brand and equipment of the Nerf line of the toy distributor. The 12-bedroom estate on Grand Lake O ‘the Cherokees, Oklahoma accommodated up to 30 people and featured Nerf-themed bedding, decor, and a workout station.

Clarification: This story was updated after an Airbnb spokesperson provided additional details on the details of the ‘Home Alone’ rental experience.


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