Every Airbnb stay is more than a roof—it’s a moment of belonging, a human connection in a foreign place. But what happens when too many seek that feeling in the same destination?

While creating this campaign, the goal was clear: reframe comfort as a two-way street. Inspired by the aftermath of over-tourism in places like Koh Samui (after White Lotus), we set out to give these destinations a voice.

The message wasn’t about guilt—it was about grace. A gentle reminder that even the places we escape to need space to breathe.

Where some travel brands fuel the rush to the same must-see spots, we leaned into Airbnb’s deeper purpose: to foster meaningful experiences rooted in respect, awareness and care. Our platform—Belong Anywhere—isn’t just a slogan. It’s a responsibility. This campaign reminds a new generation of travelers that true belonging means being welcomed and being mindful.

“You came here to unwind.
So did I.”

This wasn’t just a campaign. It was a pause. A perspective shift. A way to reconnect Airbnb to its founding spirit—by helping travelers rediscover the power of staying consciously.