2025-01-30
Daniel Hartman
Design Dispatch, New York
Travel today can feel impersonal—a whirlwind of crowded attractions and checklist itineraries. Enter Airbnb Local – Belong Here, There, Anywhere, an innovative concept reimagining the way we explore the world. The project—named one of the Top 5 UX Designs 2024 by Creative Exchange and shortlisted by Creative Conscience —is the brainchild of Minjeong (MJ) Park, Radiya Aheto, and Casey Rowland. At its core, Airbnb Local emphasizes local activities, and meaningful connections in real life.
"Travel isn’t just about seeing new places; it’s about connecting with people and immersing yourself in their culture," says MJ Park. This ethos is woven throughout the design, which introduces curated spontaneous local experiences, In real life (“IRL”) connections, and opportunities for travelers to participate in community-led workshops and events.
We sat down with MJ Park to learn more about the project’s inspiration, its problem-solving process, and the impact it hopes to create.
*What inspired Airbnb Local? *MJ explains, "We saw a growing desire among Gen-Z travelers to go beyond surface-level tourism. People want experiences that feel genuine—to connect with locals and leave a positive impact." The team’s goal was to create a platform that would bridge the gap between tourists and communities, fostering interactions that feel authentic and enriching.
The project’s tagline, Belong Here, There, Anywhere, captures this sentiment. It reflects the idea that everyone can find a home in the connections they build while traveling.
Designing a platform that fosters authentic travel experiences came with its share of challenges.
*What problem were you trying to solve with Airbnb Local? *MJ explains, "Gen-Z travelers often get stressed when a trip doesn’t go as planned, especially when they’ve overplanned. Finding local events or attractions on the go can be difficult if they haven’t done their research ahead of time. Another challenge was helping travelers cherish their experiences and fully immerse themselves in shared moments without worrying about the logistical details."
To address these issues, the team focused on encouraging spontaneity instead of over-planning. Through user research—including interviews and surveys with 20 travelers—they identified that a lack of accessible, real-time local recommendations made spontaneous plans daunting. "Our solution was to design a feature that highlights local events and activities in real-time," MJ shares. "Travelers could explore nearby experiences, join impromptu activities, and collect stamps and stickers as keepsakes of their journey."
This spontaneity-focused approach was carefully tested through prototypes. "We created low-fidelity wireframes and tested them with a small group of users," MJ recalls. "The feedback was overwhelmingly positive; users appreciated how the app simplified decision-making and made spontaneous experiences enjoyable."
During a two-week testing phase, the platform achieved a 70% daily engagement rate—more than double the average for similar travel apps. "It was incredibly rewarding to see how thoughtful design could transform stress into joy," MJ adds.
Airbnb Local has garnered global attention, but for MJ and her team, the real reward lies in its potential to spark change. "Being shortlisted by Creative Conscience was an honor because it validated our commitment to social good. Creative Exchange’s recognition reinforced that we’re on the right track with user-centered design," MJ reflects.
Looking ahead, the team hopes to inspire a broader conversation about responsible tourism. "Travel should be cherishable," MJ says. "Whether it’s across the world or in your own city, there’s always something meaningful to uncover."
As MJ puts it, "Travel is more than a journey; it’s an opportunity to belong." With its emphasis on fostering human connections, Airbnb Local sets a new benchmark for travel platforms. The project reminds us that the most memorable trips aren’t just about where we go, but the bonds we create along the way.
