Paris Games: Airbnb, Accor, and Air France Bet on Brand Boost

12.07.2024 - 13:51 / skift.com / Paris Olympics / Air France / Brand Marketing

In Paris, the fanfare usually associated with the build-up to the Olympic Games have been overshadowed by another event taking place — a snap parliamentary election.

And the Olympic Games aren’t shaping up to be big for tourism either.

However, three travel brands — Accor, Airbnb, and Air France — still want to capitalize on these sports mega-events.

This summer, 15 million are expected to visit Paris — 3 million more than usual. But while the city will be crowded during the Games, the shoulder dates may be less crowded than last year as some travelers avoid the city, fearing hassles. (The Olympics run from July 26 to August 11, 2024 and the Paralympics between August 28 and September 8.)

Accor, Airbnb, and Air France are taking a long-term view. They hope to borrow some of the excitement of the Games to enhance their image while boosting awareness of their brands globally.

Airbnb signed up as a “worldwide partner” in a sponsorship deal reportedly worth $500 million.

Under the tagline “Host the World,” Airbnb has the most multifaceted sponsorship deal, covering free accommodation, grants, experiences, and more. There are also Airbnb Athlete Travel Grants for 1,000 athletes, worth $2,000 each, and a $500 voucher for every participating Olympian and Paralympian. 

These Games feed in well to its Icons program, with Airbnb offering the chance to win a night at the Musée d’Orsay for the opening ceremony. They also tie into Airbnb Experiences, with Para athletes Axel Allétru and Sofyane Mehiaoui, among others, offering stays at their homes. 

But the main benefit will be Airbnb’s opportunity to attract new hosts. Many Parisians will be looking to make a lot of money from the unprecedented demand (and high hotel rates).

“With the Olympic Games set to be the biggest hosting event in Airbnb history, we are committed to making the Games a success for everyone,” said an Airbnb spokesperson to Skift by email.

Airbnb said that active listings in Paris had jumped by 40%, comparing January and March 2023 with the same period this year.

Cozying up to Paris may be good PR for Airbnb following Barcelona’s ban on all short-term rentals by 2029.

“These partnerships can foster closer ties with local governments, facilitating smoother business operations when needed,” said Mirko Lalli, Founder & CEO of Data Appeal, a travel intelligence company.

“Think of a large provider like Airbnb and the difficult situation that the short-term rental industry is experiencing in Spain or the Balearic Islands,” Lalli said. “Could some friendly dialogue off the back of a sponsorship happen? Yes. But at the same time, any mishap during the event could lead to increased scrutiny and criticism.”

Airbnb may also see short-term rentals as a