Swede stay

This Scan­di­na­vian coun­try’s tourism of­fice of­fers a unique list­ing on Airbnb.

The Star Malaysia - Star2 - - Travel -

SWE­DEN has gone and listed the en­tire coun­try on the short-term va­ca­tion ren­tal site Airbnb, in a PR stunt that aims to high­light its nat­u­ral her­itage. The mar­ket­ing cam­paign is based on the no­tion of alle­man­srat­ten -- or the free­dom to roam -- a prin­ci­ple pro­tected by Swedish law that gives all peo­ple the right to roam free in Swedish na­ture.

Un­der the law, only pri­vate gar­dens and lands un­der cul­ti­va­tion are off-lim­its to walk­ing, cy­cling or camp­ing.

In a clever play on alle­man­srat­ten, the coun­try's of­fi­cial tourism of­fice is us­ing Airbnb as a plat­form to pro­mote their moun­tain­tops, lakes, mead­ows, forests and lakes by list­ing bu­colic spots on the site.

The whole of Swe­den is pitched as one big home ren­tal, with 100,000 “in­fin­ity pools”, lake­side “re­lax­ation ar­eas”, clifftop ter­races with panoramic floor-to-ceil­ing views and bath­rooms au na­turel, de­signed after “min­i­mal­ist Swedish style”.

And un­like va­ca­tion rentals, there's no book­ing or money re­quired.

“Swe­den has no Eif­fel Tow­ers. No Ni­a­gara Falls or Big Bens. Not even a lit­tle Sphinx. Swe­den has some­thing else -- the free­dom to roam. This is our mon­u­ment,” reads Visit Swe­den's open­ing salvo.

List­ings on the site in­clude bu­colic and es­capist shots of Swe­den's wilder­ness, like a cosy glade in Beech For­est in south­ern Swe­den, and Enafors, where “rugged na­ture blends with glit­ter­ing wa­ter and rocky cliffs”.

While Airbnb has struck col­lab­o­ra­tions with air­lines in the past, their part­ner­ship with Visit Swe­den, the of­fi­cial tourism agency, is a first for the brand.

The move also hints at Airbnb's in­creas­ingly am­bi­tious strat­egy to be­come a on­estop travel des­ti­na­tion. Along with va­ca­tion rentals, the brand also launched Trips last year, of­fer­ing a cu­rated list of lo­cal travel ex­pe­ri­ences for guests.

Ex­pe­ri­ences in­clude ev­ery­thing from Samurai Sword­play work­shops, truf­fle hunt­ing in Tus­cany and ex­plor­ing the grime mu­sic scene in Lon­don. — AFP Re­laxnews

Newspapers in English

Newspapers from Malaysia

© PressReader. All rights reserved.