D&AD Awards | Competition | Airbnb Experience

Airbnb Bubble: Connecting Gen Z Through Shared Travel

A digital feature concept designed for Airbnb that fosters authentic connection, trust, and community among Gen Z travellers.

My Role

UX Researcher & Content Creator

Led user research and interviews to uncover Gen Z travel behaviors and pain points
Synthesized insights into personas, key needs, and design opportunities
Co-developed the concept and user flow based on research findings

TOOLS

Figma

Figjam

Miro

After Effect

SKILLS

User Research

Data Collection

Data Analysis

Brief

Client: Airbnb

As part of the D&AD New Blood Awards 2024, we developed a campaign for Airbnb focused on enriching Gen Z’s travel experience. The challenge was to create a solution that fosters meaningful, community-based tourism and combats the rising loneliness faced by young travellers.

🔍 Overview

Loneliness is the new epidemic.
According to Forbes, 73% of Gen Z (ages 16–24) report feeling lonely either sometimes or always. Despite being digitally connected, this generation feels under-socialised, especially while traveling. Airbnb Bubble was created to help Gen Z travellers form real-world connections and feel a sense of belonging, not just accommodation.

Loneliness is a growing epidemic among 16-24-year-olds, with 73% of Gen Z reporting feeling lonely (Forbes). Its impact on health is comparable to smoking 15 cigarettes a day, making it a critical issue to address.

🎯 Goals

Leverage Gen Z’s digital connectivity to enhance real-world experiences
Promote community by enabling connections with like-minded travellers
Build trust and engagement through shared, authentic Airbnb Experiences
Address emotional needs, especially loneliness and isolation while traveling

❓ Problem

How can you use the power of Airbnb’s greatest assets (digital tools that brings together human connection) to uplift and connect a digitally hyper-connected generation in need of social connection?

Airbnb Experiences are underutilized by Gen Z travellers, who express skepticism around safety, authenticity, and trust. Despite craving unique and meaningful experiences, most Gen Z users don’t find existing travel platforms socially engaging or emotionally rewarding.

Key words extracted from the statement:

Airbnb's assets

Digital tools
Human connection
Uplift and connect
Digitally hyper-connected generation
In need of social connection

Airbnb's assets
Digital tools
Human connection
Uplift and connect
Digitally hyper-connected generation
In need of social connection

Airbnb's assets

Digital tools
Human connection
Uplift and connect
Digitally hyper-connected generation
In need of social connection

🧠 Research Insights

What Generation Z value in travelling?

Social media has a significant role in Generation Z's consumption decisions.

They value self-enhancement, unique experiences, and social interaction.

Social media has a significant role in Generation Z's consumption decisions.

They value self-enhancement, unique experiences, and social interaction.

Social media has a significant role in Generation Z's consumption decisions.

They value self-enhancement, unique experiences, and social interaction.

Key Quotes from Interviews

“I want to do something cool, not touristy—but I don’t want to do it alone.”
“Reviews help, but I still don’t know who I’ll meet there.”
“Experiences feel too formal. I want something more spontaneous.”

Feeling a sense of belonging within a community can help with loneliness. It is a motivation for everyone to take the initiative and begin forging connections3.

👤 Target User

Gen Z travellers (18–24 years old)

Digitally savvy

Curious, adventurous, but cautious
Longing for emotional connection while abroad
Influenced by peers, social media, and values-driven brands

Digitally savvy

Curious, adventurous, but cautious
Longing for emotional connection while abroad
Influenced by peers, social media, and values-driven brands

💡 Solution: Airbnb Bubble

Airbnb Bubble is a new feature concept integrated into Airbnb’s platform that connects Gen Z travellers with like-minded people and relevant local experiences — before and during travel.

Concept Showcase

aribnb bubble

🌐 Key Features

Our design concpet of Airbnb Bubble features enhance Gen Z travel by fostering community and enabling shared experiences. Users can connect with like-minded travellers, join or create groups for collaborative adventures, and explore unique, community-recommended Airbnb Experiences, enriching every journey.

✅ Community Bubbles

Join interest-based travel communities (e.g., solo travellers, art lovers, food explorers) to share plans and ask questions before the trip.

✅ Co-Explore

Find or post short-term travel buddies for Airbnb Experiences or local events.

✅ Recommendation Wall

Access real recommendations by similar travellers — not generic reviews — to plan authentically.

✅ Safety Filter

Toggle features based on comfort level (e.g., meet-ups with verified profiles, private-only events).

✅ Interactive Travel Planner

Combine Bubble chats and recommendations into a flexible itinerary.

User Flow

aribnb bubble

📊 Results & Learnings

Concept: Well received by peers and mentors for its emotional resonance and focus on Gen Z values

Process: Deepened understanding of how design can address loneliness and social behavior
Competition Insight: Learned from the winning entry’s commercial strength, highlighting the importance of aligning innovation with business goals

“It felt like designing something that should already exist.”
“We learned how meaningful travel could be designed intentionally, not just discovered by chance.”

Reflection

It was an exciting challenge. Our team chose Airbnb because the brief resonated with our experiences. Though we didn’t win, the project pushed us to explore Generation Z travel and gain deeper insights into Airbnb’s features. We also reviewed the winning concept, which was more commercialized and better aligned with the client’s expectations.

It was an exciting challenge, and we chose Airbnb as the brief resonated with our experiences. Although we didn’t win, the project deepened our insights into Gen Z travel and Airbnb’s features. We also analysed the winning concept, which was more commercialised and aligned with the client’s expectations.

Key Takeaway

Diverse Team Dynamics: Benefited from a team with varied cultural perspectives.
Insights Gained: Enhanced understanding of Airbnb's services and key features.
Design Challenge: Pushed our creative boundaries in ideation and design, focusing on Generation Z travellers.
Comparison with Winners: Learned from the more commercially-focused and impactful winning design, noting alignment with client expectations.

Diverse Team Dynamics: Gained valuable insights from varied cultural perspectives.

Enhanced Understanding: Deepened knowledge of Airbnb’s services and key features.
Creative Challenge: Pushed boundaries in ideation and design, focusing on Gen Z travellers.
Learning from Winners: Noted how the winning concept’s commercial focus aligned better with client expectations.

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UXathon: Twistoo

The UXathon competition collaborated with Twistoo to optimise the website and assist marketers create and publish gamified promotions, boosting user engagement and conversion.

Built in Framer

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Created by Wei Hsin 2024

Built in Framer

•

Created by Wei Hsin 2024

Built in Framer

•

Created by Wei Hsin 2024