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WATCH ON DEMAND FROM 25 Jan 2021
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Airbnb partners with developer for branded apartments

Airbnb trials branded apartments

Airbnb is extending its brand identity from the digital domain to bricks and mortar after partnering with a developer to create a branded apartments.

Newgard Development Group will offer tenants the option of short or long-term rentals in Florida, offering Airbnb an avenue into a world beyond merely facilitating online bookings.

The first fruit of this partnership will be a 300-home development near Orlando branded as ‘Niido powered by Airbnb’, with the prospect of the format being rolled out at scale if successful with a further five target sites already in the team’s crosshairs.

Newgard chief executive Harvey Hernandez said it was "only the beginnig" of what the pair want to achieve.

"We want to take home-sharing to everywhere in the US that we can," he said.

Distinguishing features of the Airbnb branded complex include keyless doors, secure storage and an app through which tenants can coordinate their stay by arranging room services.

Under the terms of the deal Newgard will take a 25% slice of the nightly room rate with Airbnb taking a 3% cut with the remainder going direct to the tenant.

Last month Airbnb signed Wieden + Kennedy as its global agency of record.

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