Airbnb Expands Its Latino Reach with the Help of Bad Bunny and Anitta - EXCLUSIVE

For years, Airbnb has recognized the Latino community as a key market, both in the United States and across Latin America. Now, the company is doubling down on its efforts by tapping into the power of Latino culture and its biggest stars—Bad Bunny and Anitta—to create immersive experiences that go beyond traditional hospitality.

In an exclusive interview with The Latin Times, Jordi Torres Mallol, Airbnb's Director for North America and Latin America, highlights that the Latino community has a unique cultural alignment with the platform's mission. "We see that there is a very strong product-market fit. Latinos are naturally hospitable. We open our doors, we share, and that connection is very real," he explained.

Data backs this up. According to Torres Mallol, Latinos are among the fastest-growing traveler segments on Airbnb. "We see that Latinos are choosing Airbnb for many types of travel, particularly for unique events," he added.

A 2024 survey conducted by Airbnb found that 32% of Latino travelers are motivated to travel for a music event featuring their favorite artists, while 26% travel for sporting events. This insight has shaped Airbnb's marketing approach, leading to high-profile collaborations with cultural icons like Bad Bunny and Anitta.

Anitta's Carnival Takeover: The Ultimate Airbnb Experience

Brazil's Carnaval do Rio de Janeiro is one of the most electrifying cultural events in the world, bringing together music, passion, and global tourism. This year, Airbnb is making history by teaming up with Anitta, one of Brazil's most influential artists, to offer fans an exclusive opportunity to experience Carnival like never before.

From March 7 to March 10, 2025, Airbnb will host a once-in-a-lifetime stay at Anitta's favorite penthouse in Copacabana, an ultra-luxurious space with panoramic ocean views, a heated infinity pool, and a lush tropical garden. The experience doesn't stop at accommodations. Guests will get an all-access pass to Bloco da Anitta, one of the most famous street parties in Rio, where they will ride atop her float as thousands of fans celebrate below.

"Everybody knows how much I love Carnival and Rio, my city. I'm so excited to share this experience with Airbnb guests this year. I want to show them my Rio and enjoy the incredible energy of this celebration together," Anitta said.

To complete the VIP treatment, the lucky guests will also attend a private barbecue at Anitta's house, an intimate gathering with her closest friends, and will cap off the weekend with a night at the Sambódromo, where they will enjoy the Desfile das Campeãs from an exclusive Airbnb suite.

Beyond just being an incredible getaway, this initiative highlights Airbnb's deeper investment in Latino tourism. According to Jordi Torres Mallol, Airbnb's Director for North America and Latin America, the U.S. is now the second-largest source of Airbnb reservations in Rio de Janeiro during Carnival, surpassed only by Brazil itself. This statistic underscores the growing influence of Latino culture on global travel trends.

Miami: The New Home of Carnival in the U.S.

While thousands of Americans travel to Brazil for Carnival, another major shift is happening closer to home: Miami is rapidly emerging as the U.S. epicenter of Carnival celebrations.

The city's Carnaval de Miami, which has been growing for over 40 years, has now become the most significant Brazilian-inspired event in the U.S. This year, Airbnb has reported a 32.82% increase in reservations for Miami's Carnival compared to the previous year, highlighting two critical trends:

1. Economic and Tourism Boom – Miami is positioning itself as a hub for international festivals, directly impacting the entertainment and hospitality industries.
2. Cultural Expansion – The rise of Carnival in the U.S. underscores the broader influence of Brazilian culture and its deep connection with the Latino community in North America.

Torres Mallol emphasized that Latino travelers play a crucial role in shaping Airbnb's strategy, both in the U.S. and abroad.

"Latinos are naturally hospitable. We open our doors, and that connection is very real. We're seeing a major increase in Airbnb bookings for cultural events—32% of Latino travelers say their trips are motivated by concerts, and 26% by sporting events. The demand is there, and we are responding to it," he explained.

Bad Bunny's Airbnb Collaboration: An Immersive Reggaeton Experience

Beyond Brazil, Airbnb has also made waves by partnering with Puerto Rican superstar Bad Bunny, another global icon who has reshaped Latino representation in entertainment.

In 2022, Airbnb offered fans a stay inside Bad Bunny's custom-built tour truck, a 53-foot matte black semi-truck inspired by his El Último Tour del Mundo album. The experience included VIP tickets to his Miami concert and a virtual meet-and-greet with the artist. Airbnb also used this collaboration to support Puerto Rican communities, making a donation to Fundación Good Bunny, which funds youth programs in the arts and sports.

A highly anticipated music residency in San Juan, Puerto Rico, has sparked a surge in demand for Airbnb accommodations, with searches for stays on the island increasing sevenfold for the event dates compared to the same period in 2024. While local Puerto Ricans are driving much of the demand, Airbnb reports that Latinos from across the U.S. and Latin America are also looking for accommodations. Among U.S. cities, New York, New Jersey, Los Angeles, Chicago, Orlando, and Miami have seen the highest growth in searches. In Latin America, Santo Domingo, Santiago, Mexico City, Bogotá, Guayaquil, and Lima rank among the top locations where travelers are planning their trips to Puerto Rico.

Although San Juan remains the most sought-after destination, interest is rapidly growing in nearby cities within a 30-minute radius, such as Carolina, Luquillo, and Fajardo, as well as Aguadilla and Cabo Rojo, reflecting a desire among travelers to immerse themselves in an authentic, local experience. The concerts, scheduled from July 11 to September 14, 2025, have not only boosted San Juan's tourism appeal but have also driven significant increases in searches across the island, reinforcing Puerto Rico's reputation as a premier destination for music and culture-driven travel.

Airbnb's Commitment to DEI and the Latino Community

While Airbnb's partnerships with Latino icons highlight its marketing prowess, the company is also navigating important conversations around diversity, equity, and inclusion (DEI).

Recently, social media buzz suggested that Airbnb had ties to the Trump administration, sparking concerns within the Latino community. Torres Mallol was quick to dismiss these claims, emphasizing that Airbnb does not support any political agenda.

"Airbnb has never aligned itself with the Trump administration, nor with any other government. Any claims suggesting otherwise are a misinterpretation. Our mission is to connect people and communities, not to engage in political affiliations," he clarified.

To reinforce its commitment to diversity, Airbnb has pledged continued support for Latino organizations such as Voto Latino, UnidosUS, and other advocacy groups that work on Latino rights and representation.

Security is another key concern, especially in Latin America, where trust in digital platforms can be an obstacle for both hosts and travelers. To combat this, Airbnb has implemented several safety measures, including:

• 24/7 customer support with trained agents
• Advanced monitoring to identify bad actors
• A transparent review system for hosts and guests
• Secure payments, with funds only released 24 hours after check-in
• Guest Favorites, a quality certification program for trusted listings

Torres Mallol is optimistic about Airbnb's impact in the region.

"If we don't generate value for local communities, we can't succeed long-term. The goal is to ensure that travel has a positive, distributed economic impact, empowering both hosts and travelers," he said.

With the 2026 FIFA World Cup set to take place across Mexico, the U.S., and Canada, Airbnb sees a massive opportunity to further expand its Latino presence. Torres Mallol revealed that the company is already recruiting new Latino hosts, ensuring they are prepared with pricing strategies, availability, and security measures to capitalize on the upcoming influx of travelers.

"We want our community to be ready. Big events create economic opportunities, and we are making sure our hosts have everything they need to succeed," he stated.