(Integrated Campaign and Product Design)
The Unknown Itinerary for Airbnb
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Creative Strategist
Project
Roles
Client
Type
Status
Year
Strategy and concept
Creative Direction
UX/UI Design
Motion Design
Art and Copy
Spec work
2026
Social Media and web
Airbnb
The Unknown Itinreray
The unknown Itinerary is a spec campaign and product concept for Airbnb Experiences built around a single behavioral insight: the modern traveler arrives at their destination having already seen everything on a screen, leaving no room for surprise or genuine discovery.
The response is a new Airbnb Experiences feature: a personalised itinerary of local-curated places and bookable Experiences, tailored to the traveler's interests and only unlocked 24 hours before departure. . Enough to trust. Not enough to spoil. The trip becomes something to explore, not validate.
All copy and art direction follow a single creative territory: stop over-planning, start actually discovering.
This projects includes a protoype of the app feature, a motion teaser, advertising and PR.
(Integrated Campaign and Product Design)
The Unknown Itinerary for Airbnb
Project
Roles
Client
Type
Status
Year
Strategy and concept
Crative Direction
UX/UI Design
Motion Design
Art and Copy
Spec work
2026
Social Media and web
Airbnb
The Unknown Itinreray
The unknown Itinerary is a spec campaign and product concept for Airbnb Experiences built around a single behavioral insight: the modern traveler arrives at their destination having already seen everything on a screen, leaving no room for surprise or genuine discovery.
The response is a new Airbnb Experiences feature: a personalised itinerary of local-curated places and bookable Experiences, tailored to the traveler's interests and only unlocked 24 hours before departure. Enough to trust. Not enough to spoil. The trip becomes something to explore, not validate.
All copy and art direction follow a single creative territory: stop over-planning, start actually discovering.
This projects includes a protoype of the app feature, a motion teaser, advertising and PR.
In 2026, travelers arrive at their destination having already seen every corner on a screen. They spend 15 to 25 hours planning, save 50 places on Google Maps or social media, and when they finally land, they're just validating expectations. No surprise. No discovery. Only the constant anxiety of whether they made the right choices and the certainty that they missed something better.
In 2026, travelers arrive at their destination having already seen every corner on a screen. They spend 15 to 25 hours planning, save 50 places on Google Maps or social media, and when they finally land, they're just validating expectations. No surprise. No discovery. Only the constant anxiety of whether they made the right choices and the certainty that they missed something better.
Strategic insight
Strategic insight
The Unknown Itinerary is a new feature within Airbnb Experiences. A personalised itinerary of local-curated places and bookable Experiences, away from the obvious, tailored to your interests,that reveals itself progressively as you explore the city. The surprise keeps you in explorer mode. Every unlock is an invitation to book an Experience without leaving the app , turning the trip into a game, and the city into something worth discovering.
The Unknown Itinerary is a new feature within Airbnb Experiences. A personalised itinerary of local-curated places and bookable Experiences, away from the obvious, tailored to your interests,that reveals itself progressively as you explore the city. The surprise keeps you in explorer mode. Every unlock is an invitation to book an Experience without leaving the app , turning the trip into a game, and the city into something worth discovering.
The idea
The idea
The prototype introduces a seamless digital integration within the Airbnb ecosystem, appearing immediately after a booking is confirmed to offer the Unknown Itinerary feature. Built from scratch with custom frameworks and iconography that mirror the brand's iconic design language, the interface connects perfectly with the existing Airbnb Experiences to provide a cohesive user journey.
While the full itinerary is designed to unlock right before the trip to preserve the element of surprise, the UI includes both book experiences before and unlock now options to cater to impatient users and eliminate friction. By placing this entry point at the moment of reservation, the function actively encourages users to book local experiences tailored to their specific tastes, transforming a standard administrative step into an immediate opportunity for discovery through an authentic and less predictable lens.
The prototype
The prototype
OOH
These OOH displays use a site-specific strategy to tackle "digital over-planning." The first format targets the habit of over-researching by showing a daily calendar filled with specific photos of Tokyo landmarks, illustrating how a traveler might "see it all" from Madrid before even boarding a plane. The second format is strategically placed in high-transit areas like bus stops and train stations, using the context of a daily commute to suggest that while you know your physical destination, your actual experience shouldn't be predictable. By adjusting the copy and visuals based on the specific location, the campaign directly challenges the digital predictability of modern travel.
Digital
A context-driven execution placed at key travel touchpoints: airports and city streets.
The messaging intercepts travelers at moments of anticipation and arrival, confronting the illusion of familiarity and repositioning the destination as something to be discovered in real life. The format is modular and scalable across different locations
PR Kit
(01) Destination manifesto
(02) The scratch-off path
(03) Explorer's compass
(04) Misterious envelope
© 2026 Alba Hernández Fuertes. All rights reserved
How does it work
The prototype introduces a seamless integration within the Airbnb ecosystem, appearing immediately after a booking is confirmed to offer The Unknown Itinerary feature. Built with custom frameworks and iconography that mirror the brand's iconic design language, the interface connects with the existing Airbnb Experiences to provide a cohesive user journey.
While the full itinerary is designed to unlock right before the trip to preserve the element of surprise, the UI includes both "Book before" and "Unlock now" options to cater to impatient users and eliminate friction. The function actively encourages users to book local experiences tailored to their specific tastes, transforming a standard administrative step into an immediate opportunity for discovery through an authentic and less predictable lens.
OOH
The OOH displays use a site-specific strategy to tackle "digital over-planning." The first format targets the habit of over-researching by showing a daily calendar filled with specific photos of Tokyo landmarks, illustrating how a traveler might "see it all" from Madrid before even boarding a plane. The second format is strategically placed in high-transit areas like bus stops and train stations, using the context of a daily commute to suggest that while you know your physical destination, your actual experience shouldn't be predictable. By adjusting the copy and visuals based on the specific location, the campaign directly challenges the digital predictability of modern travel.
Digital
A set of digital assets built for performance and iteration, structured around A/B testing. Each execution explores a different angle of the “travel without spoilers” concept, combining sharp copy with visually engaging imagery (including original photography). The system is designed to optimize engagement, learn from audience behavior, and refine messaging in real time.
PR Kit
(01) Destination manifesto
(02) The scratch-off path
(04) Misterious envelope
(03) Explorer's compass
© 2026 Alba Hernández Fuertes. All rights reserved