Beyoncé, Mariah Carey helped turn Airbnb into a luxury brand

Airbnb's celebrity marketing program, the details of which haven't been previously reported, started before most people knew what an influencer was. Foto: Bloomberg photo by Andrew Harrer

For one week in the summer of 2015, consumers of celebrity gossip news couldn't escape Mariah Carey's trip to Malibu, California. Her stay at an Airbnb there, which she chronicled on Instagram, made headline writers swoon. It was covered in TMZ ("Mariah Carey: I USED AIRBNB… For My Sick Malibu Rental"), Page Six ("Inside Mariah Carey's $10K-a-night Airbnb rental") and PopSugar ("Mariah Carey's $10,000-a-Night Airbnb Is the Ultimate Fantasy," along with a slideshow)...

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