Skift Take

Many industry leaders doubt Paris will enjoy an immediate tourism windfall from the Games. But Accor, Airbnb, and Air France are counting on a boost in brand awareness, with 15 million visitors and a billion viewers watching on TV.

Matthew Parsons, Skift

In Paris, the fanfare usually associated with the build-up to the Olympic Games have been overshadowed by another event taking place — a snap parliamentary election.

And the Olympic Games aren't shaping up to be big for tourism either.

However, three travel brands — Accor, Airbnb, and Air France — still want to capitalize on these sports mega-events.

This summer, 15 million are expected to visit Paris — 3 million more than usual. But while the city will be crowded during the Games, the shoulder dates may be less crowded than last year as some travelers avoid the city, fearing hassles. (The Olympics run from July 26 to August 11, 2024 and the Paralympics between August 28 and September 8.)

Accor, Airbnb, and Air France are taking a long-term view. They hope to borrow some of the excitement of the Games to enhance their image while boosting awareness of their brands globally.

Airbnb: Worldwide Partner

Airbnb signed up as a "worldwide partner" in a sponsorship deal reportedly worth $500 million.

Under the tagline “Host the World,” Airbnb has the most multifaceted sponsorship deal, covering free accommodation, grants, experiences, and more. There are also Airbnb Athlete Travel Grants for 1,000 athletes, worth $2,000 each, and a $500 voucher for every participating Olympian and Paralympian. 

These Games feed in well to its