Rather than defining themselves as part of the struggling-to-innovate hospitality industry, AirBnB smartly embraced the dynamic of digital economy that revolves around finding a new way to connect abundant supply with the underserved demand and to build a business around this connection. AirBnB’s laser-sharp focus on making accommodation accessible to global travelers anywhere now allows it to explore monetizable adjacent lines of its business, without diluting its original business model. The latest initiative of this mold is to make homes of notable LA people open to anyone with enough of healthy dose of curiosity and affection for design. In partnership with Sonos and a few other LA-based brands, AirBnB created an immersive series of events named Hello LA that make the most interesting people, places and experiences in LA accessible and bookable through AirBnB. Spending a night at the home of James Franco, anyone? (Let’s just hope the night doesn’t pan out as in “This is the End” movie…) Those who are into this kind of thing can submit a love letter to LA through Facebook, or enter to win an overnight stay via pop-ups around the city of LA. As far as the market-building strategies go, this is a pretty smart one.