AirBNB’s ad campaign promises that the use of their hotels will afford you the opportunity to finally fit in- to belong to the family. But let’s be serious- using someone else’s house for 3 nights, 4 days doesn’t make you part of their family. But the need they’re tapping into is real. They’re promising ‘belonging’ because it’s one of the deepest human desires: to belong to something larger than oneself.