Associação Reformers is a Portuguese organization dedicated to enhancing civic and social engagement across various societal segments. It focuses on children, youth, and seniors at risk of social exclusion or isolation, promoting intergenerational solidarity and community participation.

Catalyst for Change | ASSOCIAÇÃO REFORMERS X AIRBNB

THE ENTERPRISE

Associação Reformers works to address social exclusion by fostering engagement among various societal groups, particularly the elderly, youth, and children. The organization promotes intergenerational solidarity and aims to reduce isolation by creating opportunities for community participation.

THE MAINSTREAM ENTERPRISE

Airbnb is a global online marketplace that connects travelers with hosts offering unique accommodations. In addition to its core services, Airbnb engages in social impact initiatives that aim to create community connections and address societal challenges such as senior isolation.

THE PARTNERSHIP

In collaboration with Airbnb, Associação Reformers launched a pilot project aimed at combating senior isolation in Portugal. The project enables seniors to list a room in their homes on the Airbnb platform, providing both companionship and additional income. Senior participants receive support from mentors within Associação Reformers and from Airbnb community leaders.

QUOTE FROM THE SOCIAL ENTERPRISE

“The partnership with Airbnb is a crucial step towards providing companionship and enhancing the quality of life for seniors in Portugal. This initiative offers hope and demonstrates the potential of innovative solutions to social problems.”
— Joana Moreira, President, Associação Reformers

QUOTE FROM THE MAINSTREAM ENTERPRISE

“This pilot project advances Airbnb's efforts to create positive social change. By addressing senior isolation, we aim to foster a sense of community and support for those in need. We are proud to partner with Associação Reformers to bring this vision to life.”
— Sara Rodríguez, Director of Public Policy and Campaigns, Airbnb Marketing Services SL

IMPACT

The pilot project addresses senior isolation in Portugal, where over 550,000 elderly individuals live alone. By facilitating home-sharing, the initiative aims to reduce loneliness, promote intergenerational connections, and provide economic benefits to senior hosts.

IMPACT KEY METRICS

Number of senior hosts participating in the pilot
Frequency and duration of guest stays
Changes in participants' reported levels of loneliness and social engagement
Economic impact on senior hosts