Hidden messages are the next big thing. Take this image that was posted one day before the Airbnb Open in LA. 

"Change is on the horizon. Screenshot this image and apply the right Instagram filter to unlock a glimpse at what the future of Airbnb holds."

The secret: HOMES ARE JUST THE BEGINNING.

“It's a pretty interesting and clever use of social media on Instagram,” according to spotter Lynae Cook. We agree. 

Especially considering a study last month from the home-sharing company that its users "spend more at restaurants near where they are staying  than they would if they were staying in hotels". Read the full Bloomberg article here. 

Wait until tomorrow to see how other brands might use this technique in marketing communications  - and for confirmation that Airbnb will broaden its business to include travel services around community experiences.