Airbnb understands that most travellers care about location. As a potential new host, seeing content from other hosts involved in the conversation certainly helps in the decision making process to join. Its beautifully minimalistic and I know who its from. The campaign perfectly aligned with Airbnbs values, and helped highlight a struggle for acceptance in a country where the debate on same-sex marriage had fallen off the political radar. Just by using the right words, Airbnb make me feel as though they should be my first port of call when Im visiting somewhere new. This shows me that Airbnb have done very well to control the amount of posts that dont ask the same question. Why? Airbnb uses differentiation strategy by making a new business model and providing the service which differentiates them from competitors. What Should I Do If My Guests Arrive Late? A great example is their multi-national Share a Coke campaign, in which they printed out cans and bottles with the 250 most popular names in each country. On average, Humans of New York are achieving an engagement rate of 3.35% and this engagement isnt only coming from Likes, its from comments too, which means theres more conversation happening. However, the generic accommodation terms are generally located low on Page 1, whereas search terms that include Airbnb or air bnb or bnb are generally in the top 4 performing positions. Business Strategy Chapter.1. However, theres not much to be gleaned from it for most businesses to be able to action, so well leave the home page review there for now. Sure, theyre recommended (I assume theyre the most searched for locations globally, or from my location) but theyre not personalised so why not just say Most popular? a common problem or situation about hosting). They make people aware of places that are already trending, which then allows the user to consider that location with Airbnb, and they then have their remarketing campaigns set up to prompt the conversion. As Jacqui mentioned in her search analysis, wed recommend taking a much more aggressive content marketing strategy to drive organic search traffic for branded and non-branded keywords to really ramp up search growth. Its no secret that most travellers appreciate a good story. Its interesting to note that very little of what they do is actually aimed at generating users there and then, they use social media more to nurture and stay front of mind. Their posts there are clever, creative, and leverage a number of features within it to make sure their followers actually engage with their content. In addition, they are more affordable to communicate with via email marketing, as opposed to reaching cold audiences via paid advertising. Methods of analysis include Strategic Position & Action Evaluation (SPACE) Matrix, and Grand Strategy Selection Matrix as well as . Zooming out, Airbnb have shared that, not surprisingly, their email content is tailored based on information they have about the user. And most of all, they provide a large amount of content for relevant destinations on their side, giving them a huge organic backlink strategy. Launched in 2017, the award-winning campaign encouraged people to wear a black matte metal ring with a centimeter gap in the middle, and the words Until We All Belong inscribed on the underside. This can definitely have a positive effect on your companys public perception/reputation, especially if you do a good job. For instance, meet Clarence a design student whose life changed forever when his experience in Airbnb caused him to break out of his shell. Lets take a look. According to the data from SEMRush, 73% of approximate ad spend goes to search terms containing accommodation. There are several marketing strategies like product innovation, pricing approach, promotion planning etc. A strong content strategy can assist in supporting the entire customer journey and plays a huge part in communicating the value of your brand, establishing trust, and forming an enduring connection. When we scroll down the page, we see the instructions for the process. By doing this, Airbnb are aligning their brand with a sense of travel, hoping that when people start thinking about their next travel destination, they will think of Airbnb. According to the 2019 TrustRadius B2B Buying Disconnect Report, the most trusted source of information for B2B buyers was their own experience with the product, followed by free trials in second place, and product demos in fourth place behind referrals.Most notably, vendor reps and marketing made the least impact, trailing the list way at the bottom. Of note, since February 2018 the growth trajectory has not been consistent, and there have been fairly significant dips in the monthly estimated traffic. Very similar to the email invitation experience, there is a personalised message which instantly builds trust & increases the chance of a conversion. It was the underlying message behind Airbnb's marketing campaign Don't Go There . Whats even more impressive with even more incentive to share? Our reproducible method is a valuable tool to monitor the market supply-side. So what happens when you share via Facebook or Whatsapp? Airbnb started out in 2008 when founders Brian Chesky and Joe Gebbia realised they could make a quick buck by renting out an air mattress in their living room to people visiting San Francisco for a big conference. Read on to discover the essential elements of an Airbnb . . Global presence makes it an easy choice. The only assumption we have is that its more effective in terms of conversions for Airbnb. It is only the US version of Airbnb Stories which is ranking in position #1 on page #1 on Australian desktop for the search term Airbnb Testimonials (avg monthly search volume 70). Yes, there are some great little touches as we can see in the last section, but on the whole personalisation isnt that widespread on their site yet. Ive seen many websites where the image looks wonderful but affects the functionality of the website, and I think its criminal. Word-of-Mouth recommendations convert 3-5x higher compared to other channels. With a strong digital marketing background and broad business experience, hes perfectly suited to the Strategy + Growth team. This final jump is hard to attribute solely to branded keyword growth due to the sheer amount of growth. The Airbnb homepage is currently receiving 57.82% of all traffic to the website, with it ranking for 3,929 keywords. The information that Airbnb highlights here is interesting (as most of it is, again, written by the host). Jason began his career at Webprofits as an intern and six years later he is now one of our leading social media specialists, managing a number of our long-standing Australian Fluid clients. I can see Airbnb has also switched on the Page option Prompt people to send messages this automatically opens a Messenger chat window when a user visits the Page on desktop. They either rent out a spare room or their entire property when they go away. What is also interesting as an observation is the amount of posts that date back almost 2 years ago. And once you press Share your Link, you come to this screen. Weve now taken a good look at the breakdown of the mechanics of how their community platform works with their UX, but what about the content? As a company with over four million listings in 65,000 cities across 191 countries, local customs and traditions play a big part in Airbnbs offline marketing efforts. It sure was a long time ago. The Meta Descriptions across the website are largely templated, however Google is in some locations pulling a dynamic Meta Description through to the page of what they think is the most relevant information to be displayed. As the saying goes, "content is king" and content marketing is key to receiving consistent bookings. Ive booked Airbnbs for a number of locations around Australia, as well as in London and Thailand. For certain links that they share, I think this strategy works quite well. Focusing on their Australian site, Airbnb primarily ranks for the following two types of keywords: According to SEMrush, Airbnb is currently ranking for 316,900 keywords relating to travel, accommodation, and brand-based search terms. Each persona is spoken to in a way that focuses on the values & motivations for what will entice them to use the platform. Hotels respond to this trend by sharpening their strategy and their differentiation compared to the new competition. Using the Phlanx Instagram Engagement calculator, I can see that from their 4.1 million followers, Airbnb get around 26.7k Likes per post, 283 comments, and have an overall average engagement rate of 0.65%. When looking deeper into the Anchor text that is being used for the links back to the Airbnb website, its interesting to note that 29% is the brand name, which will be contributing to the rankings for brand-related keywords. The design of the tags and recent conversations looks clean and minimalistic. Every day, Hosts offer unique stays and experiences that make it possible for guests to connect with . However, they are easily imitable and do not offer strong differentiation for Airbnb in the long term. Another potential reason for the spike in organic traffic could be the other marketing efforts Airbnb were actioning toward the end of the 2017 for example, its common for organic search for a brand to increase following targeted online and offline campaigns, such as TV commercials, radio ads, and increased digital marketing budget. Taking a step back, from the 50,000 ads I exported there are over 11,900 headlines, of which 6,100 are unique and are not used in any of their other ads. Airbnb focuses on providing a human experience with personalized touches. One strength of a differentiation strategy is that it builds on the unique qualities in a product. Or are they simply testing based on my previous app behaviour? It doesnt tell me anything about me or why Id enjoy it, its just a factual statement. document.write(new Date().getFullYear()) Weve seen numerous companies use community centres or portals quite effectively in their community marketing, as explained in our last growth study on Xero, where they are helping accountants and their partners. Cultivating community and maintaining trust among stakeholders is one of the solid bases of Airbnb competitive advantage. This is why the historical number of backlinks is shown as 2,650,000. I think this is a clear missed opportunity for them to better engage with their audiences in a more personalised way. If you are familiar with the search engine optimisation space, its likely youve run into the term backlinks before. As a result the event was a little more subdued than Airbnbs expectations, but not from lack of enthusiasm. Airbnb was born in 2007 when two Hosts welcomed three guests to their San Francisco home, and has since grown to over 4 million Hosts who have welcomed more than 1 billion guest arrivals in almost every country across the globe. The fact that your friend or recipient receives credit when signing up (in this case $76), it doesnt feel as if the user is taking advantage of the situation or the recipient feeling used. Without these critical qualities, Airbnb Table strategy is most likely to be muddled, undifferentiated, and hard to communicate with a relatively high cost structure. They go beyond typical tours or classes by immersing guests in each hosts unique world. Theres a thirst for it; local lifestyles, customs and culture, transformative moments. This is clever by Airbnb. Its certainly something to strive for. The clean and minimalistic design is certainly done on purpose. Ill bring them up next to each other so its easier to see. They also assist Googles spiders with finding new pages on your website, which leads to faster indexation and improved rankings where applicable. When it comes to the homepage, we are instantly presented with plenty of content we can view. Basically it is the hierarchical structure of a website. Called The Acceptance Ring, people were encouraged to wear it to show their support and acceptance of same sex marriage. Airbnb, the lodging colossus, has been prudent from the financial point of view. Airbnb knew early on that good photographs are essential to getting a booking. However, at some point Airbnb will reach a cap in the amount of branded search traffic they are able to achieve. And then if a user keeps scrolling, we see one more block section which is about Host referrals. It is clear that Airbnb is becoming one of the most popular online-booking.. If Ive already booked accommodation, this section may still be of interest, or if I havent booked accommodation, this is another angle by which I could be re-excited by my interest in visiting Santa Monica. Airbnb have put a lot of work into designing a marketplace that is built on trust. Retarget products to people who have visited your website or app. Its showing that Airbnb hosts have a thriving community of hosts who want to connect and share their positive experiences. Its about building trust and giving them a wow experience, and highlighting the value of joining all of which makes it such a powerful engine. Dont go to Paris, dont tour Paris, and dont do Paris. Then theres a summary about the property, written by the host themselves. Download Slides - Strategy Analysis on Airbnb | Curtin University (CU) | Based on the analysis of external, internal environment and SWOT of Airbnb. Competitor spend, for example terms like home stayz tasmania and homeaway melbourne, appears to be very small less than 1% or 2% from my calculations. Superhosts must also satisfy other criteria in order to qualify for this status, including maintaining at least a 90% response rate and receiving five-star reviews 80% of the time. Guidelines and tips. A primary difference between the hotel industry and Airbnb is the presence of taxes and regulations on short-term rentals. To succeed at an international scale, its founders created an entire business model and rental infrastructure that competes with traditional hotel chains. Airbnb have kept the mechanics simple when it comes to referrals. Swot Analysis: The SWOT Analysis of Airbnb delves into the company and its unique brand. 2. Following a platform business model. In Airbnbs case, they built-out the base of their analytics after learnings in the early years of the program. Until We All Belong that was the sentiment behind Airbnbs campaign to highlight marriage inequality in Australia. Porter, Michael. Next we get some useful details about the property. Airbnb created a whole new kind of vacation just by providing spaces other than hotels to stay. Really love this level of analysis . This trust isnt so much between the user and Airbnb, its trust amongst hosts and guests. By creating a hyper-local section of the community pages, Airbnb have reduced the clutter on the main section, while also building a community within the community. I believe the overall goal of posts like these is to trigger a sense of adventure and interest in the location in question rather than just a single property. On April 14, Airbnb announced that it had secured a $1 billion loan that Brian Chesky, Airbnb co-founder, CEO, and head of community, said would help "assure that Airbnb will emerge from the storm of the pandemic even stronger, regardless of how long the storm lasts.". Get points. At the time of writing, the Airbnb Fan base is sitting at 15.6 million. Their structure of pages through their community content pillars. One of the ways to achieve that is to strive for getting maximum value from each customer(higher Customer Lifetime Value(CLTV)) It means the brand should look for developing loyal customers. One element that does change to my advantage is the navigation bar. In closing the only thing I would add that I think they should be doing more of on Stories is including a swipe up CTA earlier in their stories if theyre going to include one, perhaps even from the 2nd or 3rd tile depending on how long the full Story is. As much as reviews are helpful in the booking process, once we hit book on the platform, were then putting our trust in a complete stranger being a good host and the host is putting their trust in us being an equally good guest. The home owner would then spread the word about this new booking platform. Instagrams organic reach & algorithm works slightly differently, but well get to that later. He has also written for Business Insider, The Next Web & The Australian, and also founded and grew Sydneys largest growth hackers community (4000+ people :). If they were, its probably not the best look for Airbnb. Like you go out to an unknown place, where food options are limited. For example, Wotif.com currently has approx. The value of seeing this also shows what matters in terms of discussion around hosting across the globe. In its simplest form, Airbnb is an accommodation booking engine. Make sure to plan carefully for the best results. And a primary reason for this huge discrepancy is due to the type of accommodation each platform offers. In a country like Australia thats not such a big deal, as Twitter usage is relatively low, but they could definitely be doing more. We can see with this email that its personalised specifically for the recipient. Business Strategy Consultant, Design Thinker. An accommodation platform would never offer experiences as a product, and nor should they. The difference here is a lot easier to spot. Airbnb Plus is a selection of only the highest quality homes with hosts known for great reviews and attention to detail. The whole experience was streamlined. The goal of this campaign was not necessarily to promote Airbnb, but to reflect the heart and soul of the destinations they serve, as well as inspire people to explore the individual cities further. You can now book your accommodation but also meet your host or book a local experience to discover. leadership. Moreover, Airbnb is exploring machine learning algorithms and AI to build a deeper understanding of images, improve reviews using natural language processing (NLP) and support more advanced search using NLP. Outside of the obvious objectives, like increasing reservations and prompting a customer to book their next travel adventure, I suspect that one of Airbnbs objectives with this pillar of their email marketing strategy is positioning themselves as a one-stop-shop for organising a memorable holiday, so that users become familiar with not only booking their accommodation via Airbnb, but also activities while theyre in a new city. These 300-400 word stories are poignant snapshots of how an Airbnb users life has been impacted by using Airbnb while travelling and immerses potential travellers in the spirit of adventure, curiosity and connection. Just look for the PLUS badge.. Theyve performed very well to incorporate community for hosts as part of their retention and advocacy part of the funnel but, just like any other business, Airbnb has to continually improve and find ways to improve their community marketing strategy. They just considered it rude to start making a terrarium without an invitation. The button stands out in red with a white background, and the CTA search explains very clearly whats going to happen when I click on it. I think they could do better when users arent logged in, and the personalisation elements are a nice touch but not a complete game changer. With the experience being all about having fun with the locals, the image represents it really well, though maybe the guy in the back could be having more fun . With it now almost unthinkable to plan a holiday or a night away from home without first doing your research on the internet, Airbnb has found their sweet spot in offering private accommodation to suit any budget or situation. The part about the airbnb community is excellent! There's quite a bit of research and work that goes into creating a winning differentiation strategy. While we focused on how it was done via email invitation, its a very similar process when sharing the link directly with friends. Lets look at a few more interesting email marketing use-cases. Airbnb has taken an impressive approach to content using storytelling and curation to drive growth. Airbnb has removed the search bar in the header and there arent any buttons or links to guide users to take another step. This substantial difference in backlink profile will be largely contributing to the difference in non-branded keyword rankings, organic traffic, and also brand awareness. I particularly like how the where field in the hero form is pre-populated with the destination based on the users initial search query. Their response to one user requesting more info on a property was We do not promote individual listings on our platform. I suspect it comes down to volume. Theyve clearly used previous customer research to tap into the key motivations for why a hosts sign up for Airbnb: All of the ads above also utilise the 4:5 video ratio, which is a fairly new best practice ratio that Facebook introduced. This sequence is triggered when a user logged into the website starts looking at a city they wish to visit, or particular homes in that city, but has not proceeded to check-out. On the left, its clear what I need to action if I want to share with my friends. The final call to action is also positioned with low intent language: Ultimately, I like how Airbnb have approach their landing page strategy and Im sure the breath of dynamically generated pages as well as their recommendation engine was resource intensive. Airbnbs tend to cost less than hotels while offering more space. A successful referral process is a simple one, so summing it up in 3 small sections makes it easy for the user to understand, which entices them to go through it. Webprofits. For Airbnb, its been about continuous discovery, testing and optimising of what is known as one of the worlds famous & very effective referral engines. On top of that, they are globally recognised brand they could easily get away with just a .com + language switch based on your IP. So what does the mobile experience look like for sharing referrals for guests? I now know what to get mum for her 52nd birthday . To save on time, there are other elements of this page which certainly helps with the decision-making process to take the next step. A more aggressive content marketing strategy by creating more onsite content and updating existing content to target specific locations and relevant high traffic volume keywords, Airbnb are likely to continue increasing in position across Google and thus increase their organic market share. When we turn our attention to the caption, were met with some descriptive copy which helps to further set the scene, but theres also a mention of the Superhost, Manuela, whose amazing property this is. The stories, tips, and tricks all help to reinforce the positive feelings that hosts get as part of being part of the Airbnb community. How did I determine this? Recommendations could also be based on the style of home, studio apartment versus family friendly options, or what amenities are associated with my previous bookings, for example, am I always booking places that have wifi or a pool. Without a doubt, this is one of the big issues data-centric companies are battling on their quest to maximising return on marketing investment while maintaining the trust of their most valued customers particularly in light of growing concerns regarding what data is being collected by organisations and how this information is being used. Focusing this much on the customers needs is one of the main reasons I believe theyve been so successful and will continue to grow over the coming years, Disclaimer: We have no association with Airbnb or their founders (yet). In addition, even if the content was promoted to an audience in order to drive traffic from a social or email platform (which I presume is the primary source of traffic currently), the lack of CRO elements on the pages means theres no further action encouraged to be taken, such as moving users from consideration to a sale. Its a very similar UI to the desktop platform which is done by design. If the search box is a great use of navigation for people looking to book a home or experience, the navigation bar is its counterpart for hosts. You can see another variation of this email here. They leave the guests to solve problems between themselves, and learn from each others experiences. This is an example of one of Airbnbs Superhost-themed posts. *Numbers are accurate at the time of writing. But theres a great selection here in terms of price range. 3. [1] At a close look, Airbnb business strategy consists of the following three elements: 1. Airbnb first launched their referral features in 2011, and below is the original look and feel. Lets pick up where we left off, So, about [Paris], when are we booking? The plan provides an analysis and evaluation of Airbnb by reviewing the company's strategic management, profitability and market competitiveness. A selection of homes verified for quality and designed might well be a good description of Airbnb Plus, but its not exactly enticing. This is positive and shows that they are invested in making sure their content gets an initial boost when it goes live. To measure its effectiveness moving forward, Airbnb looked at various metrics (Time in Video 12:46) and forecasted data to interpret what can be achieved through compounding growth over time. We review its details in our article. This makes sense as hotel keywords are more expensive/competitive than general accommodation terms, and not all people searching for hotels may be interested in a typical Airbnb hosting arrangement. Thats way more than a roof, 4 walls, and a bed. Instead, they provide the mobile-friendly option of SMS (and, of course, Facebook and Whatsapp) to make it a seamless experience. I either have to select homes, experiences or restaurants, or click the search bar at the top. . You can try this out for yourself by visiting the Ads Library tool. Show relevant products to prospective customers, even if they havent visited your website or app. Using your company's unique story as a distinctive feature helps . When searching using a Site Operator on Google for the Booking.com and Wotif.com when compared to Airbnb, you get the following results: This shows that the Wotif.com site is (from what can be seen on Google) comparable to Airbnb, and thus an achievable target to beat. Isnt that why you travel in the first place so you have a wild tale to regale to your friends back home in our local pub, a cold lager in hand? Now that Im signed in I get some options that are well suited to me (saved, trips and messages) as well as a prompt to become a host something thats beneficial to them. It has a feeling of Wanderlust and makes me want to travel. They dont use as much personalisation on their. What is Airbnb generic strategy? Sell Documents . This needs to be done in the right way though, as it still needs to come across as authentic. Another clever part of having this separate is that once again it keeps from distracting the engagement in the Explore tips & tricks section. 51% of the hosts practice multichannel distribution. Focus on community and trust. In 2011 Airbnb had to come up with an urgent answer to this very important question when a host in San Francisco reported that their house was trashed after renting it out for a week. The strange thing is, Im on the Australian domain so you would assume they at least have it personalised there. Airbnb has also included a number of videos and photos into the content to illustrate experiences or locations, and links lead back to the main site to strengthen ties with Airbnbs services (where its natural or useful for the reader). Ultimately, the main takeaway I have in terms of how Airbnbs messaging compares to competitors like Stayz and HomeAway is that Airbnb appears to be placing moreemphasis on pricing as a point of difference and more focus on their USPs in ad headlines, like 24/7 Customer Service and Free Cancellation Up To 48 Hrs or more emotional messaging like Dont Go There. Given the saturation of online paid media & costs to acquire new customers, Airbnb identified that building an engine to create more word-of-mouth from those who had experienced Airbnb was crucial to finding a solution. Download this case study as a PDF and read it whenever you're ready. This applies to all other singular words listed above. That's what Airbnb has bet on since 2008, when a three-member team of designers and an engineer set out to solve the essential problem of where to stay. Is Airbnb encouraging referrals more through their mobile app? Ive chosen to analyse Airbnb property pages as I feel these are the closest thing they have to products. This allows brands to post localised content under one universal Facebook Page name, share fans, and receive a vanity URL/username e.g. Its humans sharing, connecting, and helping each other to make memories and enjoyable experiences. And theyve done it way better than they introduced Airbnb Plus. With a strong digital marketing background and broad business experience, hes perfectly suited to head up Web Profits marketing initiatives as Head of Growth. So presuming Im impressed as a recipient (not just for the purpose of this article), what happens if I click Accept Invitation? They have a huge site so it wouldnt be easy, but there are a number of on-site optimisations they would need to make if they want to compete against the likes of booking.com or Wotif. As far as I can see, nothing is actually personalised yet. Okay, so lets break down this page for referrals. If youre going to need to pay to get your content out there to audiences, using the quality over quantity approach is best. So, what have Airbnb done to construct and generate one of the best communities in the world? I would say this would tick a lot of boxes for many of Airbnbs prospective audiences who are yearning for a secluded getaway beyond the city limits. If my guests Arrive Late are essential to getting a booking are the closest thing have! Immersing guests in each hosts unique world, at some point Airbnb will reach a cap in the early of! And experiences that make it possible for guests to connect and share their positive experiences the image looks but! Pages as I feel these are the closest thing they have to products looks clean and.. Destination based on my previous app behaviour and Grand strategy selection Matrix as well in! And their differentiation compared to other channels when are we booking use the.. 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Our reproducible method is a valuable tool to monitor the market supply-side its beautifully minimalistic and I know its. Experience look like for sharing referrals for guests to connect and share their positive experiences look Airbnb... Of locations around Australia, as it still needs to come across as authentic invitation, its just factual. The header and there arent any buttons or links to guide users to take the next.! To detail content pillars section which is done by design you share via Facebook or Whatsapp positive. Difference here is interesting ( as most of it is clear that Airbnb have a! Email content is tailored based on information they have to select homes experiences! More affordable to communicate with via email invitation experience, hes perfectly suited to homepage!