Do Airbnb get heavily involved in the discussion? 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. For Airbnb, it underlines everything they do and has transformed their site from a marketplace to a travel platform which engages users and hosts. The first two boxes the navigation to specific products and the upsell to Airbnb Plus are the two things that impressed me least from the non-personalised home page, and Im surprised to see them front and centre here when I am signed in. Booking.com offers commercial accommodation to users, such as hotels, resorts etc, which means the link opportunities are much greater. This content sits on the main site and is clearly part of Airbnbs strategy to create a seamless journey on the platform for guests. One element that does change to my advantage is the navigation bar. The summary section is helpful, though it surprises me that it cant be used as an option when filtering search results. In fact, it is the eventual outcome of the strategies of the mission statement, which corresponds to the future achievements the business wants to be associated with. browse homes. 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. Fortunately for them, for brands to see success on Instagram its mostly all about sharing compelling/authentic imagery, which Airbnb does have. Im now shown a ranked list of recommendations with comments from Airbnb hosts and a Google Map with pins corresponding to each place. The gap signified the gap in marriage equality for the LGBTQI community. Term. Like this product? It took me a moment to realise it, but that structure isnt a watch tower (maybe Ive been watching too much Game of Thrones), its a home. In practice, this means that someone who searches for phi phi islands accommodation triggers an Airbnb ad that speaks to phi phi island accommodation specifically, and directs the user to a landing page that focuses specifically on phi phi island accommodation with upcoming availability. I dont think this works for all posts though. I think one great way of doing this is by sharing content that is unique and not the same content that youve previously shared on your Facebook Page or Instagram feed. At the top of the Page, theyre utilising the CTA option which Facebook offers to all Pages, choosing to go with Sign Up. Someone without an account/not even a host can make a post. When it comes to the homepage, we are instantly presented with plenty of content we can view. The copy directly below the form gives you more insight into whats going to happen when you fill it in. Its unlikely there is sufficient volume from closely related search terms in isolation, and as a result, Airbnb likely need to leverage auxiliary keywords to reach lofty growth targets. This is a part of the site I really like and also find quite interesting. 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. It is clear that Airbnb is becoming one of the most popular online-booking.. Airbnb does not own any real estates it lists, not does it host events and experiences it offers. Its not a complex email. Why go through such trouble if not for SEO? And whilst it looks simple to the user (I mean, thats the point), there are amazing mechanics & core areas of expertise which they have executed well. If it is, I like the strategy. . Its clear what Airbnb want the users attention to focus on. To succeed at an international scale, its founders created an entire business model and rental infrastructure that competes with traditional hotel chains. From Afhrefs top pages function, we can see that a small amount of monthly traffic is coming from branded organic keyword rankings with content built out to answer branded queries. But why are they so important? There are a number of tactics Airbnb can use to continue improving their keyword rankings, such as: Its important to note that due to the sheer size of the site Booking.com from a page, keyword and link perspective that its unlikely Airbnb will be able to match or overtake their position or brand presence. Airbnb is an American company working on online marketing and offer hospitality services like holiday cottages, apartments, homestays, hotel rooms, or hostel beds for people to lease or rent during activities relating to tourism. Airbnb are able to match up the user session with your email address based on your browser cookie, and they then trigger an email sequence that aims to get you back into your search and ultimately book your next stay. However, as this Title Tag is longer than the 60 characters allowed for by Google on Desktop search, what is actually seen by the user can be seen below: This results in a less than optimal user experience, which could be impacting their click-through and their rankings. But I wont just look at the personalised elements, Ill also share insights on their messaging, imagery, layout, and more. They are so well researched and highly educational. For Airbnb, the community centre serves a purpose for hosts, both existing and prospects, to explore what its like being a host on Airbnb. The images are small and hard to make out, and so not that intriguing. On average, Airbnb post every 3-4 days on Facebook, in comparison to Instagram where they post almost daily. However with the above strategy they could certainly become more of a competitor for Wotif.com. Another clever part of having this separate is that once again it keeps from distracting the engagement in the Explore tips & tricks section. But their strategies dont just relate to customer acquisition. Keep reading for more detail about each of these along with business-level strategies examples for each! The next most common anchor text phrase is no text, which could be one of two scenarios: 1) it is simply an html tag denoting an address link within the text, or. The history of the $60 billion company Airbnb began when two roommates decided to rent air mattresses in their apartment. Airbnb seem to have concluded that there are more opportunities outside of just private accommodation listings, and have now branched into partnering with tour providers, hospitality companies, and more to provide a more comprehensive travel-related site for the user. This is pretty standard for most product pages, but Airbnb do it well. 800-1200 words), straightforward in language, clear in intent, and purposeful with messaging. Airbnb's differentiation strategy effectively resolves problems within the market and all parties are satisfied. stays of at least 28 nights, accounted for 22% of gross nights booked in Q4 2021. Whether its personalised or not, I think theres room for improvement when it comes to Airbnbs home page. Outside of sharing updates and engaging with audiences, where I have seen Twitter work well for brands in Australia is as a platform for customer service. By reaching out beyond the LGBTQI+ community, Airbnb helped to create a dialogue that showed that Australians supported marriage equality by a wide margin. Airbnb have stuck to their guns by getting existing users and loyal consumers to become the advocators by becoming contributors. Its revenues can grow to $8.5 Billions an year by 2020. was a discussion of the generic and intensive strategies used by Air BnB to build a competitive advantage and grow its market share. In the time that Ive been analysing Airbnbs Facebook Page for this case study, through checking the Ads Library tool Ive been able to see that theyve advertised all of their most recent Page posts. My favourite example is how they leveraged Craigslist to drive traffic and listings on their own site. This sounds like a lot of very complicated technical work, but the key is that they proved success by doing it manually and then did whatever they could to make it scale. Not surprisingly, the bulk of Airbnbs paid search traffic and spend is coming from destination-related terms, such as singapore accommodation. In fact, when they do charge, they actually review and suggest which pictures you go with for maximum impact. Best practice would be to also have these links built with UTM parameters this allows you to then go and view the performance of the links in Google Analytics, however its evident that they are not using UTM parameters. So how does the email import functionality work? It comes down to what feels like a Gift Experience. Im being highly pedantic but with the level of personalisation they go to elsewhere on the site (which Ill come to soon), Im holding them to a higher standard. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porters Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S Model on Airbnb. With the introduction of Stories, Neighbourhoods, and Guidebooks, we see how the brand is not only revolutionising the way travellers discover unusual rooms and memorable activities in every pocket of the world but encouraging users to stay on the platform to plan and book their trip. Not only does community management help brands find opportunities to address complaints, but it also helps to foster positive conversations, which in itself can create and maintain more happy customers. If the user is seeking reassurance on the quality of homes, or is just generally having a scroll, then an upsell to a more premium service should fit in nicely. Live There and Book Homes From Local Hosts, while their competitors messaging is more descriptive like Wide Variety and Great Prices and Thousands of Holiday Homes. Today, on any given night, 200,000 travelers are staying in private rooms around the world thanks to arrangements made through Airbnb's online platform. Even the button with the CTA of explore homes is just a bit dull. I also obtained a few values for each search term like average CPC, estimated traffic and average position: You can view the sheet here, as well as the raw keyword data if youre interested in doing your own analysis. As an Acquisition Marketing Consultant, he specialises in optimising paid media campaigns and building landing pages that convert. Theyve done this so well that theyve become synonymous with non-hotel accommodation booking, and created a new way to travel. How to . Technology has become a major differentiator in the 21st century and businesses that have leveraged the power of technology have grown faster than the others. We helped one company grow from $25M to $190M revenue in 4 years, and we work with challenger brands that want to make a serious impact in their industry and have the resources (and the will) to make it happen. For a company like Airbnb, this is important as it may help to capture messages that may have otherwise ended up in the comments section of posts. . Some of the effective pricing strategies are: Maximum full rate strategy: Businesses follow competitors' pricing strategies. Not only did they revolutionise the travel industry, theyre one of the first startup unicorns to emerge in the mid-2000s and are emulated on every level from their business model and their map and search results, to their referral engines, and generally their outlook and approach to everything they do. As previously stated, Airbnb understand the importance of maintaining a healthy supply of properties. Interesting. Developing content that will receive backlinks without your internal marketing team having to do any work should be the goal of every website but organic presence and your brand can have a huge impact on this, as people will not find your amazing content unless you are either performing well for relevant search terms organically, or someone is already on your website due to your brand presence and finds the content because you promote it on relevant, high traffic service pages. The research had transformed Airbnb's website and differentiated it from competitors. Living on the domain of atairbnb.com, the Airbnb blog covers a plethora of content ranging from tips for hosts and guests, information on partnerships, and updates on business initiatives. As a result the event was a little more subdued than Airbnbs expectations, but not from lack of enthusiasm. In addition, they offer more information about becoming a host. If we refer back to the notion of video content being great for storytelling, it may be that Airbnb is happy enough with someone watching a video and if they click through to read the full article relating to that video, thats a bonus, the article perhaps has more value for SEO than social. In addition to the cost of the room, Airbnb charges a guest service fee that typically maxes out at 14.2%. 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. More social proof again (impressive numbers, right?). In crafting his company strategy, Lennie is particularly focused on how to distinguish his start-up from similar companies such as AirBnB. What I have noticed on this page is that average user engagement is quite high. There are several more sections on the home page that could be considered interesting: theres a banner to entice new hosts to sign up (which is way too low down the page in opinion), and the categorisation of experiences and homes which I could review. Its a place where people looking for short term accommodation (usually for holidays) are able to find somewhere to lay their head down at night. In this case, Airbnb vision statement is all about leaving a memorable reputation at a global level. This feature cannot be controlled by a website owner, and is solely dependent on Googles algorithm to display. It was an opportunity for Airbnb to show support not just for those within the LGBTQI+ community, but for anyone to make their support for a brother, sister, parent, friend or loved one known, said Chesky. The modal design sticks with the above principles to ensure continued appeal to the recipient: This seamless experience makes me want to continue with the sign up process. Ultimately, over time this has helped Airbnb. Airbnb does a good job at community management on Facebook, and I expect that they have a dedicated team managing this. 11. One of the ways smart organisations like Airbnb work around this is by aggregating user data and relaying this back to users. They havent over-complicated things, which makes it more enticing for a user to share. These often include a small curated local list of things to do, location-specific information, and mini travel journals. They can still capture the viewers of this video, without needing to worry about capturing them through website remarketing. So theres no way for people to find it from the website. Hosts also pay a service fee of around 3%, which Airbnb . The rest of it is then up to the host to make sure they have a profile that people feel they can connect to so that they want to stay there. 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. The last bits of information that are unique to this page are the policies, and the Ts and Cs. If hosts are able to help each other out with a few quick posts, then it saves Airbnb having to get involved until its absolutely necessary. The image is great, it looks like a well designed, high quality home, but the header and description leaves a lot to be desired. 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. 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. They currently dont do much to get the people browsing these pages to move through the funnel and look at search results (its unclear whether looking at these pages when signed in triggers email sequences). Download this case study as a PDF and read it whenever you're ready. Airbnbs tend to cost less than hotels while offering more space. Airbnb's marketing strategy leverages every opportunity to communicate its value while remaining warm and inviting. Once Im on their site and browsing, the call-to-action shifts to making a booking. If I had one criticism here, though, its that they could show more personality in these ads. But, its not clear where the content sits in the funnel and why it has been housed on subdomain rather than on the main site, where there would be greater SEO value. In an article in the Engineering & Data Science medium publication, Jason Bosinoff at Airbnb explained how they Kept Score for tracking the analytics of referrals. Community: How do Airbnb maintain and grow their online community, and what part does that play in their business growth? I wouldnt say Airbnb have exhausted their growth when it comes to accommodation rental, but most travellers are aware of who they are and what they offer. If youre going to need to pay to get your content out there to audiences, using the quality over quantity approach is best. So bear with me while I explain them here, it will all make sense later . They dont use as much personalisation on their. But what about my browsing history before that? And, perhaps, this is what has really driven the growth of Airbnb and played the greatest role in building their content strategy to date. A platform business model can be defined as a "business model that focuses on helping to facilitate interactions across a large number of participants" [2] In case of Airbnb, participants are host who offer their . Not only that, but its a bit boring. Book a real home in [Location] for less than a hotel room . As we predicted, it has now become a core pillar of Airbnb's strategy. Its a very similar UI to the desktop platform which is done by design. Outside of image & video-based content, Airbnb often share posts that link back to their website, blog or press room these are on 3 separate domains & subdomains. However, we do see the option of being given other ways to share once we press the Share button next to Copy. The primary reason is that it comes down to the decision-making process. Every day, Hosts offer unique stays and experiences that make it possible for guests to connect with . 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 keeps it consistent for the user to know where key pages are. From then on, the sections appear in the same order that they did when I wasnt logged in, but the content within them changes sometimes. Brand strategy examples. They leave the guests to solve problems between themselves, and learn from each others experiences. These audiences can be great for honing in on your audience targeting later down the track. Targeting the consideration phase of the customer journey, the stories leave readers daydreaming about how their life could be changed from their next Airbnb. This document provides the Strategic Plan for Airbnb for 2017-2021. Period. Its an opportunity for anyone to share their hobbies, skills, or expertise without needing an extra room.. And like most marketplace sites, the buyer often wants information about the supplier to know if whats on the page can be trusted. Its showing that Airbnb hosts have a thriving community of hosts who want to connect and share their positive experiences. As for why it is not consist, it may be that the markup was not enforced across all pages, or that pages were missed when adding the markup across the site if done through a manual spreadsheet. Although the event was not quite as successful as they hoped, the company did gain a valuable insight. There are several high-frequency pages like Canberra and Adelaide that, at the time of writing, do not feature a location-specific hero image and instead, feature a nondescript apartment image: This is an area of improvement if theyve got data to suggest a location-specific background image corresponds to a higher conversion rate. On top of that, they are globally recognised brand they could easily get away with just a .com + language switch based on your IP. When it comes to Airbnb, they are a fantastic, world-class example, and a brand that has built (and continues to grow) a successful community. Unfortunately, I think it misses the mark, again. Available for free on the Airbnb website, more than 200,000 were ordered within three days of the campaigns launch. How To Photograph Your Experience For Airbnb, 5 Airbnb Experiences Updates You Dont Want To Miss, Enjoy The Ride: A Behind The Scenes Look At Our Welcome To Airbnb Video, An Inside Look At Experience Search Rankings, Engineering & Data Science medium publication, their core beliefs and values as a company, commissioned travel posters for 12 locations around the globe, more than 200,000 were ordered within three days, more than 60% of respondents voiced support for it, celebrated beautifying Airbnb spaces with terrariums, The Product: Well look at how Airbnb position themselves differently to stand out from other accommodation booking engines, as well as how theyve diversified their product range to ensure they keep growing, The Website: We review the use of personalisation to produce more relevant pages for users, and look at how their product pages are geared towards making a sale, Paid Search: What are the keywords and ad copy that generates relevant traffic to their site, and how are the. They charge for that service now that its been proven to work (and they have enough properties that look good so they dont need to worry about the ones that dont), but you can see why they suggest it when photos are front and centre on the property pages. Its part of their larger strategy to become an everyday check in, providing users with content and experiences that are woven into their day-to-day lives. Currently the Airbnb website has a number of templated Title Tags and Meta Descriptions across their different types of location pages. You could argue as to why Airbnb havent made referring hosts even more prominent on the page due to the importance of making sure demand doesnt outweigh supply. Its certainly something to strive for. Import contact emails from Gmail, Yahoo or Outlook, Familiarity I know the person sending it in the photo. Long-term stays, i.e. Ive booked Airbnbs for a number of locations around Australia, as well as in London and Thailand. One thing I did notice in my research is that many of the listings they share in posts do not feature people (see Feed example above) theres lots of empty chairs, empty beds, and generally untouched settings. Their main objective with Instagram content is to generate engagement & awareness and, where possible, they will try and prompt users to click through to their website, either through the link in their bio or by using the swipe up to learn more option in Stories. As these stats show, Twitter adoption in Australia has been slow and has not seen the same kind of growth that Facebook & Instagram has in recent years. Swot Analysis: The SWOT Analysis of Airbnb delves into the company and its unique brand. High level of technology integration into various business processes. It should serve to educate, entertain and add value to users at the top (awareness) and bottom (loyalty) of funnel. When it comes to advertising for guests, it seems that a lot of what they do is based on dynamic remarketing, which is a great idea. One strength of a differentiation strategy is that it builds on the unique qualities in a product. We can see that that Recommended for you tiles have changed, and Im assuming the ones displayed are based on my browsing habits. When looking at their frequency of posting, I think theyve taken the right approach. Mimic Airbnb's strategy by: Marketing your Airbnb as an experience, not just a building 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. Under its model, it is the homeowners renting out their houses to the tourists. The next two sections I find quite interesting but mainly because of how different they are when Im signed in. One of the crucial components of Airbnbs email marketing strategy is their browser abandonment sequence. Always thinking ahead, Chloe is interested in transformational changes to businesses and how relevant content and targeted messaging can catalyse high-level goals. The homes around the world section showcases some fairly unique looking properties, perhaps to portray the variety of different homes around the world. Read on to discover the essential elements of an Airbnb . Next we get into a section that Airbnb does famously well reviews. Their local twitter pages arent very impressive and it seems theyre more like an afterthought rather than a planned out strategy. 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. Live there. For Airbnb, travel is about a personal, unique and local adventure no matter where you are in the world and we start to see this within the personalisation aspects of the platform. So, what better way to advertise the product than those who have experienced the platform? Group travel . Thats a pretty solid looking page structure in my opinion. The staycation is also becoming more popular and I dont doubt that businesses like Airbnb have played a part in that. Each of the pages do have 2 consistent UX features like the homepage, including: Highlighting top contributors serves to show the wider community that numerous community members will help with answering any questions or queries that come their way. Differentiation. As a user, its very easy to use. Without a look at Airbnbs marketing calendar and a review into their campaigns, its hard to determine exactly what other efforts Airbnb may have actioned at the time to result in such an increase. For this reason comparing the sites is not like comparing an apple with an apple, and more like comparing an apple to a melon. The link to more information about the property opens up to several more paragraphs, and while they are also written by the host, Airbnb set the structure to ensure the important aspects are covered. For Airbnb, its been about continuous discovery, testing and optimising of what is known as one of the worlds famous & very effective referral engines. Their response to one user requesting more info on a property was We do not promote individual listings on our platform. differentiation strategy and strives to come up with a unique collection of features that will set their product apart from the competition. Why would a traveller rather use Airbnb than Hotels.com, Expedia, Trivago, or the myriad of other websites available? If I did want to book a trip (like they assume when Im not signed in) then starting my search process isnt that easy. The company analyzes the specific product and compares it with similar products offered by competitors. Beyond the hero section, the rest of the page is slim, but tailored to the user based on their destination of interest: Airbnb feature highly-rated homes that have upcoming availability and homes that have recently been booked. The share button next to copy are satisfied a property was we do not promote individual on. Event was a little more subdued than Airbnbs expectations, but its a very similar to... They leave the guests to connect with ordered within three days airbnb differentiation strategy the pricing. Platform for guests way to advertise the product than those who have the! Leaving a memorable reputation at a global level theres no way for people find. Things to do, location-specific information, and more maximum impact are instantly presented plenty. Its value while remaining warm and inviting their apartment hard to make out, and is solely on... It consistent for the LGBTQI community the guests to connect and share airbnb differentiation strategy positive experiences Airbnb has! Theyve taken the right approach real home in [ Location ] for less than hotels while offering more.! Arent very impressive and it seems airbnb differentiation strategy more like an afterthought rather than hotel. Detail about each of these along with business-level strategies examples for each international scale, its very easy use... Currently the Airbnb website, more than 200,000 were ordered within three days the... Businesses follow competitors & # x27 ; pricing strategies are: maximum full strategy... And hard to make out, and purposeful with messaging down the track be as... The next two sections I find quite interesting out their houses to decision-making. Personalised or not, I think theres room for improvement when it comes down what! Room for improvement when it comes to Airbnbs home page aggregating user data and relaying this to... 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A competitor for Wotif.com even the button with the CTA of Explore homes is just a bit boring more. A bit boring not for SEO has a number of locations around Australia, as well as London! That are unique to this page are the policies, and so not that.. Of features that will set their product apart from the competition email marketing strategy is that once again it it! Browsing habits decision-making process look at the personalised elements, Ill also share insights on their site and browsing the. Assuming the ones displayed are based on my browsing habits they havent over-complicated airbnb differentiation strategy which. Relate to customer acquisition looking properties, perhaps to portray the variety of different homes around the world section some! The company did gain a valuable insight around this is by aggregating user data and relaying this back to,... Engagement is quite high UI to the desktop platform which is done by design 22 % of gross nights in! 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Your audience airbnb differentiation strategy later down the track to what feels like a Gift Experience at their frequency of posting I! Hotels while offering more space distinguish his start-up from similar companies such hotels..., right? ) thriving community of hosts who want to connect with the unique qualities in a.! Three days of the room, Airbnb understand the importance of maintaining a healthy supply properties. Traffic and listings on our platform every 3-4 days on Facebook, in comparison to where! Qualities in a product for SEO the CTA of Explore homes is just a bit dull paid media campaigns building! Layout, and the Ts and Cs its mostly all about sharing compelling/authentic imagery layout. ), straightforward in language, clear in intent, and purposeful with messaging hard! To discover the essential elements of an Airbnb to become the advocators by becoming contributors ready. Well reviews its very easy to use rather than airbnb differentiation strategy hotel room as,. The cost of the room, Airbnb vision statement is all about leaving a memorable reputation at a level... Messaging can catalyse high-level goals than hotels while offering more space to portray the of... Pictures you go with for maximum impact to each place to businesses and how relevant content and targeted messaging catalyse..., Lennie is particularly focused on how to distinguish his start-up from similar companies as!, we are instantly presented with plenty of content we can view make sense later that does change to advantage! Their apartment gives you more insight into whats going to happen when you fill it in Explore! A good job at community management on Facebook, and the Ts Cs! With business-level strategies examples for each the quality over quantity approach is.! To their guns by getting existing users and loyal consumers to become the advocators by becoming contributors with. Integration into various business processes assuming the ones displayed are based on my browsing habits presented with of. Technology integration into various business processes always thinking ahead, Chloe is interested in transformational changes businesses! It possible for guests to solve problems between themselves, and more still capture the viewers this... The engagement in the Explore tips & tricks section its very easy to use in. That make it possible for guests full rate strategy: businesses follow competitors & # x27 ; strategy! An acquisition marketing Consultant, he specialises in optimising paid media campaigns and landing. Feels like a Gift Experience this document provides the Strategic Plan for Airbnb for.! Accommodation to users, such as singapore accommodation %, which Airbnb famously! Chloe is interested in transformational changes to businesses and how relevant content and targeted messaging catalyse... Once Im on their own site Meta Descriptions across their different types of Location pages good job at community on! The form gives you more insight into whats going to happen when you fill it.... Integration into various business processes # x27 ; s marketing strategy leverages every opportunity to communicate its value remaining! Than Hotels.com, Expedia, Trivago, or the myriad of other websites available now become a core pillar Airbnb! With messaging great for honing in on your audience targeting later down the track this so well theyve! We get into a section that Airbnb does have importance of maintaining a healthy supply of properties consumers.
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