This option currently isnt available on mobile. From an export of Airbnbs top 50,000 ads, I stripped out the headlines from each and used the headlines to create a pivot table, allowing the headlines to be sorted by the frequency for which they appear across their ads. This is positive and shows that they are invested in making sure their content gets an initial boost when it goes live. Thats way more than a roof, 4 walls, and a bed. 5C Marketing Analysis of Airbnb 4P Marketing Analysis of Airbnb Porter Five Forces Analysis and Solution of . Lets look at a few more interesting email marketing use-cases. You can see why Airbnb purposely placed Facebook & Whatsapp icons next to the short link. The following table summarises the split between the destination landing pages vs destination website pages: Destination landing pages represent 75% of the pages to which Airbnb are directing users. I get directed to a page where a modal instantly pops-up. It has to be some sort of SEO play, right? I cant imagine youd find much, if any, content on the Australian Twitter account which hasnt been shared to Facebook or Instagram already, but thats ok, as with only 10.8k Followers on Twitter and 19% of Aussies using it, I dont think Airbnb need to worry about creating unique content for this channel. Do you remember these designs? They took their customers worst fears and went above and beyond to put them to rest. 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. We can see with this email that its personalised specifically for the recipient. . 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. If youre a business/brand, your ads strategy is now in full view for all to see, particularly your competitors; but if youre an everyday Facebook user you now have more visibility as to what ads a political party, brand, or whoever else you wish to check is currently running. Id like to point out Im in no way saying that Airbnb & Humans of New York are similar, but my suggestion is that Airbnb put a focus on creating more posts that tell stories and are about the people who use Airbnb, rather than just showcasing the listings, otherwise I cant see how much more value theyre providing to their audiences than a travel Pinterest board would. Heres a summary of each: A well-rounded and entrepreneurial individual with more than 10 years experience in working with and launching startups, Tam is skilled at managing multiple products simultaneously. Weve now deep-dived into how the mechanics work when inviting a user as a referral to the platform, but what else can we find on the page where we can invite friends? They do mention about what the friend receives down the page in the 3 Steps. 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. But to get there Airbnb had to strike the right balance between control (through technological invesment) and trust. 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. When it comes to keywords, Airbnb is limited only by the locations in which they have a presence. Im now shown a ranked list of recommendations with comments from Airbnb hosts and a Google Map with pins corresponding to each place. Airbnb could improve their organic search traffic by optimising these pages with more copy. 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 general rule of thumb, I think your imagery/posts should fit into at least one or more of these criteria: But how many of the above are Airbnb actually achieving with their current strategy? In the coming months, Airbnb is expected to become a listed company, with an initial public offering netting enormous wealth . In a country like Australia thats not such a big deal, as Twitter usage is relatively low, but they could definitely be doing more. Marketing is not just about acquiring new customers or creating a recognizable brand. This needs to be done in the right way though, as it still needs to come across as authentic. 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. The post copy that accompanies the image often introduces the host/s on a personal level Make yourself at home at Patrick and Elizabeths historic homestead. I always learn new things about digital marketing and business in general and always look forward to studying these case studies. They also seem to have this automated, as they share many of the exact same photos and captions on Twitter posts as they do on Facebook. Nothing quite catches the eye and so Im not 100% sure what the obvious step is to do next. I think this section really goes to show their commitment to providing the user with relevant information as much as possible. Based on 3 different assumptions, the potential impact of referrals could have a dramatic compound effect on the bottom line in a very good way indeed. As we predicted, it has now become a core pillar of Airbnb's strategy. Both Optus and Telstra use it for support and to answer any questions their customers may have Telstras bio states, Were here 247 to provide customer support and answer any Telstra questions you might have. C2C business model that Airbnb constructed is considered differentiated from the tradition. Without these critical qualities, Airbnb Table strategy is most likely to be muddled, undifferentiated, and hard to communicate with a relatively high cost structure. An accommodation platform would never offer experiences as a product, and nor should they. You can try this out for yourself by visiting the Ads Library tool. This seems as good a place as any for it on the page. 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. 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. I now know what to get mum for her 52nd birthday . Unfortunately, I think it misses the mark, again. In comparison to static imagery, video is often more engaging and great for storytelling, which Airbnb have used to announce theyd hit half a billion check-ins in May 2019, as they celebrated this through video, rather than imagery. Now lets look into what the recipient receives via email once a user press send invites. (Note: you will see peoples contact details, we just had to blur them out). To counter this, they created a premium product called Airbnb Plus. It genuinely makes me consider wanting to explore more through these actions, even if I dont start a conversation. Once you press the link, you get to this screen. But this expansion has also put the spotlight on content and localisation, both for guests and also for hosts using the platform. Airbnb makes it very evident what they want the user to take an action by having the CTA button in red across ALL their key pages & channels, including email & in-app. As a digital platform, Airbnb rely almost entirely on their website to make bookings and sales. [1] At a close look, Airbnb business strategy consists of the following three elements: 1. But their strategies dont just relate to customer acquisition. And if you dont know much about the person doing the searching, I would say this the perfect word to use. In this section of the article Ill be dissecting pages piece by piece to see how their website helps to drive growth. Airbnb recognise some travel credit associated with my account and insert this into the email to remind me. And some other locations theyve showcased as well include: Similarly, they also send these destination emails based on types of destinations, instead of the location-specific examples above. However, I think it addresses & resonates with what other hosts may or potentially do experience in their respective locations which gives value to the reader. 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. In its simplest form, Airbnb is an accommodation booking engine. 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. The Local Lens segment of the blog puts the spotlight on hosts and experiences by featuring individual stories from their users, similar to Community Stories onsite. stays of at least 28 nights, accounted for 22% of gross nights booked in Q4 2021. 1. 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. Hi! Airbnb has purposely positioned this on the right-hand side of the page to make it clear that users can explore, find or ask any question desired which may be holding them back from continuing to use the platform or wanting to become a host. Any ideas, any theories? There are few industries bigger than travel, and its hard to find other industries that provide such a huge opportunity in relation to organic search. This content sits on the main site and is clearly part of Airbnbs strategy to create a seamless journey on the platform for guests. Airbnbs instagram page is highly visual (as it should be) and showcases the vast array of beautiful properties they have on their platform to inspire wanderlust in potential travellers, but engagement is relatively low. It also seems like the most valuable content on the blog is that which focuses on acquiring new hosts. Jasons passion for everything online means he always has his finger on the pulse. Working with renowned local artists, they commissioned travel posters for 12 locations around the globe Los Angeles, San Francisco, Miami, Detroit, Havana, London, Paris, Florence, Nairobi, Cape Town, Tokyo, and Seoul. leadership. Differentiation Strategy Unique features that increase value of goods and services Consumers are willing to pay a higher price. It seems as though that previous history doesnt seem to influence the options Im presented with. Its all about empowering existing customers, networks and advocates by connecting, engaging and establishing discussion through a particular medium anything from meetup groups, subreddits, Facebook Groups, events, blogs you name it. How did I determine this? Like the Stories section of the Airbnb website, the Neighbourhoods section is not easily found within the Airbnb navigation, and is largely instead found internally through location search. Business Strategy Consultant, Design Thinker. They allow them to not only keep their brand front of mind but the exact location/s someone has been browsing for their next trip what better way to drive a sale? Like this product? Now, its not something often spoken to by content marketers (as basically there are no guarantees on the amount of traffic you could potentially receive through a backlink to your site) but this reason is not to be discounted as the more referral traffic you receive through a backlink, the more value Google places on the link, and the better your results for that page. In order to normalize the behavior of staying strangers's homes and to host unknowned people, Airbnb put efforts in conveying the content of truthful experience to the public through their storytelling platforms (Midenhall, 2015). 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. Its amazing what theyve been able to achieve over the years since they first introduced referrals into their platform in 2011. Airbnb has a high rate of innovation which is the leading reason for how their services have adopted the differentiation strategy. There is an inconsistent breadcrumb structure implemented on the Airbnb website, which could also be impacting the websites organic performance. 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. The focus of competition: -Unique product features -Service -New product launches -Marketing and promotion Competitive advantage achieved when: Having this content ensures retention by keeping hosts engaged with other users of the platform. Ill be looking at specifics here and sharing how they use personalisation to deliver the best experience. You could argue, why does this matter to me? You can now book your accommodation but also meet your host or book a local experience to discover. While booking monthly stays on Airbnb has been possible . Airbnbs timeline is varied in terms of post content and types. 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. Airbnb isnt a place where you book hotels (even though you can). It is a cornerstone of Airbnb business strategy. 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. Theyve been around for more than 11 years and are still growing at a rate that most business can only dream of. 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. In addition, they offer more information about becoming a host. 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. They havent over-complicated things, which makes it more enticing for a user to share. The idea then evolved into a website where others could do the same, and travellers could get a cheaper option than a hotel. 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. In a differentiation strategy Airbnb Model can seek to be unique in its industry by providing a value proposition that is cherished by buyers. Overall, its a great channel if users or potential users are looking for extra information. Overall, this report shows that there is still a significant amount of keyword improvements and consequent organic traffic to be gained by Airbnb, which would result in huge traffic increases similar to those seen in previous years by the brand. Community discussion forums/discussion portals, Tips can be shared easily from host to host, Featured posts which read like blog posts with relevant hosting content, Gamification of system top contributors get points for every comment they give + like they get small leaderboard of contributors, The Airbnb admins dont post often nor reply to other peoples posts regularly an opportunity to get more discussions trending. Ita a classic website feature that not enough businesses make the most of in my opinion. For a more comparable analysis from a size perspective, an analysis of the US and global Airbnb approach would be necessary. Here are some more that you may want to consider. We are committed to helping people belong no matter where they are in the world and strongly believe that everyone should have the right to marry the person they love. Airbnb routinely showcase some of the amazing cities and trip experiences with curated emails that narrow down on one popular city or trip type. 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. Their posts there are clever, creative, and leverage a number of features within it to make sure their followers actually engage with their content. The stories, tips, and tricks all help to reinforce the positive feelings that hosts get as part of being part of the Airbnb community. Utilising the strengths of storytelling and curation has been the driving force behind the brands onsite content success. Until We All Belong that was the sentiment behind Airbnbs campaign to highlight marriage inequality in Australia. Its less commitment, often more cost-effective for the customer, and theyre fortunate with such a huge and diverse country like Australia that there are so many amazing listings they can continue to share. Its important to also keep in mind when reviewing Airbnb compared to their competitors (from an Australian search perspective) that our analysis is purely of the Australian Airbnb site. business model which creates value for both parties and fill the demand and supply gap in the market. For the people who havent decided where specifically in a city they want to stay, Airbnb provide some more information about the location of the property. If I did want a beach holiday then no doubt I would have filtered out the prices at some stage, but by presenting me with options that Im more likely to consider, theyve cut out at least one step in the process and given me what personalisation really aims for relevance. 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? After a user clicks on Refer Contacts then it instantly takes them to this screen where they can share with their contacts with ease. Upon clicking this youre directed to their homepage, and I can see that theyve generated this link with UTM tracking. If theres one big takeaway to think more about, it has to be their simplified UX experience with keeping personalisation in mind. Like what we saw with Airbnbs search ads, from an export of 50,000 Airbnb ads, there were 8,000 unique URLs. From this set up, its more likely that this site is being used as a place to host the content (with email and social for distribution) as opposed to forming an organic growth strategy. How? I see social media advertising, particularly Facebook Ads, playing a major role in this strategy and being one of the best channels for Airbnb to: These two stages of the Host journey feature in what Airbnb refers to as the List Your Space (LYS) flow: Airbnbs concept of multi-touch attribution for a hypothetical user journey. Why go through such trouble if not for SEO? The full history has been well documented several times (like here or here) so we wont be covering it here, but I think those early stages set the mindset of the business as one that would find a way to grow using whatever technology tricks that they could. Keeping personalisation in mind strengths of storytelling and curation has been possible some! Enticing for a user press send invites a seamless journey on the pulse business strategy consists the! First introduced referrals into their platform in 2011 users are looking for extra information they do mention what. 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