airbnb digital marketing case study

Airbnb Marketing Strategy

Airbnb marketing strategy starts with the name of the company. Air Bed and Breakfast(Airbnb ) based in San Francisco, California. It operates in an online marketplace and provides services like homestays, vacation rentals for holidays and vacation actives etc. Bookings for these stays and activities can be booked on viva websites and app.

Service providers of homestays, rentals etc register themselves on Airbnb to be visible to customers. Afterwards, customers can browse to different options, thor prices and locations and can book the best-suited places for them.

Airbnb Marketing Mix

The marketing mix ( elements of the marketing process ) is used to define the organization strategies. As the marketing mix divided into four different segments. So, it helps in defining the work of every department to implement the grand strategy.

Now lest understand the Airbnb marketing strategy by understanding every aspect of the Airbnb marketing mix.

Airbnb has a very clear and customer-oriented product strategy. The website and app of Airbnb are user responsive and widely used across the globe for hotels, rentals, hostels or any type of accommodation bookings. Additionally, Airbnb product strategy has focused to provide service according to customer needs.

Like, a customer can place the filter according to their needs and requirements, like- type of accommodation, price range. Plus, Airbnb provides the customers to book activities in local like scuba diving, cooking classes, art classes, etc.

Moreover, while listing the property for rental or accommodation facility, a host is given two options. Which are:

Airbnb has cleared its pricing policy very clear on its website. As the price of a product or service matters the most to customers. So, it’s very important to disclose the distribution of price and to charge a fair price. In context to price disclosure Airbnb marketing strategy distributes the prices into two different service fee structure:

In split-fee, both host and guests pay a service fee. So, a service fee deducted from hosts payout and charged from guests as well. In this scenario, the host pays a 3% service fee. And most guests pay a service fee that is under 14.2% of the booking subtotal (the nightly rate plus cleaning fee and additional guest fee, if applicable, but excluding Airbnb fees and taxes).

Host-only fee

Now in the case of host-only fee structure in Airbnb marketing strategy. The entire service fee is deducted from the host payout, and no Airbnb service fee is paid by guests.

As it typically ranges from 14% to 16% and is mandatory for hotels and some other hosts. It’s also mandatory for software-connected hosts unless those hosts have a majority of their listings in the United States, Canada, the Bahamas, Mexico, Argentina, Taiwan, or Uruguay. Airbnb Plus hosts and hosts who use Super Strict cancellation policies may pay more.

The distribution marketing strategy of Airbnb started in the year 2007 in San Fransico when the owners thought of changing their living room into bed and breakfast. Because of higher prices of hotels, and difficulties in booking room owners thought of Airbnb.

As the idea grew they created a website offering short-term living quarters to people. And by 2009 the idea expanded to several other properties including entire homes, apartments, private rooms, castles, boats, and other properties and has also started offering various ‘experiences’ as well.

Now, Airbnb provides access to accommodations and experiences in more than 191 countries.

The promotion strategy of the marketing mix in Airbnb marketing strategy is a mix of traditional and digital platforms. Like, Airbnb uses TV advertisements, billboards on traditional platforms. Similarly, Airbnb uses display advertisements, content marketing and social media analytics to target relevant audience for the various properties listed on its portal.

In the case of content marketing, Airbnb tries to focus on communicating the value of “living like a local” .

Also, it undertakes various public relation activities such as extending support and donating to various causes.

For example, In 2012 people who are misplaced in hurricane Sandy in New York, Airbnb offered free accommodation.

Plus, Airbnb also provides sponsorship to various events and has partnered with other agencies for more brand visibility.

People

Over 200 million guests have used the services of Airbnb. And to manage these services they have over 3100 employees across the globe. However, there is no direct customer service from Airbnb to host or guest. So, in case of any problem host or guest can read various FAQs. Apart from these, they can also email in any case of emergency.

Process in Airbnb marketing strategy is tangible and mostly relies on customers experience. Firstly, guests need to verify their identities. Afterwards, hosts can invite the guest for bookings. In the case of any query, the traveller is allowed to contact the hosts before finalizing their bookings. Later, the booking is confirmed once the guest made the payment to Airbnb. In the last Airbnb transfers the payment to the host in 24 hours after deducting their service fees.

Physical Evidence

Airbnb marketing strategy is not to create a physical location. As the entire working or service booking is done digitally. The app of Airbnb has a 4.6/5 rating on the google play store and 4.7 on Apple App Store. Only, the hosts and guests provide a review for each other at the end of their stay on various parameters which helps the hosts and guests to improve their credibility on the platform.

Hence this completes the Airbnb marketing mix of the Airbnb marketing strategy.

Airbnb Marketing Strategy Case Study

Airbnb marketing strategy case study is studied to understand how multiple marketing strategies are implemented by a company to achieve goals and targets. When the company analysis the competitors and their growth and working. And, to improve the performance organize creates different strategies. Here are the different Airbnb marketing strategies opted by the company.

Brand Establishment

To create resembles in customers mind about the services which the company provides. It helps in the long run to create a big customers base and loyalty. Moreover, it differentiates the Airbnb business from its competition in a crowded market place.

And to create a good brand organization starts with a good and catch brand name, logo and tag line.

Now in the case of Airbnb;

Brand name: Air Bed and Breakfast , which clearly defines the service proving for staying and providing meals.

Tagline: Belong anywhere , which gives the vision of providing comfort and the idea of belongingness anywhere.

Whereas logo is a combination of four simple symbols: a head to represent people, a location icon to represent a place, a heart for love and then an A for Airbnb. A video (embedded below) explains the geometry of Airbnb’s logo.

Business Growth From Social Media

Airbnb marketing strategies for social media helps the organization to expand its customer base by showcasing their different rental places, their views with prices.

Plus, Airbnb also gives have given many customer services over Twitter.

Additionally, Airbnb also uses social media channels to post customer experience at different locations. Which helps in pursuing more customers.

Local Partnerships Are the Best-kept Secret

Local partnerships provide unique values to Airbnb. Airbnb collaborates with local places like restaurants, museums, rental types of equipment, amusements etc. Mostly, Airbnb prefers to create partnership advantages with local vendors in which their competitors are not interested. Also, they believe in spreading the word of local business in the local community.

Referral Marketing

It is another marketing strategy of Airbnb is referral marketing, it creates itself. Airbnb has a comprehensive referral programme that gives community members rewards for inviting new users to the platform. This marketing tactic helps the brand expand its pool of customers through existing users, reducing the high cost of customer acquisition.

Community Connection

In the case of community connection, people give appreciation to restaurants or movie or plays etc. So, the Airbnb marketing strategy planned to put interesting things or places where people can visit in different cities. As a result, Airbnb helps people to plan their vacations. Plus it helps to build community connections with residents.

Airbnb Digital Marketing Strategy

Airbnb marketing strategy has almost relied on its digital presence. So, its marketing strategy is mostly towards the Airbnb digital marketing strategy. Now, let’s understand different Airbnb digital marketing strategy which made the growth of Airbnb in 191 countries.

Responsive Website

Airbnb reserved its booking from its website and apps. So, it’s important to create a website that is user friendly. To maximize their sales Airbnb has created a website that is easy to use and navigate. In addition to that website showcase the best quality images, every single feature and every other feature which are required to make the final decision. The accommodation booking also helps in locating activities nearby.

Business Growth With Facebook

Around 60% of people finalize the location for vacation from social media. And the recommendations helped in gaining 15% of new customers. So, Airbnb marketing strategy has focused widely on Facebook to increase their sales. In addition to posting the recommendation for vacation spots, they have also been posting images of their different properties. Which builds the desire to stay in beautiful places in the mind of viewers.

Instagram is widely popular among the younger audience and used by more than 500 million users every single day. Plus, Instagram is more visual and photos and videos sharing social media. So, Airbnb posts images of their different properties to target the travellers from millennials or Gen Z.

Youtube channel

Youtube is the largest video platform in the world, which has more viewer engagement than any website. So, engaging and targeting the audience from their has proven to be a real conversion for the company. As travels like to know in advance about places where they can visit on their vacations. So, the Airbnb marketing strategy has focused on showcases the different spots of different countries on youtube channel to give an idea of what can be the interesting actives they can opt for.

Video titles like Top 10 beaches in the world, top 5 things to do (city name).

Influencer Marketing

Collaborating with influencers is one of the successful marketing strategies for many companies. As many people follow influencers on youtube and Instagram and get widely influence withe the lifestyles. So, Airbnb digital marketing strategy is to collaborate with influencers across the globe to showcase their experience in Airbnb properties to increase and create more sales.

Google Ratings

Google ratings are considered to be one of the first choices to check ratings or any palace, product, service etc. And the Airbnb marketing strategy has focused to create good Google ratings. Not only they have focused on getting ranking for Airbnb they have equally focused on getting good reviews for their properties.

Sending the customer’s feedback forms after their vacations providing them with good services have created ⅘ rating for them on Google.

With this, we finish the different digital marketing strategies of Airbnb.

Airbnb Marketing Strategy Issues

Although working on every tinny little detail and creating an almost perfect Airbnb marketing strategy, the company has faced a setback in March 2020. When the company decided to save money and cut off the marketing expenses. As a result, the company saw a 40% decrease in bookings and their hosts were very upset with the company. After the backlash, Airbnb secured a $10 million relief fund for “super hosts” and is offering grants of up to $5,000 for the hosts most impacted by the recent change in policy. It will also cover 25% of cancellation fees for hosts.

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Digital Marketing case Study: Airbnb’s Van Gogh Bnb Collaboration

The Van Gogh Bnb project was designed primarily to promote “Van Gogh’s Bedrooms”, an exhibition at the Art Institute of Chicago which featured three of Van Gogh’s domestic paintings from the late 1880s. The idea was simple and compelling: lovingly recreate Van Gogh’s ‘Yellow Room’ as a fully functioning, three dimensional bedroom, and let it out to members of the public through a listing on Airbnb.

Visitors came in their thousands, and many of those people shared tales of their stay online. Within just one week of the project’s public launch, its story had been covered by media outlets in over 100 countries.

As a direct result of the Van Gogh Bnb’s success, The Art Institute of Chicago trended on Facebook and experienced a 250% spike in online ticket sales. The project received a Gold Award at the Cannes Design Lions in June.

Speaking to Cannes Lions attendees, Airbnb CEO Brian Chesky suggested the Van Gogh Bnb could provide the model for a new type of Airbnb experience: “What we want to do is turn this into a platform, and we want to invite any creative or brand to create something like the Van Gogh piece.”

“The reason I think the Van Gogh piece was so successful is that people want to have an intimate connection with brands. There is almost nothing more intimate than to sleep in someone’s home.”

Learning from the Van Gogh Bnb’s success

“People want to have an intimate connection with brands”

Brian Chesky is on to something there. Even brands that mainly operate via digital platforms need to be open, approachable and human in order to appeal to the average customer. Not every customer desires the up-close-and-personal relationship Chesky describes (and not every situation demands it), but most customers do want close contact with the brand to be openly available. Approachability and demonstrable personal investment build trust and court conversions; remoteness engenders suspicion.

Committing to great ideas

At the outset of the Van Gogh Bnb project, a huge amount of trust was placed on the value of a single great idea. The resources required for the design, execution and marketing of the project must have been considerable – from the skilled craftspeople hired to plan and create the room design to the bespoke furnishings used in-production.

Successfully carrying through an idea on this scale requires serious reputational commitment too – a lukewarm success will leave you close to Square One, while a popular failure could even damage the brand. Achieving a marketing success like the Van Gogh Bnb requires a fantastic concept, and a great deal of faith and courage to put behind it.

Authenticity

The players in the partnership behind this project were a critical factor in helping it ring true – who better than an art gallery and an accommodation portal to collaborate on turning an artist’s room into a Bnb?

Every detail of the project came across as authentic – none more so than the room itself, which was crafted with an eye for historical accuracy in a convincing impressionist style. Consumers care about passion and professionalism, so make sure your marketing exhibits both.

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Airbnb’s Marketing Journey to Build a Global Community: A Case Study

Founded in 2008, Airbnb is a marketplace where people share private spaces all over the world to be rented for the short-term. The spaces are mostly apartments, villas, houses or castles for a unique travel experience available at various prices, and have grown in more than 81,000 cities and 191 countries of the world.

Today, we are going to discuss the story of a fresh, new peer-to-peer vacation rental platform that spread their marketplaces service through the world via creativity. Airbnb developed competitive brand communication strategies that transformed the world into a global community. So, when you lookout for the best places to stay-in on Google, you will come across Airbnb amongst the top searches.

The idea of Airbnb originated when founders Brian Chesky and Joe Gebbia realized an opportunity in renting out an air mattress in their living room to people visiting San Francisco for a conference. The idea then evolved to become a platform which offered short-term living quarters, breakfast and a business networking opportunity for those who were unable to book a hotel because of saturation in the market. In February 2008, Brian Chesky contacted his former roommate Nathan Blecharczyk, for developing the website which was named AirBed & Breakfast. Nathan Blecharczyk joined as the Chief Technology Officer and the third co-founder of the new venture.

The official site Airbedandbreakfast.com was launched on August 11, 2008. The venture served their first customers in town in the summer of 2008, during the Industrial Design Conference held by Industrial Designers Society of America, where travellers had a hard time finding the place to stay in the city.

As they were starting out in the summer of 2008, the founders needed a way to raise money. They bought a ton of cereal boxes and designed special edition election-themed boxes- The Obama O’s: The Breakfast of Change, and Captain McCain’s: A Maverick in Every Bite. Every box was sold at convention parties for $40 a box. The cereal box idea went down in the Airbnb start-up story as it kept the company afloat for a few more months. The proceeds from the cereal boxes almost pulled the company out of debt and gained Airbnb some national press coverage.

In November 2008, the famous venture capitalist Y Combinator founder Paul Graham was not convinced about Airbnb’s business model but was impressed by the presidential-themed cereal boxes and saw spirit and passion in the founders. The company’s inclusion in the Y Combinator program pushed Airbnb founders to focus on making the company profitable. With a clear goal, seed funding of $20,000 and a better work structure, founders of the start-up decided to travel to New York- where a majority of their community was located. Airbnb focused on developing relationships by uploading high-quality images of the properties, creating an unforgettable experience for its customers and guiding the hosts to engage the guests in the best homestay experience. By the end of the Y combinator program, the founders were able to create a market of loyal customers who not only loved the company but also helped the company grow its customer base. They were also able to secure a $600,000 funding from Sequoia Capital and Y Combinator. From this point, Airbnb was unstoppable and expanded out of America, and today, it has a worldwide presence in the hospitality industry.

Business Model of Airbnb Airbnb is an aggregator-based business model. The hospitality brand does not own any property and yet is amongst the largest accommodation providers. Airbnb’s business model is based on the needs of the community, which is simple, innovative and effective.

Having the relevance of an economy-based model, the online platform serves the two categories of audiences. Under the 1st category, Airbnb enables owners to list their property on the website to earn revenue by renting it out, and under the 2nd, travellers looking for accommodation can choose from the properties listed on the Airbnb website.

Customer satisfaction and low rental prices are the main factors which have led Airbnb on its path of success. The brand has set its own set of community standards and they are mandatory to be followed by owners of the spaces. An aggregator-based model always makes profits from various sources. Let’s have a look at how Airbnb gained huge profits:

Airbnb’s Revenue Model Airbnb offers free listings to property owners and lets travellers browse the listed spaces and select the one which best suits their needs on the platform. All transactions are carried out on Airbnb’s platform. Let’s have a look at the way through which Airbnb earns: –

Due to its unique features and great customer service, Airbnb has created a well-reputed image worldwide and is increasing its base every day. When it comes to giving a competition, the brand has devised various digital marketing strategies to gain wide popularity on online platforms. With the help of best digital marketing services , they have kindled the excitement and craze in the people to travel and host.

Digital Marketing Model of Airbnb As Airbnb wanted to target the people of every generation, they leveraged various digital marketing tools that helped them in building a reputable online presence and a bigger community. They adopted top-digital marketing strategies, if you are looking for the same, you must consult the best brand activation agencies .

Airbnb is more than a Procure-to-Pay accommodation provider. With the aim of building a larger community, Airbnb leveraged various integrated marketing strategies to build trust. Creating a community has also simplified the booking process. Users must create their profile when they first sign up but after that it’s as simple as entering their payment details. It is also the authenticity of the experience that makes Airbnb such a successful community.

Now, let’s have a look at the digital marketing strategies adopted by Airbnb:

Digital marketing has been working very well for Airbnb, with over 470,000+ followers on Twitter and 2,750,000+ followers on Facebook, just to mention a few. Airbnb has been successfully able to disrupt the Travel & Hospitality Industry. It has redefined how people interact with one another when travelling. There are many campaigns that have helped Airbnb establish its image and have touched the values of the people.

Campaigns done by Airbnb

‘We Accept’ In 2017, Airbnb responded to accusations that some of its hosts were discriminating against guests on the basis of race and gender by introducing a non-discrimination policy on their site. “We Accept” campaign was launched to underpin Airbnb’s long-held values of community-led and culturally diverse travel.

“Live There” Campaign In 2016, Airbnb further developed its brand proposition, rooted in travel, communities, people and experiences. In 2016, Airbnb further developed its brand proposition, rooted in travel, communities, people and experiences. Airbnb “Don’t Go There. Live There.” from TBWA Worldwide on Vimeo .

Conclusion Aribnb’s success lies in the fact that people have adopted the brand among the favourable choices. As they strive continuously to create special and memorable experiences for the customers, the brand has become a choice of many in the global market.

Airbnb is a great example of how start-ups do not have to be sold to other large companies as they can be capable of becoming a global product that changes the lives of millions of people. They have handled their digital marketing game smartly by analysing various prospects of the brand communication strategies, and continue to do so.

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Airbnb- A Case Study on Digital Strategy, Revenue Model, Funding

One of the most popular businesses these days are of the sharing economy businesses. A sharing economy business works on a simple principle of ‘Collaborative Consumption’, where the asset owner lends out his asset to a company, which in turn again lends that asset out to the final consumer. According to Statista, the sharing economy industry will have a whopping valuation of $345 billion by the year 2022. The industry is fast catching up in all countries, including countries of Asia such as India and China. Their local companies are performing better and are also loving their operations to the markets of Europe.

In 2018, while companies such as Uber, Ola and SnapGoods have been making big news in the industry, the company which started the whole sharing economy business is the world famous hospitality brand Airbnb. The company, which was launched in 2008 is now one of the biggest hospitality service providers in the whole world, if not the biggest that is. The company, which began as a lift lodging space is now a multi-million dollar multinational company, is valued at around $38 billion. The company as of 2014 had about 1550000 properties listed on its website, and regarding nights booked, they have already surpassed Hilton Hotels, which has its legacy built over time.

What makes us ponder here is that how did a brand which has zero properties as its asset become such a big player in the Hotel industry? What is their business strategy? What is their revenue model? Let us take a close look at all these factors which has made Airbnb what it is today.

Business Strategy

“ The world’s largest accommodation provider, Airbnb owns no property .”

For many, this quote tells us everything that Airbnb is all about. Without owning any property, they have become the largest accommodation provider. It has quite a simple, yet an innovative and effective business model for itself. One must know that the success of Airbnb is based on the need of the community which it capitalised upon. One can even say that the city itself drives everything about it.

Its online platform has a two-sided structure. The first one is where homeowners like us can list their property on their website so that we can earn money by renting it out. The other side of it is where travellers who are looking for accommodation can choose a suitable accommodation for themselves from the Airbnb website. This is a classic example of a sharing economy model. While Airbnb doesn’t own any of its accommodations, it has innovatively mobilised the resources of other homeowners and created a big market for itself.

One must also never neglect the factor of customer satisfaction. The customer satisfaction ratings of Airbnb is sky high, not only because of the low prices of rooms on its platform but also because it closely monitors its community. It has its own set of community standards, and it has been known to remove the lodgings of homeowners who don’t prescribe to their games of community standards. It is a primary reason because of which it has a high customer satisfaction ratings, and its close monitoring of its homeowner community makes the whole community standards a guideline to prescribe by.

Again, it is not Airbnb which is doing all of the work, but the owners of the home, who have to ensure that the customers get the utmost comfort in their stay. This is the beauty of their business model, which shows how smooth and easy going the shared economy business can be.

Revenue Model of Airbnb

After all this scrutiny of homeowners and with such a streamlined, smooth business model, people often wonder how Airbnb earns. Again, to know that one doesn’t require any specialised knowledge. In the hospitality field, while most big players use their assets to provide the customers with service, Airbnb uses the assets of other asset owners to give those owners with a customer, in turn providing a service. For providing this service, Airbnb charges a small service fee or a commission of 3%.

While a commission of 3% is quite less if considered from the perspective of a single homeowner who has listed his or her home on Airbnb, from the standpoint of Airbnb, which has more than a million listings on their website, it makes this 3% commission a significant source of their earning. One must take into account that Airbnb is the biggest accommodation provider of the whole world, and in light of these facts, it makes sense to keep the rate of commission so low. Also, combined with the other perks which the homeowners get, such as zero customer accident responsibility and full insurance of their listed lodging, the homeowner community also remains pretty satisfied.

Digital Marketing Strategy of Airbnb

Airbnb depends on a couple of elements: hosts and travellers. The marketing strategy used plans to give and support maximum people around the world to become hosts and travellers. Considering this Airbnb initially implemented a smart customer acquisition strategy:

These are the four kinds of strategies that they always look forward to and use it to grow their company!

While everything seems so happy to go lucky for Airbnb right now, one must know that not in all places does this model work so smoothly. In areas such as California, Airbnb works under specific regulations because when allowed to operate freely, they inflated the rent of the place. Also, regarding trust amongst a traveller and homeowner, issues pop up very frequently. That I’d benefit unlike big hotel companies such as Sheraton and Hilton who have their hotels and staff working, that is not the case with Airbnb.

But these reasons weren’t big enough to stop Airbnb from being successful. That is merely because they made fantastic goodwill with the help of some of the best community standards, and by spending money to monitor whether they are being followed or not. Also, when the customers find lodgings at low prices, along with a very personalised experience with their respective lodging owners, they tend to trust Airbnb more than any big hotel brand. This also ensures a high degree of customer satisfaction.

In short, this company is a fantastic innovator in a traditional industry and is a must-read case study for every businessperson.

Written by RAJAT JAIN

I am a digital marketer from India, CEO & founder of ShootOrder – digital marketing agency. I started SPEAKRJ to contribute to the industry by sharing know-how’s of Digital Marketing. Presently working on SPEAKRJ Stats - Social media analytics tool.

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Airbnb case study: Your Home away from Home

With this piece, we take a look at the Airbnb case study. We look at what Airbnb does, the industry, the growth, the Indian nuances and finally the summary.

Let’s get right in the piece!

Airbnb case study: Your Home away from Home

The Idea and the pickup

Let’s first understand how Airbnb started. The idea originally popped up in the minds of the founders – Brian Chesky and Joe Gebbia – in 2007. They were roommates and were looking out opportunities in San Francisco. One fine day, when there was an event going on nearby and they noticed that the hotels were booked – they decided to help out by sharing their rooms with a few folks who were in need. This is how the idea of Airbnb popped up in their minds. They named it AirBedAndbreakfast.com (Airbnb) in 2008.

The idea, however, did not take off in the first few years. It was and it was only after a desperate attempt at securing funding by one of the RISD alum. They launched around the Democratic national convention because they knew there would be spacing issues and the launch was successful.

Over the next 7 years, this attention attracted a few of the most popular investors like Y Combinator, Ashton Kutcher, Andreessen Horowitz, Sequoia Capital, Keith Rabois, Founders Fund, and TPG Growth in a total of seven funding rounds—the last of which raised $500M alone – totalling to $776M . Fast forward to 2020, the company has raised billions and still raising more.

Their very simple idea was and still is “Home away from Home”. Even their logo is called “Belo” and represents “the universal symbol of belonging”.

The Airbnb Business model

The talk of funding may seem exciting – if the company has raised billions of dollars – it must have an exciting business model, too? For one, it does. The company is an aggregator, now what does that mean? It means it is a platform and not a hotel, at least not at the moment, they’re an asset-light company.

When you register on their platform as the provider, you become their “partner”. Just like on Amazon, Flipkart and OYO for that matter. And probably have to sign some sort of agreements to ensure the consistency of quality – which is important because you’re actually going to live in someone’s house. From these “partners” they take commission per stay (10-14%) . And this is how they make money. Simple, no? Their revenue stream is their app. If the app fails, the business model fails.

The good part about this business model is a strong potential to grow. They don’t even have to buy a property – all they have to do is market their app and add more partners. And the cycle goes on. The model is both beneficial for folks who are looking to make a few extra bucks in exchange for the free space in their home and for the folks looking to stay conveniently when they’re travelling. See the image below.

Apart from the commission earned from the host, Airbnb also charges the guests. The commission for which has been estimated to be 20% of the booking total. Other value-add services of Airbnb include:

As of today, Airbnb has >30 offices across the globe, has hosted >400mn guests, has >150mn users on the platform and >50% use it for the price, it also has >7mn listings worldwide with an avg. occupancy rates of 48% in the US. It is also projected to have 45.6mn users by 2022 .

Airbnb Marketing Strategy

While the service of Airbnb speaks for itself and leads to a lot of word-to-mouth marketing. There are a few things that stand out. The first one being influencer/celebrity marketing: In 2015, Airbnb hosted a #FloatingHouseParty – it turned out to be a blast in the UK. The event was covered by 340 press pieces, adding 10k users to the Airbnb platform.

The second most important part of their strategy is content marketing: Airbnb puts the stories of their hosts and partners out in form of writing magazines and blogs. Their magazine is called “Pineapple” magazine and their aim here is to have “a tangible collection of our community’s stories and inspirations”. This effort helps them spread the good word about their service and obviously turn in more customers. Storytelling is the key to their success.

The two other content initiatives are Airbnb neighbourhoods: to help you navigate when you’re in a foreign country, AND, Economic impact studies: To showcase the impact of economic changes on the local region. Primarily done to showcase their commitment to supporting local communities.

Specifically, in India, Airbnb launched ‘That’s why we Airbnb’ campaign in 2019, the aim here was two-fold, the first one was obviously to spread the word about Airbnb in India. But, the second one was to showcase the fact that even when you’re away from home, you can have your freedom, just like you would at home. The campaign was executed beautifully, we recommend you take a look at the videos below.

After looking at the video, do you feel they’re in a hotel room? It’s like their own home! This communication is at the core of their strategy. The other video where a few Indian’s are in Berlin and felt like they’re at home.

Their next campaign focused on celebrating festivals away from home and was launched under the ‘Live There’ banner

All of these campaigns have a higher focus on the fulfilment of the emotional promise of the customers. And have made greater impacts in spreading word-of-mouth.

Airbnb in COVID

The hospitality industry has been hit hard because of COVID. Airbnb, too, has had to bear the brunt of this damage. During the initial days of lockdown, the company refunded all the bookings to ensure they keep their customers happy. Their website had a proactive focus on 3 things during the lockdown – online experiences, monthly stays (longer versions of their packages), and “frontline” where hosts offered stays to healthcare workers.

Of course, the company has seen heavy drops in bookings across the World. But it nevertheless attempts to keep their customers happy. It launched online experiences to keep the experiences of concerts and parties alive – virtually. It launched a virtual office for their employees to keep the employees happy.

To sum it up, they have a Great Business Model, Good word-to-mouth, Great Marketing, Happy employees, and customers. All they need to do is stay consistent. They’re currently in the midst of filling an IPO as this post goes live, they’re expected to do it early next week.

Hope you like the piece!

The Author of this piece is Yash Thakker . If you liked the piece, go ahead and share it on WhatsApp .

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Airbnb’s Marketing Strategy – A Case Study

Written By Zarqoon Amin on September 29, 2022

Airbnb’s business journey shares a lot of valuable lessons for startups and growing companies.

Born from a vague idea and an unplanned model, Airbnb carved a place for itself in a competitive industry by identifying customers’ pain points and using all the available resources.

Today, it’s one of the largest online rental marketplaces that hosts millions of global visitors each year. Its success story shows that you don’t need to think big to start a venture. What you need is a working idea, a solid strategy, and an aptitude for innovation.

In this case study, we’ll talk about Airbnb’s origin, the marketing approaches it employed to scale the platform, and the challenges it faced throughout the years.

What is Airbnb

How did airbnb founders come up with the idea, airbnb marketing strategy, airbnb challenges.

Airbnb — Air and Breakfast — is an online platform that connects house owners with travelers, allowing people to rent out their rooms for a short period of time.

Hosts can lend private rooms to individuals, Condos to families, and even portable carriages for camping. Anyone can put up their place for booking irrespective of their property size, type, and residential area.

Airbnb is also incredibly convenient for travelers.

They can reserve the type of place they want and customize their preference down to the amenities. In addition, they can avail themselves of extra premium services provided by third-party partners to make their stay more comfortable.

Business Model

Airbnb follows the shared economy business model similar to Uber and eBay, which comprises facilitating the renting process between two parties.

If you aren’t familiar with the shared economy concept, it’s a peer-to-peer system where buyers and sellers trade products using a third-party service. The latter takes a certain percentage of commission for offering its place as a business center.

Airbnb currently charges around 14 to 15% from guests and 3% from hosts for every reservation.

From an individual perspective, the profits may seem pretty little. After all, if someone is renting a cabin for $100 per day, the most Airbnb would earn would be $20 for each booking. But when you scale the number to 4 million rental places in over a hundred thousand cities , you can raise $133 billion worth of empire from this business model.

It’s an extremely lucrative strategy that allows Airbnb to earn money from multiple parties without owning any assets and debt.

The shared economy model also gives you a significant advantage when it comes to business expansion. Since you technically don’t provide the core services, you can branch out by collaborating with other partners.

Airbnb’s business model initially involved only rental houses. Over the years, it reached out to government and private organizations and diversified its product line. It now operates worldwide, offering both indoor and outdoor accommodations.

It all started with two financially strained roommates looking for ways to pay the rent.

Joe Gebbia and Brian Chesky met at RISD, Sans Francisco. After graduation, they moved together to save money, but unemployment and necessity forced them to find alternative means of income to raise funds.

When they heard about an upcoming conference by the Industrial Designers Society of America, they came up with an idea to run Homestays for the visitors. They set up a simple website, bought three air mattresses and got their first guest through their site link.

The accommodations weren’t perfect by any means, but it was good enough for Amol Surve— a struggling designer—who needed a cheap place to stay for the conference.

“I was offered an air bed. Two other designers also slept on air bed mattresses in the living room. Joe also found time to show us San Francisco, which was the most amazing part,” Amol Surve said in an interview .

Later, when their plan started to take shape, they brought in their developer friend Nathan Biecharczyk to refine the business model.

Through trial and error, they finally kick-started “Air Bed and Breakfast” in 2008. Within a year, they managed to attract 10k users and 2500 properties for rent.

In the following years, Airbnb raised funding for acquisition and expansion and scaled the business to the international market.

Airbnb has always advertised itself as a centralized community for hosts and travelers.

To reach that position, it used several marketing methods to penetrate the competitive hospitality industry and build a reputable rental platform.

Some approaches worked in a specific economic environment only, while others generated long-term benefits for the company.

Here, I’ve covered the main areas Airbnb targeted in its marketing mix to establish a brand and create a sustainable business.

1. Product Strategy

Airbnb’s core services are its hosting and rentals.

Since it makes the most money from its accommodation services, its product strategy has been consistently focused on personalization to boost its product value.

By introducing versatile choices for guests, it aimed to provide the best traveling experience to guests. Property owners were allowed to list multiple rooms and include complementary services to make the homestay comfortable and more enjoyable.

Airbnb further encouraged hosts to provide additional traveling and entertainment for a small fee to generate more earning opportunities. To make their job easy, it connected hosts with third-party vendors to collaborate on side-services assistance.

Over the years, it also increased its target market to include business travel and luxury spots. With hotels and amnesties, it created premium categories, inspiring executives and entrepreneurs to book places for work.

Its Experience package , which comprises tour guides and entertainment with lodging, is currently its most profitable product.

2. Pricing Strategy

Pricing is the first thing Gebbia and Chesky targeted to successfully kick-start their business in 2007. The entire reason Airbnb managed to attract its first customer was by advertising as a more affordable alternative to hotels.

Later, as the company grew, its pricing policy naturally evolved, but affordability still remained the foundation of its business model.

Wonder how it maintains quality and affordability together?

Through flexible pricing methods.

As a third-party platform, Airbnb charges a certain fee from both its hosts and guests. But hosts also have the option to absorb the full costs and supplement it with additional entertainment and traveling amnesties. It makes their places more attractive to visitors and allows them to earn more from extra services.

Airbnb additionally lets guests tailor their search results to find places they can afford. They can customize the price range, opt for shared rooms, and reduce the amnesties to only pay for the services they want.

Take the above images for example.

It’s a cabin house for a short retreat that allows pets and an outdoor grill, but doesn’t offer an extra bed or a washer. The below cabin, on the other hand, provides both along with a security camera, but it’s comparatively more expensive.

If you’re a single traveler with a pet, the first would be an ideal choice for you, while the second is a better option for a family on vacation.

That’s how Airbnb delivers quality products at affordable rates.

3. Distribution Strategy

Usability is the focal point of its distribution strategy.

As an online marketplace, its business depends entirely upon its site performance. To optimize the digital platform, Airbnb continuously upgrades its features, so property owners can easily list their houses and guests can quickly find the desired places for rent.

Some of the best tools it has delivered for hosts include smart pricing to calculate the rates per day, damage protection to ensure a safe stay, and custom scheduling.

Airbnb’s app is also customer-centric. Throughout the years, it has refined its UX design to make browsing better, faster, and more efficient. What’s more, it periodically introduces flexible features like split stays and Air Protection to offer tailored solutions.

With built-in chat, house reviews, and easy payment gateways, it has made the process incredibly easy for guests.

4. Promotion Strategy

Airbnb leverages both digital and traditional channels to communicate its brand message and attract traffic to its website. But it utilizes each venue for different purposes to achieve targeted results.

Let’s look at the four core promotion tools Airbnb frequently employs for advertising and customer engagement .

Video Campaigns

Video is one of Airbnb’s primary modes of advertising when it aims to reach its audience at scale. It has launched plenty of successful campaigns to accomplish versatile goals, from announcing new features and promoting the social cause to undermining its rivals.

One of its best campaign examples is Airbnb Adventures . It was an Ad sequence for YouTube to build awareness of its Experience product. The campaign resulted in 8 million impressions and 40 times higher conversions.

User-generated Content

Another way Airbnb produces a large-scale response is by creating advertisements with user-generated content. People feel more connected to things they can easily relate to. Airbnb capitalizes on that factor to grab attention and engage its target audience .

Look up its “Made Possible” campaign as a sample.

After the Pandemic restriction and the ensuing struggle hosts faced over the cancellations, Airbnb launched a global campaign using real-time clips to re-target both hosts and guests.

The videos, unsurprisingly, received a massive response from around the world.

Social Media

Airbnb runs active accounts on almost all the major social media channels to target various age groups and foster communities. To drive maximum engagement, it leverages each platform’s core features to produce custom content for its fans.

You’d notice, its Twitter timeline mainly shows interesting news and interactive polls, while its Instagram displays stories to highlight travel destinations. Both channels’ content is tailored to their users’ interests.

Influencing Marketing and Referrals

The fourth promotional tool Airbnb generously uses is influencing marketing and referral.

It’s no secret that celebrities have a powerful influence over their fans. By inviting them to talk about their experience, Airbnb inspires people to try out short-term stays.

Referral programs, on the other hand, help Airbnb spread the word through friends and families to get qualified leads .

With influencers and referral, Airbnb gains access to a large network and promote a positive perception of its brand .

Interestingly, Airbnb also indivertibly gets free publicity through its hosts’ promotional strategies.

Millions of people list their properties on the digital platform, and most of them advertise their places via their personal channels. It’s Airbnb’s most powerful and cost-effective promotional method that brings in pure organic traffic for the platform without spending a penny.

Like any startup business, Airbnb encountered its fair share of challenges in the early years.

The struggle was perhaps greater because it was an experimental project born out of necessity and desperation. Gebbia and Chesky had to sell cereal to raise funds for their startup before they received their first investment.

Despite initial funding, they suffered multiple rejections from A-listed investors over their business model, operation substantiality, and even the air mattress.

One of the capitalists later admitted to missing out on the opportunity because he couldn’t move past the air mattress idea to consider it a good venture.

“We couldn’t wrap our heads around air mattresses on the living room floors as the next hotel room and did not chase the deal. We made the classic mistake that all investors make. We focused too much on what they were doing at the time and not enough on what they could do, would do, and did do.” — Fred Wilson .

It’s a credit to the founders’ tenacity, business acumen, and ingenuity that Airbnb sustained until it attracted major investment.

Following the years, the company faced periodical economical and operational hurdles. The steady competition made matters even worse. The shared economy model that gave it a distinct advantage also came with its own set of quality control issues. The pandemic and travel restrictions further caused significant losses.

But Airbnb bounced back from every challenge with strong marketing strategies and leveraging global brand recognition.

Airbnb’s story is an inspiration for all those emerging startups that hope to bring their idea to fruition but feel reluctant to take the next step for fear of business failure.

The case study gives you insights into the marketing tactics companies can employ to maneuver around operational challenges and build a successful brand.

I am leaving you with a thought-provoking statement Brain Chesky made during a casual conversation with LinkedIn founder Reid Hoffman.

He said, “It’s funny, but we didn’t think Air bed and breakfast would be a big idea. We thought it might be able to pay the rent until we could think of the big idea. Many ideas come from solving your own problem, which are not life-changing problems — but these ideas could potentially become life-changing ideas.”

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Zarqoon Amin

Amin at Squeeze Growth crafts detailed marketing guides and in-depth strategies to help you grow your business.

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Airbnb case study: current strategy with marketing journey explained.

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What is Airbnb's marketing plan?

How did airbnb get started with marketing, airbnb's usage of digital marketing, how does airbnb reach out to their target audience, free e books.

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Detailed Airbnb UI/UX Case Study & Marketing Strategy

By Aditya Shastri

We live in a fast-paced digital world. As companies grow, their products need to grow too. In this process of evolving, many companies face new challenges. In this case study blog, we will decode the problems faced by Airbnb users and how IIDE students came up with a possible solution that can be adopted by Airbnb.

Let’s start with the most basic question: What is Airbnb?

About Airbnb

Airbnb is one of the biggest startups in the world. It’s an online lodging and stays aggregator. It has changed the travelling experience by leveraging technology and crowdsourcing lodging facilities. It gives the option for people to put part or whole of their properties as lodging and earn income from it, whereas the customers enjoy a homelike stay away from home.

The company was founded by Brian Chesky, Joe Gebbia and Nathan Blecharczyk when they rented out a mattress in their house to offset the cost of living in San Francisco. They knew they had hit upon a good idea and it could be scaled up. Since then, the company has changed the world and is today valued at more than $31 billion.

As Airbnb scaled up across the globe, it started facing problems. The following presentation by our students will explore the problems faced by the company and viable solutions that can be proposed.

As a part of the training ethos of IIDE, we believe in training our students by tackling real-world problems.

The students here work on several projects to get hands-on experience of working in the industry. They learn how to think from the user’s perspective as well as the brand’s perspective while coming up with viable solutions to business problems in this digital era.

4 of our students- Shailaja Shah, Suhas Kenjoor, Harshal Sahani & Anushka Agarwal took up the problems faced by users on Airbnb and tried to find how the experience could be improved. Read on to find out more about it.

But before we dive into the problem and solution , let’s take a look at Airbnb’s customer demographics and perception.

Airbnb User Consumer Behaviour

Airbnb has maximum users in the age group of 19-25 years, followed by people in the age group of 36-40 years .

Here’s the breakdown of the Airbnb users travelling habits: 32% travel with friends, 30% travel with family, 20% of total users are solo travellers and 18% travel for work purposes.

Maximum people using the platform are Freelancers or working professionals. Students also form a significant chunk of users followed by people who are unemployed and are looking for affordable accommodation.

Now that we understand the customer market, target audience and perceptions, lets now begin working on understanding the problems.

Airbnb Consumer Experience Analysis

Our students did a public survey to gain more knowledge about the deficiency of Airbnb services. They found that:

Based on this,

Our students prepared the “Point of View” or PoV statement. It helps in visualising the problem faced by the customers’ point of view.

PoV Statement

A group of 5 friends, planning a fun trip

Find a place online which is reliable

They have been tricked into a place with staged pictures once before and want to have personal and financial safety.

After identifying the issue, let us now look at the process of solution creation followed by our students.

Creating a Solution: The Process

To understand a problem, we need to be in the shoes of the one who is facing it.

For that, you need to know the size of the shoe!

So to condense the problem into a simple question or shoe size, our students used a How Might We (HMW) statement for the same. HMW statements are a goal visualisation tool. Their HMW statement was, “ how might we show the genuineness of AirBnB properties? ”

Having found the main goal of the solution, let us now look at the potential customers we will be serving with the solution.

1. Buyer Persona

A Buyer Persona is a mix of attitudes, habits, aspirations and frustrations. The following is the buyer persona created by our student team:

The consumer is named Shrushti Vyas, who is 25 years old and works as a Freelance Content Writer. She is Unorganised, creative, hardworking and Inquisitive. She wants to travel at least twice a year and wants to start her travel blog. She is a digital netizen who is active on all popular social media platforms. Due to her previous bad experiences, she finds it tough to trust people or platforms like Airbnb.

2. BrainStorming

Our students had a lot of brainstorming sessions and narrowed down the ideas to provide the following:

The ideal solution would have Virtual reality + Set validity period for pictures + Narrowed filters.

Solution: Virtuo360

The student team has named their solution as “Virtuo360” . It is an expansion of the regulation of properties listed on Airbnb through the means of using 360-degree pictures and giving the customers a true feeling of the properties they will stay in.

Click here to download the Airbnb design case study

Let’s see what it is and how it works!

Now the solution is created, let us now begin to design the user experience!

Creating a Mood Board

Having a mood board helps the designers to create the look and feel of the solution. So, our students came up with the following mood board for Virtuo 360

Wireframe and Prototype

After deciding the colours, theme and general aesthetic of the solution, the next step is to create the blueprint (wireframe design) and Prototype (HiFi design).

Once they were happy with it, they proceeded to build a hi-fi of their app prototype.

Airbnb case study hi-fi of their app prototype

You can have a look at the video on the top to understand how it looks and functions.

Airbnb Marketing Strategy

Any solution is incomplete without marketing it to make people aware of it. Our students also design some marketing creatives to ensure that the consumers knew about this new feature.

a. Email Marketing

They created some sample email designs that can be used in emails to existing customers.

b. Landing Page/ Website Portal

This feature will also be promoted to website visitors.

Airbnb case study Landing Page Website Portal

c. Push Notifications/ App-based Marketing

Push notifications will be sent to all the users who have the app installed on their devices.

d. Social Media Marketing

No marketing strategy is complete without Social Media Marketing. Social Media users will get sponsored ads that showcase this feature.

Airbnb is a market leader when it comes to online rentals and their rapid expansion and reach is unparalleled. Due to the scale and expansion, their system of regulating as well as making sure the houses on offer are genuine, without checking physically has become a necessity.

Customer satisfaction will be negatively affected if AirBnB does not make efforts to showcase the current state of properties to people. Our students came up with the perfect solution of “Virtuo 360” that is beneficial to both, the brand as well as the consumers. By adding 360 pictures the platform users receive a better view of the rooms and can trust what they see.

This is a great example of a product-service upgrade to improve by adding regulatory and standardisation practices. Executed with simple to use and nice to look at the design, the Virtuo 360 will be a game-changer.

For learning to make business-driven and good looking design, join us at IIDE and let us train you to be career-ready.

If you found this presentation case study useful, please share your thoughts in the comment section below and click the like button. If you wish us to contact you, you can drop your contact details in the comment section and we will be in touch with you soon!

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs...... [Read full bio]

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Critical Analysis On Airbnb Digital Marketing Strategy

Task: This ‘Digital and Social Media’ module will give you the tools, techniques and theory behind how digital marketing works within business. During this module you will learn about best practice and key elements of managing digital marketing and social media in an ‘always on’ 24/7 environment. It provides students with a critical understanding of the challenges and opportunities within the digital landscape, and outlines the skills and tools required to support online marketing activities. Founded on practice-based framework, the course is designed to provide practical life and employment skills; it will equip students with a critical understanding of best practices and effective digital techniques. DIGITAL MARKETING STRATEGY (100%) COVERS ALL LEARNING OUTCOMES You will submit all three parts as a single document which contains: 1. Digital Marketing Audit (40% weighting) 2. Digital Marketing Strategy (30% weighting) 3. Digital Marketing Plan (30% weighting) For the digital marketing strategy, students are required to select an organisation of their own choice. The same organisation will be required for all tasks in this assignment. Students should not choose big organisations such as Nike, Apple etc – as it is very difficult to do an audit on these organisations. The organisations should be small to medium.

1 - Digital Marketing Audit (40% weighting) You are required to undertake a digital marketing audit for your case study organisation.

The digital marketing audit is likely to include a range of digital marketing tools, frameworks and models.

2 - Digital Marketing Strategy (30% weighting) The digital marketing strategy is the next stage in the plan. It is based on the digital marketing audit.

This will include:

The digital marketing strategy is likely to include a digital marketing model (e.g. RACE, Forrester's 5Is, Lauterborn’s 4Cs, the Ten C’s of marketing or the 6Cs of customer motivation or acquire, convert, retain) and should be supported by academic underpinning.

3. Digital Marketing Plan (30% weighting) The plan shows how the strategy will be achieved and is based on the strategy and objectives. The plan needs to be realistic and will reflect the organisation’s size and capabilities.

1. Audit on Airbnb digital marketing strategy Background of the organisation The present report is focused on examining the Airbnb digital marketing strategy in a detailed manner. Airbnb, started operations in 2008 terms itself as a reliable community marketplace for individuals to list, ascertain and book exclusive accommodations around the world (Zervas, Proserpio and Byers 2017). The UK has been renowned as a holiday destination for many years and the travel journey for travellers have been enhanced with the introduction of Airbnb. At present, the home-sharing concept is increasing and Airbnb can be regarded as the best disruptive innovation due to the company’s innovative digital-based business model (Guttentag 2015). It uniquely appeals to the tourist and Airbnb rise is of great importance for many destinations. It’s an online platform through which normal individuals rent out their homes as accommodation for travellers. The host of the accommodation may be residing during the rental period providing typical bed and breakfast or maybe far away or even operating the space as a permanent rental. According to Ert, Fleischer and Magen (2016), Airbnb is considered the most successful sharing economy business. To intensify confidence Airbnb presents the online assessment score that hosts obtain from their guests. Hosts are also encouraged to post their pictures along with their listings. Airbnb developed a commission-based web-platform for room sharers and travellers (Oskam and Boswijk 2016). The number, rapidity and implementation of technological innovations grew exponentially.

Airbnb is quite predominant in Great Britain and it has been identified that Airbnb hotspots in both rural areas and inner-city communities where the lively Airbnb listings to houses are twenty times higher than the average across England, Scotland and Wales. However, Airbnb regulations need to be properly defined by the UK government to prevent too many residential houses being used for a commercial purpose that disturbs the local community at large (the guardian 2020). The below illustration shows the number of Airbnb guests and listing in the UK from 2017 to 2018:

Figure 1: Airbnb guest and listing during 2017 and 2018 Source: (Statista 2020)

Overall Airbnb contributed £3.5 billion to the UK economy and £854 million were income received by local hosts (Statista 2020). Thus, Airbnb exhibits statistics for every property’s ratings together with the total number of reviews it has gathered.

SWOT on Airbnb digital marketing strategy When people search for Airbnb on Google there are four social media platforms that pops-up which are linked to the company profile. Below is the SWOT conducted on Airbnb digital marketing strategy for its business:

Table 1 : SWOT analysis

Source: (Awiszus et al 2017)

The premier quality pages prescribed brand engagement, alertness and inspire exchange between themselves and the users. Airbnb digital marketing strategy establishes the platform for superiority in their capacity to maintain their social media platforms on point, mark and insight related to value. However, there are always certain concerns in the form of weakness which follow its strength of using social media tools. Airbnb attitude is lacking in certain areas as pointed above which needs to be rectified, for example, attitude when dealing with the customers. Similarly, Airbnb digital marketing strategy uses the denunciation to its benefits to rationalise policies and processes which are considered ineffective. Thus, overall Airbnb does a good job of handling their social media feeds. Tactically Airbnb could create a more trustworthy experience as some of the content appeared to be impractical. Airbnb social media platform serves the business multi-purposes and they have two user acquisition strategy described for the identified audience which are individuals who desire to rent out their homes and people who wish to rent the houses when travelling. Airbnb digital marketing strategy endures investing in video marketing which acts as a major initiative of telling their brand and product story. In terms of Instagram Airbnb is the king of user-generated content (UGC). Twitter is used for responding to customer enquiries and exchange any other conversations. Appendix 1 shows the social media traffic of Airbnb as of March 2020.

Evaluations of two competitors using social media The first competitor for Airbnb is HomeAway which is also a vacation rental place which has its presence in more than 190 countries listed on its website. The mission of the company is to link travellers to the individuals and places they visit by offering them the space they desire to stay with all the comforts (HomeAway 2020). This is more economical in comparison to hotels for people and it has been acquired by Expedia in 2015.

The next competitor VRBO for Airbnb helps people to discover new ways of staying and travelling by pairing with homeowners with individuals and families looking for comfortable places to stay (VRBO 2020). VRBO offers travellers to book condos, beach houses and any kind of space they wish to stay in. The below-listed benefits are attained by both HomeAway and VRBO by using social media platforms:

Direct association with the audience – Social media platform helps the business to directly connect with every form of global audience irrespective of age, gender or income levels. The companies’ notice people who are interested in their business since they follow HomeAway and VRBO using any of the social media platforms like Facebook or Instagram. When the business recognises the audience effectively it will enable them to deliver more valued content to them. The contents are tailored to the audience benefits and likings, thus, resulting in better engagement on its page and with the overall business. Furthermore, a direct link with the customers permits HomeAway to solve issues and queries quickly. The audience can be addressed personally leading to more optimistic light in the process.

Creation of organic content – The capability to post organic content for free provides an unbelievable advantage of social media for both the business. This leads to several opportunities for both HomeAway and VRBO to connect with prized leads at no cost and it’s the best reason these companies use social media platforms (Grégoire, Salle and Tripp 2015). The platforms also help them to share pictures, videos and stories based on the social media network. This is one of the best ways these company leverages the brand to the audience to attain more visibility.

Even though it offers many benefits for these two competitors similar to Airbnb digital marketing strategy, nevertheless, it has to confront with its set of challenges for using social media platforms too like:

Negative feedback – Many people use social media to post any concerns or share bad experiences. For example, if any customer had poor experiences in one of the rental spaces during the UK vacation and posts pictures and negative reviews this can disturb the business. Also, in Twitter users can tag the company and share their negative thoughts and retweet the same experience and share it across the network.

Spend adequate time on promotions – Social media does not provide overnight results if the business does not promote themselves well. HomeAway and VRBO must constantly create attractive content to stay abreast with its rivals and engage with its audience usefully. The major disadvantage of social media is time-consuming for the business. The marketing and creative team will have to allocate enough time to carefully design and post contents, monitor them frequently, answer customers quickly and measure the impact creation. Both the business due to lack of adequate staff see this as an overwhelming task. The campaigns are suffering since the frequency of the contents posted online by these two in comparison to Airbnb digital marketing strategy is quite less. Thus, these companies must take care to post useful contents based on their target audience and patiently wait for the results to happen.

Identification of customer groups and the creation of personas According to Lutz and Newlands (2018), consumer segmentation separates the identified audience into various groups which are internally similar but extremely diverse from one another by assuming an unrelated overall market. Most of the home-sharing accommodation is explored by students, business professionals and young travellers who prefer affordable stays in comparison to hotels. Airbnb’s two main customer groups identified are young students who love to have a vacation with their friends and family and look for comfort, privacy and affordability. The next group is young business professionals who are constantly travelling on business trips to various destinations and seek again a comfortable, quiet place with good internet connectivity. Below are the two customer personas based on the above-identified groups for Airbnb digital marketing strategy:

Figure 2: Traveller professional Group Source: (Fok 2018)

This customer belongs to a business professional group and loves to travel mainly to beach destinations and explore the local communities. The individual seeks affordability in terms of stay and that is the reason why Airbnb digital marketing strategy was chosen. However, there are certain pain points also the person has stated from her previous stays like not responsive host, language issues and inflexible check-in and check-out time. The customer has stated that she prefers better response, smooth communication and flexible check-in and out options and feel comfortable staying in the house.

Figure 3: Business professional Group Source: (VoiceUI 2016)

The 2 nd customer persona indicates that the person wishes to reside in business ready homes and always books an entire home or apartment be it for business or pleasure. Nevertheless, the concerns pointed are better prices for repeated stays and Airbnb digital marketing strategy should be more responsive to guest requests.

Figure 4: Student Group– Persona Source: (Bricker et al 2020)

A student who travels along with her husband frequently prefers ease with well-designed interiors at low prices. The customer stated that the Airbnb website and mobile app are best in comparison to a competitor like VRBO. However, the customer wants host interactions to be better and Airbnb acted quickly to resolve this issue.

Customer journey flowchart As stated by Rosenbaum, Otalora and Ramírez (2017) customer journey mapping is a gradually prevalent strategic management method in understanding a business customer experience. It’s a visual representation of the order of activities through which customer interact with Airbnb during the booking process. By understanding the main points of the customers, Airbnb digital marketing strategy can work in deploying tactics that nurture service innovation. Touchpoints are usually represented horizontally on a customer journey map in harmony with a processing timeframe. The timeframe is further divided into pre-service, service and post-service. The pre-service is before the customer books Airbnb stay, service relates to actual stay and post-service the authentic customer experience once the stay has been completed. Identifying and catering to main customer groups by comprehending their requirements, likes and dislikes to an extent will help the business-like Airbnb to offer curated services. For example, as per earlier customer groups identified which are a student who prefers low prices and comfort.

Figure 5: Flow chart of customer journey Source: (Prepared by Author)

Thus, the customer mapping process offers value awareness into what it’s like to step into a customer’s shoes (Marquez, Downey and Clement 2015).

2. Airbnb digital marketing strategy Tows matrix and analysis Table 2 : TOWS matrix

Source: (Prepared by Author)

With the help of its strong global presence, Airbnb can think of quick expansion into developing economies like Asia to grow the business. Airbnb differentiates itself from other competitors based on quick response to customer enquiries and offering the guests a feeling at the home-stay concept (Liu and Mattila 2017). Making their online presence in terms of creating better YouTube videos and organised page presentation in Pinterest can appeal to more customers since 69% of the users have some form of social media account.

What are the Digital smart objectives for Airbnb digital marketing strategy? After performing digital audit and creating the TOWS matrix for two important Airbnb digital marketing strategy objectives have been created. Both are aligned to the overall strategic business objective of Airbnb.

Objective 1: To increase the social media conversion rate from 26% to 32% (20% average increase)

Objective 2: To surge the return customer visits by creating more appealing YouTube videos and add online loyalty points based on number room nights.

Recommendation

Strategic statement – To make an online Airbnb family

In order attain the above, Airbnb to launch an online loyalty program to congregate all customers on a single platform where the community shares their feedback, opinions, pictures and videos apart from the social media platform. This will help customers get a better insight and understanding of how the business works, what benefits are offered and also resolve any unanswered clarifications related to Airbnb digital marketing strategy. This will further help Airbnb to customise their online promotions and offers based on customer preferences.

Source: (Prepared by Student)

3. Airbnb digital marketing strategy Metrics and resources requirement The 5M’s metrics will be used for assessing the Airbnb digital marketing strategy. The 5M’s is a stimulating marketing tool used largely in many ways. It focuses on the five main elements of the organisation to make sure the Airbnb digital marketing strategy is a success. The five main elements are considered an asset and are majorly put to use for a successful turnaround. It can also be used as an auditing tool for the strategic planning process to evaluate the usage of internal features. This tool is also helpful in the assessment of internal resource requirements and as a balanced scorecard. Below are the five metrics that could be applied for Airbnb digital marketing strategy:

Manpower (Human resource): This refers to manpower team employed in implementing the existing Airbnb digital marketing strategy or a new plan. The team is further divided into smaller groups in executing multiple activities of the Airbnb digital marketing strategy. Example, one team for creating online contents, another to work very closely with an Ad agency and the sales team to work on customer queries and acquisition of new prospects and properties.

Materials (Product / Content): A separate team is allotted to work on creating new content / online materials to draw customer attention. Frequency and media of advertisements are studied thoroughly and discussed to support the overall Airbnb digital marketing strategy in fulfilling organisational objectives. This is a very important function as content acts as an anchor to draw customer’s attention and in enhancing new trials /enrolments.

Machinery (Equipment’s): This denotes all the physical assets used by an organisation to implement the Airbnb digital marketing strategy. In the case of Airbnb since the organisation works using social media for their product building activities and customer enrolments, they should have very robust information technology equipment and servers in place. The connectivity speed and bandwidth used must be of a high order to enable quick slide transition speed and overall customer satisfaction. All technical snags must be frequently checked and removed for optimum performance and customer experience.

Minutes (Time): Time is the most crucial factor as the promotion/content designed must be launched within the given time frame to draw customer’s attention and to increase booking rates, for example, all promotional content for Christmas must be planned four to five months and must go live at least three months prior.

Money (Funding): The concluding element of the 5M model is the finance which needs to assess the current strategic returns that Airbnb will accrue through digital marketing and break-even level that will be attained.

According to Quinn et al (2016), an impactful digital marketing team following Airbnb digital marketing strategy makes the most valuable contribution to the company’s performance. Customer experience is the main differentiator for any business. It’s the customer’s insight of the service or experience and all the interactions and processes with Airbnb combined with social media can assist the business to retain loyal customers (Vize and Sherrett 2018). This will further prevent them to shift to other competitors offering the same value and services. Thus, Airbnb must outline an effective tactical plan as the Airbnb digital marketing strategy which will reflect the company’s capabilities and size. Below is the budget that will be required by Airbnb:

Table 3: Budget

The total budget works out for Airbnb to £287,000 which is a reasonable cost that needs to be spend yearly to promote the business better online.

Tactical plan A tactical plan for Airbnb digital marketing strategy has been created based on the budget and metrics for Airbnb below:

Table 4: Tactical plan

Conclusion It can be summarised from the above findings and audit reviews on Airbnb digital marketing strategy that Airbnb which is the best sharing accommodation online platform that connects guests across the globe with diverse hosts. The business has a presence on various social media platforms and has a wide international reach and brand presence in every individual’s mind-set. However, the business has certain weakness like unorganised Pinterest page and inadequacy in monitoring the comments page. Also, many customers have suggested for better relationships with the hosts as they have faced a lot of attitude issues in the past travel. Two customer groups have been identified which are business professionals and students who seek for a comfortable stay, with affordability and all major facilities installed like the internet and hard furnishings. These customer personas have been illustrated which shows their interest and goals to be fulfilled by Airbnb. A TOWS matrix will help Airbnb digital marketing strategy to overcome from the threats and weaknesses and leveraging better strengths and opportunities.

References Awiszus, L., Bastings, L., Cruttenden, C. and Yeager, S., 2017. Airbnb Social Media Campaign. Pp. 1-17.

Bricker, S., Huffman, T. & Kristopik, A., 2020. AIRBNB ENTERTAIN. Airbnb digital marketing strategy [Online] Available at: https://www.toddhuffmanux.com/ibili [Accessed 8 April 2020].

Ert, E., Fleischer, A. and Magen, N., 2016. Trust and reputation in the sharing economy: The role of personal photos in Airbnb. Tourism Management, 55, pp.62-73.

Fok, R., 2018. Eliminating communication boundaries between hosts and additional guests on Airbnb. [Online] Available at: https://medium.com/talking-microcopy-writing-ux/eliminating-communication-boundaries-between-hosts-and-additional-guests-on-airbnb-55508f5215c2 [Accessed 8 April 2020].

Grégoire, Y., Salle, A. and Tripp, T.M., 2015. Managing social media crises with your customers: The good, the bad, and the ugly. Business Horizons, 58(2), pp.173-182.

Guttentag, D., 2015. Airbnb: disruptive innovation and the rise of an informal tourism accommodation sector. Current issues in Tourism, 18(12), pp.1192-1217.

HomeAway, 2020. About HomeAway. [Online] Available at: https://www.homeaway.co.uk/info/about-homeaway/?icid=IL_AnyStyle_PR_O__about-us_LPRO_hp_footer [Accessed 8 April 2020].

Liu, S.Q. and Mattila, A.S., 2017. Airbnb: Online targeted advertising, sense of power, and consumer decisions. International Journal of Hospitality Management, 60, pp.33-41.

Lutz, C. and Newlands, G., 2018. Consumer segmentation within the sharing economy: The case of Airbnb. Airbnb digital marketing strategy Journal of Business Research, 88, pp.187-196.

Marquez, J.J., Downey, A. and Clement, R., 2015. Walking a mile in the user's shoes: Customer journey mapping as a method to understanding the user experience. Internet Reference Services Quarterly, 20(3-4), pp.135-150.

Oskam, J. and Boswijk, A., 2016. Airbnb: the future of networked hospitality businesses. Journal of Tourism Futures, 2(1), pp.22-42.

Quinn, L., Dibb, S., Simkin, L., Canhoto, A. and Analogbei, M., 2016. Troubled waters: the transformation of marketing in a digital world. European Journal of Marketing, 50(12), pp.2103-2133.

Rosenbaum, M.S., Otalora, M.L. and Ramírez, G.C., 2017. How to create a realistic customer journey map. Business Horizons, 60(1), pp.143-150.

Statista, 2020. Number of Airbnb guests and listings in the United Kingdom (UK) from July 2017 to July 2018. [Online] Available at: https://www.statista.com/statistics/510116/airbnb-hosts-and-guests-united-kingdom-uk/ [Accessed 8 April 2020].

Theguardian, 2020. Revealed: the areas in the UK with one Airbnb for every four homes. [Online] Available at: https://www.theguardian.com/technology/2020/feb/20/revealed-the-areas-in-the-uk-with-one-airbnb-for-every-four-homes [Accessed 8 April 2020].

Vize, R. and Sherrett, M., 2018. B2B Social Media Marketing: From Information to Decision to Retention. New York – USA, Routledge, p. 7.

VoiceUI, 2016. Reimagine a 'home away from home’ experience.. Airbnb digital marketing strategy [Online] Available at: http://silka.co/voice [Accessed 8 April 2020].

VRBO, 2020. About Vrbo. [Online] Available at: https://www.vrbo.com/l/about-vrbo/ [Accessed 8 April 2020].

Zervas, G., Proserpio, D. and Byers, J.W., 2017. The rise of the sharing economy: Estimating the impact of Airbnb on the hotel industry. Journal of marketing research, 54(5), pp.687-705.

Appendix 1.Social Media traffic for Airbnb – March 2020

Figure 2; Source: (SimilarWeb, 2020)

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Sep 17, 2018

Disruptive Innovation: A case study of AirBnB

Nowadays, a lot of firms lead to generation of disruptive innovation. Existing dominant players and products eventually lose their position in the market because of this disruptive innovation. Disruptive Innovation can be defined as an innovation wherein an existing market is disrupted and a new market is being created (Christensen, et al., 2015). Now the question is that how a firm’s disruptive innovation leads to disruption of existing market players and products. The aim of this essay is to analyze how AirBnB has become a major disrupter in the hospitality industry. This aim will be accomplished by the discussion of AirBnB disruptive innovation and the factors that make AirBnB a preferred choice for the people.

AirBnB, which was founded in 2008, has its presence online and provides hospitality services and rental services. It is a San Francisco-based online website. It allows the hosts to post their apartments, homes and cottages on their site and renters can take those homes or apartments on rent (AirBnB , 2018). AirBnB do not own houses, it just acts as a broker and takes commission on every house that is rented. Earlier, it was only focusing on low-value customers, but eventually, it started focusing on high value customers as well (AirBnB, 2018). At AirBnB, one can find the houses of low price, medium price as well as high price. Renters can select homes or apartments on the basis of location and the money they want to pay. The company is very much famous nowadays, because of its innovation. AirBnB is giving tuff competition to the hotels in the hospitality industry. The existing hotels are not able to cope up with the competition given by AirBnB because they are not able to match with the innovation of AirBnB.

AirBnB incorporates a lot of modern internet technologies in its day to day operations. The appeal of AirBnB to the customers is also very distinct (Leist , 2016). It addresses the customers as, using AirBnB will lead to the cost savings, local experience as well as household facilities. Using AirBnB services is perceived to be a beneficial option for renters as well as hosts. It created a new market wherein hosts can use the technological infrastructure of AirBnB to promote the homes, cottages and appartments in a very efficient manner (Guttentag, 2015). Hosts are able to collect the payments for the accommodations using the cloud based platform of AirBnB. For renters, AirBnB services cost less as compared to the hotels. Due to the local experience and less cost, it is gaining profitability since 2007. A major chunk of profits shifted from hotels to AirBnB.

AirBnB founders tried to place themselves in the renter’s shoes. They realized that images of the accommodations play a very important role in encouraging the renters to rent the accommodation (Tobias , 2014). Earlier, the images of accommodations at AirBnB website were not appealing to the renters. The founders themselves travelled to New York with a camera. They interacted with the hosts and replaced their non-appealing pictures with the high resolution and beautiful pictures. These new appealing pictures attracted a lot of renters and profits of AirBnB went up within a week (Gobble, 2016). This move of the founders resulted in positive financial results for the company. Another move by the founders of AirBnB to make the appeal stronger is that, they ensured safety of the persons who will rent the accommodations. If any safety concern or issue emerges in the future, then compensation will be provided to those hosts. This move further built the trusts of the renters and the company gain a lot more popularity.

Using AirBnB enables the hosts to set the prices of their accommodations. AirBnB incorporates latest technology in their system that allows the hosts to set competitive prices and earn more. Hosts can set the prices using two methods on the platform of AirBnB. First, they can use AirBnB price calculator (Biber, et al., 2017). This price calculator is beneficial for the new hosts in setting the initial prices for their accommodations. Another option is that the hosts at AirBnB can use AirBnB pricing strategy to determine the market value of their accommodations (Guttentag & Smith, 2017). There are six steps that needs to be followed in order to set the price using AirBnB pricing strategy. First step is to search for the competing properties which involves same number of rooms and in the similar area. Select any five such properties and review its calendar. Consider its rates like occupancy rate and price. After that, comparison price table needs to be created. Then the maximum revenue can be anticipated regarding each property. Following this procedure enables the hosts to set the prices in accordance with the market rate. Hosts can alter the price of their property anytime and for specific days too. This is the opportunity for the hosts to earn more on special days, vacations and on occasions. Hosts does not get such advantage of estimating the price anywhere else.

AirBnB will replace the hotels in the hospitality sector soon. This is because the hotels are not able to match with the innovative products and practices followed by AirBnB (Coomes, 2018). In such a competitive industry, regular innovations are very necessary to survive. Some hotels will withdraw from the market as a result of tuff competition from AirBnB, which is unbearable. Another problem infront of the hotels is that they need to comply with the complex laws and regulatory framework imposed on them. AirBnB do not have to comply with such complex laws and rules. This is a positive point for AirBnB and pose restrictions on hotels. It can be said that the AirBnB has an advantage over hotels that it does not have to do compliance with the complex laws and regulations.

The aim of this essay was to analyze how AirBnB has become a major disrupter in the hospitality industry. AirBnB incorporates modern internet technologies in its daily working. Its appeal to the renters is distinct. It charges less price from the renters as compared to the hotels and also provides local experience with amenities. It allows the hosts to set competitive prices and earn more. It is giving tuff competition to the hotels. Some of the players will also withdraw from the market as they are not able to compete with the innovative practices, products and ideas of AirBnB.

AirBnB 2018, All About AirBnB. [Online] Available at: <https://all-about-airbnb.com/>

Biber, E, Light, SE, Ruhl, JB and Salzman, J 2017, Regulating business innovation as policy disruption: from the Model T to Airbnb. Vand. L. Rev. , 70 , p.1561.

Christensen, CM, Raynor, ME and McDonald, R 2015, What is disruptive innovation. Harvard Business Review , vol. 93, no. 12, pp. 44–53.

Coomes , K 2018, What is AirBnb? Here’s all you need to know about being a guest or host. Retrieved from Digital Trends : < https://www.digitaltrends.com/home/what-is-airbnb/ >

Gobble, MM 2016, Defining disruptive innovation. Research-Technology Management , vol. 59, no. 4, pp. 66–71.

Guttentag, D 2015, Airbnb: disruptive innovation and the rise of an informal tourism accommodation sector. Current issues in Tourism , vol. 18, no. 12, pp. 1192–1217.

Guttentag, DA and Smith, SL, 2017, Assessing Airbnb as a disruptive innovation relative to hotels: Substitution and comparative performance expectations. International Journal of Hospitality Management , 64 , pp.1–10.

Leist, A 2016, Airbnb: Disruptive Innovation in the Tourism Industry. [Online] Available at: <https://digitalmarketing.temple.edu/aleist/2016/10/18/airbnb-disruptive-innovation-in-the-tourism-industry/>

Rusett , CD 2018, Disruptive innovation: a risk worth taking. [Online] Available at: <http://ideadrop.co/disruptive-innovation-risk-worth-taking/>

Tobias , J 2014, Airbnb — Disruptive Innovation At A Valuation Of $10b In Five Years. [Online] Available at: <https://www.thestrategygroup.com.au/airbnb-disruptive-innovation-at-a-valuation-of-10b-in-five-years/>

Varsamis, G 2018, Disruptive innovation: a weapon that can kneel down giants and a survival tool for difficult times. [Online] Available at: <https://blog.startuppulse.net/disruptive-innovation-a-weapon-that-can-kneel-down-giants-and-a-survival-tool-for-difficult-times-71af7bffb750>

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Using Data Science to Improve Your Product and Marketing- An Airbnb Case Study

What is data science, and how does Airbnb effectively utilize it in its product and marketing strategy? Let’s find out!

Airbnb has continued to dominate the hospitality and travel industry. Within a relatively short time, the company has grown tremendously.

What started with the founders providing lodging for 3 guests in their living room has become a multi-billion-dollar brand today.

How did they grow so quickly, especially at a time when a lot of start-ups were struggling to break even?

Thankfully, Airbnb hasn’t kept its success formula hidden.

They have repeatedly credited their success to how they leverage data science on a large scale.

In this article, we will uncover the answers to these questions and conclude by seeing how you and your team, like Airbnb , can effectively apply these ingredients to your product and marketing strategy in order to achieve success…

Sounds like a worthwhile adventure, right? Let’s dive right in.

WHAT IS DATA SCIENCE?

Wikipedia defines data science as “an interdisciplinary field that uses scientific methods, processes, algorithms, and systems to extract knowledge and insights from noisy, structured and unstructured data and apply knowledge from data across a broad range of domains.”

What does this even mean?

This is no rocket-science-inspired definition; in its basic form, it is the use of analytical and scientific methods to extract knowledge or useful information from “dirty data.”

Businesses use the knowledge garnered from data science to solve a problem or improve an existing solution.

Let’s see how Airbnb did this.

HOW DOES AIRBNB EFFECTIVELY LEVERAGE DATA SCIENCE?

1. They look to data as indicative of the customers’ needs.

The former head of data at Airbnb, Riley Newman, said that Airbnb considers “data as the voice of the customer and data science as the interpretation of that voice.”

At Airbnb, the in-house data scientists and analysts actively seek out and collaborate with other stakeholders such as marketers, designers, product managers, etc.

This helps to create an informed outlook of their user data and assists the team in understanding and interpreting that “voice of the customer” properly.

2. They use data to improve their search feature.

The powerhouse of the Airbnb site is a search feature that’s designed to provide the ultimate user experience.

In its early days before its data-science-driven evolution, Airbnb wasn’t so sure how to tailor recommendations to users based on location.

Back then, they just went along with a model which returned the highest quality listings within a certain radius according to the user’s set location.

A couple of years later, Airbnb overhauled the search feature and implemented a smarter, more data-driven one.

They let their customers solve the problem for them.

In time, their customer base increased, and their websites got more visitors, leading to tons of historical data for data science and machine learning processes to rely on and learn from.

Riley Newman explained that they used a rich dataset made-up of guest and host interactions to build a model that estimated a conditional probability of booking in a location where the user searched.

For example, a search for “San Francisco” would automatically skew toward neighborhoods where people who search for San Francisco end up booking.

3. Using data science to ascertain what the Airbnb hosts prefer.

Airbnb was looking to match folks looking for accommodations with those wanting to rent out their spaces, so they had to find a way to reconcile accommodation requests with host preferences.

In a quest to find a perfect fit for this reconciliation, Airbnb made use of a machine learning algorithm to create an application that uses host and guest preferences to personalize results.

This ensured more accuracy and a higher margin of successful matches between guests and hosts.

4. They measure user experience.

Airbnb measures user experience using the Net Promoter Score (NPS) in tandem with other customer success metrics.

This assists in inferring and making predictions on when and why customers are likely to recommend.

5. Use of Split testing at every stage of development.

Airbnb’s business model is a lot more complicated and complex than traditional ones.

At every stage of AirBnB’s development, the company must consider both hosts and guests.

To meet this challenge, Airbnb developed using a split tests approach and its A/B testing framework, taking care to note how changes affect various user groups.

6. They continue to look for opportunities to get better and explore new frontiers.

Perhaps one of the most remarkable things about Airbnb is the willingness to constantly use data to improve itself.

Recently, they launched the Smart Pricing tool. This tool leverages advanced machine learning, pulling information from 5 billion training points whilst still considering personal inputs to help hosts set the perfect price.

They also launched Aerosolve, a learning system based on open-source ML that notices patterns and attempts to see why certain listings command higher prices.

KEY TAKEAWAYS.

What key takeaways do we get from this? What should these insights remind and motivate you to do?

Here are a few we notice:

1. Embrace data science and dig deeper into the data available when faced with a problem that regular tests cannot provide a solution to.

2. Keep learning by listening to data and adapting your product and marketing in line with the insights gathered through data science.

3. Recognize the value of collecting data. Without a doubt, data has become invaluable to modern businesses.

Paying attention to and collecting data becomes very important to the success of your business.

It wouldn’t be out of place to invest in data collecting and storage solutions like Snowflake.

Snowflake is a cloud-based data warehouse built on top of AWS or Microsoft Azure cloud infrastructure; it offers scalable storage and computing to meet the needs of growing businesses.

In essence, let your decisions be data-driven.

You know what else rhymes with data-driven?

Datameer! – A Saas tool that enables data engineers and analysts to transform and model data directly in their cloud warehouses via a simple SQL code or no-code interface.

Deploy Snowflake and try out our free Datameer trial today!

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Can someone write my paper for me.

Yes, we can. We have writers ready to cope with papers of any complexity. Just contact our specialists and let us help you.

Who can I pay to write a paper for me?

We will help you select a writer according to your needs. As soon as you hire our specialist, you’ll see a significant improvement in your grades.

Can I pay someone to write a paper for me?

Yes, you can. We have lots of professionals to choose from. We employ only well-qualified experts with vast experience in academic paper writing.

What website will write a paper for me?

WritePaperFor.me is the website you need. We offer a wide range of services to cover all your needs. Just place an order and provide instructions, and we will write a perfect paper for you.

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- Will you write my paper for me? - Yes, we will.

What we offer:, let’s write a paper for you in no time, follow these 4 simple steps and solve you problem at once.

Provide details such as your topic, the number of pages, and extra requirements, and we’ll do a paper for you in no time!

Log in to your personal account to know the current status of your paper(s). You can also turn to our support team for the same purpose. Enjoy your life while we're working on your order.

As soon as we write the paper(s) for you, check it for correctness, and if everything is good to go, just download it and enjoy the results.

Our customers’ feedback

Still hesitant just look: others have already used our services and were pleased with the results.

Thank you guys for the amazing work! I got an A, and my professor was impressed. You have done the impossible, and I will never forget your help! The best service ever!

I ordered my paper two weeks ago and received it on time. The quality is very good, much better than other companies provide. My support agent is a pro, fast and simple explanations. Thanks!

I am firmly convinced that you will never disappoint me because you haven’t done it before. Amazing approaches and solutions at perfect prices! Please continue working the way you do!

This service helped me focus on my job, and I will never forget the support I received. I’ve got a promotion in the end! Thanks a lot for everything you do for people like me!

I have to admit that searching for a reliable and professional service was a tough quest. Nevertheless, I am happy that I managed to find writepaperforme! Everything is much better than I expected!

The best bargain is just a few clicks away!

Get an original paper that doesn’t cost a fortune!

Still have questions?

Contact our support agents and let them help you!

Is it time to write a paper for you? Contact us and relish the highest academic performance!

Our professionals will do their best!

You’ll write my paper for me, won’t you? We certainly will!

Why would I ask you to write paper for me?

The undeniable benefits of our custom paper-writing service

Apart from a paper written in accordance with the highest standards, we provide a wide range of contributory advantages to make your life easier. Let’s take a closer look at them.

Who will write my paper when I order it?

It’s time to write my paper! What should I do?

Every paper we can write for you is expertly-researched, well-structured, and consistent. Take a look at some types of papers we can help you with:

Don’t hesitate and hire a writer to work on your paper now!

Questions our customers ask

Can someone write my paper for me.

Yes, we can. We have writers ready to cope with papers of any complexity. Just contact our specialists and let us help you.

Who can I pay to write a paper for me?

We will help you select a writer according to your needs. As soon as you hire our specialist, you’ll see a significant improvement in your grades.

Can I pay someone to write a paper for me?

Yes, you can. We have lots of professionals to choose from. We employ only well-qualified experts with vast experience in academic paper writing.

What website will write a paper for me?

WritePaperFor.me is the website you need. We offer a wide range of services to cover all your needs. Just place an order and provide instructions, and we will write a perfect paper for you.

Is it safe to use your paper writing service?

Our service is completely safe and anonymous. We don’t keep your personal and payment details and use the latest encryption systems to protect you.

What are you waiting for?

You are a couple of clicks away from tranquility at an affordable price!

- Will you write my paper for me? - Yes, we will.

What we offer:, let’s write a paper for you in no time, follow these 4 simple steps and solve you problem at once.

Provide details such as your topic, the number of pages, and extra requirements, and we’ll do a paper for you in no time!

Log in to your personal account to know the current status of your paper(s). You can also turn to our support team for the same purpose. Enjoy your life while we're working on your order.

As soon as we write the paper(s) for you, check it for correctness, and if everything is good to go, just download it and enjoy the results.

Our customers’ feedback

Still hesitant just look: others have already used our services and were pleased with the results.

Thank you guys for the amazing work! I got an A, and my professor was impressed. You have done the impossible, and I will never forget your help! The best service ever!

I ordered my paper two weeks ago and received it on time. The quality is very good, much better than other companies provide. My support agent is a pro, fast and simple explanations. Thanks!

I am firmly convinced that you will never disappoint me because you haven’t done it before. Amazing approaches and solutions at perfect prices! Please continue working the way you do!

This service helped me focus on my job, and I will never forget the support I received. I’ve got a promotion in the end! Thanks a lot for everything you do for people like me!

I have to admit that searching for a reliable and professional service was a tough quest. Nevertheless, I am happy that I managed to find writepaperforme! Everything is much better than I expected!

The best bargain is just a few clicks away!

Get an original paper that doesn’t cost a fortune!

Still have questions?

Contact our support agents and let them help you!

Is it time to write a paper for you? Contact us and relish the highest academic performance!

Our professionals will do their best!

You’ll write my paper for me, won’t you? We certainly will!

Why would I ask you to write paper for me?

The undeniable benefits of our custom paper-writing service

Apart from a paper written in accordance with the highest standards, we provide a wide range of contributory advantages to make your life easier. Let’s take a closer look at them.

Who will write my paper when I order it?

It’s time to write my paper! What should I do?

Every paper we can write for you is expertly-researched, well-structured, and consistent. Take a look at some types of papers we can help you with:

Don’t hesitate and hire a writer to work on your paper now!

Questions our customers ask

Can someone write my paper for me.

Yes, we can. We have writers ready to cope with papers of any complexity. Just contact our specialists and let us help you.

Who can I pay to write a paper for me?

We will help you select a writer according to your needs. As soon as you hire our specialist, you’ll see a significant improvement in your grades.

Can I pay someone to write a paper for me?

Yes, you can. We have lots of professionals to choose from. We employ only well-qualified experts with vast experience in academic paper writing.

What website will write a paper for me?

WritePaperFor.me is the website you need. We offer a wide range of services to cover all your needs. Just place an order and provide instructions, and we will write a perfect paper for you.

Is it safe to use your paper writing service?

Our service is completely safe and anonymous. We don’t keep your personal and payment details and use the latest encryption systems to protect you.

What are you waiting for?

You are a couple of clicks away from tranquility at an affordable price!

IMAGES

Airbnb Marketing Strategy Case Study- Digital Marketing, Marketing Mix
Airbnb- A Case Study on Digital Strategy, Revenue Model, Funding
A Case Study: Airbnb’s Marketing Journey to Build a Global Community
Airbnb Marketing Strategy Case Study- Digital Marketing, Marketing Mix
4 Digital Marketing Strategies: An Airbnb Case Study
Extensive Marketing Strategy of Airbnb

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COMMENTS

Extensive Marketing Strategy of Airbnb
This marketing case study on Airbnb focuses on explaining the 4Ps of the marketing mix, the marketing strategy it undertakes to market itself and its digital presence. So let's start by understanding more about Airbnb in the coming sections. About Airbnb
Airbnb Marketing Strategy Case Study- Digital Marketing, Marketing Mix
Airbnb marketing strategy case study is studied to understand how multiple marketing strategies are implemented by a company to achieve goals and targets. When the company analysis the competitors and their growth and working. And, to improve the performance organize creates different strategies.
Digital Marketing case Study: Airbnb's Van Gogh Bnb Collaboration
Content Marketing. The Van Gogh Bnb project was designed primarily to promote "Van Gogh's Bedrooms", an exhibition at the Art Institute of Chicago which featured three of Van Gogh's domestic paintings from the late 1880s. The idea was simple and compelling: lovingly recreate Van Gogh's 'Yellow Room' as a fully functioning, three ...
Airbnb's Marketing Journey to Build a Global Community: A Case Study
Digital marketing has been working very well for Airbnb, with over 470,000+ followers on Twitter and 2,750,000+ followers on Facebook, just to mention a few. Airbnb has been successfully able to disrupt the Travel & Hospitality Industry. It has redefined how people interact with one another when travelling.
Airbnb- A Case Study on Digital Strategy, Revenue Model, Funding
Digital Marketing Strategy of Airbnb Airbnb depends on a couple of elements: hosts and travellers. The marketing strategy used plans to give and support maximum people around the world to become hosts and travellers. Considering this Airbnb initially implemented a smart customer acquisition strategy: Inbound Marketing: Social Media Marketing Blog
Airbnb Case Study: Your Home Away From Home
This is how the idea of Airbnb popped up in their minds. They named it AirBedAndbreakfast.com (Airbnb) in 2008. The idea, however, did not take off in the first few years. It was and it was only after a desperate attempt at securing funding by one of the RISD alum.
Airbnb's Marketing Strategy
Airbnb's Marketing Strategy - A Case Study Written By Zarqoon Amin on September 29, 2022 Airbnb's business journey shares a lot of valuable lessons for startups and growing companies.
Case #3 Airbnb Case
Case study airbnb, startup that merely acted as revenue stream for roommates in san francisco, became monolith of travel in the 21st century. the service. ... Marketing Management (D174) Professional Application in Service Learning I (LDR-461) Professional Capstone Project (PSY-495)
Case Study: Airbnb. In this series of case studies we are ...
Case Study: Airbnb In this series of case studies we are looking at widely known companies in the tech industry. In the last post I looked at Slack, and here I will be exploring Airbnb....
Topic
About 40 results for the topic "airbnb digital marketing case study"
Airbnb Case study: Current strategy with marketing journey explained
Introduction to digital marketing 2. Website Planning and Creation A Case Study on Advertising for Hosts and Audiences: Airbnb's Marketing Mix A marketing-mix model is used to assess the efficiency of various marketing initiatives when they are combined.
Airbnb UI/UX Case Study & Marketing strategy
About Airbnb Creating a Solution: The Process 1. Buyer Persona 2. BrainStorming Click here to download the Airbnb design case study Creating a Mood Board Wireframe and Prototype Airbnb Marketing Strategy a. Email Marketing b. Landing Page/ Website Portal d. Social Media Marketing Conclusion We live in a fast-paced digital world.
Critical Analysis On Airbnb Digital Marketing Strategy
Airbnb digital marketing strategy establishes the platform for superiority in their capacity to maintain their social media platforms on point, mark and insight related to value. However, there are always certain concerns in the form of weakness which follow its strength of using social media tools.
Airbnb Digital Marketing Case Study
3) Inbound marketing : By using inbound methodology Airbnb attracted new prospective customers by partnering with Google and invested huge amount in Google Search Ads which helped Airbnb to...
Disruptive Innovation: A case study of AirBnB
There are six steps that needs to be followed in order to set the price using AirBnB pricing strategy. First step is to search for the competing properties which involves same number of rooms and...
Topic
Digital marketing materials; Urban Studies; Tourism, Hospitality and Events; Communication Studies; Built Environment; Bioscience; ... Environment and Environmental Studies; Energy and Energy Conservation; Taxes; Online Business; Office Technology; Insurance; ... About 40 results for the topic "airbnb marketing strategy case study" PDF. Word ...
Using Data Science to Improve Product & Marketing
2. Keep learning by listening to data and adapting your product and marketing in line with the insights gathered through data science. 3. Recognize the value of collecting data. Without a doubt, data has become invaluable to modern businesses. Paying attention to and collecting data becomes very important to the success of your business.
Airbnb Case Study: Marketing Automation
Airbnb Case Study: Marketing Automation. 2. 3. Background • Airbnb is launching in a new market SEA • Needs Emarsys to help them to define an omni-channel customer experience and marketing strategy to help gain market share and build a community • Currently using email and web scripts to capture customer behaviour. 4.
Airbnb Digital Marketing Case Study
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Airbnb Digital Marketing Case Study
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Airbnb Digital Marketing Case Study
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"Unlock the Secrets of Customized Digital Marketing Strategies for
Automotive: Use content marketing and social media platforms to increase brand awareness. A past case study is Honda, who launched a social media campaign that led to a 39% increase in Twitter ...