In 2018, a Sensis social media report found that 19% of Australian social media users accessed Twitter this was compared to the 91% who had used Facebook. The experiences section speaks to Airbnb moving horizontally to become a one-stop shop for travellers. Fortunately for them, for brands to see success on Instagram its mostly all about sharing compelling/authentic imagery, which Airbnb does have. I mean, an extra $3,772 AUD per month is not bad at all (wouldnt mind the extra money now that I think about it). What Airbnb offer isnt a cheap place to sleep when youre on holiday, its the opportunity to experience your destination as a local would. A lot of the invitation mechanism is the same above, just done in a different experience with mobile considerations. I think this section really goes to show their commitment to providing the user with relevant information as much as possible. BONUS: Don't have the time to read all 29,000 words right now? Jason began his career at Webprofits as an intern and six years later he is now one of our leading social media specialists, managing a number of our long-standing Australian Fluid clients. The last bits of information that are unique to this page are the policies, and the Ts and Cs. But what about my browsing history before that? The critical experience Airbnb offers for a traveler is to experience new places as the locals do. Although I think these are good, short messages that speak to the pain points that come with booking/saving for a vacation, I think theyre missing out on an opportunity to call out different users in a more fun and creative way, for example: With this in mind, its always important to stay true to your brands tone of voice, but the more that you can make a connection with your audiences in an authentic, human way on social, the more likely they will be to proactively seek out your business for their needs. This is why the historical number of backlinks is shown as 2,650,000. The clean and minimalistic design is certainly done on purpose. The part about the airbnb community is excellent! Ive done a fair bit of travelling in my time and I absolutely HATE it when people say theyve done a certain location. The content gives instant value that there is content for hosts wanting extra support through toolkits or webinars which help with their hosting experience. Long-term stays, i.e. And like most marketplace sites, the buyer often wants information about the supplier to know if whats on the page can be trusted. Many of the ads they use feature video, which is positive, but they dont feature real Australians talking about their experiences with being an Airbnb host. Its clear what Airbnb want the users attention to focus on. Any ideas, any theories? As is the case with most two-sided marketplaces, without supply the entire thing falls apart. The primary contributing factor appears to have been through keyword ranking growth, which as anyone who has followed our other case studies will know can be influenced by a number of other activities, such as onsite optimisation, backlink profile, and content marketing strategies. This is an awesome reception. Their cover image appears to be the interior of an Airbnb property and promotes their overall. By listing the properties of ordinary people, they set themselves apart by offering a different experience to travellers. Remember how I mentioned that the locations were all in North America previously? Among . We are committed to helping people belong no matter where they are in the world and strongly believe that everyone should have the right to marry the person they love. When you arrive in your new destination, Airbnb send a personalised email containing Airbnb Experiences that may be of interest, disguised as an itinerary. Airbnbs instagram page is highly visual (as it should be) and showcases the vast array of beautiful properties they have on their platform to inspire wanderlust in potential travellers, but engagement is relatively low. Why is this the case? Having all of the negative posts in their own section keeps them out of the minds of users who have been having a good experience. Needless to say, Im not impressed so far. As we can see, its a much longer email compared to the guest referral email, but still some core elements in the email to keep it personalised: However, there are some other elements that have been included, such as: So, why were these 3 extra elements included for hosts but not for guest referrals? We can easily deep-dive and go back across all the years to see how theyve improved it over time, but then again this article (which is already long), would become much bigger. The button stands out in red with a white background, and the CTA search explains very clearly whats going to happen when I click on it. Taking a step back, from the 50,000 ads I exported there are over 11,900 headlines, of which 6,100 are unique and are not used in any of their other ads. This is positive and shows that they are invested in making sure their content gets an initial boost when it goes live. They use previous bookings and keyword searches to curate their Facebook content. Email alerts to notify you of discounts offered by hosts: 2. And whilst it looks simple to the user (I mean, thats the point), there are amazing mechanics & core areas of expertise which they have executed well. You could argue that they knew their customers better than they know themselves, and I wouldnt disagree. Airbnb's marketing strategy leverages every opportunity to communicate its value while remaining warm and inviting. Do I think they should be creating posts which achieve more of 2 & 4? This sequence is triggered when a user logged into the website starts looking at a city they wish to visit, or particular homes in that city, but has not proceeded to check-out. Hosts also pay a service fee of around 3%, which Airbnb . This was really insightful. Their ad copy speaks to their unique points of difference and so stands out from their competitors, which one would assume would lead to significantly better performance. Social media plays an integral role in any business marketing strategy these days and, of course, Airbnb are no different. Dont go to Paris, dont tour Paris, and dont do Paris. Marketing Strategy of Airbnb analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). I believe their inclusion of the Superhost is to give the post added credibility, as Superhosts have an average user rating of 4.8 or more out of 5. Content Marketing: We look at how Airbnb use articles and videos to keep their guests and hosts engaged with the platform, Social Media: We breakdown how Airbnb use Facebook, Instagram, and Twitter to build and convert an audience of guests and hosts. How do you execute a good referral strategy into your business so that customers start doing the work for you? We review its details in our article. aesthetic well cultured, colourful, and stylish. As mentioned earlier in the article, the supply of properties and experiences is essential for Airbnbs success, and so its important that hosts are able to navigate where they need to quickly. Overall, this report shows that there is still a significant amount of keyword improvements and consequent organic traffic to be gained by Airbnb, which would result in huge traffic increases similar to those seen in previous years by the brand. A successful referral process is a simple one, so summing it up in 3 small sections makes it easy for the user to understand, which entices them to go through it. Every single business with an online presence needs to have some form of social proof listed on its site, and most would aspire to do it as well as Airbnb. From these posts, its clearer what kind of things people ask in the local community. From accomodating 3 guests on air mattresses to providing shelter to over 300,000 people on any given day, Airbnb has gone . The post copy that accompanies the image often introduces the host/s on a personal level Make yourself at home at Patrick and Elizabeths historic homestead. Ill bring them up next to each other so its easier to see. To counter this, they created a premium product called Airbnb Plus. Their campaigns have not always been popular and they are not strangers to admitting when they were wrong. Again, Airbnbs call-to-action for the experiences section of the email is low-commitment, simply Browse Experiences. But theres a great selection here in terms of price range. Why go through such trouble if not for SEO? *Numbers are accurate at the time of writing. We instantly see the value of sharing and when a host successfully joins, Earn $22 for every new host you refer. From this email Airbnb are trying to get me back to their website. It also fits well with Brendans findings on branded keyword targeting vs generic location targeting, as Airbnb is not showing higher in the organic results for generic terms and thats where theyre putting the majority of their advertising budget on Google (73%). By creating different and distinct sections, they are able to keep the conversations relevant to the user, which should improve the experience for everyone involved. If youre going to need to pay to get your content out there to audiences, using the quality over quantity approach is best. Lets take a look at the invitation mechanism on mobile at a high level. . 1. Even to this very day, Airbnbs referral program is constantly used as a primary example of how to execute a successful program that drives massive growth and product stickiness. The best way for Airbnb to improve their backlink profile ties into the recommendation given for keyword ranking improvements: develop a more aggressive content marketing strategy. Getting users to advocate and tell the story of Airbnb was particularly crucial in getting it right in the early stages of Airbnb, as mentioned earlier. In the next section, Suggested for You, this is content that specifically addresses the needs of hosts. I can see its about me and what I can earn if I become a host. This company is known for making changes to how it runs to benefit the business in the future. Airbnb was born. Brian Chesky, Airbnb CEO, points out that "until now, Airbnb has been about homes." With the launch of Trips, it brings "together where you stay, what you do, and the people you meet all in one place."Designed and led by local experts, users can use Airbnb as a one-stop shop to not only book a place to stay in their destination, but also to participate in any of the 500 handcrafted . Do Airbnb get heavily involved in the discussion? How did I determine this? But that wont be enough, theyll need a comprehensive backlink strategy to appear authoritative and rank for the relevant keywords. Its simple referral marketing is less costly, and has a higher quality + quantity of leads. Smart play Airbnb. Airbnb have strategically placed this on the page for users as, while gaining more users onto the platform is great, its even more of a priority to get more hosts onto the platform. Now, it makes sense why some threads seem large with the amount of comments. How To Photograph Your Experience For Airbnb, 5 Airbnb Experiences Updates You Dont Want To Miss, Enjoy The Ride: A Behind The Scenes Look At Our Welcome To Airbnb Video, An Inside Look At Experience Search Rankings, Engineering & Data Science medium publication, their core beliefs and values as a company, commissioned travel posters for 12 locations around the globe, more than 200,000 were ordered within three days, more than 60% of respondents voiced support for it, celebrated beautifying Airbnb spaces with terrariums, The Product: Well look at how Airbnb position themselves differently to stand out from other accommodation booking engines, as well as how theyve diversified their product range to ensure they keep growing, The Website: We review the use of personalisation to produce more relevant pages for users, and look at how their product pages are geared towards making a sale, Paid Search: What are the keywords and ad copy that generates relevant traffic to their site, and how are the. While its important to speak from an authoritative angle through blog content, mixing it up with Q&A styled posts shows that community members are heavily involved in the conversation, illuminating Airbnbs core growth strategies around encouraging consumer advocacy. In addition, I found it interesting to see the similarities in style between this section of the Airbnb website and popular travel site TripAdvisor. The homes are well designed, well maintained, and well equipped. Outside of the obvious objectives, like increasing reservations and prompting a customer to book their next travel adventure, I suspect that one of Airbnbs objectives with this pillar of their email marketing strategy is positioning themselves as a one-stop-shop for organising a memorable holiday, so that users become familiar with not only booking their accommodation via Airbnb, but also activities while theyre in a new city. Its certainly now motivated me to help refer a host. Really love this level of analysis . When sharing image posts, Facebook does not allow you to create an audience of everyone who engaged with that specific image post, so if you wanted to remarket to these people you would have to choose the option of People Who Engaged With Any Post or Ad and this includes all post engagement; whereas when posting videos, Facebook gives you the option to create audiences such as People who viewed at least ten seconds of your video or People who have watched at least 75% of your video. I expect theyre on Twitter simply as a way of ensuring they still have visibility on a channel where someof their customers are (even if its not in big numbers). While we focused on how it was done via email invitation, its a very similar process when sharing the link directly with friends. Yes, there are some great little touches as we can see in the last section, but on the whole personalisation isnt that widespread on their site yet. Airbnb are running a big operation on paid search. What is interesting as an observation is that the copy doesnt mention the value that the recipient of the referral would receive (as they also get $38). Airbnb have stuck to their guns by getting existing users and loyal consumers to become the advocators by becoming contributors. This content truly differentiates Airbnb from the big hotel booking sites, highlighting interesting places in different cities. This is a smart play from Airbnb their conversion-oriented messaging helps to prioritise their paid search spend towards people who are ready to book, as people looking to browse are less inclined to click on ads that target people further down the marketing funnel. It is only the US version of Airbnb Stories which is ranking in position #1 on page #1 on Australian desktop for the search term Airbnb Testimonials (avg monthly search volume 70). That's what Airbnb has bet on since 2008, when a three-member team of designers and an engineer set out to solve the essential problem of where to stay. We did note from our research that the keywords the Neighbourhoods section are appearing in top positions for are all relatively low volume searches, and not high volume opportunities that would assist Airbnb with greater growth. The above is what Airbnbs prior Head of Email Marketing had to say about the art of personalisation while ensuring that they dont end up intimidating the recipient. The model was disruptive when it hit the market and created an ongoing ripple in the travel and hospitality industry. Referrals have played an integral role in the overall growth strategy of the company and falls directly under the Growth Team Philosophy Our users tell the story better than we do. . Having this content ensures retention by keeping hosts engaged with other users of the platform. Given the saturation of online paid media & costs to acquire new customers, Airbnb identified that building an engine to create more word-of-mouth from those who had experienced Airbnb was crucial to finding a solution. Since its inception . Airbnb isnt a place where you book hotels (even though you can). So, what can we learn from how the Airbnbs referral system mechanics and design work for them right now? Its often looked at by businesses and startups (usually ones that claim to be The Airbnb of), and with good reason. 5C Marketing Analysis of Airbnb 4P Marketing Analysis of Airbnb Porter Five Forces Analysis and Solution of . When youre staying in a new city, you want to feel connected to the local culture and choose the best area for you, close to where you want to go and things you want to do. Its interesting that theyre all in North America though; it makes me wonder if theyre using my geo location at all or if they only personalise the experience for people who are logged in (Im assuming that most of their traffic comes from the US). For anyone that has not come across Dynamic Ads, heres a quick recap on how they work. Building on this approach, I would also be looking to remarket to anyone that opened the email via Facebook, Display, or Gmail ads with additional information or incentives for them to register as a host. This will help spur users once they get a couple of referrals to keep getting more users signed up if they want more credit. I thought it was great back then, it got straight to the point and helped me get to where I needed to go while still looking aesthetically pleasing, but its evolved a lot since then. Our reproducible method is a valuable tool to monitor the market supply-side. It is clear that Airbnb is becoming one of the most popular online-booking.. Based on 3 different assumptions, the potential impact of referrals could have a dramatic compound effect on the bottom line in a very good way indeed. Airbnb of course. Im not 100% sure. Lets take a look at Melbourne, for example. Ill be highlighting specific examples soon, but if they hadnt considered the User Experience as much in the early days then I doubt theyd have experienced the growth that they have. 51% of the hosts practice multichannel distribution. This review has been completed using publicly available information on the internet. In the process, Airbnb not only helped give artists an opportunity to create beautiful works of art, but give travelers a vibrant and accurate sense of their destinations. I love it. This is a part of the site I really like and also find quite interesting. Traveling to [Location]? I would say definitely 1 & 3, a little bit of 2, and not so much of 4. While reducing factors like prices & safety, Airbnb created a ubiquitous availability of home-like experiences. Airbnb's new . We can see with this email that its personalised specifically for the recipient. If you select Melbourne, for example, there are 19 neighbourhoods to select from, with filters like Greens Spaces and By the Beach. . Today, on any given night, 200,000 travelers are staying in private rooms around the world thanks to arrangements made through Airbnb's online platform. Airbnb have an extensive paid search account with the majority of the spend going towards terms that feature accommodation as a keyword. It is the world's most popular accommodation website valued at over $35 billion as of 2019. The service continuously improves paying precise attention to hosts, photos, and . Even if this is not done on purpose, I think this is clever, as it allows the user to imagine themselves there. Its part of their larger strategy to become an everyday check in, providing users with content and experiences that are woven into their day-to-day lives. Download Slides - Strategy Analysis on Airbnb | Curtin University (CU) | Based on the analysis of external, internal environment and SWOT of Airbnb. When it comes to Airbnb, they are a fantastic, world-class example, and a brand that has built (and continues to grow) a successful community. Storytelling is the bedrock of a quality content marketing strategy, and Airbnb has understood this from the beginning. Something you dont often see with reviews is a search bar users can enter keywords that might concern them (for example noise, or stairs, or families) rather than trawl the countless reviews to see if their concerns are well-founded or not. Live there. Another benefit is that there is no perceived substitute considering that the organisation focuses on the quality and nature of the service (Arens & Hamilton, 2018). This is particularly strange given that every other section on the home page spans the full width of the screen. My pet peeve here is that Im still not signed in and have no browsing history for Airbnb, so how are these locations recommended for me? Its a beautiful image and has a lot of visual impact, It evokes an emotion happiness, humor, nostalgia, etc, It tells a captivating story (image and/or caption). Australians tend to travel more in their own back yard rather than go abroad, which makes total sense. Airbnb understands that most travellers care about location. This is strategic corporate giving at its best. The way you invite friends to the platform is on purpose very similar to how other platforms work. And some other locations theyve showcased as well include: Similarly, they also send these destination emails based on types of destinations, instead of the location-specific examples above. Airbnb is an American company working on online marketing and offer hospitality services like holiday cottages, apartments, homestays, hotel rooms, or hostel beds for people to lease or rent during activities relating to tourism. But the designs did more than give artists an opportunity to display their talents they brought some of the magic back to traveling, allowing users to immerse themselves in local communities. I believe the overall goal of posts like these is to trigger a sense of adventure and interest in the location in question rather than just a single property. Using information from the reviews theyve generated from previous guests, they can inform future guests that the host does a great job of making them feel comfortable, and that others have said the place is clean two often important pieces of information. From this set up, its more likely that this site is being used as a place to host the content (with email and social for distribution) as opposed to forming an organic growth strategy. Its a place where people looking for short term accommodation (usually for holidays) are able to find somewhere to lay their head down at night. So, what better way to advertise the product than those who have experienced the platform? Airbnb Model can select one or more attributes that can uniquely . I visited Japan last year, a place where Airbnbs are quite hard to come by. Don't use plagiarised sources.Get your . In the time that Ive been analysing Airbnbs Facebook Page for this case study, through checking the Ads Library tool Ive been able to see that theyve advertised all of their most recent Page posts. By creating evergreen content including short articles, in-depth guides and explainer videos, which speak to all stages of the funnel, the blog would have a clear value and focus. Be it data from our wish lists, search trends, seasonality, there is a component of every email that is rooted within data. Privacy Policy. "Strategy and the Internet." Harvard Business Review Mar. In order to normalize the behavior of staying strangers's homes and to host unknowned people, Airbnb put efforts in conveying the content of truthful experience to the public through their storytelling platforms (Midenhall, 2015). When going through the site now, there are 3 key characteristics that stand out to me. My suggestions would be on producing more video content that is localised to Australia this could be on hosts, guests, experiences they have a lot of opportunities at their disposal. Similarly to their video content, the posts which link back to their websites are often shared across their Global Facebook Pages, rather than being specific to that location. However, I think it addresses & resonates with what other hosts may or potentially do experience in their respective locations which gives value to the reader. Airbnb fees and room pricing. The blue ocean strategy focuses on creating demand in the uncontested market space, and by doing this, it makes the competition unrelated and irrelevant. (For the sake of this review Ill be looking at a mid-range property in Bondi Beach, Sydney.). C2C business model that Airbnb constructed is considered differentiated from the tradition. Targeting the consideration phase of the customer journey, the stories leave readers daydreaming about how their life could be changed from their next Airbnb. It sure was a long time ago. In their own words. All of this is inspected by a real person so youre ensured of its accuracy. business model which creates value for both parties and fill the demand and supply gap in the market. However, this is not to say that their email strategy is leveraging all the data they have available, as its important they dont overshare: We make use of data in every email that we send. What I like most about it is that the right hand side of the page is reserved for it. After stumbling into digital marketing through a whim internship application in 2013, Jacqueline discovered a passion for creating engaging and effective growth campaigns. Their referral strategy is so easy that even my grandma has used it before with referrals from her friends. Why would a traveller rather use Airbnb than Hotels.com, Expedia, Trivago, or the myriad of other websites available? Thank you~. However with the above strategy they could certainly become more of a competitor for Wotif.com. As Chloe explained in our review of Xeros marketing strategy, its important to run an SEO keyword gap analysis to know: This traction is reflected in the keyword gap analysis report when comparing the terms Booking.com and Wotif.com are ranking on page 1 of Google for, which Airbnb are not. For such a competitive space, Airbnb is considered one of the more competitive players. Theyre spending their budget on users who have shown high intent, and show them highly relevant ads to increase the chance of conversion. I get directed to a page where a modal instantly pops-up. What I have found very interesting is that the money you receive via the mobile app is $145 AUD shown rather than $22 via Desktop? In 2014, Facebook previously reported that links in the link preview format receive twice as many link clicks on average compared to links that are in photo captions. There are several more sections on the home page that could be considered interesting: theres a banner to entice new hosts to sign up (which is way too low down the page in opinion), and the categorisation of experiences and homes which I could review. Lets pick up where we left off, So, about [Paris], when are we booking? Notably, they havent made use of a Facebook Cover video, which is a missed opportunity to introduce new users to their brand in a creative and engaging way similar to the homepage of a website. This led to a simultaneous rise . Being the experienced brand with strong foothold, the company uses differentiation as a tool to reduce the pressure by other brands. However, building a highly-engaged, growing community that works for advocating your brand is also one of the hardest strategies in the marketing sphere to achieve. To do this, Airbnb ensures there is a close alignment between their users search queries as well as their ads and landing pages. It could be said that best practice on Facebook for sharing links is using the Link Preview option, rather than sharing links in the post copy with a separate image. Although they are sharing some video content, Ive noticed that this is usually content which isnt localisedand, when switching regions on the Facebook Page, you can see that theyre sharing much of the same video content across different countries. Airbnb first launched their referral features in 2011, and below is the original look and feel. The home owner would then spread the word about this new booking platform. Not only did they revolutionise the travel industry, theyre one of the first startup unicorns to emerge in the mid-2000s and are emulated on every level from their business model and their map and search results, to their referral engines, and generally their outlook and approach to everything they do. Carmelon Digital Marketing. Airbnb should review and update their Title Tags and Meta Descriptions to fit the length parameters provided by Google . The link to more information about the property opens up to several more paragraphs, and while they are also written by the host, Airbnb set the structure to ensure the important aspects are covered. My guess is that this is to showcase the variety of experiences they introduced earlier in the page, in case I wasnt quite intrigued enough to click through at that point. The research had transformed Airbnb's website and differentiated it from competitors. Airbnbs timeline is varied in terms of post content and types. These experiences are presumably curated based on their recommendation engine, and this email can be dispatched to all users for which there are adequate Airbnb Experiences in their destination to populate the email. It also shows that they realised early on that the key to success on the platform would be getting hosts to list their properties. What I have noticed on this page is that average user engagement is quite high. The pending view is definitely a smart feature to include. This case study aims to answer all of the questions above by taking a deep dive into the specifics of each of their digital marketing channels and tactics. Airbnb Plus is a selection of only the highest quality homes with hosts known for great reviews and attention to detail. "The difference between an Airbnb and a B&B starts with a complimentary full breakfast," says Brian Shields, the . Their structure of pages through their community content pillars. In fact, estimated traffic year on year from February 2018 to February 2019 is down. a) The keywords your competitors are ranking for that you are not. . Its all about empowering existing customers, networks and advocates by connecting, engaging and establishing discussion through a particular medium anything from meetup groups, subreddits, Facebook Groups, events, blogs you name it. The biggest competitive advantage for Airbnb is its brand recognition that continues to attract users and hosts to the platform, solidifying its market leadership. Called The Acceptance Ring, people were encouraged to wear it to show their support and acceptance of same sex marriage. It usually best to do this when someone has committed to making a purchase, but it doesnt hurt to get them thinking about it at this stage of the process and see what activities are available. Design thinking and design research inform strategic decision-making on many levels. To understand how Airbnb referrals work, we will be diving into the core areas of Design Experience, Psychology & Measurement/Testing of building a refer-a-friend system that grows awareness and drives more bookings and sales. The Local Lens segment of the blog puts the spotlight on hosts and experiences by featuring individual stories from their users, similar to Community Stories onsite. This might help though: this is slightly contradictory, as they do sometimes share the @ username of the Instagram account for the property (if the owner has one). Using SEMRush, I exported 50,000 of Airbnbs higher volume search terms and put these into a pivot table, sorting this by how many times each search term appeared. If you are familiar with the search engine optimisation space, its likely youve run into the term backlinks before. The Network effect. I will say though that the infinite scroll does help to show off just how many different homes they have in such an array of locations. As a user on the site, I instantly see what the top articles and discussions are for the month and which the community cares about. This document provides the Strategic Plan for Airbnb for 2017-2021. Not only does community management help brands find opportunities to address complaints, but it also helps to foster positive conversations, which in itself can create and maintain more happy customers. As a travel company, cultural celebration is at the heart of Airbnbs business model. Interesting. Of note, this has been changing with the introduction of the new Experiences and Restaurants sections of the Airbnb website. On April 14, Airbnb announced that it had secured a $1 billion loan that Brian Chesky, Airbnb co-founder, CEO, and head of community, said would help "assure that Airbnb will emerge from the storm of the pandemic even stronger, regardless of how long the storm lasts.". How cool is that? Outside of their sponsored Page posts and Dynamic Ads, the rest of Airbnbs ads strategy currently focuses on one thing signing up hosts. In summary, the invitation for new hosts is carefully crafted and personalised to give the best possible experience for a new host. You can see why Airbnb purposely placed Facebook & Whatsapp icons next to the short link. Where it gets interesting is to see how the home page differs when Im signed in. Moreover, the report contains analyses of Airbnb leadership, organizational structure and organizational culture. In fact, back in 2011 they even paid for hosts to have professional photographs taken of their properties. Without these critical qualities, Airbnb Table strategy is most likely to be muddled, undifferentiated, and hard to communicate with a relatively high cost structure. Integrated low-cost differentiation - competing by using both low cost and differentiation. I suspect it comes down to volume. Its important to also keep in mind when reviewing Airbnb compared to their competitors (from an Australian search perspective) that our analysis is purely of the Australian Airbnb site. They are so well researched and highly educational. They utilise a product feed/product catalogue and Im confident that any new listings that get added to the Airbnb site also get added to this feed. So, how do you keep growing when everyone already knows who you are and will probably consider you as an option for your holiday, regardless of your marketing? Group travel . Clicking the show all link at the bottom takes me to a new page that explains that these are actually the top rated homes around the world. Since then, theyve evolved multiple times; continuously improving their website and user interface, adding new features, creating new products, expanding to new markets, and trying a range of different tactics to drive the growth of their business. If its not already clear, Airbnb are using an extensive library of headlines, and this is because most of their ads are tailored specifically to travel destinations. The self check-in box also puts at ease people who worry about having to coordinate being at the property at the same time as the host in order to get access. So what do the messages look like when you share with friends? Lets break this down a little more. It really does feel like youre receiving a special gift from your friend. At a close look, Airbnb business strategy consists of the following three elements: 1. The organic visibility of the Airbnb website can be attributed to both the growth in the number of keywords ranking to positions on page 1 of Google and the increased backlink profile of the site which assists with driving third party referral traffic to the website. It can assist in a multi-channel remarketing strategy, for example, you can create a Custom Audience of your AdWords visitors who didnt convert and remarket back to these users through Facebook Ads (these visitors are gold as theyve demonstrated search intent already). So what happens next? Many global brands are still trying to work out ways to build & integrate successful community marketing initiatives as part of their overall marketing strategy. According to our headline analysis, key messaging for guests includes: For branded search terms, such as Airbnb Sydney CBD, Airbnb put greater emphasis on the appeal of staying with a local host: Whereas for competitive non-branded terms like Perth accommodation or Brisbane accommodation apartments, Airbnb are more inclined to showcase their starting price or one of their points of difference like their cancellation period. These business strategies, based on Airbnb marketing mix, help the brand succeed in the market. Airbnb. . Another potential reason for the spike in organic traffic could be the other marketing efforts Airbnb were actioning toward the end of the 2017 for example, its common for organic search for a brand to increase following targeted online and offline campaigns, such as TV commercials, radio ads, and increased digital marketing budget. However, the event was something of a dud participants mostly stayed away from the stations, preferring not to engage. Either way, the content is highly relevant to the search term and the location which certainly cant hurt. Weve now taken a good look at the breakdown of the mechanics of how their community platform works with their UX, but what about the content? . I see value for both brands and customers when offering customer service through a platform like Twitter, as any response you provide is then in the public domain. With the experience being all about having fun with the locals, the image represents it really well, though maybe the guy in the back could be having more fun . All of this means peace of mind for any prospective guest. By doing this, Airbnb are one again fostering a stronger sense of community between the hosts, but they are also saving themselves a lot of internal resources. Okay, so lets break down this page for referrals. Through the section Connect Locally, you come to this particular page. Now lets take a look at Airbnbs active ads in Australia. document.write(new Date().getFullYear()) Local customs dictated a more direct invite, with participants preferring a more personal overture from an official Airbnb representative before joining the activities. However, we do see the option of being given other ways to share once we press the Share button next to Copy. But this expansion has also put the spotlight on content and localisation, both for guests and also for hosts using the platform. Businesses under Airbnb follow different types of pricing strategies to attract their consumers. On the right, I can see the credit I currently have, and what I need to do in order to get more. Due to the sheer number of landing pages at play, its clear that Airbnb are either directing people to their expansive website or dynamically-generated landing pages. Weve now deep-dived into how the mechanics work when inviting a user as a referral to the platform, but what else can we find on the page where we can invite friends? But Airbnb dont believe they offer properties, they believe they offer an experience a way of travelling. Through feedback from attendees, they learned that far from not appreciating the commitment to beautifying their spaces with terrariums, they actually wanted to participate. To succeed at an international scale, its founders created an entire business model and rental infrastructure that competes with traditional hotel chains. Build something of value for your customers that isnt easy to replicate Jason Fried, Founder of 37 Signals. Airbnb take unorthodox approaches to get noticed in the offline world, and when they do, its not to promote themselves or their platform directly but to promote who they are. These business strategies, based on Airbnb marketing mix, help the brand succeed in the market. Theres no form with dates or number of guests like there was previously, so theres an extra step no matter what. It is important to note that the company hasnt raised any money from investors since March 2017, when it raised USD448 million. Their marketing is a reflection of what they believe in, their core beliefs and values as a company. Its a great way to incentivise. From a practicality point of view, I also like that it allows the navigation bar at the top to be read very clearly. browse homes. As I look down, I see the option of Import from: Gmail, Yahoo or Outlook. To achieve this, theyve either used Dynamic Keyword Insertion or have closely tailored ad groups that have strong alignment between keywords and ads. Airbnb has also used their blog to feature reports and studies theyve created, including Airbnbs Work To Fight Discrimination and Build Inclusion Report, and the Economic Impact Study. It was just visible above the fold, but it didnt need to be completely visible. READ/DOWNLOAD@] Formal Verification: An Essential, Knowledge Management Strategies A Multi Case Study Design, 5 lessons I learned as a design student that led to success, The Growing Importance of UX in Healthcare. So what happens when you share via Facebook or Whatsapp? Novak, Jasminko, and Schwabe, Gerhard. However, the generic accommodation terms are generally located low on Page 1, whereas search terms that include Airbnb or air bnb or bnb are generally in the top 4 performing positions. Im being highly pedantic but with the level of personalisation they go to elsewhere on the site (which Ill come to soon), Im holding them to a higher standard. If I had one criticism here, though, its that they could show more personality in these ads. The report also comprises discussions of Airbnb marketing strategy, ecosystem and addresses issues of corporate social responsibility. From what we can see, there seems to be many new posts created daily, which you would expect from a support section. . The user who shares the invite gets $38 but the friend RECEIVES $76. By offering more information and support, they will attract, convert and retain more home and experience hosts on their platform. In an article in the Engineering & Data Science medium publication, Jason Bosinoff at Airbnb explained how they Kept Score for tracking the analytics of referrals. Next, lets take a look at the experiences. In these two views, you see Pending based on the invites sent out and Available with the Credit and coupons available to use. Just below the fold, we see Featured Discussions. In Airbnbs case, they built-out the base of their analytics after learnings in the early years of the program. Instagram Stories offer brands a great opportunity to get creative, but the trick is keeping your audience engaged enough to keep clicking through, rather than swiping to the next Story in their feed. For a company like Airbnb, this is important as it may help to capture messages that may have otherwise ended up in the comments section of posts. High level of technology integration into various business processes. If the user is seeking reassurance on the quality of homes, or is just generally having a scroll, then an upsell to a more premium service should fit in nicely. A company needs to analyze: Their strengths; Their weaknesses Unfortunately, I think it misses the mark, again. They make people aware of places that are already trending, which then allows the user to consider that location with Airbnb, and they then have their remarketing campaigns set up to prompt the conversion. As a Consultant, shes dedicated to understanding audiences and helping brands lead a conversation that gives people a reason to follow them. Its beautifully minimalistic and I know who its from. As you would expect for a site like Airbnb, the majority of their backlinks have been achieved through travel-related content, such as articles on a certain destination, links from travel-related companies, and links in media and forums. Airbnb has turned me into a huge advocate by just connecting with my preferred way to travel. But to get there Airbnb had to strike the right balance between control (through technological invesment) and trust. That value has since increased significantly to USD$1 million (I guess $4.4 billion in VC funding can really open up some doors). The architecture of the building is unusual, the glimpse of the cozy/warm inside is very inviting and, to top it off, you can be at one with nature at this retreat. Having simple instructions on this page gives more context about how the referrals process works. On the flipside, I appreciate that this is sometimes to push a bigger campaign, which means theyll want to be across as many placements as possible to ensure theyre getting maximum reach for this campaign. This is an example of how AirBnB's Insights team uses data to address current user experience challenges on the platform. The company analyzes the specific product and compares it with similar products offered by competitors. Thanks! At Webprofits when weve split-tested using an image with a link in the copy versus a Link Preview, on average, the Link Preview prevails. What Airbnb have done well is how easy they make it to Invite Friends or Invite Hosts via Desktop & Mobile application. Someone without an account/not even a host can make a post. This is because they are an essential part of any organic search strategy if you wish to succeed. The number of views the property has had recently is a ploy at making it seem scarce, and therefore more desirable. We think that online travel booking major Expedia's stock (NASDAQ: EXPE) is a better pick compared to vacation rental platform Airbnb (NASDAQ: ABNB) at the present time. Even when they dont go exactly as planned. The focus of competition: -Unique product features -Service -New product launches -Marketing and promotion Competitive advantage achieved when: To break down the visibility differences between Booking.com, Wotif.com and Airbnb, we ran a keyword gap analysis through SEMrush. A new onsite optimisation strategy Ill go into this in more detail in the next section, but currently the onsite optimisation for Title Tags and Meta Descriptions on the website follows a fairly standard template that could be improved upon by testing new and engaging meta data across key pages. Business Model Innovation for Airbnb Fania Rahmanawati Karimah (S1870939) Abstract Airbnb, an online marketplace where the user can rent out their properties in short-term, join tours, and book restaurants, has become the global phenomenon since it has grown dramatically in short amount of time. Of course, you can edit the template message yourself, but this does make it easy for the user to share. Best practice would be to also have these links built with UTM parameters this allows you to then go and view the performance of the links in Google Analytics, however its evident that they are not using UTM parameters. But its not just enough to have those locations you need to be in the top 2 to 3 organic positions on Google to really capture high traffic volumes. As I go down the page, I see what the hot discussion topics are at the time in the worldwide community. Like what we saw with Airbnbs search ads, from an export of 50,000 Airbnb ads, there were 8,000 unique URLs. Then you suddenly see a McDonald's and it becomes your choice of food because it is a safe bet an. SERPSTAT recommends the following amount of anchor text percentages not be exceeded for best link results without incurring a Google penalty for spammy link tactics. With a strong digital marketing background and broad business experience, hes perfectly suited to head up Web Profits marketing initiatives as Head of Growth. The ability to achieve new users through lower CPAs was a mouthwatering prospect, and could result in strong growth. When it comes to keywords, Airbnb is limited only by the locations in which they have a presence. And once you press Share your Link, you come to this screen. Q&A Threads from both Airbnb Admin team, Top Contributors, or anyone part of the platform. Great read! They just considered it rude to start making a terrarium without an invitation. This is why improving their generic [location] accommodation organic keyword rankings should be a focus for the Airbnb marketing team, with a recommendation being a more aggressive content marketing strategy. there is limited differentiation found among the companies' core business models. And how do you ensure those hosts are happy enough to keep renting out their places? (It could just be that beach destinations are the easiest to categorise, or the most popular generally). They assist Googles algorithm with determining your sites authority, credibility and relevance. If youre trying too hard on Instagram, whether thats in a salesy manner or with imagery that is too airbrushed, the Instagram community will see through this and wont be as engaged. At the top section, its a different layout compared to the guest referral page. If they were a service business, they would target [city name] + [service A] and then [city name] + [service B] and so on.. I now know what to get mum for her 52nd birthday . In this section of the community site, this is where discussions around support related to anything and everything takes place. In New York, the term "hotel" includes hotels, motels . I feel this kind of content could really benefit the campaigns. Once with me logged in and once using incognito mode. I see social media advertising, particularly Facebook Ads, playing a major role in this strategy and being one of the best channels for Airbnb to: These two stages of the Host journey feature in what Airbnb refers to as the List Your Space (LYS) flow: Airbnbs concept of multi-touch attribution for a hypothetical user journey. It serves as a broker between suppliers and consumers, receiving a commission of 9% to 15%. The company produced an event in Seoul, Korea, that celebrated beautifying Airbnb spaces with terrariums. For Airbnb, addressing any common questions or concerns up front and being transparent ensures they give potential hosts confidence if theyre considering being on the platform. The global lodging company maintains a community centre as a place to connect with other hosts, share stories, ask for advice, and get updates from the Airbnb team. glennon doyle every rose has its thorn, animal that looks like a squirrel but small, was lyle lovett on the waltons, kafka bootstrap broker disconnected, how old is alec from shriners hospital, boat operators should have which of the following on board, noley thornton now, what happened to james timothy hoffman, pamela lincoln cause of death, restaurant impossible pittsburgh, star citizen what happens when your ship is destroyed, usaa entry level jobs san antonio, evil lion names, la voix 6 duel, willie best wife, It could just be that Beach destinations are the easiest to categorise, or most! Ensures there is content that specifically addresses the needs of hosts what happens you! Which creates value for both parties and fill the demand and supply gap in the local community would getting... 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