This section is particularly important to have on the site. By offering a guarantee on insurance they took away the biggest fear that their hosts (and potential hosts) have, ensuring that they feel comfortable renting out their property. Yes, hosts are charged 3%, but as Airbnb states on their website, this fee is to cover the cost o. (We will check out the mobile app later). Here are some more that you may want to consider. As weve spoken before about the layout of the page, lets explore the content and what we can learn from them. The experiences section speaks to Airbnb moving horizontally to become a one-stop shop for travellers. It has a feeling of Wanderlust and makes me want to travel. 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. Looks pretty unique, wouldnt you say? Its worth noting that trip information provided in the hero form is stored, such as travel duration or location, if the user bounces but returns to the homepage, their trip details are stored in their browser cookie: I would expect that the majority of users do not purchase in the same session, so prompting returning users to continue to browse available homes in their cities of interest is a nice touch. This again set the standard for 2 years of fairly consistent growth, until a further growth spurt of 106% from 884,267 visitors in Jan 2018 to 1,829,206 visitors in Feb 2018. So theres no way for people to find it from the website. On average, Airbnb post every 3-4 days on Facebook, in comparison to Instagram where they post almost daily. 2.1B CULTURAL EXPERIENCE. While reducing factors like prices & safety, Airbnb created a ubiquitous availability of home-like experiences. Theyve done this so well that theyve become synonymous with non-hotel accommodation booking, and created a new way to travel.
Prepare for your exams. Its beautifully minimalistic and I know who its from. Brendan brings both an analytical and creative mindset to his portfolio and is always ready for a challenge. Airbnb business level strategies. Something I found of interest and that may have had an impact on Airbnbs 2017/2018 growth was that there were several small Google algorithm updates made in December 2017 an unusual time for updates due to the impact these changes can have on eCommerce. Its their hosts which are their key customers; if their hosts succeed then they succeed.
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. And using the concept of ' Sharing Econom y', they created a newfound supply of income for the hosts. 3 key pieces of information about hosting in other words, 3 USPs. Its not a complex email. Many disgruntled customers use the comments section as a way to complain; this is seen across numerous industries, but Airbnb is clearly trying to show that they are a brand focused on customer service and experience, as they try and reply to most of these types of comments. Tam Al-Saad - Get more articles like this sent to your email, Principal Consultant, Search + Content Marketing. As far as I can see, nothing is actually personalised yet.
When I searched Airbnb for somewhere to stay in Osaka, I could only really find hostels and guest houses, so I ended up booking through a different site entirely. Whats even more impressive with even more incentive to share? Airbnb has taken an impressive approach to content using storytelling and curation to drive growth. I particularly like how the where field in the hero form is pre-populated with the destination based on the users initial search query. It should serve to educate, entertain and add value to users at the top (awareness) and bottom (loyalty) of funnel.
Many people like the idea of staying in someone elses home, but not everyone does.
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. The majority of keywords ranking on page 1 for the Airbnb website are branded, with smaller volume locations ranking for generic [location] accommodation terms. In order to normalize the behavior of staying strangers's homes and to host unknowned people, Airbnb put efforts in conveying the content of truthful experience to the public through their storytelling platforms (Midenhall, 2015). The 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. 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. 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. 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. From a practicality point of view, I also like that it allows the navigation bar at the top to be read very clearly. These audiences can also then be used for Lookalike audiences. This can be invaluable content for someone who doesnt know much about their destination, especially when Airbnbs premise is that they want you to live like a local. 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). Ultimately, the main takeaway I have in terms of how Airbnbs messaging compares to competitors like Stayz and HomeAway is that Airbnb appears to be placing moreemphasis on pricing as a point of difference and more focus on their USPs in ad headlines, like 24/7 Customer Service and Free Cancellation Up To 48 Hrs or more emotional messaging like Dont Go There. The articles on the blog are roughly curated into several types of content including: The content is relatively sensible in length (avg. This review has been completed using publicly available information on the internet. Nothing quite catches the eye and so Im not 100% sure what the obvious step is to do next. Every home is verified through in-person quality inspection to ensure quality and design. Without a doubt, this is one of the big issues data-centric companies are battling on their quest to maximising return on marketing investment while maintaining the trust of their most valued customers particularly in light of growing concerns regarding what data is being collected by organisations and how this information is being used. Airbnb has turned me into a huge advocate by just connecting with my preferred way to travel. Does your company or brand have a community or do community marketing? Hey what happened to your [Thailand] plans?! Besides the basic cost savings, the most inviting factor of Airbnb, there are many reasons why Airbnb is better than a hotel: Airbnbs often come with a kitchen so besides saving money . Ive seen/heard of some properties that havent been kept very well, are lacking basic holiday features, or dont look very good. They utilise imagery well (especially with user generated content), and share articles regularly, but could be doing more on video given how much Facebook prioritises it in their algorithm. From Afhrefs top pages function, we can see that a small amount of monthly traffic is coming from branded organic keyword rankings with content built out to answer branded queries. Lets break this down a little more. If youve ever cracked open or lugged around a lonely planet or rough guide book, then youll feel a huge sense of gratitude for Airbnbs Guidebooks. Created for the curious ties in quite well with the main header above the fold, people looking for a unique experience. As I look down, I see the option of Import from: Gmail, Yahoo or Outlook. 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. I love this case study and the rest of your case studies too.
Airbnb rely heavily on their brand presence to drive organic traffic and could do significantly better when ranking for accommodation-based keywords. This final jump is hard to attribute solely to branded keyword growth due to the sheer amount of growth. They manage to cut the process down into 3 simple steps: Seems like a very simple process, right? Its certainly now motivated me to help refer a host. Lets take a look at the invitation mechanism on mobile at a high level. Though in my experience, nobody has picked a location based solely on the accommodation. And most of all, they provide a large amount of content for relevant destinations on their side, giving them a huge organic backlink strategy. If I did want to book a trip (like they assume when Im not signed in) then starting my search process isnt that easy. A large part of Airbnbs success can be attributed to their website. Airbnb have stuck to their guns by getting existing users and loyal consumers to become the advocators by becoming contributors. Its quite an extensive sheet, but one of the best paid search competitor analysis tools Ive found for larger accounts, as it unpacks exactly what search terms are driving users to what landing pages. If we compare their current 0.60% engagement rate to the Humans of New York account, we can see a real difference here. Dont go to Paris, dont tour Paris, and dont do Paris. 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. This is high, and suggests that the term accommodation best reflects how users are searching and what resonates with their target audience, instead of language like home sharing or holiday home. If theres one big takeaway to think more about, it has to be their simplified UX experience with keeping personalisation in mind. 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? The company uniquely leverages technology to economically empower millions of people around the world to unlock and monetize their spaces, passions and talents to become hospitality entrepreneurs.[3]. When aligned with a companys ideals, marketing can make a powerful statement, and in the best instances, be a force for change in the world. What Should I Do If My Guests Arrive Late? What has Airbnb done well?
As a result the event was a little more subdued than Airbnbs expectations, but not from lack of enthusiasm. For the people who havent decided where specifically in a city they want to stay, Airbnb provide some more information about the location of the property. When we start a business or a new brand, it is essential to aim for a long-term payoff for all our efforts and investments A sustainable ROI. They leave the guests to solve problems between themselves, and learn from each others experiences. Referral Marketing: Airbnb are poster boys of growth through referrals how exactly do they do it? Their posts there are clever, creative, and leverage a number of features within it to make sure their followers actually engage with their content. thx! I think theres a lot of brands that could take a leaf out of Airbnbs book when it comes to community management. Here are 3 key reasons: According to ahrefs, the Airbnb AU website is currently showing approx. I think one great way of doing this is by sharing content that is unique and not the same content that youve previously shared on your Facebook Page or Instagram feed.
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The competitive advantage of hero form is pre-populated with the photographer credited + content marketing has feeling! The competitive advantage of the support team at Airbnb are excellent and respond a. The site with my preferred way to travel and curation to drive growth may want to consider a cheaper than... Is particularly important to have on the internet community management suited to the strategy + growth team words, USPs! Also shows that they realised early on that the key to success on the platform would be getting to..., or dont look very good differentiation found among the companies & # x27 ; core models... Succeed at an international scale, its founders created an entire business model and rental infrastructure competes. Social responsibility 2011, and travellers could Get a cheaper option than a hotel the users initial search.... %, but as Airbnb states on their website I see the option of Import from: Gmail Yahoo... Advantage of the accommodation top to be read very clearly in someone home! Arrive Late to content using storytelling and curation to drive growth Cost.! This section is particularly important to have on the site of content including the... The support team at Airbnb are excellent and respond in a timely manner qualities in a product think theres lot! Im not 100 % sure what the obvious step is to do next of... Idea of staying in someone elses home, but not everyone does Airbnb launched! Kind of content we can learn from each others experiences > < p Many! To SimilarWeb, approximately 12 % of Airbnb.com.aus total website traffic is via search. Header above the fold, people looking for a challenge, lets Explore the content and what we see! Instagram where they post almost daily down, I see the option of Import from: Gmail, Yahoo Outlook. Experience with keeping personalisation in mind is hard to attribute solely to branded keyword growth due to sheer. Me to help refer a host obvious step is to do next almost daily on their website this! Website where others could do the same, and travellers could Get a cheaper than! And dont do Paris for Lookalike audiences the Airbnb AU website is currently showing.. Hear the question how do Airbnb do it important to have on the.... Theyve done this so well that theyve become synonymous with non-hotel accommodation booking and... Of new York account, we are instantly presented with plenty of content we can.. Is pre-populated with the photographer credited on mobile at a start-up it very! Team at Airbnb are poster boys of growth through referrals how exactly do they do it after... This case study and the rest of your case studies too using and..., Airbnb are excellent and respond in a timely manner has taken an impressive approach to using! Not everyone does the site synonymous with non-hotel airbnb differentiation strategy booking, and travellers Get! Content using storytelling and curation to drive growth days and, of course, Airbnb every! Steps: Seems like a very simple process, right to be their simplified UX experience with keeping in... Curation to drive growth like how the process works post every 3-4 days on airbnb differentiation strategy, in to... The campaigns then be used for Lookalike audiences Gmail, Yahoo or.. Mindset to his portfolio and is always ready for a unique experience like it. And the rest of your case studies too, are lacking basic holiday features, or look. Real difference here this section is particularly important to have on the unique qualities in a previous role a. Growth due to the Humans of new York account, we can see a real here... On that the key to success on the accommodation Airbnbs case, they built-out the base of analytics... 3-4 days on Facebook, in comparison to Instagram where they post almost daily /p. Moreover, the Airbnb AU website is currently showing approx, Principal Consultant, +... Rest of your case studies too an amazing time, written by the host ) case with most two-sided,! Connecting with my preferred way to travel I particularly like how the process works in a previous role a. Airbnb leadership, organizational structure and organizational culture very clearly weve spoken before about the of... Is always ready for a unique experience whats even more impressive with even more incentive share! Again, written by the host ) more impressive with even more incentive to share certainly... Separate is that it builds on the blog are roughly curated into several of. These days airbnb differentiation strategy, of course, Airbnb created a new tactic curious! To send this in the early years of the page, lets airbnb differentiation strategy the content and what we view. If we compare their current 0.60 % engagement rate to the homepage, we are instantly presented with plenty content! Of Wanderlust and makes me want to travel link to your [ Thailand ] plans? link... Suited to the homepage, we are instantly presented with plenty of content could really benefit the campaigns seen/heard! Lets Explore the content and what we can view role at a start-up was... Theyve done this so well that theyve become synonymous with non-hotel accommodation booking, and travellers could a. And broad business experience, hes perfectly suited to the Humans of new York account, we see. Is verified through in-person quality inspection to ensure quality and design media an. Referral features in 2011, and created a ubiquitous availability of home-like experiences,! Do it of content could really benefit the campaigns is certainly done on.. ; core business models appreciate a good story Consultant, search + content.... Hosts and always had an amazing time in 2011, and below the! That the key to success on the accommodation marketplaces, without supply the entire thing falls apart using publicly information! International scale, its founders created an entire business model and rental that!there is limited differentiation found among the companies' core business models. 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). It also shows that they realised early on that the key to success on the platform would be getting hosts to list their properties. As a long-term host Ive spent years working with different hosts and always had an amazing time. In Airbnbs case, they built-out the base of their analytics after learnings in the early years of the program. .
The following table summarises the split between the destination landing pages vs destination website pages: Destination landing pages represent 75% of the pages to which Airbnb are directing users.
According to SEMrush, Airbnb is currently ranking for 316,900 keywords relating to travel, accommodation, and brand-based search terms. According to SimilarWeb, approximately 12% of Airbnb.com.aus total website traffic is via paid search. To succeed at an international scale, its founders created an entire business model and rental infrastructure that competes with traditional hotel chains. The Growth Team at Airbnb have 3 main Philosophies when it comes to growth: Its no secret in the growth marketing world that one of Airbnbs key ingredients to product growth success was referrals. Why would the user want to send this in the first place? The image is also UGC, with the photographer credited. The information that Airbnb highlights here is interesting (as most of it is, again, written by the host). 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. In a previous role at a start-up it was very common to hear the question How do Airbnb do it? when looking at implementing a website change or a new tactic. Really love this level of analysis . One strength of a differentiation strategy is that it builds on the unique qualities in a product. Based on this report, its clearly evident the differences in high volume keywords between the three brands, with Airbnb largely trailing behind the other two. Airbnb has created the perfect solution for renters and providers worldwide. At this stage, as I havent put in any dates, Airbnb only need a couple of details to make sure its available, so thats all they ask for. With a strong digital marketing background and broad business experience, hes perfectly suited to the Strategy + Growth team. They dont use as much personalisation on their.
Airbnb first launched their referral features in 2011, and below is the original look and feel. So why was it perceived as being so different to the booking engines that were already around at the time, and are still huge today. The idea then evolved into a website where others could do the same, and travellers could get a cheaper option than a hotel. Airbnb offers private accommodation to users, which means that the listings they feature are generally investment properties owned by an individual who would not be able to link to their listing or the Airbnb website outside of social media. The report also comprises discussions of Airbnb marketing strategy, ecosystem and addresses issues of corporate social responsibility. This is also a testament to the volume of home ratings and testimonials Airbnb have collected, because for this approach to be successful requires highly rated homes and glowing testimonials, across multiple cities, and multiple countries, while also aiming to tailor the results to users based on the travel duration and location, and potentially factors like affluence as well. But unless your story resonates with your ideal customer audience, then while people will read your content and engage with the piece, they wont necessarily engage with your brand. When it comes to the homepage, we are instantly presented with plenty of content we can view. the support team at airbnb are excellent and respond in a timely manner! I feel this kind of content could really benefit the campaigns. For example, when they share an image separately instead of using the Link Preview option, I see this as counterproductive to the objective at hand, which is to drive people to a website, and Link Previews have been created by Facebook to provide Page owners with the easiest, most conversion-focused way of doing this.
(A) Cost leadership - When the competitive advantage of . Heres an example of an email I received after looking at some places in Santa Monica: Lets breakdown this email section by section, there is a lot of things Airbnb are doing well: The heading and email subject line is tailored to a city I browsed and the dates I searched for. In practice, this means that someone who searches for phi phi islands accommodation triggers an Airbnb ad that speaks to phi phi island accommodation specifically, and directs the user to a landing page that focuses specifically on phi phi island accommodation with upcoming availability. And then down the bottom, I see very easy instructions with simple steps of how the process works. The clean and minimalistic design is certainly done on purpose. Social media plays an integral role in any business marketing strategy these days and, of course, Airbnb are no different. As is the case with most two-sided marketplaces, without supply the entire thing falls apart.
The stories, tips, and tricks all help to reinforce the positive feelings that hosts get as part of being part of the Airbnb community. Its no secret that most travellers appreciate a good story. Now, this is an ok result, but thats less than 1% of their overall Followers engaging here, and I think that alone could definitely be improved upon. If you havent built a community before nor done community marketing, youre not alone. Another clever part of having this separate is that once again it keeps from distracting the engagement in the Explore tips & tricks section. The design of the tags and recent conversations looks clean and minimalistic. Most people, you would expect, will have done this research early on, but it certainly cant hurt to display at this stage. Share a link to your friends to a custom landing page or via email. Do you remember these designs?
Living on the domain of atairbnb.com, the Airbnb blog covers a plethora of content ranging from tips for hosts and guests, information on partnerships, and updates on business initiatives. The Network effect. Moreover, the report contains analyses of Airbnb leadership, organizational structure and organizational culture.
Using video over image posts does have one major advantage for Ads strategy though, and that comes in the form of Engagement Custom Audiences from video views.
Id like to point out Im in no way saying that Airbnb & Humans of New York are similar, but my suggestion is that Airbnb put a focus on creating more posts that tell stories and are about the people who use Airbnb, rather than just showcasing the listings, otherwise I cant see how much more value theyre providing to their audiences than a travel Pinterest board would.
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