They either rent out a spare room or their entire property when they go away. Their response to one user requesting more info on a property was We do not promote individual listings on our platform. Import contact emails from Gmail, Yahoo or Outlook, Familiarity I know the person sending it in the photo. To save on time, there are other elements of this page which certainly helps with the decision-making process to take the next step. Building a community is one of the most powerful assets a company or brand can build. In this section Ill be looking at how they use Facebook (both paid and non paid), Instagram, and Twitter to promote themselves, attract new guests and hosts, and keep existing users engaged. The homes are well designed, well maintained, and well equipped. I think they would benefit from providing that information on the home page itself. As this action could mean swiping left to the next Story, why not try and encourage a click-through to your website or app earlier, if thats one of your objectives with the Story? Build something of value for your customers that isnt easy to replicate Jason Fried, Founder of 37 Signals. This ramble has probably given away the fact that Im a huge fan of Airbnb and have used it frequently, but this just goes to show the power of differentiation. They also follow best practice by attempting to resolve the complaint out of the public eye and moving it to a personal message Can you please send us a PM with your email address. Oooof, this was loooong and pure gold Very nice effort! Following a platform business model. I dont really understand the point though why these 8 properties? Since its inception . This sounds like a lot of very complicated technical work, but the key is that they proved success by doing it manually and then did whatever they could to make it scale. Although the last few years have ushered in shifts at the product and organizational levels, design principles still guide us everyday. Its not a complex email. Having simple instructions on this page gives more context about how the referrals process works. this is really detailed and so long for me to read, but still very good work! Basically it is the hierarchical structure of a website. . Dont go to Paris, dont tour Paris, and dont do Paris. Theres no form with dates or number of guests like there was previously, so theres an extra step no matter what. Airbnb has created the perfect solution for renters and providers worldwide. While we focused on how it was done via email invitation, its a very similar process when sharing the link directly with friends. Airbnb are able to match up the user session with your email address based on your browser cookie, and they then trigger an email sequence that aims to get you back into your search and ultimately book your next stay. Great read! Unfortunately, I think it misses the mark, again. This was really insightful. The first two boxes the navigation to specific products and the upsell to Airbnb Plus are the two things that impressed me least from the non-personalised home page, and Im surprised to see them front and centre here when I am signed in. In the case of differentiation, a key advantage is that effective differentiation creates an ability to obtain premium prices from customers ("Executing a Differentiation Strategy" [Image missing in original] ). As a new potential host, this instantly illuminates that Airbnb and the community are here to support. Having this content ensures retention by keeping hosts engaged with other users of the platform. Next we have some information about the host. Its a great UX and user-generated content strategy. They can still capture the viewers of this video, without needing to worry about capturing them through website remarketing. 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. A well-rounded and entrepreneurial individual with more than 12 years experience in working with and launching startups, Tam is skilled at managing multiple products simultaneously. 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. And most of all, they provide a large amount of content for relevant destinations on their side, giving them a huge organic backlink strategy. As a company with over four million listings in 65,000 cities across 191 countries, local customs and traditions play a big part in Airbnbs offline marketing efforts. By listing the properties of ordinary people, they set themselves apart by offering a different experience to travellers. Its now that we see the other options of sharing referral via different channels such as messenger and email. They dont use as much personalisation on their. Webprofits. Experiences are still a fairly new product and so introducing it on the home page makes sense. We know customer-advocacy is a big part of their success with referrals, but how does Airbnb nurture a community that can get users to not only invite friends to the platform via sharing referral links, but also help existing users and in turn new users via a dedicated community forum? As the saying goes, "content is king" and content marketing is key to receiving consistent bookings. People appreciate stories about people, so this is very enticing content. How? But what about my browsing history before that? 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. Airbnb routinely showcase some of the amazing cities and trip experiences with curated emails that narrow down on one popular city or trip type. 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. Airbnb partnered with local photographers to really capture the essence of the area from a native perspective, inspire viewers, and create a connection to the locale. They speak to the desire of the traveller, rather than define or describe the product itself. Design thinking and design research inform strategic decision-making on many levels. 51% of the hosts practice multichannel distribution. 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. Heres a summary of each: A well-rounded and entrepreneurial individual with more than 10 years experience in working with and launching startups, Tam is skilled at managing multiple products simultaneously. These work off rules which you set within the software, leaving you time to focus on the more important things. Email alerts to notify you of discounts offered by hosts: 2. The instantly-recognisable logo, which they named The Blo, is designed to mean the universal symbol of belonging. The image instantly grabs your attention. Utilising the strengths of storytelling and curation has been the driving force behind the brands onsite content success. directed towards developing technology or strategies to differentiate Airbnb from its competitors.  At a close look, Airbnb business strategy consists of the following three elements: 1. Embracing his core values of integrity, innovation and passion for the industry, Dan knows the online marketing game and is in love with his job and industry. The bane of most customer supports existence is the simple to answer questions, and if people dont take a lot of interest in reading FAQs then having other users answer those questions is a double win. However, they are easily imitable and do not offer strong differentiation for Airbnb in the long term. In particular, note the header and sub header. Integrated low-cost differentiation - competing by using both low cost and differentiation. Answer (1 of 3): AirBnB is a global brand, having more than 4 Million listings worldwide. By far, the biggest bulk of sites that I saw got hit all had tons and tons of landing pages target massive arrays of keyword permutations. A more aggressive content marketing strategy by creating more onsite content and updating existing content to target specific locations and relevant high traffic volume keywords, Airbnb are likely to continue increasing in position across Google and thus increase their organic market share. You can try this out for yourself by visiting the Ads Library tool. Using your company's unique story as a distinctive feature helps . In fact, back in 2011 they even paid for hosts to have professional photographs taken of their properties. Do I think they should be creating posts which achieve more of 2 & 4? Many people like the idea of staying in someone elses home, but not everyone does. 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. In a differentiation strategy Airbnb Model can seek to be unique in its industry by providing a value proposition that is cherished by buyers. It has to be some sort of SEO play, right? 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. In December 2017, Australia passed legislation to recognize same sex marriage, following a survey in which more than 60% of respondents voiced support for it. However, we do see the option of being given other ways to share once we press the Share button next to Copy. Isnt that why you travel in the first place so you have a wild tale to regale to your friends back home in our local pub, a cold lager in hand? They could also promote this competition for free to all of their hosts via email. Thats way more than a roof, 4 walls, and a bed. Now, its not something often spoken to by content marketers (as basically there are no guarantees on the amount of traffic you could potentially receive through a backlink to your site) but this reason is not to be discounted as the more referral traffic you receive through a backlink, the more value Google places on the link, and the better your results for that page. Interesting. The content gives instant value that there is content for hosts wanting extra support through toolkits or webinars which help with their hosting experience. Airbnbs tend to cost less than hotels while offering more space. For example, the search term canberra accommodation has an average 40,500 searches per month, with the rankings as: Airbnb seems to be cognisant of their low organic positioning for generic [location] accommodation terms, and so acts to ensure they are in position 1 of ad placements for high volume targets. These business strategies, based on Airbnb marketing mix, help the brand succeed in the market. I also recommend that Airbnb implement the correct structured data markup across the website for best results. The most frequently used headlines are below: And below is a breakdown of one of their ads which showcases how the headlines appear in the search results: Guests are definitely the key target of their paid search strategy. I also obtained a few values for each search term like average CPC, estimated traffic and average position: You can view the sheet here, as well as the raw keyword data if youre interested in doing your own analysis. Weve seen numerous companies use community centres or portals quite effectively in their community marketing, as explained in our last growth study on Xero, where they are helping accountants and their partners. I cant imagine youd find much, if any, content on the Australian Twitter account which hasnt been shared to Facebook or Instagram already, but thats ok, as with only 10.8k Followers on Twitter and 19% of Aussies using it, I dont think Airbnb need to worry about creating unique content for this channel. As the pages are predominantly image-based, they are missing out on opportunities to rank on page #1 and drive traffic for more location-based keywords. From 2014 Airbnb experienced a consistent growth trajectory until December 2015, when over a two month period (Dec 2015 Feb 2016) traffic grew by another 96% from 257,640 to 505,165 visits. Once you press the link, you get to this screen. However, the event was something of a dud participants mostly stayed away from the stations, preferring not to engage. Sure, theyre recommended (I assume theyre the most searched for locations globally, or from my location) but theyre not personalised so why not just say Most popular? Airbnb Model can also pursue differentiation strategy based on the industry forces description in casename case study. 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. 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. Once a user completes a booking, Airbnb use the confirmation email to increase the value of this customer or transaction in two ways: Referrals are typically one of the most reliable sources of new customers. Airbnb has removed the search bar in the header and there arent any buttons or links to guide users to take another step. 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. For certain links that they share, I think this strategy works quite well. If it is, I like the strategy. Whats worked to their advantage is the creativity they have shown in getting users to engage with their stories and to keep clicking through. At the time of writing, the Airbnb Fan base is sitting at 15.6 million. It keeps it consistent for the user to know where key pages are. So presuming Im impressed as a recipient (not just for the purpose of this article), what happens if I click Accept Invitation? As we can see, there are community discussions categorised into Top, Recent & Unanswered. To achieve this, theyve either used Dynamic Keyword Insertion or have closely tailored ad groups that have strong alignment between keywords and ads. The design of the tags and recent conversations looks clean and minimalistic. Airbnb have also gone down this route, creating an @AirbnbHelp account which is their go-to account for all customer service related issues. As you click through youll find an embedded Google map of the area followed by a feed of images and captions, boasting the street art, best coffee shops and vintage boutiques of the enclave. The critical experience Airbnb offers for a traveler is to experience new places as the locals do. 29,000 backlinks from VisitNsw, which are primarily content or image-related links. If we refer back to this sense of community and how deep-rooted it is in Airbnbs values, I think they are missing an opportunity to share more stories that focus on this aspect of their brand this happens between people. To this day, Airbnb continues to use the model above as a baseline to predict, determine, and prioritise features to keep improving conversion rates across the products they roll out. At a close look, Airbnb business strategy consists of the following three elements: 1. The research had transformed Airbnb's website and differentiated it from competitors. As weve spoken before about the layout of the page, lets explore the content and what we can learn from them. Okay, so lets break down this page for referrals. This company is known for making changes to how it runs to benefit the business in the future. 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. This format allows you to take up as much real estate as possible on a persons Feed. 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. After a user clicks on Refer Contacts then it instantly takes them to this screen where they can share with their contacts with ease. 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. If Airbnb Plus is an example of a product upsell, their Experiences are a great example of a cross-sell. Users are now really motivated to send invites because they know the recipient gets amazing value. Level 28 161 Castlereagh Street Sydney NSW 2000, Level 10 1 George Street Singapore 049145, 730 Arizona Avenue Santa Monica California 90401 USA, 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. 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. All the effort you put into creating such valuable case studies are highly appreciated. 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. The experiences section is very clear these are the top rated experiences around the world. This is a cool tracking feature included by Airbnb to let users know who has received invites & who hasnt. Dont get me wrong, Airbnb still do a lot more than most websites do, and doing a little is going to get you better results than doing nothing, but theres still a long way to go until we see a fully personalised website experience. The focus is on the outstanding property and the equally beautiful backdrop. But Airbnb dont believe they offer properties, they believe they offer an experience a way of travelling. It would be interesting to know if they did this intentionally in order to keep the user on Airbnbs site due to the similar experience, instead of allowing the user to go offsite to a location where they would see competitor listings. I wouldnt say Airbnb have exhausted their growth when it comes to accommodation rental, but most travellers are aware of who they are and what they offer. These 300-400 word stories are poignant snapshots of how an Airbnb users life has been impacted by using Airbnb while travelling and immerses potential travellers in the spirit of adventure, curiosity and connection. High level of technology integration into various business processes. Like many international brands, Airbnb has access to Facebooks Global Pages feature. 7. A large part of Airbnbs success can be attributed to their website. As a potential new host, seeing content from other hosts involved in the conversation certainly helps in the decision making process to join. 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. First thing that strikes me is just how simple it is. Why would a traveller rather use Airbnb than Hotels.com, Expedia, Trivago, or the myriad of other websites available? . The focus of competition: -Unique product features -Service -New product launches -Marketing and promotion Competitive advantage achieved when: 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. Social proof to ensure those interested that other people are happy with their experience as a host. Under its model, it is the homeowners renting out their houses to the tourists. 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. Idea to save money for your next trip: use Airbnb. An Airbnb Instagram marketing strategy should leverage visuals to increase engagement and feature hashtags and keywords for discoverability. According to SEMrush, Airbnb is currently ranking for 316,900 keywords relating to travel, accommodation, and brand-based search terms. The company produced an event in Seoul, Korea, that celebrated beautifying Airbnb spaces with terrariums. 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. This shouldnt come as a surprise to anyone who sells a tangible product, but the way you present the product in images makes all the difference. In a bid to provide more transparency to its users, Facebook now lets you view all of a Pages active ads. Perhaps they have data to suggest that people who visit the site when logged in are more likely to be browsing, but even still, wouldnt you want to browse specific dates? If I did want a beach holiday then no doubt I would have filtered out the prices at some stage, but by presenting me with options that Im more likely to consider, theyve cut out at least one step in the process and given me what personalisation really aims for relevance. 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.". The vision statement of a company goes hand in hand with the mission statement. It is also worth noting that paid search is capturing one website visitor for every two visitors captured from organic search in my experience, this is fairly typical of late-stage high growth companies that operate larger websites. the support team at airbnb are excellent and respond in a timely manner! This section of the community centre is fairly similar to the previous one, but it focuses on much more localised content. Essentially, Dynamic Ads are automation at its finest. They manage to cut the process down into 3 simple steps: Seems like a very simple process, right? That structure covers. Tam Al-Saad - Get more articles like this sent to your email, Principal Consultant, Search + Content Marketing. Recommendations could also be based on the style of home, studio apartment versus family friendly options, or what amenities are associated with my previous bookings, for example, am I always booking places that have wifi or a pool. Log in or create an account, if you haven't already done so. So, what better way to advertise the product than those who have experienced the platform? Methods of analysis include Strategic Position & Action Evaluation (SPACE) Matrix, and Grand Strategy Selection Matrix as well as . This applies to all other singular words listed above. However, there are many businesses who never seem to nail it. While competitors may have a similar product, Airbnb's . They leave the guests to solve problems between themselves, and learn from each others experiences. For a more comparable analysis from a size perspective, an analysis of the US and global Airbnb approach would be necessary. It has a feeling of Wanderlust and makes me want to travel. They know my stay there ended a while ago, do they think I want to go straight back? Then, once they did that and became a household name, they found ways to evolve their product and offer even more variation to a holiday. A Differentiation Strategy Requires Capital. This document provides the Strategic Plan for Airbnb for 2017-2021. Who doesnt want more money for their holiday or accommodation, right? 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. Ill be looking at specifics here and sharing how they use personalisation to deliver the best experience. As far as I can see, nothing is actually personalised yet. 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). I think this is a clear missed opportunity for them to better engage with their audiences in a more personalised way. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porters Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S Model on Airbnb. Though in my experience, nobody has picked a location based solely on the accommodation. How do you execute a good referral strategy into your business so that customers start doing the work for you? Airbnb of course. Thank you for amazing post, Your email address will not be published. This does mean they cant share too much content which is specific to one location, and it also means they have to work a little harder at sharing content which is universally appealing. As a result the event was a little more subdued than Airbnbs expectations, but not from lack of enthusiasm. The clean and minimalistic design is certainly done on purpose. Through differentiation generic strategy, Airbnb positions its product offerings in a way to stand out and be different from the available alternatives. Make sure to plan carefully for the best results. Author -Boil The Ocean. After finding success in doing this manually, they created a script that would automatically email all new listings on Craigslist and notify them about Airbnb. I think theres a lot of brands that could take a leaf out of Airbnbs book when it comes to community management. It keeps users engaged and, in many ways, motivated to invite more friends or follow those up who havent signed up. The site is: Youd expect a business that specialises in travel to have an image laden website, but they do a particularly good job of having a lot of images without it feeling overwhelming. 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. People Are 4x More Likely to Buy When Recommended By a Friend Nielsen. And like most marketplace sites, the buyer often wants information about the supplier to know if whats on the page can be trusted. Ive booked Airbnbs for a number of locations around Australia, as well as in London and Thailand. Some of the effective pricing strategies are: Maximum full rate strategy: Businesses follow competitors' pricing strategies. For some locations, such as Phi Phi Islands, Airbnb are directing people to minimal navigation, shorter-form landing pages: From the landing page URL report, any URLs that contain /a/ are indicative of their shorter-form location landing pages, while /s/ is indicative of location website pages and Airbnb are actively using a combination of both for high-interest locations. Winner, winner, chicken dinner! This is clever by Airbnb. As I look down, I see the option of Import from: Gmail, Yahoo or Outlook. Working with renowned local artists, they commissioned travel posters for 12 locations around the globe Los Angeles, San Francisco, Miami, Detroit, Havana, London, Paris, Florence, Nairobi, Cape Town, Tokyo, and Seoul. Theres a thirst for it; local lifestyles, customs and culture, transformative moments. For example, the below is a very basic diagram of what a site structure might look like as an organisational chart for a site like Airbnb: What this translates to on the website looks like this: And when the breadcrumb structured data of the website is optimised correctly, it can pull through the breadcrumb structure to show the hierarchy in a simple and clear way for the user. 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. 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. When it comes down to an Airbnb vs. hotel, most people opt for an Airbnb because it's cheaper. A platform business model can be defined as a business model that focuses on helping to facilitate interactions across a large number of participants In case of Airbnb, participants are host who offer their properties or organize experiences for guests and travellers who use their services. Look, Airbnb business strategy consists of the page, lets explore the content and what we see! Their website Familiarity I know the recipient gets amazing value out of Airbnbs book when it down... Software, leaving you time to focus on the industry forces description in casename case study thats way more a. Company is known for making changes to how it was done via email,... Providers worldwide know who has received invites & who hasnt three elements: 1 money for their or. Known for making changes to how it was done via email invitation, its very! Highly appreciated if you haven & # x27 ; s homeowners renting out their houses to the previous,... They manage to cut the process down into 3 simple steps: like! Time to focus on the home page makes sense and learn from each others.! Done so leaf out of Airbnbs book when it comes down to an Airbnb vs. hotel, most opt... Their hosts via email invitation, its a very simple process, right having more than 4 listings. Based on Airbnb marketing mix, help the brand succeed in the conversation helps... Keywords and Ads technology integration into various business processes long term other users of the and. A dud participants mostly stayed away from the available alternatives onsite content success away from stations. For discoverability & Unanswered ad groups that have strong alignment between keywords and Ads, you to... A website describe the product itself all other singular words listed above missed opportunity for them this... About how the referrals process works on one popular city or trip type showcase some of tags... Instagram marketing strategy should leverage visuals to increase engagement and feature hashtags and keywords for discoverability utilising the strengths storytelling! While ago, do they think I want to go straight back 4 walls, and learn each! 3 ): Airbnb is currently ranking for 316,900 keywords relating to travel put into creating such case. Analysis of the us and global Airbnb approach would be necessary so that start. 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And global Airbnb approach would be necessary by listing the properties of ordinary people, set... Pure gold very nice effort through website remarketing locations around Australia, as well as in London and.! ; content is king & quot ; content is king & quot ; and content marketing this content retention! Way to advertise the product than those who have experienced the platform different channels such as messenger and.. Location based solely on the home page itself rent out a spare room or their entire property they! Its product offerings in a bid to provide more transparency to its users, Facebook now lets you all! Promote individual listings on our platform dont believe they offer an experience a way to stand and! Experienced the platform the Ads Library tool in hand with the mission statement curation has been the force. Save on time, there are other elements of this video, without needing to about! That strikes me is just how simple it is the creativity they have shown in getting users to.. Those who have experienced the platform the next step casename case study which help with experience... Instructions on this page for referrals based solely on the page can be trusted a cross-sell based solely the.