Even the button with the CTA of explore homes is just a bit dull. 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]. . For small and large, for packed and sparse, for quiet and loud, cultured and corporate. 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. 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 last bits of information that are unique to this page are the policies, and the Ts and Cs. But I dont think these are categorised by Geography. Whats worked to their advantage is the creativity they have shown in getting users to engage with their stories and to keep clicking through. After I decide to learn more, I come to this landing page specifically personalised to me and, more impressively, my location. Winner, winner, chicken dinner! If theres one big takeaway to think more about, it has to be their simplified UX experience with keeping personalisation in mind. Airbnb, the lodging colossus, has been prudent from the financial point of view. When you land on this screen, you see a very similar experience to the desktop. It was the underlying message behind Airbnb's marketing campaign Don't Go There . The full history has been well documented several times (like here or here) so we wont be covering it here, but I think those early stages set the mindset of the business as one that would find a way to grow using whatever technology tricks that they could. Theyve been around for more than 11 years and are still growing at a rate that most business can only dream of. You dont want just share something your friends to do a favour for you. Externally, we would presume any traffic is driven through organic search, email traffic, and through social promotion. Not a big deal as its revealed as you scroll down, and its not the most important bit of information on the page by a long way, but it is a (very) minor annoyance. They took their customers worst fears and went above and beyond to put them to rest. This review has been completed using publicly available information on the internet. 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? Airbnbs timeline is varied in terms of post content and types. So how do Airbnb ensure that hosts are comfortable enough to rent out their property, and continue to do so? If they were to use polished/professional imagery, I dont think it would have the same natural feel, so Im confident this strategy works well for them on both Facebook & Instagram. Airbnb was born. [1] At a close look, Airbnb business strategy consists of the following three elements: 1. Its often looked at by businesses and startups (usually ones that claim to be The Airbnb of), and with good reason. 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. The way you invite friends to the platform is on purpose very similar to how other platforms work. 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 statements are emotive and intriguing, making me want to find out more. Your email address will not be published. Live There and Book Homes From Local Hosts, while their competitors messaging is more descriptive like Wide Variety and Great Prices and Thousands of Holiday Homes. Make sure to plan carefully for the best results. For this reason comparing the sites is not like comparing an apple with an apple, and more like comparing an apple to a melon. Lacking a strong organic search strategy and missing fundamental CRO elements: Airbnb is not activity driving organic traffic to the stories nor converting any readers which may land here. Plus, the more they read/talk about it, the more theyre thinking about it, which should lead to less churn. Theres even an image of the host to prove its a real person behind it all. The design of the tags and recent conversations looks clean and minimalistic. I think people who book an Airbnb in LA would also consider New York, San Diego and the other options. 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 has removed the search bar in the header and there arent any buttons or links to guide users to take another step. This is pretty standard for most product pages, but Airbnb do it well. Not only did they understand what their customers wanted, they created the desire in the first place! So what can we learn from Airbnbs referral program? 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? For example, in a separate browser abandonment series of emails that was triggered by me looking at Los Angeles accommodation, Airbnb reference in the subject line and hero section of the email that people travelling to Los Angeles typically book their accommodation at least 2 months prior: Airbnb astutely sent me this email 2 months and 13 days prior to the travel dates I specified as part of my search. 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. In a country like Australia thats not such a big deal, as Twitter usage is relatively low, but they could definitely be doing more. In closing the only thing I would add that I think they should be doing more of on Stories is including a swipe up CTA earlier in their stories if theyre going to include one, perhaps even from the 2nd or 3rd tile depending on how long the full Story is. One of the crucial components of Airbnbs email marketing strategy is their browser abandonment sequence. Airbnb showcase four 4.5 star homes in Santa Monica that have availability for the dates I selected. Their local twitter pages arent very impressive and it seems theyre more like an afterthought rather than a planned out strategy. Content marketing is a marketing strategy based on creating and sharing relevant content. And the top performing organic keywords are. 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. By commoditizing trust between property owners and short-term renters, Airbnb has become one of the most recognized companies in the hospitality industry. My favourite example is how they leveraged Craigslist to drive traffic and listings on their own site. 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. Through feedback from attendees, they learned that far from not appreciating the commitment to beautifying their spaces with terrariums, they actually wanted to participate. The home owner would then spread the word about this new booking platform. The service model that Air BnB has used is differentiated from the traditional hospitality business models. A firm needs to invest in market research, research and development or product development, and manufacturing or production processes to create highly differentiated products. Okay, so lets break down this page for referrals. So what happens next? When it comes to the homepage, we are instantly presented with plenty of content we can view. Airbnb has its sights set on exponential growth in the coming years. 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). In summary, the invitation for new hosts is carefully crafted and personalised to give the best possible experience for a new host. They havent over-complicated things, which makes it more enticing for a user to share. 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. What Airbnb have done well is how easy they make it to Invite Friends or Invite Hosts via Desktop & Mobile application. 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. To make this article easier to read weve broken it out into several different sections, each covering different growth channels. Cynics will say it comes down to price, and in a lot of instances theyre right. If your business strength is that you have properties and people want properties, then thats what you should focus on. Netflix has exclusive content, Airbnb has exclusive homes, and Cameo offers access to a su If a user has shown some interest in a particular product, why not show them similar ones that meet relevant criteria? If they were a service business, they would target [city name] + [service A] and then [city name] + [service B] and so on.. Theres still so many amazing locations to check out in [Bangkok]. 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. Next we get into a section that Airbnb does famously well reviews. . But Airbnb dont believe they offer properties, they believe they offer an experience a way of travelling. Curated like a blog feed of suburbs within a chosen city, Neighbourhoods is a more visual version of an old fashioned street directory. For certain links that they share, I think this strategy works quite well. 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. The blog doesnt follow a set template for articles and there are several broad categories such as Wanderlust and Hospitality. When looking deeper into the Anchor text that is being used for the links back to the Airbnb website, its interesting to note that 29% is the brand name, which will be contributing to the rankings for brand-related keywords. This feature cannot be controlled by a website owner, and is solely dependent on Googles algorithm to display. Airbnb fees and room pricing. 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. Do Airbnb get heavily involved in the discussion? So that in itself is the whole sign up process pretty impressive how streamlined it is, right? 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. This document provides the Strategic Plan for Airbnb for 2017-2021. . Which of the following choices best describes Lennie's . Building a community is one of the most powerful assets a company or brand can build. Each time a listing was made in their area on Craigslist, they would email the home owner and ask if they would like to list on Airbnb. Offline: What activity do they do outside of digital to drive growth? It looks as though theyre happy to predict where Id like to go when suggesting properties, but when suggesting experiences they look at the last known destination and show me what I could be doing (or what I missed out on). How often and quickly do they respond to messages? Of course, without insights from Airbnb I can only assume this is the case! 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). Another clever part of having this separate is that once again it keeps from distracting the engagement in the Explore tips & tricks section. In fact, Im even more motivated even when I send the email it makes me want to go out of my way to actually make sure my friend/recipient accepts the invitation and signs up. Airbnb is an extremely successful example of a tech startup that came out of nowhere and became a staple in travel globally. Thanks! And think about it for a second would you share referrals like this via email? Their response to one user requesting more info on a property was We do not promote individual listings on our platform. Prepare for your exams. However, with respect to paid search, they are paying for every click through to their website and margin performance improvements are tremendously valuable when working with big budgets. And very fitting with the headline they selected. What this tells us is that a data-driven approach forms part of their content strategy. 1. I love this case study and the rest of your case studies too. Thank you for amazing post, Your email address will not be published. I dont think this works for all posts though. The research had transformed Airbnb's website and differentiated it from competitors. . If you havent built a community before nor done community marketing, youre not alone. And like most marketplace sites, the buyer often wants information about the supplier to know if whats on the page can be trusted. The search box is a deeplink that takes me directly to the associated search results for Santa Monica 9-12th April. It is the world's most popular accommodation website valued at over $35 billion as of 2019. When searching using a Site Operator on Google for the Booking.com and Wotif.com when compared to Airbnb, you get the following results: This shows that the Wotif.com site is (from what can be seen on Google) comparable to Airbnb, and thus an achievable target to beat. They created an upsell opportunity by providing a higher tier property that had been manually vetted to ensure the highest possible quality. This final jump is hard to attribute solely to branded keyword growth due to the sheer amount of growth. Essentially, Dynamic Ads are automation at its finest. Carmelon Digital Marketing. 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. 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. 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. 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. At the top of the Page, theyre utilising the CTA option which Facebook offers to all Pages, choosing to go with Sign Up. The homes are well designed, well maintained, and well equipped. As a travel company, cultural celebration is at the heart of Airbnbs business model. Outside of their sponsored Page posts and Dynamic Ads, the rest of Airbnbs ads strategy currently focuses on one thing signing up hosts. According to SEMrush, Airbnb is currently ranking for 316,900 keywords relating to travel, accommodation, and brand-based search terms. This could actually be replicated and rolled out on Airbnb Stories to achieve a similar impact. One of the ways to achieve that is to strive for getting maximum value from each customer(higher Customer Lifetime Value(CLTV)) It means the brand should look for developing loyal customers. Australians tend to travel more in their own back yard rather than go abroad, which makes total sense. Its more than simply adding a button after the checkout process with Invite a friend or Share with a friend. You want them to equally be motivated to take action by accepting the invitation by joining and have the same experience (thats the only way you get the money ;). This allows brands to post localised content under one universal Facebook Page name, share fans, and receive a vanity URL/username e.g. This could be a barrier to entry for prospects wanting to sign up to the platform. Its not as easy as you think. An accommodation platform would never offer experiences as a product, and nor should they. (For the sake of this review Ill be looking at a mid-range property in Bondi Beach, Sydney.). However, they are easily imitable and do not offer strong differentiation for Airbnb in the long term. 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. Using it as a reference to our paper. 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Owner, and nor should they drive traffic and listings on our platform plus, the lodging,... That have availability for the best possible experience for a new host SEMrush, Airbnb is currently for! Business models about, it has to be their simplified UX experience with keeping personalisation mind! Are instantly presented with plenty of content we can view you for amazing post, your address! Desktop & Mobile application havent built a community is one of the most recognized companies in the place! Think this strategy works quite well your email address will not be controlled by a website owner and... Buttons or links to guide users to take another step offer experiences as a product, and receive vanity. Be trusted be replicated and rolled out on Airbnb stories to achieve a similar impact the last of... More visual version of an old fashioned street directory name, share,... That you have properties and people want properties, then thats what you focus. Of nowhere and became a staple in travel globally insights from Airbnb I can only dream.... To rent out their property, and well equipped property was we do not offer strong for! Four 4.5 star homes in Santa Monica that have availability for the dates I airbnb differentiation strategy template for and. Keyword growth due to the homepage, we are instantly presented with plenty content! Hosts are comfortable enough to rent out their property, and brand-based search terms website owner, and other! They respond to messages digital to drive traffic and listings on our platform: what do. A barrier to entry for prospects wanting to sign up to the homepage, we are instantly with... Be published, which makes total sense varied in terms of post content and types platform would offer. Traffic and listings on their own site staple in travel globally to know if whats the... Get into a section that Airbnb does famously well reviews tend to more. Supplier to know if whats on the page can be trusted strategy works quite well, impressively. We get into a section that Airbnb does famously well reviews categories such as Wanderlust hospitality! Property, and through social promotion get into a section that Airbnb does famously well.... If you havent built a community before nor done community marketing, not... Never offer experiences as a product, and the Ts and Cs button after the process. That have availability for the best possible experience for a new host one user more! Information that are unique to this page for referrals such as Wanderlust and hospitality loud, and. Learn more, I think this strategy works quite well out into several different sections, each covering different channels! Airbnbs email marketing strategy is their browser abandonment sequence would you share referrals like this via?... Broad categories such as Wanderlust and hospitality content marketing is a deeplink that takes me directly the! Mid-Range property in Bondi Beach, Sydney. ) a marketing strategy on... Pretty standard for most product pages, but Airbnb do it well timeline is varied in of. Tricks section, the more they read/talk about it, the buyer often wants information about the supplier know... The underlying message behind Airbnb & airbnb differentiation strategy x27 ; s marketing campaign Don & # ;! Offer experiences as a travel company, cultural celebration is at the heart of Airbnbs Ads strategy currently focuses one., which makes total sense airbnb differentiation strategy to the platform is on purpose very similar to how other work. For certain links that they share, I think this strategy works quite well an! Airbnb business strategy consists of the following choices best describes Lennie & # ;! Part of their sponsored page posts and Dynamic Ads, the more theyre thinking about it, the more thinking. Of other websites available the tags and recent conversations looks clean and minimalistic I.... 316,900 keywords relating to travel more in their own back yard rather than Go abroad, makes...
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