The value of seeing this also shows what matters in terms of discussion around hosting across the globe. When you share the direct link, you get this landing page. All of this is inspected by a real person so youre ensured of its accuracy. Image-recognition is used to assess multichannel strategies of Airbnb hosts. 2.1B CULTURAL EXPERIENCE. "Strategy and the Internet." Harvard Business Review Mar. They often use this feature a way to promote their Experiences offering and, in the example below, youll see how theyve utilised Instagrams emoji slider sticker as well as the poll sticker to create a fun, interactive story for one of their Experience Hosts in New York. Airbnb knew early on that good photographs are essential to getting a booking. What is clever is the positioning of this section on the page. The idea then evolved into a website where others could do the same, and travellers could get a cheaper option than a hotel. They manage to cut the process down into 3 simple steps: Seems like a very simple process, right? Once Ive accepted the invite and completed the sign up process, I get taken straight to the homepage with a personalised message with What can we help you find, Dan? and in the right hand corner a notification for $76 AUD in my account. For example, here are 3 verified pieces of information that Airbnb provide to help secure the booking. 92% of consumers trust recommendations from friends, only 33% trust online ads (Nielsen). In comparison to static imagery, video is often more engaging and great for storytelling, which Airbnb have used to announce theyd hit half a billion check-ins in May 2019, as they celebrated this through video, rather than imagery. For Lectures -mmshah8@gmail.com https://www.linkedin.com/in/shahmm. This is particularly strange given that every other section on the home page spans the full width of the screen. 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. One question still remains for me: why do they choose the multiple/local domain names? Fortunately for them, for brands to see success on Instagram its mostly all about sharing compelling/authentic imagery, which Airbnb does have. 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. Theres often value in understating things, but this isnt one of those moments. Referrals are more trusted than any other form of marketing. There is an inconsistent breadcrumb structure implemented on the Airbnb website, which could also be impacting the websites organic performance. 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 . Clever. The rest of it is then up to the host to make sure they have a profile that people feel they can connect to so that they want to stay there. 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. Next we get some useful details about the property. When we click from the main portal page on Explore Tips & Tricks, we get to this page below. What Airbnb offer isnt a cheap place to sleep when youre on holiday, its the opportunity to experience your destination as a local would. Focus on community and trust. Trust is a primary focus of Airbnb that drove its growth and has become the platform's key differentiator. Unfortunately, I think it misses the mark, again. Airbnb of course. To give you some context, I booked an Airbnb a few months ago for a trip to L.A, so it makes sense that it appears as the first tile. 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. 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. Answer: In a two sided market the more price sensitive side tends to receive a subsidy in order to stimulate demand from the other side. With the introduction of Stories, Neighbourhoods, and Guidebooks, we see how the brand is not only revolutionising the way travellers discover unusual rooms and memorable activities in every pocket of the world but encouraging users to stay on the platform to plan and book their trip. Wotif.com offers a larger selection of options than Booking.com, and has also created within their website a huge resource of linkable content and images, which have both greatly assisted with the development of their backlink profile. I think what Ive seen here is that Airbnb isnt actually that good at personalising the experience for their users at least not on the home page. When it comes to the homepage, we are instantly presented with plenty of content we can view. For Airbnb, content marketing is at the heart of their marketing strategy. While competitors may have a similar product, Airbnb's . In the mobile app, we can see Invite Friends which stands out. After a user clicks on Refer Contacts then it instantly takes them to this screen where they can share with their contacts with ease. Listings make up a big chunk of Airbnbs Instagram content, and are clearly meant to evoke a sense of wanderlust in all those who stumble upon them. Download Slides - Strategy Analysis on Airbnb | Curtin University (CU) | Based on the analysis of external, internal environment and SWOT of Airbnb. It ensures prospects know that Airbnb have got them covered (in their words!). This is because when Google crawls a site that has a backlink to your site, a Google spider will follow the backlink as though its a web strand and then start crawling your site which would have taken longer if there hadnt been a backlink and you were waiting for Google to crawl your site as part of its standard checks. Airbnb isnt a place where you book hotels (even though you can). When we scroll down the page, we see the instructions for the process. The gap signified the gap in marriage equality for the LGBTQI community. Its not as easy as you think. The company analyzes the specific product and compares it with similar products offered by competitors. 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. In addition, they are more affordable to communicate with via email marketing, as opposed to reaching cold audiences via paid advertising. Marketing Strategy of Airbnb analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). And then if a user keeps scrolling, we see one more block section which is about Host referrals. Its less commitment, often more cost-effective for the customer, and theyre fortunate with such a huge and diverse country like Australia that there are so many amazing listings they can continue to share. But their strategies dont just relate to customer acquisition. Some browser abandonment emails feature specific homes you looked at in the hero section and insert the home name into the email subject line, while other emails focus more on the destination and instead showcase a grid of different available homes: In terms of their host acquisition strategy, they use email automation to communicate potential earnings to previous guests: This is particularly resourceful as past guests are already familiar with the Airbnb brand, their processes and the benefits. Airbnb Model can select one or more attributes that can uniquely . That structure covers. It doesnt tell me anything about me or why Id enjoy it, its just a factual statement. Its a win-win situation for the user and recipient. My one criticism is that the box for terms, privacy etc, obscures the copy on the page (which BTW says Over 300 unique homes in Oregon). Called The Acceptance Ring, people were encouraged to wear it to show their support and acceptance of same sex marriage. Explore Tips & Tricks All about new ways hosts can take their game to the next level. 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. By reaching out beyond the LGBTQI+ community, Airbnb helped to create a dialogue that showed that Australians supported marriage equality by a wide margin. Lets start with the layout of the referral page. Its often looked at by businesses and startups (usually ones that claim to be The Airbnb of), and with good reason. Here are some world-famous examples of brand strategy done right! In particular, note the header and sub header. And the final important screen is you have the option to share the link directly via other channels such as Facebook & Whatsapp, similar to the experience on mobile to share with guests. Nothing quite catches the eye and so Im not 100% sure what the obvious step is to do next. Mimic Airbnb's strategy by: Marketing your Airbnb as an experience, not just a building 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. Airbnb could improve their organic search traffic by optimising these pages with more copy. This enables a firm to enjoy strong profit margins. As a potential new host, seeing content from other hosts involved in the conversation certainly helps in the decision making process to join. It should also use "calls to action" to encourage clicks. 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. Innovation is at the core of how we operate at Webprofits, always looking for a smarter + better way of helping our clients drive record-breaking growth through digital marketing. Whats worked to their advantage is the creativity they have shown in getting users to engage with their stories and to keep clicking through. If your business strength is that you have properties and people want properties, then thats what you should focus on. 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. 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. Really love this level of analysis . On average, Airbnb post every 3-4 days on Facebook, in comparison to Instagram where they post almost daily. What I like most about it is that the right hand side of the page is reserved for it. It genuinely makes me consider wanting to explore more through these actions, even if I dont start a conversation. 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. Airbnb is new to the Corporate Responsibility scene but is quickly distinguishing itself as an emerging player the CSR community. So how does the email import functionality work? I think they would benefit from providing that information on the home page itself. Simple and straight to the point, and only one action is required. Community discussion forums/discussion portals, Tips can be shared easily from host to host, Featured posts which read like blog posts with relevant hosting content, Gamification of system top contributors get points for every comment they give + like they get small leaderboard of contributors, The Airbnb admins dont post often nor reply to other peoples posts regularly an opportunity to get more discussions trending. 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