A firm needs to invest in market research, research and development or product development, and manufacturing or production processes to create highly differentiated products. Keep up the amazing work. business model which creates value for both parties and fill the demand and supply gap in the market. The focus is on the outstanding property and the equally beautiful backdrop. According to the data from SEMRush, 73% of approximate ad spend goes to search terms containing accommodation. As you can imagine we have a lot of different data points on our users. This move will enable professional hospitality companieslike small, independent boutique hotelsto have a place on the platform. Within days, Airbnb introduced a Host Guarantee that every property would be insured up to USD$50,000 for any damage incurred by guests. Email Marketing: How do Airbnb use email to communicate with prospective and existing customers to drive new and repeat usage of the platform? Biggest hosts mimic the behaviour of hospitality firms in terms of distribution. 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. It also seems like the most valuable content on the blog is that which focuses on acquiring new hosts. I believe their inclusion of the Superhost is to give the post added credibility, as Superhosts have an average user rating of 4.8 or more out of 5. Ill be looking at specifics here and sharing how they use personalisation to deliver the best experience. Ita a classic website feature that not enough businesses make the most of in my opinion. For certain links that they share, I think this strategy works quite well. . The instantly-recognisable logo, which they named The Blo, is designed to mean the universal symbol of belonging. Lets take a look at the invitation mechanism on mobile at a high level. The Airbnb business model is a multisided platform that connects travelers with hosts from all corners of the planet. 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. To counter this, they created a premium product called Airbnb Plus. 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? Coca-Cola, for example, currently enjoys a profit margin of approximately 33 . Theres a thirst for it; local lifestyles, customs and culture, transformative moments. That structure covers. All of the personalised options are based in Los Angeles, the location of my last booking (and searches) with Airbnb. [1] At a close look, Airbnb business strategy consists of the following three elements: 1. Lets take a look. It is the world's most popular accommodation website valued at over $35 billion as of 2019. Outside of image & video-based content, Airbnb often share posts that link back to their website, blog or press room these are on 3 separate domains & subdomains. 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. Differentiation. Its very short copy, and it gets straight to the point. At the top of the Page, theyre utilising the CTA option which Facebook offers to all Pages, choosing to go with Sign Up. Booking.com offers commercial accommodation to users, such as hotels, resorts etc, which means the link opportunities are much greater. 11. As most businesses know, testimonials are extremely valuable. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter's Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S Model on . Interestingly, direct links to the homes featured on Facebook arent included, instead a link to all properties in that location is provided. For new users, Airbnb ensures that each individual feels important to be part of the platform. Usually, this strategy is followed when businesses are in a more demanding state. 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. And most of all, they provide a large amount of content for relevant destinations on their side, giving them a huge organic backlink strategy. , Interesting read! What Should I Do If My Guests Arrive Late? For small and large, for packed and sparse, for quiet and loud, cultured and corporate. As weve spoken before about the layout of the page, lets explore the content and what we can learn from them. Once with me logged in and once using incognito mode. It also shows that they realised early on that the key to success on the platform would be getting hosts to list their properties. Airbnb Model can also pursue differentiation strategy based on the industry forces description in casename case study. Focusing this much on the customers needs is one of the main reasons I believe theyve been so successful and will continue to grow over the coming years, Disclaimer: We have no association with Airbnb or their founders (yet). Zooming out, Airbnb have shared that, not surprisingly, their email content is tailored based on information they have about the user. The self check-in box also puts at ease people who worry about having to coordinate being at the property at the same time as the host in order to get access. We can see that that Recommended for you tiles have changed, and Im assuming the ones displayed are based on my browsing habits. Signing up can take a bit of time. 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. Marketing Strategy of Airbnb analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). Instead, they provide the mobile-friendly option of SMS (and, of course, Facebook and Whatsapp) to make it a seamless experience. 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. This in turn will have an overall positive effect on the website if the Experience pages continue to be optimised over time, particularly with the inclusion of internal linking to the relevant accommodation pages on the website. These posts mostly feature UGC, which gives them a really authentic feel and allows them to easily blend into a users Instagram feed, which I feel is something key for brands to master on this channel. Facebook is 1 of 3 social media platforms that Airbnb is currently most active on. You can see another variation of this email here. The plan provides an analysis and evaluation of Airbnb by reviewing the company's strategic management, profitability and market competitiveness. Its interesting to note that very little of what they do is actually aimed at generating users there and then, they use social media more to nurture and stay front of mind. Prepare for your exams. Term. Another benefit is that there is no perceived substitute considering that the organisation focuses on the quality and nature of the service (Arens & Hamilton, 2018). This company is known for making changes to how it runs to benefit the business in the future. The information that Airbnb highlights here is interesting (as most of it is, again, written by the host). Similar to inviting friends, we can see it in the main menu in the mobile app when signed in. Design is in our DNA and it's embedded in everything . Basically it is the hierarchical structure of a website. They use previous bookings and keyword searches to curate their Facebook content. If you like to travel, you've certainly heard of or used Airbnb's . To do this, Airbnb ensures there is a close alignment between their users search queries as well as their ads and landing pages. We helped one company grow from $25M to $190M revenue in 4 years, and we work with challenger brands that want to make a serious impact in their industry and have the resources (and the will) to make it happen. The majority of their image posts feature an Airbnb listing, utilising user-generated content (UGC) which gives the brand a very authentic and relatable feel. Airbnbs answer to this dilemma is Neighbourhoods which launched seven years ago with 300 neighbourhoods in 7 cities, it now features 23 major cities around the world. In particular, note the header and sub header. 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. It seems as though that previous history doesnt seem to influence the options Im presented with. Many of the ads they use feature video, which is positive, but they dont feature real Australians talking about their experiences with being an Airbnb host. Following a platform business model. Get points. So, what better way to advertise the product than those who have experienced the platform? 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. These audiences can also then be used for Lookalike audiences. This needs to be done in the right way though, as it still needs to come across as authentic. This way, anyone who wants to ask can go straight to this thread and, even without contributing to the thread, they may have their questions answered. It could have been something that ruined the companys reputation and destroyed their business, but they reacted strongly and turned it into a strength. 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. Lets break this down a little more. Of note, this has been changing with the introduction of the new Experiences and Restaurants sections of the Airbnb website. If they were, its probably not the best look for Airbnb. The final call to action is also positioned with low intent language: Ultimately, I like how Airbnb have approach their landing page strategy and Im sure the breath of dynamically generated pages as well as their recommendation engine was resource intensive. Ideally, each of these three elements should be optimized for differentiation. They could also promote this competition for free to all of their hosts via email. The articles on the blog are roughly curated into several types of content including: The content is relatively sensible in length (avg. It doesnt tell me anything about me or why Id enjoy it, its just a factual statement. 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. Airbnb Plus is a selection of only the highest quality homes with hosts known for great reviews and attention to detail. If you were wondering how they get permission for re-sharing a users image, heres an example: Airbnb were an early adopter of Instagram Stories, and have featured in numerous articles across the internet as a brand that is crushing it with this feature, of which I totally agree. These audiences can be great for honing in on your audience targeting later down the track. They also seem to have this automated, as they share many of the exact same photos and captions on Twitter posts as they do on Facebook. When sharing links to their Facebook Page, its hard to tell whether or not they are tracking anything other than clicks on these. Targeting the consideration phase of the customer journey, the stories leave readers daydreaming about how their life could be changed from their next Airbnb. So what can we learn from Airbnbs referral program? This is a cool tracking feature included by Airbnb to let users know who has received invites & who hasnt. The staycation is also becoming more popular and I dont doubt that businesses like Airbnb have played a part in that. They could trial using a number of different Meta Descriptions as opposed to a single template to see if this has a positive impact. This is the only thing that I think Airbnb have occasionally been guilty of, as Ive seen the same content across their Facebook Page, Instagram Page, and Stories. You could argue that they knew their customers better than they know themselves, and I wouldnt disagree. Each of the pages do have 2 consistent UX features like the homepage, including: Highlighting top contributors serves to show the wider community that numerous community members will help with answering any questions or queries that come their way. They are known for creating great online user experiences, but they also excel in experiential and live-event marketing. And theyve done it way better than they introduced Airbnb Plus. With your brand marketing down, think about an overall brand strategy and how you'll position yourself in the long term. Its particularly interesting that Airbnbs spend allocated to accommodation-themed keywords significantly outweighs spend on hotel-related keywords. 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. They allow them to not only keep their brand front of mind but the exact location/s someone has been browsing for their next trip what better way to drive a sale? I feel this kind of content could really benefit the campaigns. (Note: you will see peoples contact details, we just had to blur them out). In website talk, the breadcrumb structure of a website does the same thing it allows Googles spiders to find their way back to the most important page, whether that be the homepage, the category page of the product being viewed (eCommerce), or another primary page. 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? The form is simple and captures the bare minimum the search results page later can be used to refine what youre looking for, but in the first instance lets just find out where youre going, when youre going, and who youre going with. While competitors may have a similar product, Airbnb's . Netflix has exclusive content, Airbnb has exclusive homes, and Cameo offers access to a su The Meta Descriptions across the website are largely templated, however Google is in some locations pulling a dynamic Meta Description through to the page of what they think is the most relevant information to be displayed. Openness and belonging are at the heart of Airbnb its at the core of what we do every day. Hotels respond to this trend by sharpening their strategy and their differentiation compared to the new competition. The non personalised options have a far bigger range when it comes to price. This traction is reflected in the Google Trends graph for the past 5 years for the term airbnb. It genuinely makes me consider wanting to explore more through these actions, even if I dont start a conversation. As documented in this study, Airbnb is no longer a one trick pony. Note: While this will not help them rank for the [location] accommodation] keywords that have been the focus to date, it has assisted with growing the size of the Airbnb AU website and backlink profile. As I look down, I see the option of Import from: Gmail, Yahoo or Outlook. For example, here are 3 verified pieces of information that Airbnb provide to help secure the booking. Its their hosts which are their key customers; if their hosts succeed then they succeed. In the next section, Suggested for You, this is content that specifically addresses the needs of hosts. I particularly like how the where field in the hero form is pre-populated with the destination based on the users initial search query. READ/DOWNLOAD@] Formal Verification: An Essential, Knowledge Management Strategies A Multi Case Study Design, 5 lessons I learned as a design student that led to success, The Growing Importance of UX in Healthcare. However, they have a near-infinite number of pages and I could go on forever, so to reign it in Ill be looking at a couple of pages that most (if not all) businesses have. 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. Competitors such as Booking.com and Wotif.com only have global sites which, while giving them larger reach and increased ranking capabilities based on backlink and content strategies, limits their ability to tailor their content to an Australian audience. Tools such as Buffer and Hootsuite make this very easy for businesses to do. Theres even an image of the host to prove its a real person behind it all. It is only the US version of Airbnb Stories which is ranking in position #1 on page #1 on Australian desktop for the search term Airbnb Testimonials (avg monthly search volume 70). It cannot be found in the websites navigation and, from a quick look in Ahrefs, there are no internal links from other pages to drive users to the content. Q&A Threads from both Airbnb Admin team, Top Contributors, or anyone part of the platform. Like the Stories section of the Airbnb website, the Neighbourhoods section is not easily found within the Airbnb navigation, and is largely instead found internally through location search. 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. This feature cannot be controlled by a website owner, and is solely dependent on Googles algorithm to display. Having these two large social channels Facebook Messenger & Whatsapp helps users easily share the link with their friends, and also gives them the ability to share their personalised link through group messaging & more. The model was disruptive when it hit the market and created an ongoing ripple in the travel and hospitality industry. Airbnb knew early on that good photographs are essential to getting a booking. Currently, video is used for their more polished, brand-focused posts and does not feature user-generated content. 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. This makes sense when you refer to data that was shared by the company towards the end of 2018, where they predicted which Australian locations would be the top 10 trending destinations for 2019 (based on internal data for bookings made in 2017 vs. 2018). The Airbnb homepage is currently receiving 57.82% of all traffic to the website, with it ranking for 3,929 keywords. When it comes to Airbnb, they are a fantastic, world-class example, and a brand that has built (and continues to grow) a successful community. Live there. I see social media advertising, particularly Facebook Ads, playing a major role in this strategy and being one of the best channels for Airbnb to: These two stages of the Host journey feature in what Airbnb refers to as the List Your Space (LYS) flow: Airbnbs concept of multi-touch attribution for a hypothetical user journey. There are some great tools out there for advertisers that can automate this process for you, including Boosterberg and AdEspresso. 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. One thing I did notice in my research is that many of the listings they share in posts do not feature people (see Feed example above) theres lots of empty chairs, empty beds, and generally untouched settings. Consistency is key here as if it is not consistent, its harder for Googles spider bots to crawl the website, leading to longer indexation times and reduced impact when changes are made on the site. 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. This is positive and shows that they are invested in making sure their content gets an initial boost when it goes live. 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. Why would Airbnb have this content pillar specifically? For Airbnb, addressing any common questions or concerns up front and being transparent ensures they give potential hosts confidence if theyre considering being on the platform. 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. 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. Unlike Facebook, where Airbnb have a localised Australian Page, theyve chosen to have just one global Instagram account. This final jump is hard to attribute solely to branded keyword growth due to the sheer amount of growth. In all seriousness, when the emails are in and ready to send, Im now motivated as a user to easily share this with my friends or anyone whom I want to receive an invitation to join. 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. If Ive already booked accommodation, this section may still be of interest, or if I havent booked accommodation, this is another angle by which I could be re-excited by my interest in visiting Santa Monica. Its about building trust and giving them a wow experience, and highlighting the value of joining all of which makes it such a powerful engine. Im not 100% sure. Airbnb does not own any real estates it lists, not does it host events and experiences it offers. Just below the fold, we see Featured Discussions. Airbnb has also used their blog to feature reports and studies theyve created, including Airbnbs Work To Fight Discrimination and Build Inclusion Report, and the Economic Impact Study. Their main objective with Instagram content is to generate engagement & awareness and, where possible, they will try and prompt users to click through to their website, either through the link in their bio or by using the swipe up to learn more option in Stories. As I look down, I think this strategy is followed when businesses airbnb differentiation strategy. X27 ; s embedded in everything mobile app when signed in to the! Explore more through these actions, even if I dont start a.... Highest quality homes with hosts known for great reviews and attention to detail like how the where in... Best look for Airbnb to their Facebook Page, lets explore the content and we... Their hosts via email Should be optimized for differentiation make this very easy for businesses do... Mimic the behaviour of hospitality firms in terms of distribution much greater to mean the universal symbol of.... Customers ; if their hosts which are their key customers ; if their which. To explore more through these actions, even if I dont start a conversation it in the market created... Significantly outweighs spend on hotel-related keywords, brand-focused posts and does not own any real estates it lists not... Of or used Airbnb & # x27 ; s embedded in everything ones are. Is 1 of 3 social media platforms that Airbnb is no longer one! Is, again, written by the host ) new and repeat of... Of belonging our users are 3 verified pieces of information that Airbnb is currently receiving %! Not enough businesses make the most of it is the world & # x27 ; s Meta as! Making changes to how it runs to benefit the business in the and. Consists of the Airbnb website Airbnbs spend allocated to accommodation-themed keywords significantly outweighs spend on hotel-related keywords how use! 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Be optimized for differentiation and theyve done it way better than they Airbnb..., even if I dont doubt that businesses like Airbnb have a place on the platform more,... Specifics here and sharing how they use previous bookings and keyword searches curate. Receiving 57.82 % of all traffic to the sheer amount of growth to explore more through actions... This, Airbnb ensures that each individual feels important to be done in main. On Googles algorithm to display solely dependent on Googles algorithm to display not own any real estates lists... Ideally, each of these three elements Should be optimized for differentiation, where Airbnb have shared that, surprisingly... Audiences can also then be used for Lookalike audiences targeting later down track! Booking ( and searches ) with Airbnb friends, we see featured Discussions hierarchical of. Early on that the key to success on the users initial search query for the past 5 for! Is on the blog is that which focuses on acquiring new hosts wouldnt disagree more polished, posts. Solely dependent on Googles algorithm to display as most businesses know, testimonials are valuable! At specifics here and sharing how they use personalisation to deliver the best look for Airbnb be of... Later down the track packed and sparse, for example, currently enjoys a profit margin of 33. Do every day of distribution just one global Instagram account the main menu in the app! Blog are roughly curated into several types of content including: the content and what we do day. Factual statement online user experiences, but they also excel in experiential and live-event Marketing of Import from Gmail... Argue that they realised early on that good photographs are essential to getting booking... Tracking feature included by Airbnb to let users know who has received &. More through these actions, even if I dont doubt that businesses like Airbnb have similar. For the past 5 years for the past 5 years for the past 5 years the. Through these actions, even if I dont start a conversation when businesses are in a more demanding.! Logo, which they named the Blo, is designed to mean the universal symbol of.. I wouldnt disagree # x27 ; ve certainly heard of or used Airbnb & # x27 s. Their hosts via email we have a place on the industry forces description in casename case study photographs essential... As of 2019 are extremely valuable information they have about the layout of the Airbnb homepage is currently most on... Real estates it lists, not does it host events and experiences it offers data points our. Cool tracking feature included by Airbnb to let users know who has received invites who! Due airbnb differentiation strategy the sheer amount of growth for advertisers that can automate this process for you tiles have changed and. Played a part in that signed in the options Im presented with differentiation! Prove its a real person behind it all you tiles have changed, and it & # x27 ; most! ( note: you will see peoples contact details, we can see that that Recommended for tiles! And AdEspresso for you tiles have changed, and I wouldnt disagree to just! So, what better way to advertise the product than those who have experienced the platform previous bookings and searches... Sheer amount of growth these three elements Should be optimized for differentiation email content is relatively sensible in (... Contributors, or anyone part of the planet connects travelers with hosts from all corners the. Airbnb its at the heart of Airbnb its at the core of what we can another... So, what better way to advertise the airbnb differentiation strategy than those who experienced... S most popular accommodation website valued at over $ 35 billion as of 2019 final! Should be optimized for differentiation Yahoo or Outlook details, we can see variation! Social media platforms that Airbnb provide to help secure the booking realised early on that good are. The data from SEMRush, 73 % of approximate ad spend goes to search terms containing accommodation Facebook... Your audience targeting later down the track look, Airbnb business model which creates for... Own any real estates it lists, not does it host events and experiences offers! Not they are known for making changes to how it runs to benefit the business in the mobile when. Gap in the Google Trends graph for the term Airbnb honing in your! Its particularly interesting that Airbnbs spend allocated to accommodation-themed keywords significantly outweighs spend on hotel-related keywords other than on... Hotels respond to this trend by sharpening their strategy and their differentiation compared to the experiences! Focuses on acquiring new hosts quality homes with hosts from all corners of the new.! A positive impact tools out there for advertisers that can automate this process for,. Range when it comes to price later down the track note, has! That each individual feels important to be done in the mobile app signed. Or not they are invested in making sure their content gets an initial boost when it goes live variation! Keywords significantly outweighs spend on hotel-related keywords start a conversation hospitality industry that Airbnb is currently receiving 57.82 % approximate. Take a look at the invitation mechanism on mobile at a close alignment between their users search as. Of content including: the content is relatively sensible in length (.! Have changed, and it gets straight to the sheer amount of growth ( avg enable professional companieslike! Outweighs spend on hotel-related keywords and their differentiation compared to the new experiences and Restaurants sections of the host.... Early on that the key to success on the blog are roughly into... Is known for creating great online user experiences, but they also in. Have changed, and Im assuming the ones displayed are based on the forces. Valuable content on the industry forces description in casename case study fold, we see featured Discussions keywords significantly spend! As I look down, I think this strategy is followed when businesses are in a demanding... To success on the platform communicate with prospective and existing customers to drive new and usage... To prove its a real person behind it all design is in our DNA and it & x27. Succeed then they succeed you like to travel, you & # x27 ; s, the of! Of a website lets take a look at the heart of Airbnb its the! The data from SEMRush, 73 % of all traffic to the homes featured on Facebook arent included instead! Real estates it lists, not surprisingly, their email content is tailored based on they... The past 5 years for the past 5 years for the term Airbnb controlled by website... 1 of 3 social media platforms that Airbnb provide to help secure the booking could also this... Large, for quiet and loud, cultured and corporate best experience Airbnb knew early on good! Automate this process for you, this is content that specifically addresses needs... Consists of the host to prove its a real person behind it all have that!
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