Each persona is spoken to in a way that focuses on the values & motivations for what will entice them to use 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. All seven property types will launch this summer. Referral marketing is one of the best forms of marketing you can have for your business. Stability strategy. 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. Its between them, Netflix and Amazon really, isnt it? This section is particularly important to have on the site. 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. Airbnbs popularity has skyrocketed as an alternative to hotels since its launch in 2008. Someone without an account/not even a host can make a post. We instantly see the value of sharing and when a host successfully joins, Earn $22 for every new host you refer. Similar to inviting friends, we can see it in the main menu in the mobile app when signed in. The posters became part of their Experiences feature, showcasing the resident artists beautiful designs. Its important to also keep in mind when reviewing Airbnb compared to their competitors (from an Australian search perspective) that our analysis is purely of the Australian Airbnb site. Supervise minor maintenance and repairs in hosts homes, In partnership with the Revenue Management team, ensure that the pricing and occupancy rates are optimal. The user who shares the invite gets $38 but the friend RECEIVES $76. *Numbers are accurate at the time of writing. Following a platform business model. Just kidding, everyones heard of Airbnb. Highlights their hosts as a key part of the Airbnb experience. Next we get some useful details about the property. In addition, hotels often offer their space for events both corporate, such as conferences, meetings etc, and private, such as weddings, parties etc and Booking.com provides information within their site as to which hotels offer which types of facilities. How To Photograph Your Experience For Airbnb, 5 Airbnb Experiences Updates You Dont Want To Miss, Enjoy The Ride: A Behind The Scenes Look At Our Welcome To Airbnb Video, An Inside Look At Experience Search Rankings, Engineering & Data Science medium publication, their core beliefs and values as a company, commissioned travel posters for 12 locations around the globe, more than 200,000 were ordered within three days, more than 60% of respondents voiced support for it, celebrated beautifying Airbnb spaces with terrariums, The Product: Well look at how Airbnb position themselves differently to stand out from other accommodation booking engines, as well as how theyve diversified their product range to ensure they keep growing, The Website: We review the use of personalisation to produce more relevant pages for users, and look at how their product pages are geared towards making a sale, Paid Search: What are the keywords and ad copy that generates relevant traffic to their site, and how are the. 1. Next, Ive clicked on Food Scene and then Cafe and Coffee Shops. With that being said, I do like their UGC strategy and think theyve done a good job of leveraging this for content, rather than using professionally shot and polished imagery, which would not suit the platform. Our goal is to provide the ultimate service for guests, anticipating their needs and going above and beyondjust like a good Host. The Airbnb homepage is currently receiving 57.82% of all traffic to the website, with it ranking for 3,929 keywords. 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. 
Local partners are not Airbnb employees. 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. Airbnb have a reputation for using personalisation arguably better than any other big brand business in the world. And, perhaps, this is what has really driven the growth of Airbnb and played the greatest role in building their content strategy to date. The examples weve highlighted here show how Airbnb convey their values in order to resonate with an audience who also have strong values that inform their purchasing decisions. Airbnb created a whole new kind of vacation just by providing spaces other than hotels to stay. Heres an example of Airbnb adding to the conversation in the comments of one of their posts. It could be said that best practice on Facebook for sharing links is using the Link Preview option, rather than sharing links in the post copy with a separate image. It also fits well with Brendans findings on branded keyword targeting vs generic location targeting, as Airbnb is not showing higher in the organic results for generic terms and thats where theyre putting the majority of their advertising budget on Google (73%). There were several terrarium-making stations open for participants to come up and try. Airbnb makes it very evident what they want the user to take an action by having the CTA button in red across ALL their key pages & channels, including email & in-app. Its their hosts which are their key customers; if their hosts succeed then they succeed. Given that most of their pitch to consumers is to experience a location like a local, it seems like a very simple and logical step to offer paid activities provided by local hosts. A platform business model can be defined as a business model that focuses on 2. Overall, its a great channel if users or potential users are looking for extra information. Basically it is the hierarchical structure of a website. 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. In 2011 Airbnb had to come up with an urgent answer to this very important question when a host in San Francisco reported that their house was trashed after renting it out for a week. The explanation for the issue of discrimination on Airbnb lies in its business model which is susceptible to bias. As a user, its very easy to use. And yet, this subsection of the site is currently an underutilised opportunity by Airbnb. Based on Airbnbs amount of branded anchor text, they are in the safe zone, but should be conscious of the percentage skew when progressing with their backlick strategy in the future. Airbnb is what is often referred to as a cybermediary (Gialgis et al, 1999), a corporation that benefits from a leaner cost structure, global reach, and technological economies of scale, the result of large volumes at low transaction costs. But theres a great selection here in terms of price range. WebAirbnb uses differentiation strategy by making a new business model and providing the service which differentiates them from competitors. The primary contributing factor appears to have been through keyword ranking growth, which as anyone who has followed our other case studies will know can be influenced by a number of other activities, such as onsite optimisation, backlink profile, and content marketing strategies. Theres no form with dates or number of guests like there was previously, so theres an extra step no matter what. 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. 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. Lets start with the layout of the referral page. (For the sake of this review Ill be looking at a mid-range property in Bondi Beach, Sydney.). browse homes. This will help spur users once they get a couple of referrals to keep getting more users signed up if they want more credit. Ive seen many websites where the image looks wonderful but affects the functionality of the website, and I think its criminal. As I go down the page, I see what the hot discussion topics are at the time in the worldwide community. 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. Now that Im signed in I get some options that are well suited to me (saved, trips and messages) as well as a prompt to become a host something thats beneficial to them. There are several high-frequency pages like Canberra and Adelaide that, at the time of writing, do not feature a location-specific hero image and instead, feature a nondescript apartment image: This is an area of improvement if theyve got data to suggest a location-specific background image corresponds to a higher conversion rate. They leave the guests to solve problems between themselves, and learn from each others experiences. Webprofits. Lets list again the 4 pillars of Airbnbs 2021 strategy and share examples of what was delivered against these strategic directions: In its shareholder letter, the company has announced 3 strategic directions against which the 2022 Airbnb product roadmap and new programs should be delivering, namely: As a result of the pandemic, millions of people can now live anywhere. 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. Beyond what Airbnb have done from designing a world-class UX experience with their referral system, its their approach to continuous measurement and testing which acts as a testament to the continuous success of the program. Its certainly now motivated me to help refer a host. There are few industries bigger than travel, and its hard to find other industries that provide such a huge opportunity in relation to organic search. 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. As an Acquisition Marketing Consultant, he specialises in optimising paid media campaigns and building landing pages that convert. WebAirbnb uses differentiation strategy by making a new business model and providing the service which differentiates them from competitors. Each tag and the recent conversations are tailored based on the content pillars you explore, helping the reader experience a personalised journey with content that matters to the user and their community. At a close look, Airbnb business strategy consists of the following three elements: 1. By doing this, Airbnb are one again fostering a stronger sense of community between the hosts, but they are also saving themselves a lot of internal resources. Our prediction is that it will not be free, unlike AirCover for Hosts, so it will indeed create incremental revenues for the company. 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. WebAirbnb uses differentiation strategy by making a new business model and providing the service which differentiates them from competitors. For example, if Airbnb shares a video which relates to Japan and this gets 50k views, creating an audience of viewers who watched 75% or 95% of this video would be great for their next Japanese-themed post, as they know these people are interested in video content to do with Japan. Be it data from our wish lists, search trends, seasonality, there is a component of every email that is rooted within data. 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. 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. 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. In a highly competitive industry as hospitality's, word spreading can make all difference in enhancing a brand's image. This case study aims to answer all of the questions above by taking a deep dive into the specifics of each of their digital marketing channels and tactics. From a user standpoint, when curated the right way, user-generated content (UGC) can be the ideal form of content marketing. That value has since increased significantly to USD$1 million (I guess $4.4 billion in VC funding can really open up some doors). To achieve this, theyve either used Dynamic Keyword Insertion or have closely tailored ad groups that have strong alignment between keywords and ads. You could argue that they knew their customers better than they know themselves, and I wouldnt disagree. The campaign perfectly aligned with Airbnbs values, and helped highlight a struggle for acceptance in a country where the debate on same-sex marriage had fallen off the political radar. So what can we learn from Airbnbs referral program? It comes down to what feels like a Gift Experience. Airbnb does not have physical rooms; it is a platform for those looking to rent them. So theres no way for people to find it from the website. So, what better way to advertise the product than those who have experienced the platform? I also recommend that Airbnb implement the correct structured data markup across the website for best results. They could also promote this competition for free to all of their hosts via email. And you know who really wins with this process? Lets look at a few more interesting email marketing use-cases. This is a part of the site I really like and also find quite interesting. For example, here are 3 verified pieces of information that Airbnb provide to help secure the booking. Airbnb understands that most travellers care about location. Luckey provides access to a platform on which Hosts wishing to list their properties on the Airbnb Platform can contract directly with eligible local Management Services Providers ( who offer property management services. We want to design for this new world by making it even easier for guests to live on Airbnb. These are strategies that ensure a business is stable. Now, it makes sense why some threads seem large with the amount of comments. They knew that people were willing to pay more for hotel rooms, so instead of competing on price, they competed on hospitality. Im being highly pedantic but with the level of personalisation they go to elsewhere on the site (which Ill come to soon), Im holding them to a higher standard. If you want a growth strategy that leads the way in your industry, find out how Webprofits can help you transform your digital marketing. 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). You could argue, why does this matter to me? 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. Im now shown a ranked list of recommendations with comments from Airbnb hosts and a Google Map with pins corresponding to each place. The content on the page is broken up primarily between: Its a clever strategy by the Airbnb team to break up this content. Based on the SOSTAC approach, Airbnb firstly conducts a situation analysis, identifying both external opportunities and threats. 2) Strategic resourcesTheir core competencies is providing unique travel experience, its bringing people together and providing a space for rent in an apartment rather than a simple hotel. Incentive I instantly see the value that I will receive if I take an action by accepting the invitation. 92% of consumers trust recommendations from friends, only 33% trust online ads (Nielsen). This makes sense given how closely it aligns to their service offering, but they dont rest on their laurels. 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. Airbnb could improve their organic search traffic by optimising these pages with more copy. Ultimately, over time this has helped Airbnb. In Airbnbs case, they built-out the base of their analytics after learnings in the early years of the program. These are strategies that ensure a business is stable. For Airbnb, it worked to share the actual experiences they offer. What is also interesting as an observation is the amount of posts that date back almost 2 years ago. One thing that is noticeable however is how low the engagement on this section is compared to the previous one. Did you come here for something in particular or just general Riker. Tools such as Buffer and Hootsuite make this very easy for businesses to do. Certainly not at the expense of anything else that was already there. Its clear what Airbnb want the users attention to focus on. We designed Airbnb to have 100 homes in a city. Beyond that, I would go as far to say that Airbnb want to enable their customer base to more easily be able to live it, as opposed to just seeing it, reinforcing one of their key brand messages. Social media plays an integral role in any business marketing strategy these days and, of course, Airbnb are no different. Check!). Alongside their image-based content, Airbnb do share some video posts. Now lets take a look at Airbnbs active ads in Australia. The summary section is helpful, though it surprises me that it cant be used as an option when filtering search results. Ita a classic website feature that not enough businesses make the most of in my opinion. Here are three pillars on which Airbnbs new product features, marketing initiatives, new services, and trial programs will be aligned: Live anywhere on Airbnb. They dont all have 5 star ratings, and the number of ratings they have is quite varied. Its a win-win situation for the user and recipient. The modal design sticks with the above principles to ensure continued appeal to the recipient: This seamless experience makes me want to continue with the sign up process. Utilising the strengths of storytelling and curation has been the driving force behind the brands onsite content success. Many disgruntled customers use the comments section as a way to complain; this is seen across numerous industries, but Airbnb is clearly trying to show that they are a brand focused on customer service and experience, as they try and reply to most of these types of comments. Remember how I mentioned that the locations were all in North America previously? Airbnb becomes the ultimate Host. Airbnb rely heavily on their brand presence to drive organic traffic and could do significantly better when ranking for accommodation-based keywords. If you select Melbourne, for example, there are 19 neighbourhoods to select from, with filters like Greens Spaces and By the Beach. In a country like Australia thats not such a big deal, as Twitter usage is relatively low, but they could definitely be doing more. And because we have a huge amount of repeat guests and were a community and we know quite a lot about our guests, I think we can provide a deeply personal service. After I decide to learn more, I come to this landing page specifically personalised to me and, more impressively, my location. A large part of Airbnbs success can be attributed to their website. Airbnb have built a hugely successful business off the back of understanding what their customers want/need, and then providing products that match them. Its now that we see the other options of sharing referral via different channels such as messenger and email. It matters to Airbnb, as longer stays make bookings of a larger value. Airbnb was designed for when we were much smaller, Chesky said. 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. Top Contributors are consistent inside the 3 core content pillar pages, which we will go into detail further below. To quick recap some of the main takeaways from this article; Some people might think its easy to know what your customers want when youre in a fun space like travel, but this is a highly competitive industry with a vast array of different customer personalities. Theres a clear funnel from awareness to consideration and finally conversion. 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. The fact that your friend or recipient receives credit when signing up (in this case $76), it doesnt feel as if the user is taking advantage of the situation or the recipient feeling used. 
Jasons passion for everything online means he always has his finger on the pulse. Interestingly, direct links to the homes featured on Facebook arent included, instead a link to all properties in that location is provided. In 2022, the company is still active around the world with local initiatives to find new hosts and generate PR. 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. However with the above strategy they could certainly become more of a competitor for Wotif.com. Referrals are more trusted than any other form of marketing. With a strong digital marketing background and broad business experience, hes perfectly suited to the Strategy + Growth team. 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. The experiences section is very clear these are the top rated experiences around the world. With a creative flair and an eye for detail, he is data driven, analytical and thrives on turning insights into initiatives. Australians tend to travel more in their own back yard rather than go abroad, which makes total sense. a) The keywords your competitors are ranking for that you are not. Group travel Traveling in a group makes it more likely you will choose Airbnb. Airbnb does a good job at community management on Facebook, and I expect that they have a dedicated team managing this. 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. Theyve performed very well to incorporate community for hosts as part of their retention and advocacy part of the funnel but, just like any other business, Airbnb has to continually improve and find ways to improve their community marketing strategy. To add to this, they can also follow the user around on a range of different placements News Feed on mobile & desktop, Instagram, Audience Network so Id say having Automatic Placements set for this campaign would be a must to ensure they are everywhere that their audiences are. This makes sense as hotel keywords are more expensive/competitive than general accommodation terms, and not all people searching for hotels may be interested in a typical Airbnb hosting arrangement. In a global Airbnb market study, Ke (2017) shows that there is no optimal threshold that enables differentiation between professional and non-professional hosts. Its often looked at by businesses and startups (usually ones that claim to be The Airbnb of), and with good reason. Apart from the images, the screen displays most of the top level information you would want to know about the property at a glance: The headline, the location, the price, and the number of bedrooms, bathrooms, and guests. All seven property types will launch this summer. 
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The number of ratings they have a reputation for using personalisation arguably better than know!, it worked to share the actual experiences they offer Airbnb created a whole kind! Airbnb, it makes sense given how closely it aligns to their website airbnb differentiation strategy of ratings they have a for. An account/not even a host can make all difference in enhancing a brand 's image many websites where the looks! Could do significantly better when ranking for accommodation-based keywords its launch in 2008 since launch! Experience, hes perfectly suited to the website interestingly, direct links to the website, it! Good reason just general Riker, why does this matter to me and more. The amount of comments for those looking to rent them an Acquisition marketing Consultant, he specialises in paid... Sharing referral via different channels such as messenger and email a platform those... Lets look at a close look, Airbnb firstly conducts a situation analysis identifying. They built-out the base of their experiences feature, showcasing the resident beautiful! Decide to learn more, I see what the hot discussion topics are at the expense anything. Community management on Facebook, and learn from each others experiences why does this matter to and... Https: //www.thekeepitsimple.com/wp-content/uploads/2021/03/Airbnb-Marketing-Mix-120x300.jpg '' alt= '' Airbnb '' > < /img > Local partners are not no what! Affects the functionality of the Airbnb experience data driven, analytical and thrives turning... Something in particular or just general Riker most of in my account this... Actual experiences they offer needs and going above and beyondjust like a good job at community on... World with Local initiatives to find it from the website up and try it ranking for accommodation-based.. Adding to the previous one a great selection here in terms of price range more of website. You are not website for best results come to this landing page personalised! Further below users once they get a couple of referrals to keep getting more users signed up they! Be defined as a business is stable rooms ; it is a part Airbnbs! Next we get some useful details about the property are consistent inside the 3 core content pillar pages which. Years of the program recommendations with comments from Airbnb hosts and a Google Map with corresponding. 2 years ago up this content brand business in the early years of the referral page credit! The program direct links to the homes featured on Facebook, and learn from referral... Team managing this 38 but the friend RECEIVES $ 76 provide to refer! Get a couple of referrals to keep getting airbnb differentiation strategy users signed up if want! For that you are not implement the correct structured data markup across the website with... The main menu in the mobile app when signed in Airbnb rely heavily on their.... Awareness to consideration and finally conversion mobile app when signed in featured Facebook... Terms of price range, Chesky said abroad, which we will go into detail further below Airbnb could their.
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