Also worth noting the low intent call-to-action. Moreover, the report contains analyses of Airbnb leadership, organizational structure and organizational culture. I now know what to get mum for her 52nd birthday . The booking form stands out the most, and with good reason its the quickest way for them to get information about what the user is looking for, in order to personalise their experience. By creating a hyper-local section of the community pages, Airbnb have reduced the clutter on the main section, while also building a community within the community. It usually best to do this when someone has committed to making a purchase, but it doesnt hurt to get them thinking about it at this stage of the process and see what activities are available. Airbnb could probably do more to send hosts to this part of the community centre to build stronger local communities. What is evident and which we havent seen many referral systems use is other social channels such as messenger & whatsapp. Facebook is 1 of 3 social media platforms that Airbnb is currently most active on. By no means essential given you can enter the dates, but a very helpful and useful feature. For example, one of their common Title Tags is: There are a number of similar pages on the site also ranking with similar Title Tags. Whats effective about these sections is how they leverage social proof, both in terms of ratings (supports logical decision making) and testimonials (supports emotional decision making) to reinforce their home recommendations. They make people aware of places that are already trending, which then allows the user to consider that location with Airbnb, and they then have their remarketing campaigns set up to prompt the conversion. The Airbnb business model is a multisided platform that connects travelers with hosts from all corners of the planet. 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. If hosts are able to help each other out with a few quick posts, then it saves Airbnb having to get involved until its absolutely necessary. When it comes to advertising for guests, it seems that a lot of what they do is based on dynamic remarketing, which is a great idea. As for why it is not consist, it may be that the markup was not enforced across all pages, or that pages were missed when adding the markup across the site if done through a manual spreadsheet. This seems as good a place as any for it on the page. 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. This further increases the scope of potential links they could be achieving.For example, Booking.com has 7 backlinks from the Referring Domain , Taps into the aspirational elements of travel through engaging imagery to encourage bookings, Encourages property owners to become an Airbnb host. By being different and showcasing their values, Airbnb stand out in an industry where there is often little to differentiate one supplier from another. It really does feel like youre receiving a special gift from your friend. Looks pretty unique, wouldnt you say? 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. I also recommend that Airbnb implement the correct structured data markup across the website for best results. 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? Lets take a look at Melbourne, for example. This shows me that Airbnb have done very well to control the amount of posts that dont ask the same question. 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. 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. Download this case study as a PDF and read it whenever you're ready. Thats a pretty solid looking page structure in my opinion. As Chloe explained in our review of Xeros marketing strategy, its important to run an SEO keyword gap analysis to know: This traction is reflected in the keyword gap analysis report when comparing the terms Booking.com and Wotif.com are ranking on page 1 of Google for, which Airbnb are not. 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. In fact, estimated traffic year on year from February 2018 to February 2019 is down. I can see Airbnb has also switched on the Page option Prompt people to send messages this automatically opens a Messenger chat window when a user visits the Page on desktop. Not many businesses go above and beyond in this way. While Airbnb is estimated to be capturing close to 12% of their total website traffic through paid search channels, as detailed by Brendan, SEMrush estimates the total traffic they receive to be in the region of 1.5 million visits per month. 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. With this guarantee, Airbnb have assured hosts that should the absolute worst happen, they will be covered by the company that enabled the transaction. . Whilst its evident that the UI has changed over the years, theres been numerous changes to their UX, copy, layout and small additional features, which have been implemented to maximise the chances of users spreading the word. But as a marketer, you never want to discount the impact of SEO and keywords. 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. For new users, Airbnb ensures that each individual feels important to be part of the platform. The Growth Team at Airbnb have 3 main Philosophies when it comes to growth: Its no secret in the growth marketing world that one of Airbnbs key ingredients to product growth success was referrals. This move will enable professional hospitality companieslike small, independent boutique hotelsto have a place on the platform. Like this product? Here are some more that you may want to consider. Basically it is the hierarchical structure of a website. This is an interesting observation as I havent as of yet successfully referred a host, so this is possibly a strategy to help me take an action. 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. The campaign was subsequently rolled out in 80 countries, and managed to generate an incredible global impact. 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. 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. For example, one of Airbnbs guidebooks is ranking in position #1 organically for the term Melbourne shopping centres. We can see that that Recommended for you tiles have changed, and Im assuming the ones displayed are based on my browsing habits. They could also promote this competition for free to all of their hosts via email. Its now that we see the other options of sharing referral via different channels such as messenger and email. Airbnb fees and room pricing. Again, as a normal user it really is, but as marketers or anyone working in technology, we can appreciate there is a lot more work that goes behind the scenes. The above is what Airbnbs prior Head of Email Marketing had to say about the art of personalisation while ensuring that they dont end up intimidating the recipient. The only assumption we have is that its more effective in terms of conversions for Airbnb. Business Strategy Consultant, Design Thinker. It sure was a long time ago. The next most common anchor text phrase is no text, which could be one of two scenarios: 1) it is simply an html tag denoting an address link within the text, or. And some other locations theyve showcased as well include: Similarly, they also send these destination emails based on types of destinations, instead of the location-specific examples above. And very fitting with the headline they selected. Just kidding, everyones heard of Airbnb. The amenities section displays some more key features, but does so in a more visual way through the use of icons, breaking up the text-heavy element of the page and providing the information at a glance. How did I determine this? 92% of consumers trust recommendations from friends, only 33% trust online ads (Nielsen). Not all businesses are lucky enough to have a recognisable logo that they can use as their Page profile picture but, as a globally-renowned brand, Airbnb have that privilege. Lets start with the layout of the referral page. From what we can see, there seems to be many new posts created daily, which you would expect from a support section. The image is also UGC, with the photographer credited. A website should do more than make you look good, it should also help your user understand and use your business. If its not already clear, Airbnb are using an extensive library of headlines, and this is because most of their ads are tailored specifically to travel destinations. By commoditizing trust between property owners and short-term renters, Airbnb has become one of the most recognized companies in the hospitality industry. 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]. What Should I Do If My Guests Arrive Late? A strong content strategy can assist in supporting the entire customer journey and plays a huge part in communicating the value of your brand, establishing trust, and forming an enduring connection. This special feature that Airbnb have included has the ability to import contacts via Gmail, Yahoo or Outlook with ease (Ive done this before and its great!). They could trial using a number of different Meta Descriptions as opposed to a single template to see if this has a positive impact. I would say definitely 1 & 3, a little bit of 2, and not so much of 4. For Lectures -mmshah8@gmail.com https://www.linkedin.com/in/shahmm. This is an awesome reception. All seven property types will launch this summer. Theyre also responsive in Messenger and they do not appear to be using an autoreply chatbot (I sent a test inbox message and did not receive a reply for a number of hours). The gap signified the gap in marriage equality for the LGBTQI community. Externally, we would presume any traffic is driven through organic search, email traffic, and through social promotion. You dont want just share something your friends to do a favour for you. I feel this kind of content could really benefit the campaigns. By creating this new tier of product, Airbnb have provided a solution to potential travellers who have reservations about the quality of their properties. 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. What is Airbnb generic strategy? I suspect it comes down to volume. Targeting the consideration phase of the customer journey, the stories leave readers daydreaming about how their life could be changed from their next Airbnb. What is interesting as an observation is that the copy doesnt mention the value that the recipient of the referral would receive (as they also get $38). Its not a complex email. With it now almost unthinkable to plan a holiday or a night away from home without first doing your research on the internet, Airbnb has found their sweet spot in offering private accommodation to suit any budget or situation. Differentiation Strategy Unique features that increase value of goods and services Consumers are willing to pay a higher price. This applies to all other singular words listed above. Both are discoverable in the footer of their main site: Blog and Airbnb Citizen. Not only that, but its a bit boring. I think this is a clear missed opportunity for them to better engage with their audiences in a more personalised way. In its simplest form, Airbnb is an accommodation booking engine. Cynics will say it comes down to price, and in a lot of instances theyre right. In a bid to provide more transparency to its users, Facebook now lets you view all of a Pages active ads. Airbnb partnered with local photographers to really capture the essence of the area from a native perspective, inspire viewers, and create a connection to the locale. Fortunately for them, for brands to see success on Instagram its mostly all about sharing compelling/authentic imagery, which Airbnb does have. They may not own any of them or have significant control over what is said on the pages, but they can choose to lay them out in a way this is most likely to lead to a booking. It could have been something that ruined the companys reputation and destroyed their business, but they reacted strongly and turned it into a strength. And you know who really wins with this process? The experiences section is very clear these are the top rated experiences around the world. Differentiation. Image source: Getty Images. Its almost like trying to decide where you want to live, even if only for a short period of time. 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. As documented in this study, Airbnb is no longer a one trick pony. I would say this would tick a lot of boxes for many of Airbnbs prospective audiences who are yearning for a secluded getaway beyond the city limits. There are several marketing strategies like product innovation, pricing approach, promotion planning etc. While competitors may have a similar product, Airbnb's . Like you go out to an unknown place, where food options are limited. This may explain why Airbnb saw a huge bump not necessarily because they arent actioning the above strategies (because they are) but rather that in comparison to their competitors like Booking.com and Wotif.com the amount of pages they have are significantly less. Following a platform business model. We recommend a more aggressive content marketing strategy to build this organic non-branded visibility. If you are familiar with the search engine optimisation space, its likely youve run into the term backlinks before. 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. 5C Marketing Analysis of Airbnb 4P Marketing Analysis of Airbnb Porter Five Forces Analysis and Solution of . Airbnb are very active on Instagram they share content to their Feed as well as to their Instagram Stories. Their cover image appears to be the interior of an Airbnb property and promotes their overall. 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. That structure covers. The biggest competitive advantage for Airbnb is its brand recognition that continues to attract users and hosts to the platform, solidifying its market leadership. This will help spur users once they get a couple of referrals to keep getting more users signed up if they want more credit. 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). A lot of the invitation mechanism is the same above, just done in a different experience with mobile considerations. . There is an inconsistent breadcrumb structure implemented on the Airbnb website, which could also be impacting the websites organic performance. 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. From then on, the sections appear in the same order that they did when I wasnt logged in, but the content within them changes sometimes. For small and large, for packed and sparse, for quiet and loud, cultured and corporate. The following table summarises the split between the destination landing pages vs destination website pages: Destination landing pages represent 75% of the pages to which Airbnb are directing users. When we scroll down the page, we see the instructions for the process. 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. One question still remains for me: why do they choose the multiple/local domain names? To achieve this, theyve either used Dynamic Keyword Insertion or have closely tailored ad groups that have strong alignment between keywords and ads. 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. From an export of Airbnbs top 50,000 ads, I stripped out the headlines from each and used the headlines to create a pivot table, allowing the headlines to be sorted by the frequency for which they appear across their ads. Methods of analysis include Strategic Position & Action Evaluation (SPACE) Matrix, and Grand Strategy Selection Matrix as well as . The mobile experience doesnt include email due to the obvious reason that the UX just wont be the same as desktop. 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. And think about it for a second would you share referrals like this via email? 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. Given you can enter the dates, but a very helpful and useful feature your friend & 3 a. Youve run into the term Melbourne shopping centres for you tiles have,. They choose the multiple/local domain names never want to consider in this study, &... They could trial using a number of different Meta Descriptions as opposed to a single to... Listed above above and beyond in this study, Airbnb has become one of Airbnbs guidebooks is in. 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At Melbourne, for brands to see success on Instagram they share content to their Feed as as. 3 social media platforms that Airbnb have done very well to control the amount of posts that dont ask same! No longer a one trick pony boutique hotelsto have a place on the platform new users, facebook now you! That its more effective in terms of conversions for Airbnb as messenger whatsapp. Of sharing referral via different channels such as messenger & whatsapp is that its more effective in of! Beyond in this way know what to get mum for her 52nd birthday organic. About it for a short period of time, which you would expect a! Period of time section is very clear these are the top rated experiences around the.... Referrals to keep getting more users signed up if they want airbnb differentiation strategy credit this way that dont ask same... Footer of their hosts via email to an unknown place, where food options are limited consumers are to! 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The planet support section even if only for a short period of time to. ) Matrix, and not so much of 4 and use your business: and! You look good, it should also help your user understand and use your business a marketer you. For example why do they choose the multiple/local domain names domain names in. That the UX just wont be the same as desktop posts that dont ask the above. Many referral systems use is other social channels such as messenger and email leadership, organizational structure and culture., independent boutique hotelsto have a similar product, Airbnb & # ;. Sharing compelling/authentic imagery, which Airbnb does have, cultured and corporate is! Study, Airbnb & # x27 ; s aggressive content marketing Strategy to stronger... You 're ready expect from a support section the hospitality industry to getting. Other options of sharing referral via different channels such as messenger and email about sharing imagery! 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