So what does the mobile experience look like for Hosts? Yes theyre easy to use, but it actually seems a bit lazy. In a differentiation strategy Airbnb Model can seek to be unique in its industry by providing a value proposition that is cherished by buyers. There are a number of tactics Airbnb can use to continue improving their keyword rankings, such as: Its important to note that due to the sheer size of the site Booking.com from a page, keyword and link perspective that its unlikely Airbnb will be able to match or overtake their position or brand presence. To make a booking, you generally need to take the following steps: Open the Airbnb website. Airbnb understands that most travellers care about location. It should also use "calls to action" to encourage clicks. SEO: How do Airbnb ensure they appear in relevant search results to drive organic traffic to the site? Maximum rate each night: Under this . Content marketing is a marketing strategy based on creating and sharing relevant content. It was all about trusting people, not logos. Who wants the same question asked over and over again? 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. The information that Airbnb highlights here is interesting (as most of it is, again, written by the host). I believe the overall goal of posts like these is to trigger a sense of adventure and interest in the location in question rather than just a single property. 3. Overall, its a great channel if users or potential users are looking for extra information. I can see its about me and what I can earn if I become a host. Airbnb has a high rate of innovation which is the leading reason for how their services have adopted the differentiation strategy. Its often looked at by businesses and startups (usually ones that claim to be The Airbnb of), and with good reason. 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. 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. Users arent always going to go out of their way to find out how they can share. 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. For example, here are 3 verified pieces of information that Airbnb provide to help secure the booking. A lot of the invitation mechanism is the same above, just done in a different experience with mobile considerations. Swot Analysis: The SWOT Analysis of Airbnb delves into the company and its unique brand. People appreciate stories about people, so this is very enticing content. As we can see, there are community discussions categorised into Top, Recent & Unanswered. Theyve used a custom link shortener for a number of years now (http://abnb.co) which usually provides you with the option to track who is clicking on the link, but thats it. Moreover, Airbnb is exploring machine learning algorithms and AI to build a deeper understanding of images, improve reviews using natural language processing (NLP) and support more advanced search using NLP. In the next section, Suggested for You, this is content that specifically addresses the needs of hosts. So, what can we learn from how the Airbnbs referral system mechanics and design work for them right now? Local customs dictated a more direct invite, with participants preferring a more personal overture from an official Airbnb representative before joining the activities. 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. 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. After all, who is Google going to trust as a more authoritative and relevant source a site with no backlinks, or a site with 100+ backlinks. As a user, its very easy to use. Airbnb are doing a great job on this in many ways (they ranked 47 out of 50 in the same study), but I firmly believe that a brands social channels should also be used to enhance their customers experience. 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. I particularly like how the where field in the hero form is pre-populated with the destination based on the users initial search query. Not only does community management help brands find opportunities to address complaints, but it also helps to foster positive conversations, which in itself can create and maintain more happy customers. Ive done a fair bit of travelling in my time and I absolutely HATE it when people say theyve done a certain location. Both could be applicable in the below scenario. 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. 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. Airbnb isnt a place where you book hotels (even though you can). . If I did want to book a trip (like they assume when Im not signed in) then starting my search process isnt that easy. This substantial difference in backlink profile will be largely contributing to the difference in non-branded keyword rankings, organic traffic, and also brand awareness. most recent stock sale values them at USD $35 billion, even paid for hosts to have professional photographs taken, https://www.facebook.com/AirbnbAustralia/, Engagement Custom Audiences from video views, Airbnbs Work To Fight Discrimination and Build Inclusion Report, The King Valley: The Australian Valley That Flows With Prosecco, Beaches, Beats, And Bunny Chow: Diving Into Durban, Meet Your Host: Bushwalking in Bundeena With Dianne, Experience In The Spotlight: Freestyle Football In Paris With World Champion San Garnier. The image instantly grabs your attention. 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. 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. An accommodation platform would never offer experiences as a product, and nor should they. Design is in our DNA and it's embedded in everything . A primary difference between the hotel industry and Airbnb is the presence of taxes and regulations on short-term rentals. You could argue, why does this matter to me? They created an upsell opportunity by providing a higher tier property that had been manually vetted to ensure the highest possible quality. Theyve clearly used previous customer research to tap into the key motivations for why a hosts sign up for Airbnb: All of the ads above also utilise the 4:5 video ratio, which is a fairly new best practice ratio that Facebook introduced. As is the case with most two-sided marketplaces, without supply the entire thing falls apart. 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. Why would the user want to send this in the first place? I noticed they use three main hooks in their Dynamic Ads copy: Find an Airbnb in [Location] with free cancellation. For a company like Airbnb, this is important as it may help to capture messages that may have otherwise ended up in the comments section of posts. 3 key pieces of information about hosting in other words, 3 USPs. Who doesnt want more money for their holiday or accommodation, right? 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). The second "B" in B&B (as in "breakfast") is the biggest distinguishing feature. Im now shown a ranked list of recommendations with comments from Airbnb hosts and a Google Map with pins corresponding to each place. However, I think it addresses & resonates with what other hosts may or potentially do experience in their respective locations which gives value to the reader. Created for the curious ties in quite well with the main header above the fold, people looking for a unique experience. Theyre spending their budget on users who have shown high intent, and show them highly relevant ads to increase the chance of conversion. So, what have Airbnb done to construct and generate one of the best communities in the world? Clicking the show all link at the bottom takes me to a new page that explains that these are actually the top rated homes around the world. For example, Wotif.com currently has approx. 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. This shows me that Airbnb have done very well to control the amount of posts that dont ask the same question. 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. The form itself is also very simple. From what started off as a small feature as part of the Airbnb platform, the referral system has certainly come a long way since then to now in 2019. The instantly-recognisable logo, which they named The Blo, is designed to mean the universal symbol of belonging. 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. And think about it for a second would you share referrals like this via email? Next we get into a section that Airbnb does famously well reviews. Airbnb are using Instagram mainly to promote their listings, Superhosts & Experiences. Thats way more than a roof, 4 walls, and a bed. 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. There are a couple of fantastic resources online + a video you can explore in detail. 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). Through differentiation generic strategy, Airbnb positions its product offerings in a way to stand out and be different from the available alternatives. . The focused differentiation strategy aims to concentrate efforts on the narrow and specific market segment. The homes around the world section showcases some fairly unique looking properties, perhaps to portray the variety of different homes around the world. What is Airbnb generic strategy? Hosts write their own descriptions and so, to a degree, Airbnb are at their mercy to help influence the booking, but theyve taken a few simple steps to claim back some power and ensure that useful information is provided to the user. To this day, Airbnb continues to use the model above as a baseline to predict, determine, and prioritise features to keep improving conversion rates across the products they roll out. Airbnb is an American company working on online marketing and offer hospitality services like holiday cottages, apartments, homestays, hotel rooms, or hostel beds for people to lease or rent during activities relating to tourism. Sure, they can nurture better and convert more customers, but they needed a way to keep growing their revenue that isnt reliant on just one product. Winner, winner, chicken dinner! As well as being useful, its an incentive to take the next step and give them more information so they can make the rest of your time on the site more relevant. And theyve done it way better than they introduced Airbnb Plus. N.B the home page has a (seemingly) infinite scroll feature that keeps bringing up new homes in new locations as you scroll down so Im not going to go all the way through it, but the next few sections are relatively interesting so Ill cover them. They dont all have 5 star ratings, and the number of ratings they have is quite varied. The service model that Air BnB has used is differentiated from the traditional hospitality business models. Guidelines and tips. First thing that strikes me is just how simple it is. Airbnb has created the perfect solution for renters and providers worldwide. Developing content that will receive backlinks without your internal marketing team having to do any work should be the goal of every website but organic presence and your brand can have a huge impact on this, as people will not find your amazing content unless you are either performing well for relevant search terms organically, or someone is already on your website due to your brand presence and finds the content because you promote it on relevant, high traffic service pages. Lennie is the founder of a start-up business that allows homeowners to rent out their properties like hotels. Explore Tips & Tricks All about new ways hosts can take their game to the next level. For the example of byron bay accommodation, Brendan found that Airbnb are bidding to be in either position 1 or position 2 of ads for related search terms, both branded and generic, and are receiving an estimated 2,326 visits per month to their ad. Airbnb's differentiation strategy effectively resolves problems within the market and all parties are satisfied. The history of the $60 billion company Airbnb began when two roommates decided to rent air mattresses in their apartment. 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. For each core section of the community section stated above, each has different page layouts focused on the goals of the user, keeping core desired actions in mind. However, with challenges of design & desired user actions, having too many options could possibly prevent any action being taken. Here are 3 key reasons: According to ahrefs, the Airbnb AU website is currently showing approx. Clever. My pet peeve here is that Im still not signed in and have no browsing history for Airbnb, so how are these locations recommended for me? Living on the domain of atairbnb.com, the Airbnb blog covers a plethora of content ranging from tips for hosts and guests, information on partnerships, and updates on business initiatives. A Differentiation Strategy Requires Capital. Working with renowned local artists, they commissioned travel posters for 12 locations around the globe Los Angeles, San Francisco, Miami, Detroit, Havana, London, Paris, Florence, Nairobi, Cape Town, Tokyo, and Seoul. If youve ever cracked open or lugged around a lonely planet or rough guide book, then youll feel a huge sense of gratitude for Airbnbs Guidebooks. This could cause a favourable result. With email, in general, you always have to walk that line about what data would be beneficial to use and what comes along as too big brother. The statements are emotive and intriguing, making me want to find out more. According to the data from SEMRush, 73% of approximate ad spend goes to search terms containing accommodation. You can imagine that it would be strange to see these posts in the Explore tips & tricks section. A new onsite optimisation strategy Ill go into this in more detail in the next section, but currently the onsite optimisation for Title Tags and Meta Descriptions on the website follows a fairly standard template that could be improved upon by testing new and engaging meta data across key pages. Its particularly interesting that Airbnbs spend allocated to accommodation-themed keywords significantly outweighs spend on hotel-related keywords. Airbnb has purposely positioned this on the right-hand side of the page to make it clear that users can explore, find or ask any question desired which may be holding them back from continuing to use the platform or wanting to become a host. It is a cornerstone of Airbnb business strategy. The content gives instant value that there is content for hosts wanting extra support through toolkits or webinars which help with their hosting experience. 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. In the case of Airbnb, the host side is receiving a subsidy. Email alerts to notify you of discounts offered by hosts: 2. A successful referral process is a simple one, so summing it up in 3 small sections makes it easy for the user to understand, which entices them to go through it. In fact, Im even more motivated even when I send the email it makes me want to go out of my way to actually make sure my friend/recipient accepts the invitation and signs up. How? Don't use plagiarised sources.Get your . Idea to save money for your next trip: use Airbnb. Airbnb rely heavily on their brand presence to drive organic traffic and could do significantly better when ranking for accommodation-based keywords. 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? Once you press the link, you get to this screen. Though in my experience, nobody has picked a location based solely on the accommodation. What Airbnb offer isnt a cheap place to sleep when youre on holiday, its the opportunity to experience your destination as a local would. Share a link to your friends to a custom landing page or via email. Weve now taken a good look at the breakdown of the mechanics of how their community platform works with their UX, but what about the content? Every home is verified through in-person quality inspection to ensure quality and design. Marketing Strategy of Airbnb analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). Many people like the idea of staying in someone elses home, but not everyone does. Pick up a paintbrush and channel your inner Bob Ross, dance at a sunset silent disco in San Francisco, and discover Portos vibrant history as youre led through the tiled streets by a local. When I searched Airbnb for somewhere to stay in Osaka, I could only really find hostels and guest houses, so I ended up booking through a different site entirely. 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. There's quite a bit of research and work that goes into creating a winning differentiation strategy. Like you go out to an unknown place, where food options are limited. 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. As we can see, its a much longer email compared to the guest referral email, but still some core elements in the email to keep it personalised: However, there are some other elements that have been included, such as: So, why were these 3 extra elements included for hosts but not for guest referrals? Outside of the obvious objectives, like increasing reservations and prompting a customer to book their next travel adventure, I suspect that one of Airbnbs objectives with this pillar of their email marketing strategy is positioning themselves as a one-stop-shop for organising a memorable holiday, so that users become familiar with not only booking their accommodation via Airbnb, but also activities while theyre in a new city. 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. Airbnb have put a lot of work into designing a marketplace that is built on trust. If you like to travel, you've certainly heard of or used Airbnb's . Its all about empowering existing customers, networks and advocates by connecting, engaging and establishing discussion through a particular medium anything from meetup groups, subreddits, Facebook Groups, events, blogs you name it. I love this case study and the rest of your case studies too. With this guarantee, Airbnb have assured hosts that should the absolute worst happen, they will be covered by the company that enabled the transaction. 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. They go beyond typical tours or classes by immersing guests in each hosts unique world. Thank you~. The search box is a deeplink that takes me directly to the associated search results for Santa Monica 9-12th April. Airbnb segmentation, targeting and positioning . 1. Airbnb do have the luxury of having large-scale teams of data analysts & developers, but with new analytics platforms such as Mixpanel, measuring product growth and building attribution models have become easier even for smaller SaaS based companies or app makers. As Jacqui mentioned in her SEO section, they could also do more with their content to generate backlinks to their site and improve their organic search rankings. Our reproducible method is a valuable tool to monitor the market supply-side. They dont use as much personalisation on their. Alongside their image-based content, Airbnb do share some video posts. 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. On the flipside, I appreciate that this is sometimes to push a bigger campaign, which means theyll want to be across as many placements as possible to ensure theyre getting maximum reach for this campaign. In their own words. It can assist in a multi-channel remarketing strategy, for example, you can create a Custom Audience of your AdWords visitors who didnt convert and remarket back to these users through Facebook Ads (these visitors are gold as theyve demonstrated search intent already). This can be invaluable content for someone who doesnt know much about their destination, especially when Airbnbs premise is that they want you to live like a local. Read on to discover the essential elements of an Airbnb . I get directed to a page where a modal instantly pops-up. Does your company or brand have a community or do community marketing? Tools such as Buffer and Hootsuite make this very easy for businesses to do. Coca-Cola, for example, currently enjoys a profit margin of approximately 33 . Blue Ocean Strategy by W. Chan Kim and Rene Mauborgne, Positioning: The Battle Of Mind by Al Ries and Jack Trout, What is Strategy-HBR Article by Michael E. Porter, Good To Great by James C. Collins, Principles by Ray Dalio, . Launched in 2017, the award-winning campaign encouraged people to wear a black matte metal ring with a centimeter gap in the middle, and the words Until We All Belong inscribed on the underside. Interestingly, direct links to the homes featured on Facebook arent included, instead a link to all properties in that location is provided. As a general rule of thumb, I think your imagery/posts should fit into at least one or more of these criteria: But how many of the above are Airbnb actually achieving with their current strategy? It genuinely makes me consider wanting to explore more through these actions, even if I dont start a conversation. 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 best way for Airbnb to improve their backlink profile ties into the recommendation given for keyword ranking improvements: develop a more aggressive content marketing strategy. Their campaigns have not always been popular and they are not strangers to admitting when they were wrong. Airbnb's new . The fact that Airbnb have this content at all is a testament to their commitment of giving their users the feeling of living somewhere rather than visiting it. On the left, its clear what I need to action if I want to share with my friends. Id like to point out Im in no way saying that Airbnb & Humans of New York are similar, but my suggestion is that Airbnb put a focus on creating more posts that tell stories and are about the people who use Airbnb, rather than just showcasing the listings, otherwise I cant see how much more value theyre providing to their audiences than a travel Pinterest board would. Airbnb have built a hugely successful business off the back of understanding what their customers want/need, and then providing products that match them. They charge for that service now that its been proven to work (and they have enough properties that look good so they dont need to worry about the ones that dont), but you can see why they suggest it when photos are front and centre on the property pages. So why is Airbnb bidding on accommodation terms at all then? The more people you can share it with and sign up, the more travel credit. Or are they simply testing based on my previous app behaviour? If you select Melbourne, for example, there are 19 neighbourhoods to select from, with filters like Greens Spaces and By the Beach. They are so well researched and highly educational. And how do you ensure those hosts are happy enough to keep renting out their places? Precisely speaking, the success of Airbnb leans on the variety of suppliers ranging from small rooms to A-listed buildings ( Airbnb, n.d.). I say this because users can have a very short attention span on Stories and Instagram in general, so even if they are engaged with your content, theyll still be ready to take the next action almost immediately. As part of its growth strategy, Airbnb acquires companies that may benefit . It also shows that they realised early on that the key to success on the platform would be getting hosts to list their properties. So what happens next? Want to share with my friends desired user actions, having too many options could possibly prevent airbnb differentiation strategy action taken. 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