In fact, you could argue that Airbnb is predominantly a B2B business. On the left, its clear what I need to action if I want to share with my friends. 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. In case youre unsure of your dates and are in love with the space, the availability section of the site helps you to see when you can book the property so you can plan your trip around it. Like this product? Oooof, this was loooong and pure gold Very nice effort! It should serve to educate, entertain and add value to users at the top (awareness) and bottom (loyalty) of funnel. Airbnb has its sights set on exponential growth in the coming years. Do you remember these designs? You can see another variation of this email here. 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. Why would people globally care about tours in Melbourne, or suggest property management services in the area? By commoditizing trust between property owners and short-term renters, Airbnb has become one of the most recognized companies in the hospitality industry. When it comes to the sharing mechanism under Share your love of travel, the first thing you see straight away is the description under the title. I think they would benefit from providing that information on the home page itself. Our Airbnb 2022 predictions: The "Live Anywhere" theme has crept up into Airbnb's announcements since 2020. They all look pretty cool in their own way, but I havent really got any context as to why these are here. As weve spoken before about the layout of the page, lets explore the content and what we can learn from them. 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. After a user clicks on Refer Contacts then it instantly takes them to this screen where they can share with their contacts with ease. Share a link to your friends to a custom landing page or via email. Here are a few more key takeaways from their browser abandonment sequence. Cons: The Disadvantages of Differentiation 1. Airbnb Inc. Report contains a full analysis of Airbnb business strategy. Their posts there are clever, creative, and leverage a number of features within it to make sure their followers actually engage with their content. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porters Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S Model on Airbnb. 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. 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. Once they had built a solid base of customers and reputation, they expanded their offering. One thing that is noticeable however is how low the engagement on this section is compared to the previous one. To measure its effectiveness moving forward, Airbnb looked at various metrics (Time in Video 12:46) and forecasted data to interpret what can be achieved through compounding growth over time. 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 could be a barrier to entry for prospects wanting to sign up to the platform. This content truly differentiates Airbnb from the big hotel booking sites, highlighting interesting places in different cities. "Strategy and the Internet." Harvard Business Review Mar. The content gives instant value that there is content for hosts wanting extra support through toolkits or webinars which help with their hosting experience. With the data they have collected over the years, I would assume that many people in my location (or maybe just globally) start looking at beach destinations around this time of year. Download Free PDF. It has to be some sort of SEO play, right? What I have noticed on this page is that average user engagement is quite high. Last year, Forbes estimated the business to be worth $31bn (23bn). Airbnb Model can also pursue differentiation strategy based on the industry forces description in casename case study. Instagrams organic reach & algorithm works slightly differently, but well get to that later. Do I think they should be creating posts which achieve more of 2 & 4? However, the event was something of a dud participants mostly stayed away from the stations, preferring not to engage. Lennie is the founder of a start-up business that allows homeowners to rent out their properties like hotels. The form itself is also very simple. So, based on the same principles as inviting guests, what does the recipient receive this time if theyre invited to become a host? Any ideas, any theories? The rest of it is then up to the host to make sure they have a profile that people feel they can connect to so that they want to stay there. If youre a business/brand, your ads strategy is now in full view for all to see, particularly your competitors; but if youre an everyday Facebook user you now have more visibility as to what ads a political party, brand, or whoever else you wish to check is currently running. Coca-Cola, for example, currently enjoys a profit margin of approximately 33 . In a study conducted by KPMG, they found that alongside integrity from brands, personalisation is of key importance to Australian consumers when it comes to customer experience (CX). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. This might help though: this is slightly contradictory, as they do sometimes share the @ username of the Instagram account for the property (if the owner has one). From what we can see, there seems to be many new posts created daily, which you would expect from a support section. The service model that Air BnB has used is differentiated from the traditional hospitality business models. Some people appreciate the luxury of staying in a hotel, knowing youll receive a professional service, including a properly maintained room. 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]. Ultimately, the main takeaway I have in terms of how Airbnbs messaging compares to competitors like Stayz and HomeAway is that Airbnb appears to be placing moreemphasis on pricing as a point of difference and more focus on their USPs in ad headlines, like 24/7 Customer Service and Free Cancellation Up To 48 Hrs or more emotional messaging like Dont Go There. Note: The larger the circle, the more visibility a domain has. Best practice would be to also have these links built with UTM parameters this allows you to then go and view the performance of the links in Google Analytics, however its evident that they are not using UTM parameters. What I like most about it is that the right hand side of the page is reserved for it. Without these critical qualities, Airbnb Table strategy is most likely to be muddled, undifferentiated, and hard to communicate with a relatively high cost structure. Even the description in the sub header is better, mainly because it says who its for. They use previous bookings and keyword searches to curate their Facebook content. From an organic search perspective, there are two primary competitors of Airbnb: The Competitive Positioning Map above is a data visualisation based on Airbnb and its competitors organic traffic, as well as the number of keywords that they rank for in Googles top 20 organic search results. Value of joining i.e. Here are 3 key reasons: According to ahrefs, the Airbnb AU website is currently showing approx. These work off rules which you set within the software, leaving you time to focus on the more important things. Within days, Airbnb introduced a Host Guarantee that every property would be insured up to USD$50,000 for any damage incurred by guests. Keep reading for more detail about each of these along with business-level strategies examples for each! I feel this kind of content could really benefit the campaigns. 1. If youre going to need to pay to get your content out there to audiences, using the quality over quantity approach is best. A website should do more than make you look good, it should also help your user understand and use your business. Part of Airbnbs success is due to their holistic marketing approach, one that embraces offline marketing strategies just as much as digital. Created for the curious ties in quite well with the main header above the fold, people looking for a unique experience. In order to normalize the behavior of staying strangers's homes and to host unknowned people, Airbnb put efforts in conveying the content of truthful experience to the public through their storytelling platforms (Midenhall, 2015). With a strong digital marketing background and broad business experience, hes perfectly suited to head up Web Profits marketing initiatives as Head of Growth. Airbnb has a high rate of innovation which is the leading reason for how their services have adopted the differentiation strategy. Airbnb differentiated its brand by offering an authentic local experience, an affordable price. We did note from our research that the keywords the Neighbourhoods section are appearing in top positions for are all relatively low volume searches, and not high volume opportunities that would assist Airbnb with greater growth. A selection of homes verified for quality and designed might well be a good description of Airbnb Plus, but its not exactly enticing. I do think that these ads are missing something here though, and its to do with the creative. That value has since increased significantly to USD$1 million (I guess $4.4 billion in VC funding can really open up some doors). The next two sections I find quite interesting but mainly because of how different they are when Im signed in. This is particularly strange given that every other section on the home page spans the full width of the screen. The layout and the functionality of the site is what makes it so easy to use. 6,430 Referring Domains of note, while more links are likely to have been built to the site since its inception, there will always be lost links as time passes due to pages being removed from this party websites, listings being removed the Airbnb site and no redirect being put in place, and whole websites being shut down. The last bits of information that are unique to this page are the policies, and the Ts and Cs. 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). Airbnb are using Instagram mainly to promote their listings, Superhosts & Experiences. By doing this, Airbnb are aligning their brand with a sense of travel, hoping that when people start thinking about their next travel destination, they will think of Airbnb. When it comes to landing pages, they mostly feature local imagery to help provide a more relevant result, and it would seem they are testing short form pages against longer ones to see which converts better. They often use this feature a way to promote their Experiences offering and, in the example below, youll see how theyve utilised Instagrams emoji slider sticker as well as the poll sticker to create a fun, interactive story for one of their Experience Hosts in New York. Most people, you would expect, will have done this research early on, but it certainly cant hurt to display at this stage. Lets start with the layout of the referral page. Using SEMRush, I exported 50,000 of Airbnbs higher volume search terms and put these into a pivot table, sorting this by how many times each search term appeared. Using information from the reviews theyve generated from previous guests, they can inform future guests that the host does a great job of making them feel comfortable, and that others have said the place is clean two often important pieces of information. As we can see on the community portal page, the community centre is broken down into 3 core pillars: The primary focus for this content pillar is helping those who are hosts or potential hosts to connect with other hosts, share stories, ask for advice, and get updates from the Airbnb team. Their local twitter pages arent very impressive and it seems theyre more like an afterthought rather than a planned out strategy. Hi! Their goal is not just to help people find a great place to stay, but get to know their destinations in an intimate way. People go onto Airbnb to look for cheap properties and luxurious properties, in busy cities and remote countrysides. *Numbers are accurate at the time of writing. The creative entrepreneurial innovation allows people to travel and stay at different hosts connecting them in advance. Airbnb, the lodging colossus, has been prudent from the financial point of view. 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. They leave the guests to solve problems between themselves, and learn from each others experiences. You often see this feature on many blogs around the web, but what many blogs dont get right is keeping a focus on tags and keeping the amount recent conversations limited. 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. The number of views the property has had recently is a ploy at making it seem scarce, and therefore more desirable. There are several marketing strategies like product innovation, pricing approach, promotion planning etc. Since its inception . They know my stay there ended a while ago, do they think I want to go straight back? 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. What is Airbnb generic strategy? To do this, Airbnb ensures there is a close alignment between their users search queries as well as their ads and landing pages. I expect theyre on Twitter simply as a way of ensuring they still have visibility on a channel where someof their customers are (even if its not in big numbers). Airbnb has established a clear onsite content strategy which aims to engage and inspire their guests to stay on the platform and book a bed or experience. In the next section, Suggested for You, this is content that specifically addresses the needs of hosts. And very fitting with the headline they selected. I visited Japan last year, a place where Airbnbs are quite hard to come by. Usually, this strategy is followed when businesses are in a more demanding state. In fact, we wrote an article on it not too long ago. Lets pick up where we left off, So, about [Paris], when are we booking? Lets take a look at Melbourne, for example. 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. To understand how Airbnb referrals work, we will be diving into the core areas of Design Experience, Psychology & Measurement/Testing of building a refer-a-friend system that grows awareness and drives more bookings and sales. Outside of sharing updates and engaging with audiences, where I have seen Twitter work well for brands in Australia is as a platform for customer service. As we predicted, it has now become a core pillar of Airbnb's strategy. In crafting his company strategy, Lennie is particularly focused on how to distinguish his start-up from similar companies such as AirBnB. Prepare for your exams. There are a couple of fantastic resources online + a video you can explore in detail. Biggest hosts mimic the behaviour of hospitality firms in terms of distribution. Its now that we see the other options of sharing referral via different channels such as messenger and email. The pending view is definitely a smart feature to include. there is limited differentiation found among the companies' core business models. And, get this, the recommendations come straight from Airbnbs hosts (Authentic? 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. Don't use plagiarised sources.Get your . To sign up as a host compared to being a guest, theres a lot more involved in terms of trying to convert them. That being said, there are still definitely elements of their marketing that could be improved, which just goes to show that no business is perfect and should always strive to do better. But the following examples illustrate not only how they market their services, but represent a conscious expression of who they are. There's quite a bit of research and work that goes into creating a winning differentiation strategy. . 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. The blue ocean strategy seeks to bring differentiation to organizations and brands like Airbnb to create awareness and presence in a new market place and create demand amongst consumers. 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. Im not 100% sure of the exact reason why we can only see this for now. Following a platform business model. 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. 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