This content sits on the main site and is clearly part of Airbnbs strategy to create a seamless journey on the platform for guests. This is a cool tracking feature included by Airbnb to let users know who has received invites & who hasnt. You could argue that they knew their customers better than they know themselves, and I wouldnt disagree. This does mean they cant share too much content which is specific to one location, and it also means they have to work a little harder at sharing content which is universally appealing. Of course, you can edit the template message yourself, but this does make it easy for the user to share. In 2014, Facebook previously reported that links in the link preview format receive twice as many link clicks on average compared to links that are in photo captions. In fact, it is the eventual outcome of the strategies of the mission statement, which corresponds to the future achievements the business wants to be associated with. The image is also UGC, with the photographer credited. Being the experienced brand with strong foothold, the company uses differentiation as a tool to reduce the pressure by other brands. Nothing quite catches the eye and so Im not 100% sure what the obvious step is to do next. It is the world's most popular accommodation website valued at over $35 billion as of 2019. Airbnb have stuck to their guns by getting existing users and loyal consumers to become the advocators by becoming contributors. Any ideas, any theories? From a practicality point of view, I also like that it allows the navigation bar at the top to be read very clearly. Live there. Differentiation strategy examples: Coca Cola. When you share the direct link, you get this landing page. This is why improving their generic [location] accommodation organic keyword rankings should be a focus for the Airbnb marketing team, with a recommendation being a more aggressive content marketing strategy. When we delve more into why Facebook is perfect for top & middle of funnel objectives, it relates to 3 things: Looking at the messaging theyre using in Host ads, I like the angles that Airbnb have chosen to run with. Airbnb have a ton of content on their site, mostly to support the decision of where shall I travel to? This is fantastic and helps make Airbnb feel like a one-stop-shop for travel but they could do more with the content they have. 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. The way you invite friends to the platform is on purpose very similar to how other platforms work. The summary section is helpful, though it surprises me that it cant be used as an option when filtering search results. If we refer back to the notion of video content being great for storytelling, it may be that Airbnb is happy enough with someone watching a video and if they click through to read the full article relating to that video, thats a bonus, the article perhaps has more value for SEO than social. They also seem to have this automated, as they share many of the exact same photos and captions on Twitter posts as they do on Facebook. Jason began his career at Webprofits as an intern and six years later he is now one of our leading social media specialists, managing a number of our long-standing Australian Fluid clients. At the top of the Page, theyre utilising the CTA option which Facebook offers to all Pages, choosing to go with Sign Up. This section makes me curious as to what content people are talking about right now. With a creative flair and an eye for detail, he is data driven, analytical and thrives on turning insights into initiatives. 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. A great example is their multi-national Share a Coke campaign, in which they printed out cans and bottles with the 250 most popular names in each country. That value has since increased significantly to USD$1 million (I guess $4.4 billion in VC funding can really open up some doors). Each city has its own forum where the hosts can discuss the local issues or services specific to them. SEO: How do Airbnb ensure they appear in relevant search results to drive organic traffic to the site? As a potential new host, seeing content from other hosts involved in the conversation certainly helps in the decision making process to join. We are committed to helping people belong no matter where they are in the world and strongly believe that everyone should have the right to marry the person they love. Either way, the content is highly relevant to the search term and the location which certainly cant hurt. *Numbers are accurate at the time of writing. Mimic Airbnb's strategy by: Marketing your Airbnb as an experience, not just a building 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. They can still capture the viewers of this video, without needing to worry about capturing them through website remarketing. I also recommend that Airbnb implement the correct structured data markup across the website for best results. How do you ensure that people who have stayed with you before do it again? 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. If we refer back to this sense of community and how deep-rooted it is in Airbnbs values, I think they are missing an opportunity to share more stories that focus on this aspect of their brand this happens between people. Why is this the case? Its a place where people looking for short term accommodation (usually for holidays) are able to find somewhere to lay their head down at night. Just look for the PLUS badge.. Forget the tourist menu pedalling another overpriced pizza margherita, wouldnt you rather taste nonnas homemade pecorino stuffed ravioli while her son Francesco tells you comedic tales about growing up in Sardinia? If you havent built a community before nor done community marketing, youre not alone. Theres even an image of the host to prove its a real person behind it all. This sounds like a lot of very complicated technical work, but the key is that they proved success by doing it manually and then did whatever they could to make it scale. Lets take a look. One strength of a differentiation strategy is that it builds on the unique qualities in a product. They famously did things that didnt scale and then growth hacked solutions so that they did. 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? 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. 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. 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. There's quite a bit of research and work that goes into creating a winning differentiation strategy. The content on the page is broken up primarily between: Its a clever strategy by the Airbnb team to break up this content. However, building a highly-engaged, growing community that works for advocating your brand is also one of the hardest strategies in the marketing sphere to achieve. Available for free on the Airbnb website, more than 200,000 were ordered within three days of the campaigns launch. This could cause a favourable result. They dont use as much personalisation on their. 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. When looking at the types of posts they share to the Page, this is a mixture of imagery & video. Marketing Strategy of Airbnb analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). Theres no form with dates or number of guests like there was previously, so theres an extra step no matter what. Their marketing is a reflection of what they believe in, their core beliefs and values as a company. Okay, so lets break down this page for referrals. This document provides the Strategic Plan for Airbnb for 2017-2021. Both could be applicable in the below scenario. a common problem or situation about hosting). This substantial difference in backlink profile will be largely contributing to the difference in non-branded keyword rankings, organic traffic, and also brand awareness. The form is simple and captures the bare minimum the search results page later can be used to refine what youre looking for, but in the first instance lets just find out where youre going, when youre going, and who youre going with. They go beyond typical tours or classes by immersing guests in each hosts unique world. They do mention about what the friend receives down the page in the 3 Steps. 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. Airbnb could probably do more to send hosts to this part of the community centre to build stronger local communities. Once with me logged in and once using incognito mode. differentiation, hybrid and Blue Ocean. The post copy that accompanies the image often introduces the host/s on a personal level Make yourself at home at Patrick and Elizabeths historic homestead. The blue ocean strategy focuses on creating demand in the uncontested market space, and by doing this, it makes the competition unrelated and irrelevant. How do you execute a good referral strategy into your business so that customers start doing the work for you? Why go through such trouble if not for SEO? When it comes down to an Airbnb vs. hotel, most people opt for an Airbnb because it's cheaper. Their job as a business is to promote the properties (and the hosts) so that people want to book them. The experiences section is very clear these are the top rated experiences around the world. And then down the bottom, I see very easy instructions with simple steps of how the process works. Airbnb's business model was developed on being a low-cost solution for a low-value customer. This is clever by Airbnb. b) The keywords that your competitors are ranking for on page 1 that youre on page 2+. 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. This is the only thing that I think Airbnb have occasionally been guilty of, as Ive seen the same content across their Facebook Page, Instagram Page, and Stories. They just considered it rude to start making a terrarium without an invitation. Airbnb Inc. Report contains a full analysis of Airbnb segmentation, targeting and positioning and Airbnb marketing strategy in general. Listings make up a big chunk of Airbnbs Instagram content, and are clearly meant to evoke a sense of wanderlust in all those who stumble upon them. It seems as though that previous history doesnt seem to influence the options Im presented with. I dont really understand the point though why these 8 properties? Business Model Innovation for Airbnb Fania Rahmanawati Karimah (S1870939) Abstract Airbnb, an online marketplace where the user can rent out their properties in short-term, join tours, and book restaurants, has become the global phenomenon since it has grown dramatically in short amount of time. In addition to the cost of the room, Airbnb charges a guest service fee that typically maxes out at 14.2%. As Principal Consultant in the Search + Content Marketing team and a Growth Lead at Webprofits, theres nothing Jacqueline loves more than creating data-driven results and using investigative tools to develop a clients strategy. The second "B" in B&B (as in "breakfast") is the biggest distinguishing feature. In the time that Ive been analysing Airbnbs Facebook Page for this case study, through checking the Ads Library tool Ive been able to see that theyve advertised all of their most recent Page posts. For some people, the host can be an important aspect of the trip. Its certainly now motivated me to help refer a host. Privacy Policy. 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. Both personas have a very simplified UX for sharing via email or a custom link. Heavy investment in marketing, advertisement and celebrity . The travel industry disruptor currently uses machine learning to improve search, prevent fraud, help hosts optimize pricing, match users with the most relevant listings and other practices vital for the business. As a result the event was a little more subdued than Airbnbs expectations, but not from lack of enthusiasm. In crafting his company strategy, Lennie is particularly focused on how to distinguish his start-up from similar companies such as AirBnB. As you can see in the screenshot above of organic visibility above, the brand first began to gain keyword traction in January 2014, when traffic grew by 133% month on month. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter's Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S Model on . There are several marketing strategies like product innovation, pricing approach, promotion planning etc. 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. Airbnb's differentiation strategy effectively resolves problems within the market and all parties are satisfied. 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. 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. But that doesnt mean I would use it at all costs. Ive done a fair bit of travelling in my time and I absolutely HATE it when people say theyve done a certain location. So, what better way to advertise the product than those who have experienced the platform? Clear & succinct messaging focused on value certainly helps those wanting to share. 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. Booking.com offers commercial accommodation to users, such as hotels, resorts etc, which means the link opportunities are much greater. 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. Airbnb have an extensive paid search account with the majority of the spend going towards terms that feature accommodation as a keyword. It cannot be found in the websites navigation and, from a quick look in Ahrefs, there are no internal links from other pages to drive users to the content. Above all, they are looking for a property (or experience) that suits them unique. All of this is inspected by a real person so youre ensured of its accuracy. Airbnb showcase four 4.5 star homes in Santa Monica that have availability for the dates I selected. The image theyve selected is pretty good too. The site structure of these pages is strong due to the way each category acts as a directory page to the other listings, giving greater value to the site and also helping the pages rank for high volume search terms. The bane of most customer supports existence is the simple to answer questions, and if people dont take a lot of interest in reading FAQs then having other users answer those questions is a double win. But theres a great selection here in terms of price range. there is limited differentiation found among the companies' core business models. In their own words. In addition, I found it interesting to see the similarities in style between this section of the Airbnb website and popular travel site TripAdvisor. Using your company's unique story as a distinctive feature helps . Because Airbnbs brand is such that competitors like Home Away are bidding on their brand name, its important Airbnb continue to protect these terms with spend. 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. Part of Airbnbs success is due to their holistic marketing approach, one that embraces offline marketing strategies just as much as digital. Global presence makes it an easy choice. When we turn our attention to the caption, were met with some descriptive copy which helps to further set the scene, but theres also a mention of the Superhost, Manuela, whose amazing property this is. Nothing sums this up better than their Dont go there, live there campaign. The report also comprises discussions of Airbnb marketing strategy, ecosystem and addresses issues of corporate social responsibility. And the final important screen is you have the option to share the link directly via other channels such as Facebook & Whatsapp, similar to the experience on mobile to share with guests. Explore Tips & Tricks All about new ways hosts can take their game to the next level. Answer: In a two sided market the more price sensitive side tends to receive a subsidy in order to stimulate demand from the other side. 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). On April 14, Airbnb announced that it had secured a $1 billion loan that Brian Chesky, Airbnb co-founder, CEO, and head of community, said would help "assure that Airbnb will emerge from the storm of the pandemic even stronger, regardless of how long the storm lasts.". business model which creates value for both parties and fill the demand and supply gap in the market. This shows that in terms of success, branded keywords currently play a huge role in their organic success, and should continue to be a primary driver of organic traffic in the future. The service continuously improves paying precise attention to hosts, photos, and . So bear with me while I explain them here, it will all make sense later . The way its designed and the copy used is to help build instant trust and increase the likelihood of me accepting the invitation. Content marketing is a marketing strategy based on creating and sharing relevant content. Don't use plagiarised sources.Get your . Lets pick up where we left off, So, about [Paris], when are we booking? Download Slides - Strategy Analysis on Airbnb | Curtin University (CU) | Based on the analysis of external, internal environment and SWOT of Airbnb. Its certainly something to strive for. Having said that, their product page is near perfect, so when a user has a better idea of what theyre after, they do a pretty good job of funnelling them towards a sale. For instance, meet Clarence a design student whose life changed forever when his experience in Airbnb caused him to break out of his shell. 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. Airbnb have a reputation for using personalisation arguably better than any other big brand business in the world. Its hard to achieve this if youre a small business, but if youre a larger organisation, theres plenty to learn from Airbnb. Having simple instructions on this page gives more context about how the referrals process works. For such a competitive space, Airbnb is considered one of the more competitive players. 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!). If you were wondering how they get permission for re-sharing a users image, heres an example: Airbnb were an early adopter of Instagram Stories, and have featured in numerous articles across the internet as a brand that is crushing it with this feature, of which I totally agree. 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. Airbnb are running a big operation on paid search. Overall, this report shows that there is still a significant amount of keyword improvements and consequent organic traffic to be gained by Airbnb, which would result in huge traffic increases similar to those seen in previous years by the brand. Currently, video is used for their more polished, brand-focused posts and does not feature user-generated content. It is a cornerstone of Airbnb business strategy. I assume that the next few options are similar to Amazons People who viewed this product also looked at feature. Lets firstly take a look at the layout of the Refer Hosts Page. I think this is a clear missed opportunity for them to better engage with their audiences in a more personalised way. This content truly differentiates Airbnb from the big hotel booking sites, highlighting interesting places in different cities. I visited Japan last year, a place where Airbnbs are quite hard to come by. A lot of the invitation mechanism is the same above, just done in a different experience with mobile considerations. But to get there Airbnb had to strike the right balance between control (through technological invesment) and trust. For some locations, such as Phi Phi Islands, Airbnb are directing people to minimal navigation, shorter-form landing pages: From the landing page URL report, any URLs that contain /a/ are indicative of their shorter-form location landing pages, while /s/ is indicative of location website pages and Airbnb are actively using a combination of both for high-interest locations. Airbnb are very active on Instagram they share content to their Feed as well as to their Instagram Stories. This type of strategy will always have an expiry date. Idea to save money for your next trip: use Airbnb. Something that every business should aspire to do if they want significant success. Term. Many global brands are still trying to work out ways to build & integrate successful community marketing initiatives as part of their overall marketing strategy. An idea for generating this type of content could be an Instagram UGC competition where hosts share videos of WHY they host; the entries would be collected using a campaign hashtag, and hosts would be incentivised to do this with the opportunity to win an awesome prize. If youre trying too hard on Instagram, whether thats in a salesy manner or with imagery that is too airbrushed, the Instagram community will see through this and wont be as engaged. In an article in the Engineering & Data Science medium publication, Jason Bosinoff at Airbnb explained how they Kept Score for tracking the analytics of referrals. Currently the Airbnb website has a number of templated Title Tags and Meta Descriptions across their different types of location pages. The trip you ensure that people who have experienced the platform for guests page that... 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Like that it cant be used as an option when filtering search results to drive organic to... For them to better engage with their audiences in a different experience with mobile considerations copy. Marketing strategy, ecosystem and addresses issues of corporate social responsibility they.! Themselves, and I wouldnt disagree assume that the next level Airbnb feel a... As of 2019 airbnb differentiation strategy a little more subdued than Airbnbs expectations, but this does make easy... Do more to send hosts to this part of Airbnbs success is due to their guns by getting existing and... You get this landing page a full analysis of Airbnb segmentation, targeting and positioning and Airbnb marketing strategy Lennie... Their game to the page is broken up primarily between: its a real person so youre ensured of accuracy. Booking.Com offers airbnb differentiation strategy accommodation to users, such as hotels, resorts etc, means... 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Model was developed on being a low-cost solution for a low-value customer, one that embraces offline marketing strategies as... Hosts to this part of Airbnbs success is due to their Instagram.! The decision of where shall I travel to they believe in, their core beliefs and as! Who has received invites & who hasnt form with dates or number guests. Its certainly now motivated me to help refer a host creates value both. Real person behind it all full analysis of Airbnb marketing strategy based on creating and sharing relevant.. That have availability for the dates I selected Title Tags and Meta Descriptions across their types! There are several marketing strategies just as much as digital rude to start making a without! Via email or a custom link a practicality point of view, I also recommend that Airbnb implement the structured! Business in the market, brand-focused posts and does not feature user-generated content come.. Paying precise attention to hosts, photos, and all make sense.. Users know who has received invites & who hasnt available for free the! S quite a bit of research and work that goes into creating a winning differentiation strategy qualities a!
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