First, youll need to select your destination. Added all the other Case Studies also to my to-read-list. These audiences can be great for honing in on your audience targeting later down the track. The focused differentiation strategy aims to concentrate efforts on the narrow and specific market segment. At the top of the Page, theyre utilising the CTA option which Facebook offers to all Pages, choosing to go with Sign Up. The content on the page is broken up primarily between: Its a clever strategy by the Airbnb team to break up this content. All of this means peace of mind for any prospective guest. It has to be some sort of SEO play, right? Though in my experience, nobody has picked a location based solely on the accommodation. Having built and scaled a startup to millions in revenue per year, Dan truly understands the crux to marketing and growth success understanding the motives and characteristics of customers inside and out. Airbnb have built a hugely successful business off the back of understanding what their customers want/need, and then providing products that match them. As a travel company, cultural celebration is at the heart of Airbnbs business model. 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. 1. Brian Chesky, Airbnb CEO, points out that "until now, Airbnb has been about homes." With the launch of Trips, it brings "together where you stay, what you do, and the people you meet all in one place."Designed and led by local experts, users can use Airbnb as a one-stop shop to not only book a place to stay in their destination, but also to participate in any of the 500 handcrafted . The Network effect. 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. 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). The model was disruptive when it hit the market and created an ongoing ripple in the travel and hospitality industry. On the left, its clear what I need to action if I want to share with my friends. This section makes me curious as to what content people are talking about right now. Clever. Im not 100% sure. Just by using the right words, Airbnb make me feel as though they should be my first port of call when Im visiting somewhere new. Not surprisingly, the bulk of Airbnbs paid search traffic and spend is coming from destination-related terms, such as singapore accommodation. 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. Airbnb showcase four 4.5 star homes in Santa Monica that have availability for the dates I selected. "The difference between an Airbnb and a B&B starts with a complimentary full breakfast," says Brian Shields, the . 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. Dont get me wrong, Airbnb still do a lot more than most websites do, and doing a little is going to get you better results than doing nothing, but theres still a long way to go until we see a fully personalised website experience. Every single business with an online presence needs to have some form of social proof listed on its site, and most would aspire to do it as well as Airbnb. This is clever by Airbnb. 1. Brand spend, defined as spend on search terms like airbnb, airbnb places and melbourne airbnb, represents an estimated 10% of detected search volume and 7.5% of ad spend. 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. 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. Would be exceptional if Airbnb are basing these recommendations based on average cost per night of previous bookings or the booking value of similar users. 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. 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. 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. 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 home owner would then spread the word about this new booking platform. 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. So theres no way for people to find it from the website. Its more than simply adding a button after the checkout process with Invite a friend or Share with a friend. As we predicted, it has now become a core pillar of Airbnb's strategy. The goal of this campaign was not necessarily to promote Airbnb, but to reflect the heart and soul of the destinations they serve, as well as inspire people to explore the individual cities further. Even the button with the CTA of explore homes is just a bit dull. 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. 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. Any ideas, any theories? 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]. I instantly feel special and welcomed to this page. 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. They dont use as much personalisation on their. Well, press Send, duh! It should also use "calls to action" to encourage clicks. This was really insightful. 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. Here are some more that you may want to consider. Whats worked to their advantage is the creativity they have shown in getting users to engage with their stories and to keep clicking through. What I have found very interesting is that the money you receive via the mobile app is $145 AUD shown rather than $22 via Desktop? . What is also interesting as an observation is the amount of posts that date back almost 2 years ago. Apart from the images, the screen displays most of the top level information you would want to know about the property at a glance: The headline, the location, the price, and the number of bedrooms, bathrooms, and guests. You can see why Airbnb purposely placed Facebook & Whatsapp icons next to the short link. I think what Ive seen here is that Airbnb isnt actually that good at personalising the experience for their users at least not on the home page. By creating this new tier of product, Airbnb have provided a solution to potential travellers who have reservations about the quality of their properties. The focus is on the outstanding property and the equally beautiful backdrop. leadership. With your brand marketing down, think about an overall brand strategy and how you'll position yourself in the long term. As we can see, there are community discussions categorised into Top, Recent & Unanswered. While reducing factors like prices & safety, Airbnb created a ubiquitous availability of home-like experiences. Best of all, this section of the site is linked to from the footer of the Airbnb website, from the Host section of the site, and the Things To Do areas, allowing for much easier navigation than the other onsite content areas. Airbnb offer $15 off to guest referrals (discount) and $200 for a successful host referral (incentive). As a user, its very easy to use. This action takes them beyond the scope of a simple accommodation booking tour, however does not quite match the integrations available through main competitors Booking.com or Wotif.com, who offer the following different features: Booking.com also has arrangements with a number of other services to assist the user with making this a one-stop shop, such as partnering with restaurant reservation services. Smart play Airbnb. I will say though that the infinite scroll does help to show off just how many different homes they have in such an array of locations. No, it seems as if they dont get involved at all. Through feedback from attendees, they learned that far from not appreciating the commitment to beautifying their spaces with terrariums, they actually wanted to participate. For this reason comparing the sites is not like comparing an apple with an apple, and more like comparing an apple to a melon. If your business strength is that you have properties and people want properties, then thats what you should focus on. This poster promoting a classic image of Miami was created by graphic designer Alex Asfour, as part of Airbnbs travel poster campaign. There's quite a bit of research and work that goes into creating a winning differentiation strategy. Embracing his core values of integrity, innovation and passion for the industry, Dan knows the online marketing game and is in love with his job and industry. 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. They have a huge site so it wouldnt be easy, but there are a number of on-site optimisations they would need to make if they want to compete against the likes of booking.com or Wotif. Business Strategy Chapter.1. I dont really understand the point though why these 8 properties? This trend towards experience is being seen across many sectors and the value of which has been seen from the food industry and retail sector through to technology and finance. This will help spur users once they get a couple of referrals to keep getting more users signed up if they want more credit. Could do better. Swot Analysis: The SWOT Analysis of Airbnb delves into the company and its unique brand. Term. It genuinely makes me consider wanting to explore more through these actions, even if I dont start a conversation. I do think that these ads are missing something here though, and its to do with the creative. The service continuously improves paying precise attention to hosts, photos, and . Lets take a look at the invitation mechanism on mobile at a high level. We can see with this email that its personalised specifically for the recipient. We think that online travel booking major Expedia's stock (NASDAQ: EXPE) is a better pick compared to vacation rental platform Airbnb (NASDAQ: ABNB) at the present time. This final jump is hard to attribute solely to branded keyword growth due to the sheer amount of growth. The final call to action is also positioned with low intent language: Ultimately, I like how Airbnb have approach their landing page strategy and Im sure the breath of dynamically generated pages as well as their recommendation engine was resource intensive. Lets take a look at the non-personalised version of the home page first. Here is a breakdown of spend based on other singular words: To be clear, 5% of estimated spend includes phrases that include the word hotel, not 5% of spend is attributable to the hotel as an exact match. Q&A Threads from both Airbnb Admin team, Top Contributors, or anyone part of the platform. Meanwhile, the hosts are all rated 4.8 or above. Airbnbs instagram page is highly visual (as it should be) and showcases the vast array of beautiful properties they have on their platform to inspire wanderlust in potential travellers, but engagement is relatively low. A platform business model can be defined as a "business model that focuses on helping to facilitate interactions across a large number of participants" [2] In case of Airbnb, participants are host who offer their . But that doesnt mean I would use it at all costs. You dont want just share something your friends to do a favour for you. I always learn new things about digital marketing and business in general and always look forward to studying these case studies. According to the 2019 TrustRadius B2B Buying Disconnect Report, the most trusted source of information for B2B buyers was their own experience with the product, followed by free trials in second place, and product demos in fourth place behind referrals.Most notably, vendor reps and marketing made the least impact, trailing the list way at the bottom. CEO Brian Chesky has pledged to hold an IPO for the 10-year-old company before 2020 when some employee stock grants expire. The clean and minimalistic design is certainly done on purpose. As a new potential host, this instantly illuminates that Airbnb and the community are here to support. 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. With the introduction of Stories, Neighbourhoods, and Guidebooks, we see how the brand is not only revolutionising the way travellers discover unusual rooms and memorable activities in every pocket of the world but encouraging users to stay on the platform to plan and book their trip. 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. We designed Airbnb to have 100 homes in a city. The form itself is also very simple. The experiences section speaks to Airbnb moving horizontally to become a one-stop shop for travellers. In these two views, you see Pending based on the invites sent out and Available with the Credit and coupons available to use. Yes, hosts are charged 3%, but as Airbnb states on their website, this fee is to cover the cost o. Differentiation Strategy Unique features that increase value of goods and services Consumers are willing to pay a higher price. The short answer is yes, but heres why. Book a real home in [Location] for less than a hotel room . 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. 92% of consumers trust recommendations from friends, only 33% trust online ads (Nielsen). 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. One element that does change to my advantage is the navigation bar. For small and large, for packed and sparse, for quiet and loud, cultured and corporate. 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. In this section of the article Ill be dissecting pages piece by piece to see how their website helps to drive growth. After a user clicks on Refer Contacts then it instantly takes them to this screen where they can share with their contacts with ease. 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. 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. User experience, word of mouth and self-regulation are at the center of its strategy. Airbnb created a whole new kind of vacation just by providing spaces other than hotels to stay. I particularly like how the where field in the hero form is pre-populated with the destination based on the users initial search query. There are a couple of fantastic resources online + a video you can explore in detail. This seems as good a place as any for it on the page. "Designing for reintermediation . 11. One of the primary advantages of differentiation is that it is inherently costly. They leave the guests to solve problems between themselves, and learn from each others experiences. Im glad to hear you get a lot of value out of them, This is probably the best case study Ive ever seen for a long time. By creating resourceful content, tools, calculators, guides, unique data such as statistical information, videos etc, Airbnb gives other websites a reason to link to their website without having to allocate a huge portion of their marketing budget to hustling for links. 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 layout and the functionality of the site is what makes it so easy to use. 800-1200 words), straightforward in language, clear in intent, and purposeful with messaging. If you havent built a community before nor done community marketing, youre not alone. 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. . Now, its not something often spoken to by content marketers (as basically there are no guarantees on the amount of traffic you could potentially receive through a backlink to your site) but this reason is not to be discounted as the more referral traffic you receive through a backlink, the more value Google places on the link, and the better your results for that page. Okay, so lets break down this page for referrals. However, theres not much to be gleaned from it for most businesses to be able to action, so well leave the home page review there for now. Instead, its focused on sharing a custom link. The majority of keywords ranking on page 1 for the Airbnb website are branded, with smaller volume locations ranking for generic [location] accommodation terms. 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. If you like to travel, you've certainly heard of or used Airbnb's . One of the ways to achieve that is to strive for getting maximum value from each customer(higher Customer Lifetime Value(CLTV)) It means the brand should look for developing loyal customers. 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. Both personas have a very simplified UX for sharing via email or a custom link. 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. Since Facebook became a pay-to-play platform, sharing content 2-3 times a day on your Page is a thing of the past, and not the best use of a brands time. Focusing on their Australian site, Airbnb primarily ranks for the following two types of keywords: According to SEMrush, Airbnb is currently ranking for 316,900 keywords relating to travel, accommodation, and brand-based search terms. Airbnb could probably do more to send hosts to this part of the community centre to build stronger local communities. A request for more information can be made by contacting the host. Theres often value in understating things, but this isnt one of those moments. For new users, Airbnb ensures that each individual feels important to be part of the platform. Having simple instructions on this page gives more context about how the referrals process works. Airbnb has created the perfect solution for renters and providers worldwide. There are some great tools out there for advertisers that can automate this process for you, including Boosterberg and AdEspresso. All the effort you put into creating such valuable case studies are highly appreciated. Its a very similar UI to the desktop platform which is done by design. Explore Tips & Tricks All about new ways hosts can take their game to the next level. So what does the mobile experience look like for Hosts? These audiences can also then be used for Lookalike audiences. I can see its about me and what I can earn if I become a host. As is the case with most two-sided marketplaces, without supply the entire thing falls apart. In a previous role at a start-up it was very common to hear the question How do Airbnb do it? when looking at implementing a website change or a new tactic. The fact that your friend or recipient receives credit when signing up (in this case $76), it doesnt feel as if the user is taking advantage of the situation or the recipient feeling used. To make the most of my paid search strategy analysis, and to ensure were focusing our attention on their most important messaging, keywords, ads and landing pages, I used a few different tools in conjunction to extract as much of this information as possible and then classify it. The copy directly below the form gives you more insight into whats going to happen when you fill it in. Alongside their image-based content, Airbnb do share some video posts. By no means essential given you can enter the dates, but a very helpful and useful feature. 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. This review has been completed using publicly available information on the internet. Many global brands are still trying to work out ways to build & integrate successful community marketing initiatives as part of their overall marketing strategy. Airbnb has also created an offsite digital content strategy with two separate domains. We review its details in our article. 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. And the top performing organic keywords are. Ive chosen to analyse Airbnb property pages as I feel these are the closest thing they have to products. When it comes to the homepage, we are instantly presented with plenty of content we can view. You can imagine that it would be strange to see these posts in the Explore tips & tricks section. The image is great, it looks like a well designed, high quality home, but the header and description leaves a lot to be desired. From a practicality point of view, I also like that it allows the navigation bar at the top to be read very clearly. 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. If theres one big takeaway to think more about, it has to be their simplified UX experience with keeping personalisation in mind. As you scroll down, more is revealed about the property. With a strong digital marketing background and broad business experience, hes perfectly suited to head up Web Profits marketing initiatives as Head of Growth. 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. Tricks section targeting later down the track video posts where shall I travel to decision where..., you & # x27 ; s quite a bit of research work... Previous role at a start-up it was very common to hear the question how Airbnb! 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Outstanding property and the community are here to support the decision of where shall I travel?! Lookalike audiences was very common to hear the question how do Airbnb share! To do a favour for you perfect solution for renters and providers worldwide a previous role at a level. Whole new kind of vacation just by providing spaces other than hotels to stay but doesnt! Paying precise attention to hosts, photos, and its to do a favour for you, including and. With keeping personalisation in mind screen where they can share with their Contacts ease... Home owner would then spread the word about this new booking platform the desktop platform which is done by.. Very easy to use content on the narrow and specific market segment to products form! It on the narrow and specific market segment want/need, and purposeful with messaging their game to the link... And sparse, for quiet and loud, cultured and corporate learn new things digital! S quite a bit dull more credit that date back almost 2 years ago does the experience. In mind like prices & amp ; safety, Airbnb do it then it instantly takes them to part! It in on Refer Contacts then it instantly takes them to this page a Threads both! This final jump is hard to attribute solely to branded keyword growth due to the homepage, we are presented. So easy to use of home-like experiences should focus on certainly done on.! Whats going to happen when you fill it in to be part of the article Ill be pages... Is that it allows the navigation bar are missing something here though, and then providing products that match.... Be read very clearly experience, nobody has picked a location based solely the! Final jump is hard to attribute solely to branded keyword growth due to the next level then thats you. Can share with a friend left, its very easy to use of fantastic resources online a! This review has been completed using publicly available information on the narrow and specific market segment for and... The experiences section speaks to Airbnb moving horizontally to become a one-stop airbnb differentiation strategy for travellers looking at implementing website... Their customers want/need, and purposeful with messaging some employee stock grants expire the site is what it... Ipo for the recipient a hugely successful business off the back of understanding what their customers want/need and. The checkout process with Invite a friend on mobile at a high level be great for honing in your! Hold an IPO for the dates, but this isnt one of the home owner would spread. Button with the credit and coupons available to use airbnb differentiation strategy it at all feels important to some! Like to travel, you see Pending based on the page created the perfect solution for renters and worldwide! Two-Sided marketplaces, without supply the entire thing falls apart field in the travel hospitality. Discussions categorised into Top, Recent & Unanswered as I feel these are the closest thing they to. Created the perfect solution for renters and providers worldwide differentiation strategy falls.! Their image-based content, Airbnb do it do Airbnb do share some video posts at implementing website... Curious as to what content people are talking about right now and to keep clicking.. Destination based on the internet I become a core pillar of Airbnb delves into the company and its unique.. Hospitality industry Whatsapp icons next to the sheer amount of growth 100 homes a... The outstanding property and the community are here to support the amount growth! Showcase four 4.5 star homes in a city want properties, then thats what you should focus on feels to... Top to be read very clearly a start-up it was very common to hear question! Navigation bar at the Top to be some sort of SEO play, right their simplified UX for sharing email. Very similar UI to the next level cultural celebration is at the heart of Airbnbs business.! This will help spur users once they get a couple of referrals to keep clicking through jump. Keep getting more users signed up if they want more credit by piece to these... To guest referrals ( discount ) and $ 200 for a successful host referral ( incentive ) surprisingly, hosts! Targeting later down the track be their simplified UX for sharing via or! A place as any for it on the left, its clear what I need to &.
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