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. Airbnb created a new type of traveller through their product in 2006, and since then have developed that persona further and grown the market. Not surprisingly, the bulk of Airbnbs paid search traffic and spend is coming from destination-related terms, such as singapore accommodation. Here are some world-famous examples of brand strategy done right! Incentive I instantly see the value that I will receive if I take an action by accepting the invitation. As a result the event was a little more subdued than Airbnbs expectations, but not from lack of enthusiasm. If it is, I like the strategy. 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. An Airbnb Instagram marketing strategy should leverage visuals to increase engagement and feature hashtags and keywords for discoverability. Winner, winner, chicken dinner! The self check-in box also puts at ease people who worry about having to coordinate being at the property at the same time as the host in order to get access. Airbnb is new to the Corporate Responsibility scene but is quickly distinguishing itself as an emerging player the CSR community. This content truly differentiates Airbnb from the big hotel booking sites, highlighting interesting places in different cities. Answer (1 of 3): AirBnB is a global brand, having more than 4 Million listings worldwide. SEO: How do Airbnb ensure they appear in relevant search results to drive organic traffic to the site? 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. Airbnb started out in 2008 when founders Brian Chesky and Joe Gebbia realised they could make a quick buck by renting out an air mattress in their living room to people visiting San Francisco for a big conference. This enables a firm to enjoy strong profit margins. In the case of differentiation, a key advantage is that effective differentiation creates an ability to obtain premium prices from customers ("Executing a Differentiation Strategy" [Image missing in original] ). Why would people globally care about tours in Melbourne, or suggest property management services in the area? 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. 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. 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. For example, the below is a very basic diagram of what a site structure might look like as an organisational chart for a site like Airbnb: What this translates to on the website looks like this: And when the breadcrumb structured data of the website is optimised correctly, it can pull through the breadcrumb structure to show the hierarchy in a simple and clear way for the user. But the designs did more than give artists an opportunity to display their talents they brought some of the magic back to traveling, allowing users to immerse themselves in local communities. But Airbnb dont believe they offer properties, they believe they offer an experience a way of travelling. 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. Basically it is the hierarchical structure of a website. Of course its easier to sell to existing customers than new ones, and theres no better time than when they are finalising their booking or have recently just completed their booking. Its unlikely there is sufficient volume from closely related search terms in isolation, and as a result, Airbnb likely need to leverage auxiliary keywords to reach lofty growth targets. There's quite a bit of research and work that goes into creating a winning differentiation strategy. Retarget products to people who have visited your website or app. Their methods are not unique to them, and with a bit of strategy you too can reap the benefits of their successes. I believe their inclusion of the Superhost is to give the post added credibility, as Superhosts have an average user rating of 4.8 or more out of 5. As you can imagine we have a lot of different data points on our users. In fact, when they do charge, they actually review and suggest which pictures you go with for maximum impact. In this case, Airbnb vision statement is all about leaving a memorable reputation at a global level. Added all the other Case Studies also to my to-read-list. The location is pretty interesting too; it evokes a feeling of adventure, of doing something different. If you havent built a community before nor done community marketing, youre not alone. The biggest competitive advantage for Airbnb is its brand recognition that continues to attract users and hosts to the platform, solidifying its market leadership. In 2018, a Sensis social media report found that 19% of Australian social media users accessed Twitter this was compared to the 91% who had used Facebook. Do Airbnb get heavily involved in the discussion? According to the data from SEMRush, 73% of approximate ad spend goes to search terms containing accommodation. They may not own any of them or have significant control over what is said on the pages, but they can choose to lay them out in a way this is most likely to lead to a booking. 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. It also shows that they realised early on that the key to success on the platform would be getting hosts to list their properties. 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. Why would Airbnb have this content pillar specifically? It is a cornerstone of Airbnb business strategy. Book a real home in [Location] for less than a hotel room . Its not as easy as you think. 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. About us. Experiences are still a fairly new product and so introducing it on the home page makes sense. 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. Here are 3 key reasons: According to ahrefs, the Airbnb AU website is currently showing approx. There are several more sections on the home page that could be considered interesting: theres a banner to entice new hosts to sign up (which is way too low down the page in opinion), and the categorisation of experiences and homes which I could review. Social media plays an integral role in any business marketing strategy these days and, of course, Airbnb are no different. 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. Getting users to advocate and tell the story of Airbnb was particularly crucial in getting it right in the early stages of Airbnb, as mentioned earlier. The prime generic strategies applied by Airbnb is the mixture of differentiation and cost. Airbnb Inc. Report contains a full analysis of Airbnb business strategy. 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 . A more aggressive content marketing strategy by creating more onsite content and updating existing content to target specific locations and relevant high traffic volume keywords, Airbnb are likely to continue increasing in position across Google and thus increase their organic market share. They speak to the desire of the traveller, rather than define or describe the product itself. 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. Theyve performed very well to incorporate community for hosts as part of their retention and advocacy part of the funnel but, just like any other business, Airbnb has to continually improve and find ways to improve their community marketing strategy. 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. To quick recap some of the main takeaways from this article; Some people might think its easy to know what your customers want when youre in a fun space like travel, but this is a highly competitive industry with a vast array of different customer personalities. Sell Documents . Ive booked Airbnbs for a number of locations around Australia, as well as in London and Thailand. By creating different and distinct sections, they are able to keep the conversations relevant to the user, which should improve the experience for everyone involved. Its beautifully minimalistic and I know who its from. 1. As a Consultant, shes dedicated to understanding audiences and helping brands lead a conversation that gives people a reason to follow them. 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. The Airbnb business model is a multisided platform that connects travelers with hosts from all corners of the planet. Outside of their sponsored Page posts and Dynamic Ads, the rest of Airbnbs ads strategy currently focuses on one thing signing up hosts. 3. 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. 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. Speaking of stories, they use Instagram Stories really well. So that in itself is the whole sign up process pretty impressive how streamlined it is, right? Once a user completes a booking, Airbnb use the confirmation email to increase the value of this customer or transaction in two ways: Referrals are typically one of the most reliable sources of new customers. Its amazing what theyve been able to achieve over the years since they first introduced referrals into their platform in 2011. Although the event was not quite as successful as they hoped, the company did gain a valuable insight. 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. Download this case study as a PDF and read it whenever you're ready. They dont use as much personalisation on their. In practice, this means that someone who searches for phi phi islands accommodation triggers an Airbnb ad that speaks to phi phi island accommodation specifically, and directs the user to a landing page that focuses specifically on phi phi island accommodation with upcoming availability. This is what happens when we click Show invite details. While we focused on how it was done via email invitation, its a very similar process when sharing the link directly with friends. By offering more information and support, they will attract, convert and retain more home and experience hosts on their platform. 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. Airbnb showcase four 4.5 star homes in Santa Monica that have availability for the dates I selected. 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]. This further increases the scope of potential links they could be achieving.For example, Booking.com has 7 backlinks from the Referring Domain , Taps into the aspirational elements of travel through engaging imagery to encourage bookings, Encourages property owners to become an Airbnb host. 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