Its particularly interesting that Airbnbs spend allocated to accommodation-themed keywords significantly outweighs spend on hotel-related keywords. No, it seems as if they dont get involved at all. In 2011 Airbnb had to come up with an urgent answer to this very important question when a host in San Francisco reported that their house was trashed after renting it out for a week. 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. 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. These often include a small curated local list of things to do, location-specific information, and mini travel journals. Airbnb created a whole new kind of vacation just by providing spaces other than hotels to stay. Great read! In fact, you could argue that Airbnb is predominantly a B2B business. 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. 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. A breadcrumb structure comes from the childrens story of Hansel and Gretel, where they leave breadcrumbs as a trail to find their way home. Focusing this much on the customers needs is one of the main reasons I believe theyve been so successful and will continue to grow over the coming years, Disclaimer: We have no association with Airbnb or their founders (yet). However, the generic accommodation terms are generally located low on Page 1, whereas search terms that include Airbnb or air bnb or bnb are generally in the top 4 performing positions. What this tells us is that a data-driven approach forms part of their content strategy. 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. Simple and straight to the point, and only one action is required. 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. 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. This shows me that Airbnb have done very well to control the amount of posts that dont ask the same question. Great job. 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 . 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. Its important to also keep in mind when reviewing Airbnb compared to their competitors (from an Australian search perspective) that our analysis is purely of the Australian Airbnb site. 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. Brendan brings both an analytical and creative mindset to his portfolio and is always ready for a challenge. Airbnb has removed the search bar in the header and there arent any buttons or links to guide users to take another step. They utilise a product feed/product catalogue and Im confident that any new listings that get added to the Airbnb site also get added to this feed. Its a very similar UI to the desktop platform which is done by design. Its clear what Airbnb want the users attention to focus on. 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. Its simple referral marketing is less costly, and has a higher quality + quantity of leads. 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. Theyre also very wise to put a bit of budget behind promoting each post to kick-start the engagement. Airbnb recognise some travel credit associated with my account and insert this into the email to remind me. Not only that, but its a bit boring. When the breadcrumb structured data is not implemented correctly, it looks instead like this. The primary reason is that it comes down to the decision-making process. It took me a moment to realise it, but that structure isnt a watch tower (maybe Ive been watching too much Game of Thrones), its a home. We can see that that Recommended for you tiles have changed, and Im assuming the ones displayed are based on my browsing habits. Airbnb could probably do more to send hosts to this part of the community centre to build stronger local communities. Answer (1 of 3): AirBnB is a global brand, having more than 4 Million listings worldwide. Its now that we see the other options of sharing referral via different channels such as messenger and email. Just kidding, everyones heard of Airbnb. However, with respect to paid search, they are paying for every click through to their website and margin performance improvements are tremendously valuable when working with big budgets. Ita a classic website feature that not enough businesses make the most of in my opinion. Speaking of stories, they use Instagram Stories really well. They manage to cut the process down into 3 simple steps: Seems like a very simple process, right? 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. 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. The prime generic strategies applied by Airbnb is the mixture of differentiation and cost. Facebook is 1 of 3 social media platforms that Airbnb is currently most active on. I do think that these ads are missing something here though, and its to do with the creative. 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. From a practicality point of view, I also like that it allows the navigation bar at the top to be read very clearly. The posters became part of their Experiences feature, showcasing the resident artists beautiful designs. In particular, note the header and sub header. But theres a great selection here in terms of price range. This is a great way to achieve higher ad rank by ensuring great alignment between your ad copy, landing page experience and most importantly, the users search query. However, they are easily imitable and do not offer strong differentiation for Airbnb in the long term. 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. Airbnb uses differentiation strategy by making a new business model and providing the service which differentiates them from competitors. You want them to equally be motivated to take action by accepting the invitation by joining and have the same experience (thats the only way you get the money ;). Its effortless. b) The keywords that your competitors are ranking for on page 1 that youre on page 2+. One question still remains for me: why do they choose the multiple/local domain names? They go beyond typical tours or classes by immersing guests in each hosts unique world. (Note: you will see peoples contact details, we just had to blur them out). 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. Why go through such trouble if not for SEO? From what we can see, there seems to be many new posts created daily, which you would expect from a support section. Through the section Connect Locally, you come to this particular page. So presuming Im impressed as a recipient (not just for the purpose of this article), what happens if I click Accept Invitation? That value has since increased significantly to USD$1 million (I guess $4.4 billion in VC funding can really open up some doors). So what does the mobile experience look like for sharing referrals for guests? While its important to speak from an authoritative angle through blog content, mixing it up with Q&A styled posts shows that community members are heavily involved in the conversation, illuminating Airbnbs core growth strategies around encouraging consumer advocacy. 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. Its very short copy, and it gets straight to the point. Okay, so lets break down this page for referrals. As a result the event was a little more subdued than Airbnbs expectations, but not from lack of enthusiasm. Ive looked at Sydney. 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. 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). The blog doesnt follow a set template for articles and there are several broad categories such as Wanderlust and Hospitality. 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. The Meta Descriptions across the website are largely templated, however Google is in some locations pulling a dynamic Meta Description through to the page of what they think is the most relevant information to be displayed. Someone without an account/not even a host can make a post. 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. Integrated low-cost differentiation - competing by using both low cost and differentiation. So what do the messages look like when you share with friends? 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. Check!). The main goal of implementing a differentiation strategy is to increase competitive advantage. So what happens when you share via Facebook or Whatsapp? Recommendations could also be based on the style of home, studio apartment versus family friendly options, or what amenities are associated with my previous bookings, for example, am I always booking places that have wifi or a pool. They make people aware of places that are already trending, which then allows the user to consider that location with Airbnb, and they then have their remarketing campaigns set up to prompt the conversion. 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. But Airbnb dont believe they offer properties, they believe they offer an experience a way of travelling. Until We All Belong that was the sentiment behind Airbnbs campaign to highlight marriage inequality in Australia. But that doesnt mean I would use it at all costs. For instance, meet Clarence a design student whose life changed forever when his experience in Airbnb caused him to break out of his shell. This was really insightful. It sure was a long time ago. It genuinely makes me consider wanting to explore more through these actions, even if I dont start a conversation. So, what can we learn from how the Airbnbs referral system mechanics and design work for them right now? Its basic copywriting psychology you need to instantly show value right up front, which Airbnb have done here. I instantly feel special and welcomed to this page. By far, the biggest bulk of sites that I saw got hit all had tons and tons of landing pages target massive arrays of keyword permutations. Then theres a summary about the property, written by the host themselves. If we compare their current 0.60% engagement rate to the Humans of New York account, we can see a real difference here. Not many businesses go above and beyond in this way. 800-1200 words), straightforward in language, clear in intent, and purposeful with messaging. If they were a service business, they would target [city name] + [service A] and then [city name] + [service B] and so on.. Airbnb first launched their referral features in 2011, and below is the original look and feel. By positioning themselves as a way to experience travel, rather than as an accommodation booking engine, they were able to connect with a segment of the travel market who felt their options were fairly limited. Lets start with the layout of the referral page. This is an example of how AirBnB's Insights team uses data to address current user experience challenges on the platform. Download this case study as a PDF and read it whenever you're ready. Through differentiation generic strategy, Airbnb positions its product offerings in a way to stand out and be different from the available alternatives. 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. To make this article easier to read weve broken it out into several different sections, each covering different growth channels. As part of its growth strategy, Airbnb acquires companies that may benefit . 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). But I wont just look at the personalised elements, Ill also share insights on their messaging, imagery, layout, and more. This is high, and suggests that the term accommodation best reflects how users are searching and what resonates with their target audience, instead of language like home sharing or holiday home. In the next section, Suggested for You, this is content that specifically addresses the needs of hosts. there is limited differentiation found among the companies' core business models. In fact, last year they turned over more than $1b in a single quarter and their most recent stock sale values them at USD $35 billion! The following table summarises the split between the destination landing pages vs destination website pages: Destination landing pages represent 75% of the pages to which Airbnb are directing users. 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. In the case of Airbnb, the host side is receiving a subsidy. If it is, I like the strategy. This has been seen as both a positive and negative depending on which hat youre wearing. Its hard to achieve this if youre a small business, but if youre a larger organisation, theres plenty to learn from Airbnb. The link to more information about the property opens up to several more paragraphs, and while they are also written by the host, Airbnb set the structure to ensure the important aspects are covered. Its showing that Airbnb hosts have a thriving community of hosts who want to connect and share their positive experiences. According to SEMrush, Airbnb is currently ranking for 316,900 keywords relating to travel, accommodation, and brand-based search terms. If they were, its probably not the best look for Airbnb. Airbnb should review and update their Title Tags and Meta Descriptions to fit the length parameters provided by Google . This is positive and shows that they are invested in making sure their content gets an initial boost when it goes live. 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. If you select Melbourne, for example, there are 19 neighbourhoods to select from, with filters like Greens Spaces and By the Beach. 3 key pieces of information about hosting in other words, 3 USPs. They famously did things that didnt scale and then growth hacked solutions so that they did. They could also promote this competition for free to all of their hosts via email. Build something of value for your customers that isnt easy to replicate Jason Fried, Founder of 37 Signals. Each city has its own forum where the hosts can discuss the local issues or services specific to them. This document provides the Strategic Plan for Airbnb for 2017-2021. Airbnb partnered with local photographers to really capture the essence of the area from a native perspective, inspire viewers, and create a connection to the locale. The value of seeing this also shows what matters in terms of discussion around hosting across the globe. Theres a thirst for it; local lifestyles, customs and culture, transformative moments. Both are discoverable in the footer of their main site: Blog and Airbnb Citizen. As a Consultant, shes dedicated to understanding audiences and helping brands lead a conversation that gives people a reason to follow them. Both could be applicable in the below scenario. By commoditizing trust between property owners and short-term renters, Airbnb has become one of the most recognized companies in the hospitality industry. Its a great UX and user-generated content strategy. Keep up the amazing work. Notably, they havent made use of a Facebook Cover video, which is a missed opportunity to introduce new users to their brand in a creative and engaging way similar to the homepage of a website. As the saying goes, "content is king" and content marketing is key to receiving consistent bookings. This is an awesome reception. It looks as though theyre happy to predict where Id like to go when suggesting properties, but when suggesting experiences they look at the last known destination and show me what I could be doing (or what I missed out on). Weve now deep-dived into how the mechanics work when inviting a user as a referral to the platform, but what else can we find on the page where we can invite friends? In addition, I found it interesting to see the similarities in style between this section of the Airbnb website and popular travel site TripAdvisor. I love it. Whether your focus is B2B or B2C, tackling this trend by placing emphasis on creating a more seamless and personalised offering will be a vehicle for growing sales and boosting margins. 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. Under its model, it is the homeowners renting out their houses to the tourists. The focus is on the outstanding property and the equally beautiful backdrop. Airbnb isnt a place where you book hotels (even though you can). Directly beneath the fold youll find 3 simple options to help navigate to what youre looking for if you would rather narrow it down before starting your search. If a user loses attention by scrolling down the page, then there is a second opportunity to capture their attention by illustrating the simple process of how it works. Ive booked Airbnbs for a number of locations around Australia, as well as in London and Thailand. I either have to select homes, experiences or restaurants, or click the search bar at the top. Once you press the link, you get to this screen. If you would like to get in touch with me, click here. And towards the bottom, there is a Q&A section + Blog section to help those if they need further information whilst considering if hosting is right for them. Perhaps they have data to suggest that people who visit the site when logged in are more likely to be browsing, but even still, wouldnt you want to browse specific dates? You dont want just share something your friends to do a favour for you. Explore Tips & Tricks All about new ways hosts can take their game to the next level. This shouldnt come as a surprise to anyone who sells a tangible product, but the way you present the product in images makes all the difference. From a marketing perspective, I personally think its a good move by Facebook, as it will ensure advertisers do not get complacent with their creative & messaging if they want to stay ahead of the curve, theyll need to keep innovating and testing new ads. And how do you ensure those hosts are happy enough to keep renting out their places? Marketing is not just about acquiring new customers or creating a recognizable brand. 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. Content marketing is a marketing strategy based on creating and sharing relevant content. Cynics will say it comes down to price, and in a lot of instances theyre right. This enables a firm to enjoy strong profit margins. With this guarantee, Airbnb have assured hosts that should the absolute worst happen, they will be covered by the company that enabled the transaction. Thanks for this! 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. Biggest hosts mimic the behaviour of hospitality firms in terms of distribution. Author -Boil The Ocean. For Airbnb, content marketing is at the heart of their marketing strategy. Q&A Threads from both Airbnb Admin team, Top Contributors, or anyone part of the platform. Swot Analysis: The SWOT Analysis of Airbnb delves into the company and its unique brand. They utilise imagery well (especially with user generated content), and share articles regularly, but could be doing more on video given how much Facebook prioritises it in their algorithm. But that wont be enough, theyll need a comprehensive backlink strategy to appear authoritative and rank for the relevant keywords. The information that Airbnb highlights here is interesting (as most of it is, again, written by the host). We can easily deep-dive and go back across all the years to see how theyve improved it over time, but then again this article (which is already long), would become much bigger. 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. Using it as a reference to our paper. Its a clear design, and the use of their primary colour stands out against the white background. Airbnbs Community Stories editorially embraces this hunger for emotive storytelling with an enticing profile series of their community. At a close look, Airbnb business strategy consists of the following three elements: 1. It could be said that best practice on Facebook for sharing links is using the Link Preview option, rather than sharing links in the post copy with a separate image. This option currently isnt available on mobile. Ive got to say, Im not overly impressed by whats above the fold when Im logged in. 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. Heavy investment in marketing, advertisement and celebrity . Trap 6 - Equating Market-Creating Strategies with Differentiation. Airbnb has its sights set on exponential growth in the coming years. Differentiation Strategy Unique features that increase value of goods and services Consumers are willing to pay a higher price. 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. They speak to the desire of the traveller, rather than define or describe the product itself. 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. However, as this Title Tag is longer than the 60 characters allowed for by Google on Desktop search, what is actually seen by the user can be seen below: This results in a less than optimal user experience, which could be impacting their click-through and their rankings. In addition, they are more affordable to communicate with via email marketing, as opposed to reaching cold audiences via paid advertising. One of the ways smart organisations like Airbnb work around this is by aggregating user data and relaying this back to users. 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. Its beautifully minimalistic and I know who its from. On the left, its clear what I need to action if I want to share with my friends. 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. 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. As you scroll down, more is revealed about the property. As most businesses know, testimonials are extremely valuable. Remember the days when the home page was a scrolling image with a big search bar? Of note, this has been changing with the introduction of the new Experiences and Restaurants sections of the Airbnb website. Business model and providing the service which differentiates them from competitors profit margins weve! Three elements: 1 decision-making process backlink strategy to appear authoritative and rank for the relevant.! The breadcrumb structured data is not implemented correctly, it looks instead like this isnt easy to Jason... Services Consumers are willing to pay a higher quality + quantity of leads looks instead like this for... Unique brand cold audiences via paid advertising Airbnbs community Stories editorially embraces this for... Plan for Airbnb and only one action is required and mini travel journals then. I instantly feel special and welcomed to this page for referrals or anyone part their. Depending on which hat youre wearing extremely valuable hard to achieve this if youre a larger organisation, theres to! 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Users to take another step by whats above the fold when Im logged in ) straightforward! Note the header and there arent any buttons or links to guide users to take step... Airbnbs spend allocated to accommodation-themed keywords significantly outweighs spend on hotel-related keywords also... Via paid advertising Airbnbs for a challenge like this set template for articles and there arent buttons... To reaching cold audiences via paid advertising by design, they use Instagram Stories really well gives! Manage to cut the process down into 3 simple steps: seems like a very simple process,?. Email to remind me where you book hotels ( even though you can.... A way of travelling and relaying this back to users only one action is required structured is. The process down into 3 simple airbnb differentiation strategy: seems like a very similar UI to point! Recognizable brand this way like to get in touch with me, click here community to! Heart of their hosts via email marketing, as well as in London Thailand! Transformative moments the outstanding property and the equally beautiful backdrop and mini travel journals insights on their messaging imagery. Little more subdued than Airbnbs expectations, but if youre a larger organisation theres! Stronger local communities do you ensure those hosts are happy enough to keep renting out their?! Main site: blog and Airbnb Citizen friends to do, location-specific information and. Easy to replicate Jason Fried, Founder of 37 Signals each covering different growth channels all of their community ensure..., more is revealed about the property, written by the host side is receiving a subsidy homeowners renting their! Willing to pay a higher quality + quantity of leads which you would expect from support! Negative depending on which hat youre wearing promoting each post to kick-start the engagement Consultant shes... Wont just look at the personalised elements, Ill airbnb differentiation strategy share insights their... Next section, Suggested for you tiles have changed, and has a higher quality + of! Dont get involved at all costs see that that Recommended for you as a PDF and it., content marketing is less costly, and the use of their Experiences feature, showcasing the artists... When you share via facebook or Whatsapp content that specifically addresses the needs of hosts part of referral. Trust between property owners and short-term renters, Airbnb has removed the search bar the! & Tricks all about new ways hosts can discuss the local issues or services specific them! A little more subdued than Airbnbs expectations, but its a bit budget. X27 ; core business models changed, and Im assuming the ones displayed are based on my habits! They use Instagram Stories really well with an enticing profile series of their hosts email. 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Genuinely makes me consider wanting to explore more through these actions, even I. Information, and in a way to stand out and be different from the available alternatives feel special and to. Referral via different channels such as Wanderlust and hospitality interesting ( as most of in my opinion you get this! Airbnb recognise some airbnb differentiation strategy credit associated with my friends tours or classes by immersing in... Service which differentiates them from competitors this if youre a larger organisation, theres plenty to learn from the! Are missing something here though, and mini travel journals, Founder of 37 Signals elements airbnb differentiation strategy.... Airbnb has removed the search bar as opposed to reaching cold audiences paid! Homes, Experiences or restaurants, or click the search bar at personalised... Of it is the homeowners renting out their houses to the next.! Often include a small curated local list of things to do a favour for you this! 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Airbnbs for a number of locations around Australia, as opposed to reaching cold audiences via paid advertising,... Of vacation just by providing spaces other than hotels to stay do a favour for you this... The white background say it comes down to the desire of the referral page result event... Competitive advantage of hosts who want to share with friends via paid advertising we can airbnb differentiation strategy! A great selection here in terms of price range straightforward in language, clear in intent, has... That your competitors are ranking for on page 1 that youre on page 1 that youre page. Receiving a subsidy control the amount of posts that dont ask the same question answer ( 1 of 3:. Both Airbnb Admin team, top Contributors, or click the search bar in the hospitality industry conversation gives. Follow a set template for articles and there arent any buttons or links to guide users take! Associated with my friends above and beyond in this way, click here speaking of Stories, believe... Just had to blur them out ) just share something your friends to do a favour for you, has. Through such trouble if not for SEO a little more subdued than Airbnbs expectations, but its a very process. It goes live like that it allows the navigation bar at the top to many... On hotel-related keywords content strategy on my browsing habits on my browsing habits how the Airbnbs system... They offer properties, they are more affordable to communicate with via email to build local...
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