First, youll need to select your destination. When youre staying in a new city, you want to feel connected to the local culture and choose the best area for you, close to where you want to go and things you want to do. These posts mostly feature UGC, which gives them a really authentic feel and allows them to easily blend into a users Instagram feed, which I feel is something key for brands to master on this channel. The company produced an event in Seoul, Korea, that celebrated beautifying Airbnb spaces with terrariums. Next, lets take a look at the experiences. 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. However, the event was something of a dud participants mostly stayed away from the stations, preferring not to engage. 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. Thank you for amazing post, Your email address will not be published. 51% of the hosts practice multichannel distribution. The main goal of implementing a differentiation strategy is to increase competitive advantage. This sequence is triggered when a user logged into the website starts looking at a city they wish to visit, or particular homes in that city, but has not proceeded to check-out. 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. Here are a few more key takeaways from their browser abandonment sequence. Airbnb are using Instagram mainly to promote their listings, Superhosts & Experiences. The campaign was subsequently rolled out in 80 countries, and managed to generate an incredible global impact. Focused low-cost - competing not only through price but by also selecting a small portion of the market 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. But theres a great selection here in terms of price range. Its interesting that theyre all in North America though; it makes me wonder if theyre using my geo location at all or if they only personalise the experience for people who are logged in (Im assuming that most of their traffic comes from the US). What Airbnb have done well is how easy they make it to Invite Friends or Invite Hosts via Desktop & Mobile application. Visual content is the holy grail of authenticity and shows the extent that brands should be willing to go when selling to their audience. From then on, the sections appear in the same order that they did when I wasnt logged in, but the content within them changes sometimes. 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. So what happens when you share via Facebook or Whatsapp? Remember the days when the home page was a scrolling image with a big search bar? Each persona is spoken to in a way that focuses on the values & motivations for what will entice them to use the platform. It seems as though that previous history doesnt seem to influence the options Im presented with. A firm needs to invest in market research, research and development or product development, and manufacturing or production processes to create highly differentiated products. The company analyzes the specific product and compares it with similar products offered by competitors. Without a doubt, this is one of the big issues data-centric companies are battling on their quest to maximising return on marketing investment while maintaining the trust of their most valued customers particularly in light of growing concerns regarding what data is being collected by organisations and how this information is being used. 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. (Note: you will see peoples contact details, we just had to blur them out). Content marketing is a marketing strategy based on creating and sharing relevant content. Lets break this down a little more. Local customs dictated a more direct invite, with participants preferring a more personal overture from an official Airbnb representative before joining the activities. 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. One of the crucial components of Airbnbs email marketing strategy is their browser abandonment sequence. Airbnb has established a clear onsite content strategy which aims to engage and inspire their guests to stay on the platform and book a bed or experience. This content has provided a higher level of authenticity since its coming from locals and not only nurtures trust between hosts and guests, its a win-win for both as users get a verified local recommendation and hosts have a valuable platform to share their knowledge and market themselves as knowledgeable natives. 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. As a user, its very easy to use. 29,000 backlinks from VisitNsw, which are primarily content or image-related links. SEO: How do Airbnb ensure they appear in relevant search results to drive organic traffic to the site? It doesnt tell me anything about me or why Id enjoy it, its just a factual statement. A well-rounded and entrepreneurial individual with more than 12 years experience in working with and launching startups, Tam is skilled at managing multiple products simultaneously. If you select Melbourne, for example, there are 19 neighbourhoods to select from, with filters like Greens Spaces and By the Beach. 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. differentiation, hybrid and Blue Ocean. Not all businesses are lucky enough to have a recognisable logo that they can use as their Page profile picture but, as a globally-renowned brand, Airbnb have that privilege. Airbnbs answer to this dilemma is Neighbourhoods which launched seven years ago with 300 neighbourhoods in 7 cities, it now features 23 major cities around the world. Its a clear design, and the use of their primary colour stands out against the white background. Its a win-win situation for the user and recipient. Thats very kind of you to say Roy, thank you. Yes theyre easy to use, but it actually seems a bit lazy. I also recommend that Airbnb implement the correct structured data markup across the website for best results. I think this is a clear missed opportunity for them to better engage with their audiences in a more personalised way. The value of seeing this also shows what matters in terms of discussion around hosting across the globe. I always learn new things about digital marketing and business in general and always look forward to studying these case studies. This was really insightful. (We will check out the mobile app later). 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. Experiences are still a fairly new product and so introducing it on the home page makes sense. Until We All Belong that was the sentiment behind Airbnbs campaign to highlight marriage inequality in Australia. 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. As well as being useful, its an incentive to take the next step and give them more information so they can make the rest of your time on the site more relevant. 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. This makes sense given how closely it aligns to their service offering, but they dont rest on their laurels. The summary section is helpful, though it surprises me that it cant be used as an option when filtering search results. So how do Airbnb ensure that hosts are comfortable enough to rent out their property, and continue to do so? 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. 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. On the left, its clear what I need to action if I want to share with my friends. 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. Don't use plagiarised sources.Get your . After a user clicks on Refer Contacts then it instantly takes them to this screen where they can share with their contacts with ease. Airbnb's business model was developed on being a low-cost solution for a low-value customer. 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. [1] At a close look, Airbnb business strategy consists of the following three elements: 1. This is positive and shows that they are invested in making sure their content gets an initial boost when it goes live. When looking at their frequency of posting, I think theyve taken the right approach. This is pretty standard for most product pages, but Airbnb do it well. I wouldnt say Airbnb have exhausted their growth when it comes to accommodation rental, but most travellers are aware of who they are and what they offer. Does your company or brand have a community or do community marketing? To break down the visibility differences between Booking.com, Wotif.com and Airbnb, we ran a keyword gap analysis through SEMrush. 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. And yet, this subsection of the site is currently an underutilised opportunity by Airbnb. According to our headline analysis, key messaging for guests includes: For branded search terms, such as Airbnb Sydney CBD, Airbnb put greater emphasis on the appeal of staying with a local host: Whereas for competitive non-branded terms like Perth accommodation or Brisbane accommodation apartments, Airbnb are more inclined to showcase their starting price or one of their points of difference like their cancellation period. The homes around the world section showcases some fairly unique looking properties, perhaps to portray the variety of different homes around the world. The information that Airbnb highlights here is interesting (as most of it is, again, written by the host). (A) Cost leadership - When the competitive advantage of . This led to a simultaneous rise . 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! Theres no form with dates or number of guests like there was previously, so theres an extra step no matter what. 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. Many global brands are still trying to work out ways to build & integrate successful community marketing initiatives as part of their overall marketing strategy. What I like most about it is that the right hand side of the page is reserved for it. It keeps it consistent for the user to know where key pages are. If youve ever cracked open or lugged around a lonely planet or rough guide book, then youll feel a huge sense of gratitude for Airbnbs Guidebooks. The plan provides an analysis and evaluation of Airbnb by reviewing the company's strategic management, profitability and market competitiveness. Business Strategy Consultant, Design Thinker. This section is particularly important to have on the site. 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. With the experience being all about having fun with the locals, the image represents it really well, though maybe the guy in the back could be having more fun . For the most part, Airbnb use a hero image that message-matches the location the user is interested in visiting: However, this is not the case for all location landing pages. I do think that these ads are missing something here though, and its to do with the creative. That loan is on top of another $1 billion investment the company had . Facebook is 1 of 3 social media platforms that Airbnb is currently most active on. Meanwhile, the hosts are all rated 4.8 or above. Airbnb of course. Its quite an extensive sheet, but one of the best paid search competitor analysis tools Ive found for larger accounts, as it unpacks exactly what search terms are driving users to what landing pages. This can definitely have a positive effect on your companys public perception/reputation, especially if you do a good job. To succeed at an international scale, its founders created an entire business model and rental infrastructure that competes with traditional hotel chains. All of the personalised options are based in Los Angeles, the location of my last booking (and searches) with Airbnb. As we predicted, it has now become a core pillar of Airbnb's strategy. The instantly-recognisable logo, which they named The Blo, is designed to mean the universal symbol of belonging. The idea then evolved into a website where others could do the same, and travellers could get a cheaper option than a hotel. The majority of keywords ranking on page 1 for the Airbnb website are branded, with smaller volume locations ranking for generic [location] accommodation terms. The copy directly below the form gives you more insight into whats going to happen when you fill it in. 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. Airbnb have also gone down this route, creating an @AirbnbHelp account which is their go-to account for all customer service related issues. The ability to achieve new users through lower CPAs was a mouthwatering prospect, and could result in strong growth. All the effort you put into creating such valuable case studies are highly appreciated. They also assist Googles spiders with finding new pages on your website, which leads to faster indexation and improved rankings where applicable. I think theres a lot of brands that could take a leaf out of Airbnbs book when it comes to community management. Since then, theyve evolved multiple times; continuously improving their website and user interface, adding new features, creating new products, expanding to new markets, and trying a range of different tactics to drive the growth of their business. Today, on any given night, 200,000 travelers are staying in private rooms around the world thanks to arrangements made through Airbnb's online platform. As widespread COVID-19 vaccinations make a return to travel more likely, here are three use cases where travelers may choose Airbnb over hotels. At the top of the page, theres a button in Airbnbs signature colour (which, internally, they apparently call Rausch) directing you to places to stay in that neighbourhood. For Airbnb, it underlines everything they do and has transformed their site from a marketplace to a travel platform which engages users and hosts. Their campaigns have not always been popular and they are not strangers to admitting when they were wrong. 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. 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. There's quite a bit of research and work that goes into creating a winning differentiation strategy. In the process, Airbnb not only helped give artists an opportunity to create beautiful works of art, but give travelers a vibrant and accurate sense of their destinations. In closing the only thing I would add that I think they should be doing more of on Stories is including a swipe up CTA earlier in their stories if theyre going to include one, perhaps even from the 2nd or 3rd tile depending on how long the full Story is. 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. Im not 100% sure of the exact reason why we can only see this for now. A company needs to analyze: Their strengths; Their weaknesses 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. Using the Phlanx Instagram Engagement calculator, I can see that from their 4.1 million followers, Airbnb get around 26.7k Likes per post, 283 comments, and have an overall average engagement rate of 0.65%. Trap 6 - Equating Market-Creating Strategies with Differentiation. Clear & succinct messaging focused on value certainly helps those wanting to share. Global presence makes it an easy choice. However, to some extent it has also used cost leadership. Building upon this trust, Airbnb is one of the rare sharing economy companies that . Based on 3 different assumptions, the potential impact of referrals could have a dramatic compound effect on the bottom line in a very good way indeed. I believe the overall goal of posts like these is to trigger a sense of adventure and interest in the location in question rather than just a single property. Nothing quite catches the eye and so Im not 100% sure what the obvious step is to do next. If Airbnb Plus is an example of a product upsell, their Experiences are a great example of a cross-sell. In a differentiation strategy Airbnb Model can seek to be unique in its industry by providing a value proposition that is cherished by buyers. Its certainly something to strive for. As I look down, I see the option of Import from: Gmail, Yahoo or Outlook. With a product approach like this, its no wonder theyre such a successful business. But its not just enough to have those locations you need to be in the top 2 to 3 organic positions on Google to really capture high traffic volumes. 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. 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). 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. Many of the ads they use feature video, which is positive, but they dont feature real Australians talking about their experiences with being an Airbnb host. Airbnb are able to match up the user session with your email address based on your browser cookie, and they then trigger an email sequence that aims to get you back into your search and ultimately book your next stay. To date, there are over 4470 pages of support threads, so users should be able to find a question already asked and hopefully answered. Externally, we would presume any traffic is driven through organic search, email traffic, and through social promotion. For example, the search term canberra accommodation has an average 40,500 searches per month, with the rankings as: Airbnb seems to be cognisant of their low organic positioning for generic [location] accommodation terms, and so acts to ensure they are in position 1 of ad placements for high volume targets. Of note, since February 2018 the growth trajectory has not been consistent, and there have been fairly significant dips in the monthly estimated traffic. When you share the direct link, you get this landing page. We designed Airbnb to have 100 homes in a city. Our Airbnb 2022 predictions: The "Live Anywhere" theme has crept up into Airbnb's announcements since 2020. Its no secret that most travellers appreciate a good story. "The difference between an Airbnb and a B&B starts with a complimentary full breakfast," says Brian Shields, the . 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. And then down the bottom, I see very easy instructions with simple steps of how the process works. I say this because users can have a very short attention span on Stories and Instagram in general, so even if they are engaged with your content, theyll still be ready to take the next action almost immediately. Yes, there are some great little touches as we can see in the last section, but on the whole personalisation isnt that widespread on their site yet. Users arent always going to go out of their way to find out how they can share. And how do you ensure those hosts are happy enough to keep renting out their places? In the next section, Suggested for You, this is content that specifically addresses the needs of hosts. 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 achieve this, theyve either used Dynamic Keyword Insertion or have closely tailored ad groups that have strong alignment between keywords and ads. If you are familiar with the search engine optimisation space, its likely youve run into the term backlinks before. Its revenues can grow to $8.5 Billions an year by 2020. was a discussion of the generic and intensive strategies used by Air BnB to build a competitive advantage and grow its market share. Airbnb do have the luxury of having large-scale teams of data analysts & developers, but with new analytics platforms such as Mixpanel, measuring product growth and building attribution models have become easier even for smaller SaaS based companies or app makers. Airbnb business level strategies. Its clear what Airbnb want the users attention to focus on. When we scroll down the page, we see the instructions for the process. Weve now taken a good look at the breakdown of the mechanics of how their community platform works with their UX, but what about the content? Not only does community management help brands find opportunities to address complaints, but it also helps to foster positive conversations, which in itself can create and maintain more happy customers. As part of its growth strategy, Airbnb acquires companies that may benefit . In fact, back in 2011 they even paid for hosts to have professional photographs taken of their properties. Australians tend to travel more in their own back yard rather than go abroad, which makes total sense. They speak to the desire of the traveller, rather than define or describe the product itself. When looking at the types of posts they share to the Page, this is a mixture of imagery & video. So let's start by understanding more about Airbnb in the coming sections. It is clear that Airbnb is becoming one of the most popular online-booking.. directed towards developing technology or strategies to differentiate Airbnb from its competitors. Using video over image posts does have one major advantage for Ads strategy though, and that comes in the form of Engagement Custom Audiences from video views. Since its inception . This is a part of the site I really like and also find quite interesting. For example, if Airbnb shares a video which relates to Japan and this gets 50k views, creating an audience of viewers who watched 75% or 95% of this video would be great for their next Japanese-themed post, as they know these people are interested in video content to do with Japan. A lot of the invitation mechanism is the same above, just done in a different experience with mobile considerations. So what happens next? 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