(A) Cost leadership - When the competitive advantage of . Besides the basic cost savings, the most inviting factor of Airbnb, there are many reasons why Airbnb is better than a hotel: Airbnbs often come with a kitchen so besides saving money . Idea to save money for your next trip: use Airbnb. 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. The main goal of implementing a differentiation strategy is to increase competitive advantage. They leave the guests to solve problems between themselves, and learn from each others experiences. This is a smart play from Airbnb their conversion-oriented messaging helps to prioritise their paid search spend towards people who are ready to book, as people looking to browse are less inclined to click on ads that target people further down the marketing funnel. Airbnb has turned me into a huge advocate by just connecting with my preferred way to travel. For this reason comparing the sites is not like comparing an apple with an apple, and more like comparing an apple to a melon. . 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. Coca-Cola, for example, currently enjoys a profit margin of approximately 33 . 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. Why would a traveller rather use Airbnb than Hotels.com, Expedia, Trivago, or the myriad of other websites available? Is Airbnb encouraging referrals more through their mobile app? To achieve this, theyve either used Dynamic Keyword Insertion or have closely tailored ad groups that have strong alignment between keywords and ads. Ita a classic website feature that not enough businesses make the most of in my opinion. 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. Incentive I instantly see the value that I will receive if I take an action by accepting the invitation. Airbnb have kept the mechanics simple when it comes to referrals. Thank you~. 3 key pieces of information about hosting in other words, 3 USPs. Not surprisingly, the bulk of Airbnbs paid search traffic and spend is coming from destination-related terms, such as singapore accommodation. All of this is inspected by a real person so youre ensured of its accuracy. This will help spur users once they get a couple of referrals to keep getting more users signed up if they want more credit. But there are plenty of properties on Airbnb that are more expensive than hotels and still get booked out, so what else is there? Airbnb created a new type of traveller through their product in 2006, and since then have developed that persona further and grown the market. Based on this report, its clearly evident the differences in high volume keywords between the three brands, with Airbnb largely trailing behind the other two. Curated like a blog feed of suburbs within a chosen city, Neighbourhoods is a more visual version of an old fashioned street directory. This format allows you to take up as much real estate as possible on a persons Feed. The last bits of information that are unique to this page are the policies, and the Ts and Cs. The ability to achieve new users through lower CPAs was a mouthwatering prospect, and could result in strong growth. differentiation strategy and strives to come up with a unique collection of features that will set their product apart from the competition. As mentioned earlier in the article, the supply of properties and experiences is essential for Airbnbs success, and so its important that hosts are able to navigate where they need to quickly. And how do you ensure those hosts are happy enough to keep renting out their places? I might visit their site once or twice a year when Im lucky enough to be looking at booking a holiday, and I cant help but notice that every time I do, I get a different site compared to the last time I visited. This special feature that Airbnb have included has the ability to import contacts via Gmail, Yahoo or Outlook with ease (Ive done this before and its great!). 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. Great read! 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. They began offering their customers ways to specifically experience life as a local, as well as sleep like one. The site structure of these pages is strong due to the way each category acts as a directory page to the other listings, giving greater value to the site and also helping the pages rank for high volume search terms. Not a big deal as its revealed as you scroll down, and its not the most important bit of information on the page by a long way, but it is a (very) minor annoyance. 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. I dont think this works for all posts though. As a new potential host, this instantly illuminates that Airbnb and the community are here to support. Brand strategy examples. Airbnb have been running Dynamic Ads for reservations for a number of years now, with them even being featured in a Facebook case study on this back in 2017 where they reported a 3X increase in return on ad spend and 47% lower CPAs using the Dynamic Ads objective. For certain links that they share, I think this strategy works quite well. Airbnb have built a hugely successful business off the back of understanding what their customers want/need, and then providing products that match them. Airbnb. The strange thing is, Im on the Australian domain so you would assume they at least have it personalised there. As Tam wrote, Airbnb has really springboarded off the message, Dont go there. 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. And considering they have over 6 million listings worldwide, its pretty safe to say that the limit is the sky for their keyword potential. In fact, you could argue that Airbnb is predominantly a B2B business. Airbnb's differentiation strategy effectively resolves problems within the market and all parties are satisfied. Even if this is not done on purpose, I think this is clever, as it allows the user to imagine themselves there. But this expansion has also put the spotlight on content and localisation, both for guests and also for hosts using the platform. 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. Theyve used a custom link shortener for a number of years now (http://abnb.co) which usually provides you with the option to track who is clicking on the link, but thats it. Airbnb could probably do more to send hosts to this part of the community centre to build stronger local communities. 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. But unless your story resonates with your ideal customer audience, then while people will read your content and engage with the piece, they wont necessarily engage with your brand. 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 . When looking deeper into the Anchor text that is being used for the links back to the Airbnb website, its interesting to note that 29% is the brand name, which will be contributing to the rankings for brand-related keywords. Its a beautiful image and has a lot of visual impact, It evokes an emotion happiness, humor, nostalgia, etc, It tells a captivating story (image and/or caption). When it comes down to an Airbnb vs. hotel, most people opt for an Airbnb because it's cheaper. Ive seen/heard of some properties that havent been kept very well, are lacking basic holiday features, or dont look very good. How do you ensure that people who have stayed with you before do it again? 1 / 52. You can see another variation of this email here. Airbnb take unorthodox approaches to get noticed in the offline world, and when they do, its not to promote themselves or their platform directly but to promote who they are. Having all of the negative posts in their own section keeps them out of the minds of users who have been having a good experience. They just considered it rude to start making a terrarium without an invitation. The Network effect. Clear & succinct messaging focused on value certainly helps those wanting to share. That value has since increased significantly to USD$1 million (I guess $4.4 billion in VC funding can really open up some doors). One element that does change to my advantage is the navigation bar. 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. For example, in a separate browser abandonment series of emails that was triggered by me looking at Los Angeles accommodation, Airbnb reference in the subject line and hero section of the email that people travelling to Los Angeles typically book their accommodation at least 2 months prior: Airbnb astutely sent me this email 2 months and 13 days prior to the travel dates I specified as part of my search. Carmelon Digital Marketing. This needs to be done in the right way though, as it still needs to come across as authentic. So what does the mobile experience look like for Hosts? Instagram Stories offer brands a great opportunity to get creative, but the trick is keeping your audience engaged enough to keep clicking through, rather than swiping to the next Story in their feed. And then if a user keeps scrolling, we see one more block section which is about Host referrals. Users can then explore top answers that may result in high engagement for various reasons (e.g. One thing that is noticeable however is how low the engagement on this section is compared to the previous one. For example, when they share an image separately instead of using the Link Preview option, I see this as counterproductive to the objective at hand, which is to drive people to a website, and Link Previews have been created by Facebook to provide Page owners with the easiest, most conversion-focused way of doing this. (Note: you will see peoples contact details, we just had to blur them out). This marketing case study on Airbnb focuses on explaining the 4Ps of the marketing mix, the marketing strategy it undertakes to market itself and its digital presence. If Ive already booked accommodation, this section may still be of interest, or if I havent booked accommodation, this is another angle by which I could be re-excited by my interest in visiting Santa Monica. 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. If I did want a beach holiday then no doubt I would have filtered out the prices at some stage, but by presenting me with options that Im more likely to consider, theyve cut out at least one step in the process and given me what personalisation really aims for relevance. Airbnbs Facebook content serves 3 main purposes: Lets take a more in-depth look at their content, its performance, and how they engage with their Facebook community. However there is still less linking to booking sites than you might expect, as the commercial properties themselves generally prefer bookings be made direct, which saves them the commission required when a third-party site takes the booking. Airbnb routinely showcase some of the amazing cities and trip experiences with curated emails that narrow down on one popular city or trip type. Given that most of their pitch to consumers is to experience a location like a local, it seems like a very simple and logical step to offer paid activities provided by local hosts. The location is pretty interesting too; it evokes a feeling of adventure, of doing something different. At the time of writing, the Airbnb Fan base is sitting at 15.6 million. Ultimately, the main takeaway I have in terms of how Airbnbs messaging compares to competitors like Stayz and HomeAway is that Airbnb appears to be placing moreemphasis on pricing as a point of difference and more focus on their USPs in ad headlines, like 24/7 Customer Service and Free Cancellation Up To 48 Hrs or more emotional messaging like Dont Go There. The difference here is a lot easier to spot. Lastly, theres a cross-sell option into experiences. 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. People appreciate stories about people, so this is very enticing content. The post copy that accompanies the image often introduces the host/s on a personal level Make yourself at home at Patrick and Elizabeths historic homestead. The staycation is also becoming more popular and I dont doubt that businesses like Airbnb have played a part in that. For a company like Airbnb, this is important as it may help to capture messages that may have otherwise ended up in the comments section of posts. And, get this, the recommendations come straight from Airbnbs hosts (Authentic? This shows me that Airbnb have done very well to control the amount of posts that dont ask the same question. Airbnb Inc. Report contains a full analysis of Airbnb business strategy. In comparison to static imagery, video is often more engaging and great for storytelling, which Airbnb have used to announce theyd hit half a billion check-ins in May 2019, as they celebrated this through video, rather than imagery. Alongside their image-based content, Airbnb do share some video posts. Brendan brings both an analytical and creative mindset to his portfolio and is always ready for a challenge. Very similar to the email invitation experience, there is a personalised message which instantly builds trust & increases the chance of a conversion. But that wont be enough, theyll need a comprehensive backlink strategy to appear authoritative and rank for the relevant keywords. As there are threads started by people from other parts of the world. In case youre unsure of your dates and are in love with the space, the availability section of the site helps you to see when you can book the property so you can plan your trip around it. It helps a customer to have a personalized experience. 7. So that in itself is the whole sign up process pretty impressive how streamlined it is, right? Luckily they have an extensive content catalogue which they can use to drive these backlinks but need to be more aggressive in promoting it, and perhaps create additional resources that are more backlink-friendly to really succeed in organic search. 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. Airbnb, the lodging colossus, has been prudent from the financial point of view. Building on this approach, I would also be looking to remarket to anyone that opened the email via Facebook, Display, or Gmail ads with additional information or incentives for them to register as a host. A primary difference between the hotel industry and Airbnb is the presence of taxes and regulations on short-term rentals. Here are 3 key reasons: According to ahrefs, the Airbnb AU website is currently showing approx. The part about the airbnb community is excellent! You can see why Airbnb purposely placed Facebook & Whatsapp icons next to the short link. Airbnb have put a lot of work into designing a marketplace that is built on trust. It genuinely makes me consider wanting to explore more through these actions, even if I dont start a conversation. Referrals are more trusted than any other form of marketing. Whats clear to me is how much value they put on understanding their users, both guests and hosts, and building a strategy that speaks to them directly. After stumbling into digital marketing through a whim internship application in 2013, Jacqueline discovered a passion for creating engaging and effective growth campaigns. 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