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. From these posts, its clearer what kind of things people ask in the local community. The prime generic strategies applied by Airbnb is the mixture of differentiation and cost. One element that does change to my advantage is the navigation bar. And if you dont know much about the person doing the searching, I would say this the perfect word to use. By offering more information and support, they will attract, convert and retain more home and experience hosts on their platform. Its hard to achieve this if youre a small business, but if youre a larger organisation, theres plenty to learn from Airbnb. Remember the days when the home page was a scrolling image with a big search bar? My guess is that Airbnb know I cant afford $540 a night to stay in The Carribean, and so the options they suggest are a lot closer to what Ive booked in the past. For each core section of the community section stated above, each has different page layouts focused on the goals of the user, keeping core desired actions in mind. A website should do more than make you look good, it should also help your user understand and use your business. It doesnt tell me anything about me or why Id enjoy it, its just a factual statement. They just considered it rude to start making a terrarium without an invitation. This allows brands to post localised content under one universal Facebook Page name, share fans, and receive a vanity URL/username e.g. The use of the word unique is what I find particularly interesting they could have gone with a number of different adjectives that could be used to describe a home. In this section of the community site, this is where discussions around support related to anything and everything takes place. While booking monthly stays on Airbnb has been possible . Airbnb of course. The home owner would then spread the word about this new booking platform. And youll see over the course of this article just how much they focus on bringing onboard new properties as part of their marketing strategy. The homes are well designed, well maintained, and well equipped. But there are plenty of properties on Airbnb that are more expensive than hotels and still get booked out, so what else is there? Retarget products to people who have visited your website or app. Web. Without a look at Airbnbs marketing calendar and a review into their campaigns, its hard to determine exactly what other efforts Airbnb may have actioned at the time to result in such an increase. 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. Mimic Airbnb's strategy by: Marketing your Airbnb as an experience, not just a building Note: The larger the circle, the more visibility a domain has. Design is in our DNA and it's embedded in everything . As a travel company, cultural celebration is at the heart of Airbnbs business model. As widespread COVID-19 vaccinations make a return to travel more likely, here are three use cases where travelers may choose Airbnb over hotels. 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. Netflix has exclusive content, Airbnb has exclusive homes, and Cameo offers access to a su 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. They havent over-complicated things, which makes it more enticing for a user to share. However, we do see the option of being given other ways to share once we press the Share button next to Copy. In this case, Airbnb vision statement is all about leaving a memorable reputation at a global level. Hosts also pay a service fee of around 3%, which Airbnb . It is clear that Airbnb is becoming one of the most popular online-booking.. Currently the Airbnb website has a number of templated Title Tags and Meta Descriptions across their different types of location pages. Next, lets take a look at the experiences. That's what Airbnb has bet on since 2008, when a three-member team of designers and an engineer set out to solve the essential problem of where to stay. This will help spur users once they get a couple of referrals to keep getting more users signed up if they want more credit. This is an example of how AirBnB's Insights team uses data to address current user experience challenges on the platform. 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. Referrals are more trusted than any other form of marketing. Novak, Jasminko, and Schwabe, Gerhard. This is positive and shows that they are invested in making sure their content gets an initial boost when it goes live. Moreover, Airbnb is exploring machine learning algorithms and AI to build a deeper understanding of images, improve reviews using natural language processing (NLP) and support more advanced search using NLP. For Airbnb, its been about continuous discovery, testing and optimising of what is known as one of the worlds famous & very effective referral engines. Airbnb first launched their referral features in 2011, and below is the original look and feel. Overall, this report shows that there is still a significant amount of keyword improvements and consequent organic traffic to be gained by Airbnb, which would result in huge traffic increases similar to those seen in previous years by the brand. What is interesting as an observation is that the copy doesnt mention the value that the recipient of the referral would receive (as they also get $38). 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. Alongside their image-based content, Airbnb do share some video posts. Just look for the PLUS badge.. Although the last few years have ushered in shifts at the product and organizational levels, design principles still guide us everyday. 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. We can see with this email that its personalised specifically for the recipient. This is an example of one of Airbnbs Superhost-themed posts. Why would people globally care about tours in Melbourne, or suggest property management services in the area? Cons: The Disadvantages of Differentiation 1. The model was disruptive when it hit the market and created an ongoing ripple in the travel and hospitality industry. It is a cornerstone of Airbnb business strategy. Airbnb showcase four 4.5 star homes in Santa Monica that have availability for the dates I selected. 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. And yet, this subsection of the site is currently an underutilised opportunity by Airbnb. A breadcrumb structure comes from the childrens story of Hansel and Gretel, where they leave breadcrumbs as a trail to find their way home. Tools such as Buffer and Hootsuite make this very easy for businesses to do. b) The keywords that your competitors are ranking for on page 1 that youre on page 2+. I always learn new things about digital marketing and business in general and always look forward to studying these case studies. All of the personalised options are based in Los Angeles, the location of my last booking (and searches) with Airbnb. Referrals have played an integral role in the overall growth strategy of the company and falls directly under the Growth Team Philosophy Our users tell the story better than we do. Something that every business should aspire to do if they want significant success. This poster promoting a classic image of Miami was created by graphic designer Alex Asfour, as part of Airbnbs travel poster campaign. The global lodging company maintains a community centre as a place to connect with other hosts, share stories, ask for advice, and get updates from the Airbnb team. The content on the page is broken up primarily between: Its a clever strategy by the Airbnb team to break up this content. Be it data from our wish lists, search trends, seasonality, there is a component of every email that is rooted within data. Theres even an image of the host to prove its a real person behind it all. Airbnb offer $15 off to guest referrals (discount) and $200 for a successful host referral (incentive). For some locations, such as Phi Phi Islands, Airbnb are directing people to minimal navigation, shorter-form landing pages: From the landing page URL report, any URLs that contain /a/ are indicative of their shorter-form location landing pages, while /s/ is indicative of location website pages and Airbnb are actively using a combination of both for high-interest locations. And most of all, they provide a large amount of content for relevant destinations on their side, giving them a huge organic backlink strategy. Developing content that will receive backlinks without your internal marketing team having to do any work should be the goal of every website but organic presence and your brand can have a huge impact on this, as people will not find your amazing content unless you are either performing well for relevant search terms organically, or someone is already on your website due to your brand presence and finds the content because you promote it on relevant, high traffic service pages. As you can see in the screenshot above of organic visibility above, the brand first began to gain keyword traction in January 2014, when traffic grew by 133% month on month. 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. Heres an example of Airbnb adding to the conversation in the comments of one of their posts. Airbnb isnt a place where you book hotels (even though you can). Idea to save money for your next trip: use Airbnb. 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. Given the saturation of online paid media & costs to acquire new customers, Airbnb identified that building an engine to create more word-of-mouth from those who had experienced Airbnb was crucial to finding a solution. All Rights Reserved. The booking form stands out the most, and with good reason its the quickest way for them to get information about what the user is looking for, in order to personalise their experience. What is clever is the positioning of this section on the page. They created an upsell opportunity by providing a higher tier property that had been manually vetted to ensure the highest possible quality. 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. . In summary, the invitation for new hosts is carefully crafted and personalised to give the best possible experience for a new host. Why go through such trouble if not for SEO? I cant imagine youd find much, if any, content on the Australian Twitter account which hasnt been shared to Facebook or Instagram already, but thats ok, as with only 10.8k Followers on Twitter and 19% of Aussies using it, I dont think Airbnb need to worry about creating unique content for this channel. 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. Airbnb has removed the search bar in the header and there arent any buttons or links to guide users to take another step. Key Differences. These audiences can also then be used for Lookalike audiences. "This is a key problem. Now we come to the sections that really show personalisation in use. According to the data from SEMRush, 73% of approximate ad spend goes to search terms containing accommodation. Live there. Called The Acceptance Ring, people were encouraged to wear it to show their support and acceptance of same sex marriage. This type of messaging perfectly ties back to their brand ethos of belonging and community we dont need to know who Patrick & Elizabeth are, we just need to know were invited to stay at their home. About this new booking platform users once they get a couple of referrals to keep getting more users signed if! Cultural celebration is at the product and organizational levels, design principles still guide us everyday big search bar the. A look at the heart of Airbnbs travel poster campaign do see the option being! User to share of Miami was created by graphic designer Alex Asfour, part... 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