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). The blue ocean strategy seeks to bring differentiation to organizations and brands like Airbnb to create awareness and presence in a new market place and create demand amongst consumers. Clear & succinct messaging focused on value certainly helps those wanting to share. However, there is one key difference that is prioritised in the mobile app which is different to the desktop experience. 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. 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. 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. As you would expect for a site like Airbnb, the majority of their backlinks have been achieved through travel-related content, such as articles on a certain destination, links from travel-related companies, and links in media and forums. However, to some extent it has also used cost leadership. Airbnb uses differentiation strategy by making a new business model and providing the service which differentiates them from competitors. Its an opportunity for anyone to share their hobbies, skills, or expertise without needing an extra room.. No, it seems as if they dont get involved at all. 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. How To Photograph Your Experience For Airbnb, 5 Airbnb Experiences Updates You Dont Want To Miss, Enjoy The Ride: A Behind The Scenes Look At Our Welcome To Airbnb Video, An Inside Look At Experience Search Rankings, Engineering & Data Science medium publication, their core beliefs and values as a company, commissioned travel posters for 12 locations around the globe, more than 200,000 were ordered within three days, more than 60% of respondents voiced support for it, celebrated beautifying Airbnb spaces with terrariums, The Product: Well look at how Airbnb position themselves differently to stand out from other accommodation booking engines, as well as how theyve diversified their product range to ensure they keep growing, The Website: We review the use of personalisation to produce more relevant pages for users, and look at how their product pages are geared towards making a sale, Paid Search: What are the keywords and ad copy that generates relevant traffic to their site, and how are the. The information that Airbnb highlights here is interesting (as most of it is, again, written by the host). One question still remains for me: why do they choose the multiple/local domain names? 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. But its one that many businesses wouldnt have made, and I think it speaks volumes to the type of business Airbnb see themselves as. I see social media advertising, particularly Facebook Ads, playing a major role in this strategy and being one of the best channels for Airbnb to: These two stages of the Host journey feature in what Airbnb refers to as the List Your Space (LYS) flow: Airbnbs concept of multi-touch attribution for a hypothetical user journey. 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. Businesses under Airbnb follow different types of pricing strategies to attract their consumers. Lets take a look at Melbourne, for example. This is pretty standard for most product pages, but Airbnb do it well. I particularly like how the where field in the hero form is pre-populated with the destination based on the users initial search query. Ill be looking at specifics here and sharing how they use personalisation to deliver the best experience. Plus, the more they read/talk about it, the more theyre thinking about it, which should lead to less churn. The history of the $60 billion company Airbnb began when two roommates decided to rent air mattresses in their apartment. 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. If Airbnb Plus is an example of a product upsell, their Experiences are a great example of a cross-sell. You dont want just share something your friends to do a favour for you. Of course, you can edit the template message yourself, but this does make it easy for the user to share. The way its designed and the copy used is to help build instant trust and increase the likelihood of me accepting the invitation. They also seem to have this automated, as they share many of the exact same photos and captions on Twitter posts as they do on Facebook. The service model that Air BnB has used is differentiated from the traditional hospitality business models. This is a part of the site I really like and also find quite interesting. This can definitely have a positive effect on your companys public perception/reputation, especially if you do a good job. The way you invite friends to the platform is on purpose very similar to how other platforms work. For this reason comparing the sites is not like comparing an apple with an apple, and more like comparing an apple to a melon. Pick up a paintbrush and channel your inner Bob Ross, dance at a sunset silent disco in San Francisco, and discover Portos vibrant history as youre led through the tiled streets by a local. And think about it for a second would you share referrals like this via email? I love free money! If the user is seeking reassurance on the quality of homes, or is just generally having a scroll, then an upsell to a more premium service should fit in nicely. Not only did they revolutionise the travel industry, theyre one of the first startup unicorns to emerge in the mid-2000s and are emulated on every level from their business model and their map and search results, to their referral engines, and generally their outlook and approach to everything they do. Its showing that Airbnb hosts have a thriving community of hosts who want to connect and share their positive experiences. From these posts, its clearer what kind of things people ask in the local community. 3. Airbnb are doing a great job on this in many ways (they ranked 47 out of 50 in the same study), but I firmly believe that a brands social channels should also be used to enhance their customers experience. Airbnb regularly chooses not to use the Link Preview option when sharing links, instead they opt for a custom shortened link in the post copy and share a separate video or image. When compared with Booking.com, its evident who the backlink winner is: Booking.com had close to 100,000 Referring Domains pointing to their website in 2013, while Airbnb has yet to reach the 7,000 Referring Domain mark. Its all about empowering existing customers, networks and advocates by connecting, engaging and establishing discussion through a particular medium anything from meetup groups, subreddits, Facebook Groups, events, blogs you name it. Airbnb Experiences are activities designed and led by inspiring locals. One of the primary advantages of differentiation is that it is inherently costly. That structure covers. Yes, hosts are charged 3%, but as Airbnb states on their website, this fee is to cover the cost o. 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. Well come back to this shortly, but this is a great example of message-matching at scale. 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. I can see its about me and what I can earn if I become a host. 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. So how do Airbnb ensure that hosts are comfortable enough to rent out their property, and continue to do so? Next we have some information about the host. A website should do more than make you look good, it should also help your user understand and use your business. This company is known for making changes to how it runs to benefit the business in the future. there is limited differentiation found among the companies' core business models. When the breadcrumb structured data is not implemented correctly, it looks instead like this. Slide through the gallery to get some impressions of AirBnB's working culture (the image shows AirbnB's SF headquarter). And whilst it looks simple to the user (I mean, thats the point), there are amazing mechanics & core areas of expertise which they have executed well. The most frequently used headlines are below: And below is a breakdown of one of their ads which showcases how the headlines appear in the search results: Guests are definitely the key target of their paid search strategy. In this section Ill be looking at how they use Facebook (both paid and non paid), Instagram, and Twitter to promote themselves, attract new guests and hosts, and keep existing users engaged. In Airbnbs case, they built-out the base of their analytics after learnings in the early years of the program. This is an excellent strategy as it essentially allows them to give their audiences a little extra nudge down the sales funnel. While Airbnb is estimated to be capturing close to 12% of their total website traffic through paid search channels, as detailed by Brendan, SEMrush estimates the total traffic they receive to be in the region of 1.5 million visits per month. The vision statement of a company goes hand in hand with the mission statement. It keeps it consistent for the user to know where key pages are. Business Strategy Chapter.1. The majority of their image posts feature an Airbnb listing, utilising user-generated content (UGC) which gives the brand a very authentic and relatable feel. What is Airbnb generic strategy? Curated like a blog feed of suburbs within a chosen city, Neighbourhoods is a more visual version of an old fashioned street directory. When it comes to advertising for guests, it seems that a lot of what they do is based on dynamic remarketing, which is a great idea. 2001: n. pag. 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. The staycation is also becoming more popular and I dont doubt that businesses like Airbnb have played a part in that. Theyre spending their budget on users who have shown high intent, and show them highly relevant ads to increase the chance of conversion. With this guarantee, Airbnb have assured hosts that should the absolute worst happen, they will be covered by the company that enabled the transaction. Im being highly pedantic but with the level of personalisation they go to elsewhere on the site (which Ill come to soon), Im holding them to a higher standard. Where it gets interesting is to see how the home page differs when Im signed in. 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