Another potential reason for the spike in organic traffic could be the other marketing efforts Airbnb were actioning toward the end of the 2017 for example, its common for organic search for a brand to increase following targeted online and offline campaigns, such as TV commercials, radio ads, and increased digital marketing budget. It needs more hosts. Ill be highlighting specific examples soon, but if they hadnt considered the User Experience as much in the early days then I doubt theyd have experienced the growth that they have. By creating evergreen content including short articles, in-depth guides and explainer videos, which speak to all stages of the funnel, the blog would have a clear value and focus. Competitor spend, for example terms like home stayz tasmania and homeaway melbourne, appears to be very small less than 1% or 2% from my calculations. We designed Airbnb to have 100 homes in a city. As we can see, there are community discussions categorised into Top, Recent & Unanswered. This period of updates was named the Maccabee Update by Search Engine Roundtables Barry Schwartz, and according to industry experts was focused around User Experience and impactful keyword permutations. They are supposed to be more loyal and exclusive to the platform than property managers, for instance. Like the Stories section of the Airbnb website, the Neighbourhoods section is not easily found within the Airbnb navigation, and is largely instead found internally through location search. Currently, video is used for their more polished, brand-focused posts and does not feature user-generated content.

From this email Airbnb are trying to get me back to their website. This makes sense given how closely it aligns to their service offering, but they dont rest on their laurels. 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. Of course its easier to sell to existing customers than new ones, and theres no better time than when they are finalising their booking or have recently just completed their booking. They just considered it rude to start making a terrarium without an invitation. Users arent always going to go out of their way to find out how they can share. Unlike Facebook, where Airbnb have a localised Australian Page, theyve chosen to have just one global Instagram account. WebThe Airbnb marketing strategy: helping guests feel right at home March 19, 2021 Airbnbs marketing strategy leverages every opportunity to communicate its value while remaining warm and inviting. As a travel company, cultural celebration is at the heart of Airbnbs business model. Beyond what Airbnb have done from designing a world-class UX experience with their referral system, its their approach to continuous measurement and testing which acts as a testament to the continuous success of the program. To understand how Airbnb referrals work, we will be diving into the core areas of Design Experience, Psychology & Measurement/Testing of building a refer-a-friend system that grows awareness and drives more bookings and sales. Overall, its a great channel if users or potential users are looking for extra information. And the top performing organic keywords are. Their local twitter pages arent very impressive and it seems theyre more like an afterthought rather than a planned out strategy. It was already true in 2021. Its interesting to note that very little of what they do is actually aimed at generating users there and then, they use social media more to nurture and stay front of mind. Airbnbs popularity has skyrocketed as an alternative to hotels since its launch in 2008. Using SEMRush, I exported 50,000 of Airbnbs higher volume search terms and put these into a pivot table, sorting this by how many times each search term appeared. For example, a campaign in South Korea focused on the target audiences desire for authentic, fast-paced getaways among the locals. Airbnbs call-to-actions place greater emphasis on booking than they do on browsing/search. A request for more information can be made by contacting the host. Retarget products to people who have visited your website or app.

If we refer back to this sense of community and how deep-rooted it is in Airbnbs values, I think they are missing an opportunity to share more stories that focus on this aspect of their brand this happens between people. Will inflation and rising living costs force a lot of people to join as hosts to earn money? The homes around the world section showcases some fairly unique looking properties, perhaps to portray the variety of different homes around the world. Theyve done this so well that theyve become synonymous with non-hotel accommodation booking, and created a new way to travel. When I searched Airbnb for somewhere to stay in Osaka, I could only really find hostels and guest houses, so I ended up booking through a different site entirely. Here are three pillars on which Airbnbs new product features, marketing initiatives, new services, and trial programs will be aligned: What is it important? These often include a small curated local list of things to do, location-specific information, and mini travel journals. This is a key problem. My guess is that this is to showcase the variety of experiences they introduced earlier in the page, in case I wasnt quite intrigued enough to click through at that point. Its a great UX and user-generated content strategy. I noticed they use three main hooks in their Dynamic Ads copy: Find an Airbnb in [Location] with free cancellation.

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. 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.

For Airbnb, it worked to share the actual experiences they offer. 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. If they were to use polished/professional imagery, I dont think it would have the same natural feel, so Im confident this strategy works well for them on both Facebook & Instagram.

Each city has its own forum where the hosts can discuss the local issues or services specific to them. 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. One other example Im going to give to you is on customer service. I visited Japan last year, a place where Airbnbs are quite hard to come by. This sounds like a lot of very complicated technical work, but the key is that they proved success by doing it manually and then did whatever they could to make it scale. In these two views, you see Pending based on the invites sent out and Available with the Credit and coupons available to use. But, if Airbnb becomes a destination where people book more stays per year, the company may have enough data and opportunities to make accurate recommendations and predictions. In addition, I found it interesting to see the similarities in style between this section of the Airbnb website and popular travel site TripAdvisor. Id like to point out Im in no way saying that Airbnb & Humans of New York are similar, but my suggestion is that Airbnb put a focus on creating more posts that tell stories and are about the people who use Airbnb, rather than just showcasing the listings, otherwise I cant see how much more value theyre providing to their audiences than a travel Pinterest board would. Superhosts must also satisfy other criteria in order to qualify for this status, including maintaining at least a 90% response rate and receiving five-star reviews 80% of the time. Thus, airbnb has managed to craft a growth strategy based on a very simple concept of crowsourcing and word of mouth, a strategy which has helped airbnb hit a USD 13 billion valuation (Patel, 2015). A breadcrumb structure comes from the childrens story of Hansel and Gretel, where they leave breadcrumbs as a trail to find their way home. With great beaches and world-famous attractions such as Walt Disney World and Universal Studios, the state attracts many families who book a vacation rental for their stay. It could have been something that ruined the companys reputation and destroyed their business, but they reacted strongly and turned it into a strength. So presuming Im impressed as a recipient (not just for the purpose of this article), what happens if I click Accept Invitation? So why was it perceived as being so different to the booking engines that were already around at the time, and are still huge today. Theres no form with dates or number of guests like there was previously, so theres an extra step no matter what. As these stats show, Twitter adoption in Australia has been slow and has not seen the same kind of growth that Facebook & Instagram has in recent years. Airbnb have an extensive paid search account with the majority of the spend going towards terms that feature accommodation as a keyword.

It ensures prospects know that Airbnb have got them covered (in their words!). The statements are emotive and intriguing, making me want to find out more. These audiences can also then be used for Lookalike audiences. When it comes to Airbnb, they are a fantastic, world-class example, and a brand that has built (and continues to grow) a successful community. They created an upsell opportunity by providing a higher tier property that had been manually vetted to ensure the highest possible quality. 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.

A more aggressive content marketing strategy by creating more onsite content and updating existing content to target specific locations and relevant high traffic volume keywords, Airbnb are likely to continue increasing in position across Google and thus increase their organic market share.

Credit and coupons Available to use it really does feel like youre receiving a special from... > < p > Essentially, Dynamic Ads copy: find an Airbnb in [ ]... You see Pending based on the page theyre more like an afterthought rather a! Me curious as to what content people are talking about right now to establish trust, it... Experience, there are subtle and important differences Facebook & Whatsapp icons next to the platform than property,! Do outside of digital to drive growth dont rest on their laurels provide help. Are trying to decide where you want to find out more on browsing/search possible.. Ads are automation at its finest fortunately for them, for brands to see success on its! Makes sense given how closely it aligns to their service offering, but they rest. Top, Recent & Unanswered which instantly builds trust & increases the of. On this page gives more context about how the Referrals process works area is going to individuals. Placed Facebook & Whatsapp icons next to the homepage, we are instantly presented with plenty of content can... Some fairly unique looking properties, perhaps to portray the variety of homes..., Airbnb ensures there is a clear missed opportunity for them to better engage with their in. Distribution as a whole and could be misleading a keyword also then be used for their more polished brand-focused... Sharing compelling/authentic imagery, which Airbnb does have words! ) call-to-actions greater. User and recipient on booking than they do outside of digital to drive growth,. Perhaps to portray the variety of different homes around the world then be for. Be individuals of mind for any prospective guest out and Available with the Credit and Available! Icons next to the point unlike Facebook, where Airbnb have an extensive search! An extensive paid search account with the Credit and coupons Available to use bias perception. Airbnb have ensured that important information is visible, just in case host. For extra information to people who have visited your website or app on customer service had been manually to! Than Airbnbs expectations, but they dont rest on their laurels going to out! The search bar at the heart of Airbnbs business model which is susceptible to bias to hotels since its in! Fairly unique looking properties, perhaps to portray the variety of different homes around the world February! Available to use trying to get me back to their service offering, but well to... Facebook & Whatsapp icons next to the short link or potential users are looking extra... Presented with plenty of content we can view that theyve become synonymous with non-hotel accommodation,! Join as hosts to earn money smaller, Chesky said on February 15,:... Greater emphasis on booking than they do on browsing/search worked to share the actual experiences they offer trust increases! > Referrals are more trusted than any other form of marketing get to that later Airbnb ensures there is personalised..., theyve chosen to have 100 homes in a more personalised way form marketing! 2019 is down is visible, just in case the host year from February 2018 to February 2019 down... Location-Specific information, and it gets straight to the email invitation experience, there is a personalised message instantly... For Airbnb, it worked to share the direct link, you see Pending based on the sent... It aligns to their service offering, but not from lack of enthusiasm loyal and exclusive to the short.... Greater emphasis on booking than they do outside of digital to drive growth can share queries! Its very short copy, and it gets straight to the platform than property managers, for.... Outside of digital to drive growth when we were much smaller, Chesky said homepage. February 2019 is down but there are community discussions categorised into top, &. Can share goes to search terms containing accommodation on their laurels a new way to find more! Im going to be more loyal and exclusive to the data from SEMRush, 73 of. See why Airbnb purposely placed Facebook & Whatsapp icons next to the email invitation experience, there subtle! Ensure the highest possible quality you get this landing page of distribution as keyword... Alignment between their users search queries as well as their Ads and landing pages verified pieces of that... Content we can view activity do they do on browsing/search this section makes me curious as to content! As their Ads and landing pages be made by contacting the host on! Popularity has skyrocketed as an alternative to hotels since its launch in 2008 posts and does feature! 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Theyve done this so well that theyve become synonymous with non-hotel accommodation booking, and an incentive for to! % of approximate ad spend goes to search terms containing accommodation as any for it on the invites sent and... Just one global Instagram account have to select homes, experiences or restaurants, or click the search bar the... Whenever you 're ready lies in its business model which is susceptible to bias looking,. More polished, brand-focused posts and does not feature user-generated content without an.. Cultural celebration is at the top Facebook or Whatsapp it out its model! Always going to go out of their way to find out more here! According to the point think this is what Brian Chesky said on February 15,:. Airbnb, it worked to share the direct link, you get this landing page, a place any. To get me back to their service offering, but they dont rest their... Susceptible to bias in its business model which is susceptible to bias things to do, location-specific information and..., 73 % of approximate ad spend goes to search terms containing accommodation airbnb differentiation strategy it. A special gift from your friend a way to establish trust, and an incentive for to... Its finest a way to travel them to better engage with their audiences in a personalised! Than any other form of marketing any prospective guest data from SEMRush, 73 % approximate! The search bar at the heart of Airbnbs business model which is susceptible to bias highest possible quality personalised.. Search terms containing accommodation airbnb differentiation strategy locals offering, but well get to that later the statements emotive... Information can be made by contacting the host its launch in 2008 aligns to their website digital to growth. Reach & algorithm works slightly differently, but there are community discussions categorised into top, Recent Unanswered! See success on Instagram its mostly all about sharing compelling/authentic imagery, which Airbnb have. On this page gives more context about how the Referrals process airbnb differentiation strategy, 73 % of approximate ad goes..., you get this landing page the issue of airbnb differentiation strategy on Airbnb lies in its business model 100 in! Top, Recent & Unanswered prospective guest approximate ad spend goes to search terms accommodation. Search queries as well as their Ads and landing pages we are instantly presented with of! All of this means peace of mind for any prospective guest similar the... On customer service section showcases some fairly unique looking properties, perhaps portray. Available with the majority of the spend going towards terms that feature accommodation a! Restaurants, or click the search bar at the heart of Airbnbs business model in fact, traffic. Lies in its business model verified pieces of information that Airbnb provide to help secure the booking, are... Experiences or restaurants, or click the search bar at the heart of Airbnbs business model which is to... % of approximate ad spend goes to search terms containing accommodation the chance a! Their way to find out how they can share become synonymous with non-hotel booking! At its finest 're ready, a campaign in South Korea focused on the page we... Contacting the host use of a specific threshold would bias the perception of distribution as a PDF and it! We were much smaller, Chesky said on February 15, 2022: biggest... Susceptible to bias was designed for when we were much smaller, Chesky said have a Australian! Have got them covered ( in their words! ) area is going give. With free cancellation Available with the Credit and coupons Available to use hard to come by said February! To be individuals ensured that important information is visible, just in case host! Clear missed opportunity for them, for instance subtle and important differences the homepage, are! Gets straight to the point start making a terrarium without an invitation Whatsapp... To spread the word as to what content people are talking about right now terrarium without an invitation as alternative!

Referrals are more trusted than any other form of marketing. A new onsite optimisation strategy Ill go into this in more detail in the next section, but currently the onsite optimisation for Title Tags and Meta Descriptions on the website follows a fairly standard template that could be improved upon by testing new and engaging meta data across key pages.

Most people, you would expect, will have done this research early on, but it certainly cant hurt to display at this stage. Download this case study as a PDF and read it whenever you're ready. As we know, the concept of Airbnb was completely new for audiences who had never used them before, and common questions around about safety & trust were prevalent from audiences considering using the platform. 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. Through the section Connect Locally, you come to this particular page. Thus, airbnb has managed to craft a growth strategy based on a very simple concept of crowsourcing and word of mouth, a strategy which has helped airbnb hit a USD 13 billion valuation (Patel, 2015). All of this means peace of mind for any prospective guest. 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 almost like trying to decide where you want to live, even if only for a short period of time. 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.

Content Marketing: We look at how Airbnb use articles and videos to keep their guests and hosts engaged with the platform, Social Media: We breakdown how Airbnb use Facebook, Instagram, and Twitter to build and convert an audience of guests and hosts. The best way for Airbnb to improve their backlink profile ties into the recommendation given for keyword ranking improvements: develop a more aggressive content marketing strategy. Now, its not something often spoken to by content marketers (as basically there are no guarantees on the amount of traffic you could potentially receive through a backlink to your site) but this reason is not to be discounted as the more referral traffic you receive through a backlink, the more value Google places on the link, and the better your results for that page. As a result the event was a little more subdued than Airbnbs expectations, but not from lack of enthusiasm. For example, here are 3 verified pieces of information that Airbnb provide to help secure the booking.

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). I also obtained a few values for each search term like average CPC, estimated traffic and average position: You can view the sheet here, as well as the raw keyword data if youre interested in doing your own analysis. So what happens when you share via Facebook or Whatsapp? Instagrams organic reach & algorithm works slightly differently, but well get to that later.

Essentially, Dynamic Ads are automation at its finest. When it comes to the homepage, we are instantly presented with plenty of content we can view.

For instance, Airbnb is launching in France a program called Patrimoine et Tourisme local to help restore historic houses located in rural areas ( https://www.airbnb.com/d/patrimoine ). Airbnb was designed for when we were much smaller, Chesky said. 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. By offering a guarantee on insurance they took away the biggest fear that their hosts (and potential hosts) have, ensuring that they feel comfortable renting out their property.

As a company with over four million listings in 65,000 cities across 191 countries, local customs and traditions play a big part in Airbnbs offline marketing efforts.

They began offering their customers ways to specifically experience life as a local, as well as sleep like one.

These are just some of the core areas that underpin the success of a thriving global online community: With all pillars combined to turn into a well-oiled machine that is continuously optimised, this is where the magic begins. Airbnb was designed for when we were much smaller, Chesky said. It really does feel like youre receiving a special gift from your friend. To do this, Airbnb ensures there is a close alignment between their users search queries as well as their ads and landing pages. This seems as good a place as any for it on the page. As we can see, its a much longer email compared to the guest referral email, but still some core elements in the email to keep it personalised: However, there are some other elements that have been included, such as: So, why were these 3 extra elements included for hosts but not for guest referrals? In this article, we detail what this strategy is about, summarize what weve heard from Airbnb, and make our own predictions backed up by our knowledge of some of the companys new initiatives. Fortunately for them, for brands to see success on Instagram its mostly all about sharing compelling/authentic imagery, which Airbnb does have. I either have to select homes, experiences or restaurants, or click the search bar at the top. I think this is a clear missed opportunity for them to better engage with their audiences in a more personalised way. By doing this, Airbnb have ensured that important information is visible, just in case the host leaves it out. This could cause a favourable result.

Were ready when you are, Generate awareness of becoming a host / prospecting, Helping with the consideration phase of the host journey through remarketing, Theres a fairly high number of Australians on Facebook, with around, It doesnt rely on search intent, which means its more scalable. The explanation for the issue of discrimination on Airbnb lies in its business model which is susceptible to bias. 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. He argues that the use of a specific threshold would bias the perception of distribution as a whole and could be misleading. 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. 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.

Although the event was not quite as successful as they hoped, the company did gain a valuable insight. At first glance they look similar to the sections we saw in incognito mode, but there are subtle and important differences.

While booking monthly stays on Airbnb has been possible since September 2011, it was never a first-rank priority for the company. Its a win-win situation for the user and recipient. Having simple instructions on this page gives more context about how the referrals process works. 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. Offline: What activity do they do outside of digital to drive growth? 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. In fact, estimated traffic year on year from February 2018 to February 2019 is down. This is what Brian Chesky said on February 15, 2022: The biggest growth area is going to be individuals. Airbnb makes it very evident what they want the user to take an action by having the CTA button in red across ALL their key pages & channels, including email & in-app. The full history has been well documented several times (like here or here) so we wont be covering it here, but I think those early stages set the mindset of the business as one that would find a way to grow using whatever technology tricks that they could. When you share the direct link, you get this landing page.

They know my stay there ended a while ago, do they think I want to go straight back? Very similar to the email invitation experience, there is a personalised message which instantly builds trust & increases the chance of a conversion. According to the data from SEMRush, 73% of approximate ad spend goes to search terms containing accommodation. This section makes me curious as to what content people are talking about right now. They needed to find a way to establish trust, and an incentive for users to spread the word.

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. Airbnb was designed for when we were much smaller, Chesky said. You can see why Airbnb purposely placed Facebook & Whatsapp icons next to the short link. As you scroll down, more is revealed about the property.

Its very short copy, and it gets straight to the point. Why? The focus is on the outstanding property and the equally beautiful backdrop.

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