Initial reading is to get a rough idea of what information is provided for the analyses. Booking.com offers commercial accommodation to users, such as hotels, resorts etc, which means the link opportunities are much greater. Having this on the page again highlights to users that not only can you get credit by inviting your friends to use the platform to stay for accommodation, but also invite friends to host people to stay at their places. This could be a barrier to entry for prospects wanting to sign up to the platform. The next best-performing page is Melbourne, Australia with 1.9% of the total traffic, and 479 ranked keywords. Weve now deep-dived into how the mechanics work when inviting a user as a referral to the platform, but what else can we find on the page where we can invite friends? 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. These audiences can also then be used for Lookalike audiences. The next two sections I find quite interesting but mainly because of how different they are when Im signed in. Business Model Innovation for Airbnb Fania Rahmanawati Karimah (S1870939) Abstract Airbnb, an online marketplace where the user can rent out their properties in short-term, join tours, and book restaurants, has become the global phenomenon since it has grown dramatically in short amount of time. However with the above strategy they could certainly become more of a competitor for Wotif.com. Incentive I instantly see the value that I will receive if I take an action by accepting the invitation. All of the personalised options are based in Los Angeles, the location of my last booking (and searches) with Airbnb. 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. Thanks for this! Each time a listing was made in their area on Craigslist, they would email the home owner and ask if they would like to list on Airbnb. Airbnb have built a hugely successful business off the back of understanding what their customers want/need, and then providing products that match them. I thought it was great back then, it got straight to the point and helped me get to where I needed to go while still looking aesthetically pleasing, but its evolved a lot since then. Airbnb focuses on providing a human experience with personalized touches. A platform business model can be defined as a business model that focuses on helping to facilitate interactions across a large number of participants[2] In case of Airbnb, participants are host who offer their properties or organize experiences for guests and travellers who use their services. There are few industries bigger than travel, and its hard to find other industries that provide such a huge opportunity in relation to organic search. 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. Many global brands are still trying to work out ways to build & integrate successful community marketing initiatives as part of their overall marketing strategy. Value of joining i.e. The report also comprises discussions of Airbnb marketing strategy, ecosystem and addresses issues of corporate social responsibility. And very fitting with the headline they selected. Besides sophisticated digital campaigns, Airbnb has contributed to traditional, even old fashioned, marketing channels in unique and highly aesthetic ways. Our Airbnb 2022 predictions: The "Live Anywhere" theme has crept up into Airbnb's announcements since 2020. Brand strategy examples. Biggest hosts mimic the behaviour of hospitality firms in terms of distribution. Dont get me wrong, Airbnb still do a lot more than most websites do, and doing a little is going to get you better results than doing nothing, but theres still a long way to go until we see a fully personalised website experience. To give you some context, I booked an Airbnb a few months ago for a trip to L.A, so it makes sense that it appears as the first tile. Im now shown a ranked list of recommendations with comments from Airbnb hosts and a Google Map with pins corresponding to each place. Airbnb has turned me into a huge advocate by just connecting with my preferred way to travel. Theres a thirst for it; local lifestyles, customs and culture, transformative moments. The Network effect. Their structure of pages through their community content pillars. 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. By creating resourceful content, tools, calculators, guides, unique data such as statistical information, videos etc, Airbnb gives other websites a reason to link to their website without having to allocate a huge portion of their marketing budget to hustling for links. Ive done a fair bit of travelling in my time and I absolutely HATE it when people say theyve done a certain location. 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. A request for more information can be made by contacting the host. Due to the sheer number of landing pages at play, its clear that Airbnb are either directing people to their expansive website or dynamically-generated landing pages. 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. 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. How does it help them acquire new users & retain existing travellers? Airbnb has taken an impressive approach to content using storytelling and curation to drive growth. 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. Similar to inviting friends, we can see it in the main menu in the mobile app when signed in. . As a user on the site, I instantly see what the top articles and discussions are for the month and which the community cares about. Its a very similar UI to the desktop platform which is done by design. They created an upsell opportunity by providing a higher tier property that had been manually vetted to ensure the highest possible quality. To break down the visibility differences between Booking.com, Wotif.com and Airbnb, we ran a keyword gap analysis through SEMrush. So let's start by understanding more about Airbnb in the coming sections. Now, this is an ok result, but thats less than 1% of their overall Followers engaging here, and I think that alone could definitely be improved upon. I believe their inclusion of the Superhost is to give the post added credibility, as Superhosts have an average user rating of 4.8 or more out of 5. Oooof, this was loooong and pure gold Very nice effort! Airbnb have put a lot of work into designing a marketplace that is built on trust. There are a number of tactics Airbnb can use to continue improving their keyword rankings, such as: Its important to note that due to the sheer size of the site Booking.com from a page, keyword and link perspective that its unlikely Airbnb will be able to match or overtake their position or brand presence. Lets take a look at Melbourne, for example. Brendan brings both an analytical and creative mindset to his portfolio and is always ready for a challenge. Share a link to your friends to a custom landing page or via email. You dont want just share something your friends to do a favour for you. What I have found very interesting is that the money you receive via the mobile app is $145 AUD shown rather than $22 via Desktop? As the pages are predominantly image-based, they are missing out on opportunities to rank on page #1 and drive traffic for more location-based keywords. The campaign was subsequently rolled out in 80 countries, and managed to generate an incredible global impact. Airbnb have also gone down this route, creating an @AirbnbHelp account which is their go-to account for all customer service related issues. Porter, Michael. They could trial using a number of different Meta Descriptions as opposed to a single template to see if this has a positive impact. Airbnb does not own any real estates it lists, not does it host events and experiences it offers. Webprofits. The examples weve highlighted here show how Airbnb convey their values in order to resonate with an audience who also have strong values that inform their purchasing decisions. I love free money! Then you suddenly see a McDonald's and it becomes your choice of food because it is a safe bet an. But there are plenty of properties on Airbnb that are more expensive than hotels and still get booked out, so what else is there? Available for free on the Airbnb website, more than 200,000 were ordered within three days of the campaigns launch. Building a community is one of the most powerful assets a company or brand can build. there is limited differentiation found among the companies' core business models. The goal of this campaign was not necessarily to promote Airbnb, but to reflect the heart and soul of the destinations they serve, as well as inspire people to explore the individual cities further. This allows brands to post localised content under one universal Facebook Page name, share fans, and receive a vanity URL/username e.g. Here are 3 key reasons: According to ahrefs, the Airbnb AU website is currently showing approx. Thats way more than a roof, 4 walls, and a bed. It is clear that Airbnb is becoming one of the most popular online-booking.. The primary contributing factor appears to have been through keyword ranking growth, which as anyone who has followed our other case studies will know can be influenced by a number of other activities, such as onsite optimisation, backlink profile, and content marketing strategies. 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. Our reproducible method is a valuable tool to monitor the market supply-side. . This is why improving their generic [location] accommodation organic keyword rankings should be a focus for the Airbnb marketing team, with a recommendation being a more aggressive content marketing strategy. 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. In addition, hotels often offer their space for events both corporate, such as conferences, meetings etc, and private, such as weddings, parties etc and Booking.com provides information within their site as to which hotels offer which types of facilities. Then theres a summary about the property, written by the host themselves. Sure, theyre recommended (I assume theyre the most searched for locations globally, or from my location) but theyre not personalised so why not just say Most popular? As I look down, I see the option of Import from: Gmail, Yahoo or Outlook. Directly beneath the fold youll find 3 simple options to help navigate to what youre looking for if you would rather narrow it down before starting your search. This trust isnt so much between the user and Airbnb, its trust amongst hosts and guests. We think that online travel booking major Expedia's stock (NASDAQ: EXPE) is a better pick compared to vacation rental platform Airbnb (NASDAQ: ABNB) at the present time. Content marketing is a marketing strategy based on creating and sharing relevant content. In website talk, the breadcrumb structure of a website does the same thing it allows Googles spiders to find their way back to the most important page, whether that be the homepage, the category page of the product being viewed (eCommerce), or another primary page. They dont all have 5 star ratings, and the number of ratings they have is quite varied. Since its inception . It took me a moment to realise it, but that structure isnt a watch tower (maybe Ive been watching too much Game of Thrones), its a home. The form itself is also very simple. All of this means peace of mind for any prospective guest. Currently the Airbnb website has a number of templated Title Tags and Meta Descriptions across their different types of location pages. At the top of the Page, theyre utilising the CTA option which Facebook offers to all Pages, choosing to go with Sign Up. To add to this, they can also follow the user around on a range of different placements News Feed on mobile & desktop, Instagram, Audience Network so Id say having Automatic Placements set for this campaign would be a must to ensure they are everywhere that their audiences are. With a strong digital marketing background and broad business experience, hes perfectly suited to head up Web Profits marketing initiatives as Head of Growth. A breadcrumb structure comes from the childrens story of Hansel and Gretel, where they leave breadcrumbs as a trail to find their way home. They charge for that service now that its been proven to work (and they have enough properties that look good so they dont need to worry about the ones that dont), but you can see why they suggest it when photos are front and centre on the property pages. [1] Gmelich, K. (2019) Airbnb Says It Made a Profit Again in 2018 Bloomberg, Available at: https://www.bloomberg.com/news/articles/2019-01-15/airbnb-says-it-made-a-profit-again-in-2018-as-ipo-looms-large, [2] Platform Business Model explainedin under 100 words (2019) Deloitte, Available at: https://www2.deloitte.com/ch/en/pages/innovation/articles/platform-business-model-explained.html, [3] About US (2019) Airbnb, Available at: https://press.airbnb.com/about-us/, Interpretivism (interpretivist) Research Philosophy, Segmentation, Targeting & Positioning (STP), https://www.bloomberg.com/news/articles/2019-01-15/airbnb-says-it-made-a-profit-again-in-2018-as-ipo-looms-large, https://www2.deloitte.com/ch/en/pages/innovation/articles/platform-business-model-explained.html. Airbnb should review and update their Title Tags and Meta Descriptions to fit the length parameters provided by Google . 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. Coca-Cola, for example, currently enjoys a profit margin of approximately 33 . According to SimilarWeb, approximately 12% of Airbnb.com.aus total website traffic is via paid search. Jordie van Rijn, Head of Email Marketing Airbnb. Essentially, Dynamic Ads are automation at its finest. Zooming out, Airbnb have shared that, not surprisingly, their email content is tailored based on information they have about the user. Idea to save money for your next trip: use Airbnb. Its less commitment, often more cost-effective for the customer, and theyre fortunate with such a huge and diverse country like Australia that there are so many amazing listings they can continue to share. By creating this new tier of product, Airbnb have provided a solution to potential travellers who have reservations about the quality of their properties. [1] At a close look, Airbnb business strategy consists of the following three elements: 1. For existing hosts and prospects, Airbnb host a beautifully-designed and well-planned UX host community portal called the Community Centre. Marketing Strategy of Airbnb analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). Ive seen many websites where the image looks wonderful but affects the functionality of the website, and I think its criminal. 1. Global presence makes it an easy choice. Its a win-win situation for the user and recipient. 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. 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. As this action could mean swiping left to the next Story, why not try and encourage a click-through to your website or app earlier, if thats one of your objectives with the Story? The research had transformed Airbnb's website and differentiated it from competitors. This move will enable professional hospitality companieslike small, independent boutique hotelsto have a place on the platform. So what does the mobile experience look like for Hosts? Focused low-cost - competing not only through price but by also selecting a small portion of the market to focus on. Its basic copywriting psychology you need to instantly show value right up front, which Airbnb have done here. 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. The Airbnb business model is a multisided platform that connects travelers with hosts from all corners of the planet. Airbnb has created the perfect solution for renters and providers worldwide. And the final important screen is you have the option to share the link directly via other channels such as Facebook & Whatsapp, similar to the experience on mobile to share with guests. Is Airbnb encouraging referrals more through their mobile app? This ramble has probably given away the fact that Im a huge fan of Airbnb and have used it frequently, but this just goes to show the power of differentiation. This is an interesting observation as I havent as of yet successfully referred a host, so this is possibly a strategy to help me take an action. Airbnb could double down on this strategy to lower the barrier to entry and improve retention with a stronger content-driven approach to educate and raise awareness on becoming a host and building your Airbnb business. Thanks! As with other sections, they provide guidelines for the host and let them fill in the rest. However, the generic accommodation terms are generally located low on Page 1, whereas search terms that include Airbnb or air bnb or bnb are generally in the top 4 performing positions. Usually, this strategy is followed when businesses are in a more demanding state. A lot of the invitation mechanism is the same above, just done in a different experience with mobile considerations. Theres no form with dates or number of guests like there was previously, so theres an extra step no matter what. Being the experienced brand with strong foothold, the company uses differentiation as a tool to reduce the pressure by other brands. stays of at least 28 nights, accounted for 22% of gross nights booked in Q4 2021. The image is great, it looks like a well designed, high quality home, but the header and description leaves a lot to be desired. Differentiation. 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. Again, Airbnbs call-to-action for the experiences section of the email is low-commitment, simply Browse Experiences. Live there. For Airbnb, travel is about a personal, unique and local adventure no matter where you are in the world and we start to see this within the personalisation aspects of the platform. The pricing strategy used by professionals. Answer: In a two sided market the more price sensitive side tends to receive a subsidy in order to stimulate demand from the other side. 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. N.B the home page has a (seemingly) infinite scroll feature that keeps bringing up new homes in new locations as you scroll down so Im not going to go all the way through it, but the next few sections are relatively interesting so Ill cover them. However, there are many businesses who never seem to nail it. Heres an example of Airbnb adding to the conversation in the comments of one of their posts. The idea then evolved into a website where others could do the same, and travellers could get a cheaper option than a hotel. I either have to select homes, experiences or restaurants, or click the search bar at the top. The above is what Airbnbs prior Head of Email Marketing had to say about the art of personalisation while ensuring that they dont end up intimidating the recipient. In all seriousness, when the emails are in and ready to send, Im now motivated as a user to easily share this with my friends or anyone whom I want to receive an invitation to join. 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