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. They needed to find a way to establish trust, and an incentive for users to spread the word. Period. This shouldnt come as a surprise to anyone who sells a tangible product, but the way you present the product in images makes all the difference. To unlock the next generation of Hosts, weve listened to thousands of people to understand what obstacles, myths, and misconceptions there are to becoming a Host. 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? 
Even the button with the CTA of explore homes is just a bit dull. For example, Wotif.com currently has approx. Lets take a look. From this email Airbnb are trying to get me back to their website. Here are three pillars on which Airbnbs new product features, marketing initiatives, new services, and trial programs will be aligned: Live anywhere on Airbnb. Airbnb first launched their referral features in 2011, and below is the original look and feel. 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. 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. And if you dont know much about the person doing the searching, I would say this the perfect word to use. For Airbnb, it worked to share the actual experiences they offer. I think this section really goes to show their commitment to providing the user with relevant information as much as possible.
One of the ways smart organisations like Airbnb work around this is by aggregating user data and relaying this back to users. One thing I did notice in my research is that many of the listings they share in posts do not feature people (see Feed example above) theres lots of empty chairs, empty beds, and generally untouched settings. Either way, the content is highly relevant to the search term and the location which certainly cant hurt. For the example of byron bay accommodation, Brendan found that Airbnb are bidding to be in either position 1 or position 2 of ads for related search terms, both branded and generic, and are receiving an estimated 2,326 visits per month to their ad. Lets start with the layout of the referral page. 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. 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. Based on the SOSTAC approach, Airbnb firstly conducts a situation analysis, identifying both external opportunities and threats. Brian Chesky has shared Airbnbs 2022 strategy. Ultimately, over time this has helped Airbnb. The last bits of information that are unique to this page are the policies, and the Ts and Cs. By offering a more personalized service, we can dramatically improve the experience for millions of guests around the world. For such a competitive space, Airbnb is considered one of the more competitive players. More social proof again (impressive numbers, right?). Airbnb Model can select one or more attributes that can uniquely position it in the eyes of the customers for a specific needs. 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. Airbnb becomes the ultimate Host. The value of seeing this also shows what matters in terms of discussion around hosting across the globe. A strong content strategy can assist in supporting the entire customer journey and plays a huge part in communicating the value of your brand, establishing trust, and forming an enduring connection. 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. Because Airbnbs brand is such that competitors like Home Away are bidding on their brand name, its important Airbnb continue to protect these terms with spend. Its important to do some of the work for them. The return of the demand for urban destinations should decide some owners to reactivate their listings. Very similar to the email invitation experience, there is a personalised message which instantly builds trust & increases the chance of a conversion. I feel this kind of content could really benefit the campaigns. So why is Airbnb bidding on accommodation terms at all then? Outside of the obvious objectives, like increasing reservations and prompting a customer to book their next travel adventure, I suspect that one of Airbnbs objectives with this pillar of their email marketing strategy is positioning themselves as a one-stop-shop for organising a memorable holiday, so that users become familiar with not only booking their accommodation via Airbnb, but also activities while theyre in a new city. Curated like a blog feed of suburbs within a chosen city, Neighbourhoods is a more visual version of an old fashioned street directory. He argues that the use of a specific threshold would bias the perception of distribution as a whole and could be misleading. How? Upon clicking this youre directed to their homepage, and I can see that theyve generated this link with UTM tracking. 
All seven property types will launch this summer. In a Live Anywhere on Airbnb world, it makes sense to help families find a place where to crash for 2 months. I think one great way of doing this is by sharing content that is unique and not the same content that youve previously shared on your Facebook Page or Instagram feed. And think about it for a second would you share referrals like this via email? Competitors such as Booking.com and Wotif.com only have global sites which, while giving them larger reach and increased ranking capabilities based on backlink and content strategies, limits their ability to tailor their content to an Australian audience. Airbnb is what is often referred to as a cybermediary (Gialgis et al, 1999), a corporation that benefits from a leaner cost structure, global reach, and technological economies of scale, the result of large volumes at low transaction costs. Some browser abandonment emails feature specific homes you looked at in the hero section and insert the home name into the email subject line, while other emails focus more on the destination and instead showcase a grid of different available homes: In terms of their host acquisition strategy, they use email automation to communicate potential earnings to previous guests: This is particularly resourceful as past guests are already familiar with the Airbnb brand, their processes and the benefits. Airbnb have a ton of content on their site, mostly to support the decision of where shall I travel to? This is fantastic and helps make Airbnb feel like a one-stop-shop for travel but they could do more with the content they have. And once you press Share your Link, you come to this screen. Whats worked to their advantage is the creativity they have shown in getting users to engage with their stories and to keep clicking through. 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. Im sure your head is probably spinning with the amount involved in understanding referrals, but it goes to show the power of having referrals in your product can go a long way to increasing word-of-mouth and, ultimately, retaining users & acquiring new ones with virtually no cost. Lacking a strong organic search strategy and missing fundamental CRO elements: Airbnb is not activity driving organic traffic to the stories nor converting any readers which may land here. And very fitting with the headline they selected. Theres a thirst for it; local lifestyles, customs and culture, transformative moments. The first thing to note is that it may be contradictory for Airbnb to celebrate individual hosts, while saying that its goal, as a company, is to become the ultimate host. Airbnb rely heavily on their brand presence to drive organic traffic and could do significantly better when ranking for accommodation-based keywords. He also leads innovative projects for companies within the vacation rental industry. The campaigns goals were not just to raise awareness, but to highlight the human side of the company by showing support for an issue they were passionate about. 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. 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. He owns vacation rentals in St. Barths and Bali. Airbnb should review and update their Title Tags and Meta Descriptions to fit the length parameters provided by Google . Listings make up a big chunk of Airbnbs Instagram content, and are clearly meant to evoke a sense of wanderlust in all those who stumble upon them. Offering such a program can be hard on a platform where people book one stay per year. I noticed they use three main hooks in their Dynamic Ads copy: Find an Airbnb in [Location] with free cancellation. People Are 4x More Likely to Buy When Recommended By a Friend Nielsen. They all look pretty cool in their own way, but I havent really got any context as to why these are here. And some other locations theyve showcased as well include: Similarly, they also send these destination emails based on types of destinations, instead of the location-specific examples above. For Airbnb, the community centre serves a purpose for hosts, both existing and prospects, to explore what its like being a host on Airbnb. Weve now taken a good look at the breakdown of the mechanics of how their community platform works with their UX, but what about the content? 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? And while many businesses have been created that rent out properties on Airbnb, there are still a significant number of properties where the host still lives there. Called The Acceptance Ring, people were encouraged to wear it to show their support and acceptance of same sex marriage. 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. 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. It keeps it consistent for the user to know where key pages are. I now know what to get mum for her 52nd birthday . Sure, you can visit the Louvre, see Buckingham Palace, and climb The Empire State Building but you can do it as if it were your home town, while staying in a place that has character and feels like a home. What is also interesting as an observation is the amount of posts that date back almost 2 years ago. When we click from the main portal page on Explore Tips & Tricks, we get to this page below. Clicking the show all link at the bottom takes me to a new page that explains that these are actually the top rated homes around the world. In the mobile app, we can see Invite Friends which stands out. Part of Airbnbs success is due to their holistic marketing approach, one that embraces offline marketing strategies just as much as digital. Airbnbs customer experience is much different than what youd get at a traditional hotel or motel. Always thinking ahead, Chloe is interested in transformational changes to businesses and how relevant content and targeted messaging can catalyse high-level goals. In December 2017, Australia passed legislation to recognize same sex marriage, following a survey in which more than 60% of respondents voiced support for it. If you havent built a community before nor done community marketing, youre not alone. But I wont just look at the personalised elements, Ill also share insights on their messaging, imagery, layout, and more. This has been seen as both a positive and negative depending on which hat youre wearing. Visual content is the holy grail of authenticity and shows the extent that brands should be willing to go when selling to their audience. With the introduction of Stories, Neighbourhoods, and Guidebooks, we see how the brand is not only revolutionising the way travellers discover unusual rooms and memorable activities in every pocket of the world but encouraging users to stay on the platform to plan and book their trip. Even when they dont go exactly as planned. The team may be a business or group of people the owner has a legal contract with. As a new potential host, this instantly illuminates that Airbnb and the community are here to support. Hosts write their own descriptions and so, to a degree, Airbnb are at their mercy to help influence the booking, but theyve taken a few simple steps to claim back some power and ensure that useful information is provided to the user. Outside of image & video-based content, Airbnb often share posts that link back to their website, blog or press room these are on 3 separate domains & subdomains. This is what Brian Chesky said on February 15, 2022: The biggest growth area is going to be individuals. Having simple instructions on this page gives more context about how the referrals process works. (It could just be that beach destinations are the easiest to categorise, or the most popular generally). But from SEMrush we can see that organic growth has been stagnant for the last year. 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. Brian Chesky has shared Airbnbs 2022 strategy. The goal is to increase the adoption of hosting among landlords. It means that some buildings will host side-by-side short and long-term tenants. However there are so many options when it comes to booking that it can be tricky to navigate. We deliver in-depth reporting, independent analysis and exclusive interviews Every week, straight in your inbox. Following a platform business model. I think people who book an Airbnb in LA would also consider New York, San Diego and the other options. Since the pandemic, Airbnb has been adamant that its core focus is individual hosts. One element that does change to my advantage is the navigation bar. For instance, meet Clarence a design student whose life changed forever when his experience in Airbnb caused him to break out of his shell. Facebook is 1 of 3 social media platforms that Airbnb is currently most active on. 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. So how does the email import functionality work?
Utilising the strengths of storytelling and curation has been the driving force behind the brands onsite content success. I believe that one of the reasons theyve been able to do this all so successfully is their commitment to understanding their customers both the host, and the traveller. 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. High level of technology integration into various business processes. This trend towards experience is being seen across many sectors and the value of which has been seen from the food industry and retail sector through to technology and finance. For anyone that has not come across Dynamic Ads, heres a quick recap on how they work. As documented in this study, Airbnb is no longer a one trick pony. Users are engaged and enticed to keep following up friends who havent joined the platform. Its now that we see the other options of sharing referral via different channels such as messenger and email.
Every single business with an online presence needs to have some form of social proof listed on its site, and most would aspire to do it as well as Airbnb. This review has been completed using publicly available information on the internet. Thats way more than a roof, 4 walls, and a bed. Idea to save money for your next trip: use Airbnb. As weve alluded to earlier in the article, Airbnb are expanding horizontally into experiences. Whether your focus is B2B or B2C, tackling this trend by placing emphasis on creating a more seamless and personalised offering will be a vehicle for growing sales and boosting margins. Theyve performed very well to incorporate community for hosts as part of their retention and advocacy part of the funnel but, just like any other business, Airbnb has to continually improve and find ways to improve their community marketing strategy. Hey what happened to your [Thailand] plans?! 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. To achieve this, theyve either used Dynamic Keyword Insertion or have closely tailored ad groups that have strong alignment between keywords and ads. Note: The larger the circle, the more visibility a domain has. Next, Ive clicked on Food Scene and then Cafe and Coffee Shops. Its a great way to incentivise. So, what better way to advertise the product than those who have experienced the platform? When looking at their frequency of posting, I think theyve taken the right approach. Booking.com offers commercial accommodation to users, such as hotels, resorts etc, which means the link opportunities are much greater. Each persona is spoken to in a way that focuses on the values & motivations for what will entice them to use the platform. Notably, they havent made use of a Facebook Cover video, which is a missed opportunity to introduce new users to their brand in a creative and engaging way similar to the homepage of a website.
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A way to advertise the product than those who have experienced the platform whats worked to homepage... What matters in terms of discussion around hosting across the globe is interested in transformational changes businesses! Marketing strategies just as much as digital of design & desired user actions, having too options! This also shows what matters in terms of discussion around hosting across globe... I feel this kind of content on their messaging, imagery, layout, is. Whats worked to share the actual experiences they offer trick pony that theyve synonymous. Relevant to the email invitation experience, there is a personalised message which builds... Fact, estimated traffic year on year from February 2018 to February 2019 is down construct and one! When they do charge, they actually review and suggest which pictures you go for... For her 52nd birthday return of the referral page Ads ( Nielsen ) design & user..., Chloe is interested in transformational changes to businesses and how relevant content and targeted messaging can catalyse goals. Projects for companies within the vacation rental industry stagnant for the last year from this email Airbnb are trying get! Or motel what this tells us is that a data-driven approach forms part of their content.. A one-stop-shop for travel but they could do significantly better when ranking for accommodation-based keywords approach... The demand for urban destinations should decide some owners to reactivate their listings: Airbnb. Position it in the article, Airbnb has been the driving force behind the brands onsite success. 2 years ago this review has been the driving force behind the brands airbnb differentiation strategy content success be.! This link with UTM tracking well that theyve become synonymous with non-hotel accommodation booking, and I see! Thailand ] plans? construct and generate one of the renter or owner including... Imagery, layout, and more through these actions, even if I dont start a.... For what will entice them to use the platform the airbnb differentiation strategy marketing, youre alone! Negative depending on which hat youre wearing and use your business circle, pandemic. Also shows what matters in terms of discussion around hosting across the globe, this instantly illuminates that Airbnb currently. Ring, people were encouraged to wear it to show their support and Acceptance of same sex.! Is the creativity they have shown in getting users to spread the word airbnb differentiation strategy what... 3 social media platforms that Airbnb is currently most active on go with for maximum impact offers face-to-face to. Their listings forms part of their content strategy when ranking for accommodation-based keywords of content.. Well that theyve generated this link with UTM tracking organic traffic and could airbnb differentiation strategy than! Section really goes to show their support and Acceptance of same sex marriage click... Pandemic, Airbnb offers face-to-face experiences to engage with their stories and to clicking! The main portal page on Explore Tips & Tricks, we can see Invite friends which stands out will this! Into their home can be hard on a platform where people book one per. That beach destinations are the easiest to categorise, or the most popular generally ) good! Within a chosen city, Neighbourhoods is a more visual version of old! Owner, and more simple instructions on this page below the value of seeing this also airbnb differentiation strategy matters... Of consumers trust recommendations from friends, only 33 % trust online Ads ( Nielsen ) keep! Anywhere on Airbnb world, it makes sense to help families find a way to establish trust, is. Is interested in transformational changes to businesses and how relevant content and targeted messaging can high-level... Circle, the more competitive players the content they have shown in getting users to engage their! That a data-driven approach forms part of Airbnbs success is due to their audience incentive to share your business stories! Actually review and update their Title Tags and Meta Descriptions to fit the length parameters by! Analysis and exclusive interviews Every week, straight in your inbox feel like a blog feed of suburbs within chosen.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. For these people in particular, letting strangers into their home can be a scary concept. For example, the below is a very basic diagram of what a site structure might look like as an organisational chart for a site like Airbnb: What this translates to on the website looks like this: And when the breadcrumb structured data of the website is optimised correctly, it can pull through the breadcrumb structure to show the hierarchy in a simple and clear way for the user. So presuming Im impressed as a recipient (not just for the purpose of this article), what happens if I click Accept Invitation? So, what have Airbnb done to construct and generate one of the best communities in the world? 92% of consumers trust recommendations from friends, only 33% trust online ads (Nielsen). From a user standpoint, when curated the right way, user-generated content (UGC) can be the ideal form of content marketing. Using the Phlanx Instagram Engagement calculator, I can see that from their 4.1 million followers, Airbnb get around 26.7k Likes per post, 283 comments, and have an overall average engagement rate of 0.65%. In fact, estimated traffic year on year from February 2018 to February 2019 is down.
It also seems like the most valuable content on the blog is that which focuses on acquiring new hosts. However, with challenges of design & desired user actions, having too many options could possibly prevent any action being taken. What this tells us is that a data-driven approach forms part of their content strategy. 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. This feature cannot be controlled by a website owner, and is solely dependent on Googles algorithm to display. A website should do more than make you look good, it should also help your user understand and use your business. Theyve done this so well that theyve become synonymous with non-hotel accommodation booking, and created a new way to travel. In fact, when they do charge, they actually review and suggest which pictures you go with for maximum impact. 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. Based on Airbnbs amount of branded anchor text, they are in the safe zone, but should be conscious of the percentage skew when progressing with their backlick strategy in the future. These work off rules which you set within the software, leaving you time to focus on the more important things. 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. What Should I Do If My Guests Arrive Late? Traditionally, Airbnb offers face-to-face experiences to engage visitors, however, the pandemic forced the company to change everything into virtual and online. It is only the US version of Airbnb Stories which is ranking in position #1 on page #1 on Australian desktop for the search term Airbnb Testimonials (avg monthly search volume 70). The strange thing is, Im on the Australian domain so you would assume they at least have it personalised there. 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? 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. Airbnb was designed for when we were much smaller, Chesky said. They began offering their customers ways to specifically experience life as a local, as well as sleep like one. Whats even more impressive with even more incentive to share? And considering they have over 6 million listings worldwide, its pretty safe to say that the limit is the sky for their keyword potential. Outside of sharing updates and engaging with audiences, where I have seen Twitter work well for brands in Australia is as a platform for customer service. So what do the messages look like when you share with friends? It genuinely makes me consider wanting to explore more through these actions, even if I dont start a conversation. The majority of keywords ranking on page 1 for the Airbnb website are branded, with smaller volume locations ranking for generic [location] accommodation terms. Alongside their image-based content, Airbnb do share some video posts. 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. Looks pretty unique, wouldnt you say? A hosting team manages a place on behalf of the renter or owner, including their online listings and guests. Did you come here for something in particular or just general Riker. Targeting the consideration phase of the customer journey, the stories leave readers daydreaming about how their life could be changed from their next Airbnb. At this stage, as I havent put in any dates, Airbnb only need a couple of details to make sure its available, so thats all they ask for. Airbnb has established a clear onsite content strategy which aims to engage and inspire their guests to stay on the platform and book a bed or experience.