Through differentiation generic strategy, Airbnb positions its product offerings in a way to stand out and be different from the available alternatives. The Local Lens segment of the blog puts the spotlight on hosts and experiences by featuring individual stories from their users, similar to Community Stories onsite. Be it data from our wish lists, search trends, seasonality, there is a component of every email that is rooted within data. If they were, its probably not the best look for Airbnb. Lets take a look at Melbourne, for example. Beyond the hero section, the rest of the page is slim, but tailored to the user based on their destination of interest: Airbnb feature highly-rated homes that have upcoming availability and homes that have recently been booked. If youre going to need to pay to get your content out there to audiences, using the quality over quantity approach is best. Airbnb Model can also pursue differentiation strategy based on the industry forces description in casename case study. 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? Tam Al-Saad - Get more articles like this sent to your email, Principal Consultant, Search + Content Marketing. 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. The company produced an event in Seoul, Korea, that celebrated beautifying Airbnb spaces with terrariums. Facebook is 1 of 3 social media platforms that Airbnb is currently most active on. 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. I think this section really goes to show their commitment to providing the user with relevant information as much as possible. 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. 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. Once with me logged in and once using incognito mode. A selection of homes verified for quality and designed might well be a good description of Airbnb Plus, but its not exactly enticing. Airbnb's marketing strategy leverages every opportunity to communicate its value while remaining warm and inviting. Traveling to [Location]? I instantly feel special and welcomed to this page. The content on the page is broken up primarily between: Its a clever strategy by the Airbnb team to break up this content. This is why the historical number of backlinks is shown as 2,650,000. Building on this approach, I would also be looking to remarket to anyone that opened the email via Facebook, Display, or Gmail ads with additional information or incentives for them to register as a host. Lets break this down a little more. . Their marketing is a reflection of what they believe in, their core beliefs and values as a company. From Afhrefs top pages function, we can see that a small amount of monthly traffic is coming from branded organic keyword rankings with content built out to answer branded queries. The vision statement of a company goes hand in hand with the mission statement. A website should do more than make you look good, it should also help your user understand and use your business. When sharing image posts, Facebook does not allow you to create an audience of everyone who engaged with that specific image post, so if you wanted to remarket to these people you would have to choose the option of People Who Engaged With Any Post or Ad and this includes all post engagement; whereas when posting videos, Facebook gives you the option to create audiences such as People who viewed at least ten seconds of your video or People who have watched at least 75% of your video. 6,430 Referring Domains of note, while more links are likely to have been built to the site since its inception, there will always be lost links as time passes due to pages being removed from this party websites, listings being removed the Airbnb site and no redirect being put in place, and whole websites being shut down. The focus of competition: -Unique product features -Service -New product launches -Marketing and promotion Competitive advantage achieved when: People appreciate stories about people, so this is very enticing content. Its showing that Airbnb hosts have a thriving community of hosts who want to connect and share their positive experiences. In fact, it is the eventual outcome of the strategies of the mission statement, which corresponds to the future achievements the business wants to be associated with. While there is a plethora of content-based information present on the Airbnb website, as well as on external subdomains owned by Airbnb, Im going to focus on the key 4 areas I identified as providing the greatest value to their online strategy, and offer insights you can apply to your own campaigns. For Lectures -mmshah8@gmail.com https://www.linkedin.com/in/shahmm. Its no secret that most travellers appreciate a good story. Airbnb has removed the search bar in the header and there arent any buttons or links to guide users to take another step. Another benefit is that there is no perceived substitute considering that the organisation focuses on the quality and nature of the service (Arens & Hamilton, 2018). They could benefit from using their Instagram to tell more stories, as these are a great way to connect with people. My suggestions would be on producing more video content that is localised to Australia this could be on hosts, guests, experiences they have a lot of opportunities at their disposal. Acquiring hosts through the hosting community is paramount when it comes to scaling the platform globally and, equally as important, retaining them. Really love this level of analysis . The majority of keywords ranking on page 1 for the Airbnb website are branded, with smaller volume locations ranking for generic [location] accommodation terms. 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. Ive done a fair bit of travelling in my time and I absolutely HATE it when people say theyve done a certain location. The plan provides an analysis and evaluation of Airbnb by reviewing the company's strategic management, profitability and market competitiveness. Jason began his career at Webprofits as an intern and six years later he is now one of our leading social media specialists, managing a number of our long-standing Australian Fluid clients. Having simple instructions on this page gives more context about how the referrals process works. 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. Group travel . What is evident and which we havent seen many referral systems use is other social channels such as messenger & whatsapp. Airbnb of course. This enables a firm to enjoy strong profit margins. 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. To save on time, there are other elements of this page which certainly helps with the decision-making process to take the next step. They also follow best practice by attempting to resolve the complaint out of the public eye and moving it to a personal message Can you please send us a PM with your email address. As for why it is not consist, it may be that the markup was not enforced across all pages, or that pages were missed when adding the markup across the site if done through a manual spreadsheet. Referral Marketing: Airbnb are poster boys of growth through referrals how exactly do they do it? This seems as good a place as any for it on the page. I do think that these ads are missing something here though, and its to do with the creative. Ideally, each of these three elements should be optimized for differentiation. My pet peeve here is that Im still not signed in and have no browsing history for Airbnb, so how are these locations recommended for me? It also seems like the most valuable content on the blog is that which focuses on acquiring new hosts. As much as reviews are helpful in the booking process, once we hit book on the platform, were then putting our trust in a complete stranger being a good host and the host is putting their trust in us being an equally good guest. If theres one big takeaway to think more about, it has to be their simplified UX experience with keeping personalisation in mind. Above all, they are looking for a property (or experience) that suits them unique. So, what can we learn from how the Airbnbs referral system mechanics and design work for them right now? . Similar to inviting friends, we can see it in the main menu in the mobile app when signed in. The site is: Youd expect a business that specialises in travel to have an image laden website, but they do a particularly good job of having a lot of images without it feeling overwhelming. (Note: you will see peoples contact details, we just had to blur them out). The main generic strategy used by Air BnB is that of differentiation. By creating different and distinct sections, they are able to keep the conversations relevant to the user, which should improve the experience for everyone involved. Ultimately, the main takeaway I have in terms of how Airbnbs messaging compares to competitors like Stayz and HomeAway is that Airbnb appears to be placing moreemphasis on pricing as a point of difference and more focus on their USPs in ad headlines, like 24/7 Customer Service and Free Cancellation Up To 48 Hrs or more emotional messaging like Dont Go There. For some locations, such as Phi Phi Islands, Airbnb are directing people to minimal navigation, shorter-form landing pages: From the landing page URL report, any URLs that contain /a/ are indicative of their shorter-form location landing pages, while /s/ is indicative of location website pages and Airbnb are actively using a combination of both for high-interest locations. These business strategies, based on Airbnb marketing mix, help the brand succeed in the market. Their job as a business is to promote the properties (and the hosts) so that people want to book them. Log in or create an account, if you haven't already done so. They just considered it rude to start making a terrarium without an invitation. But its one that many businesses wouldnt have made, and I think it speaks volumes to the type of business Airbnb see themselves as. Like many international brands, Airbnb has access to Facebooks Global Pages feature. Dont go to Paris, dont tour Paris, and dont do Paris. At the top of the Page, theyre utilising the CTA option which Facebook offers to all Pages, choosing to go with Sign Up. After comparing, the company creates a list of characteristics its products contain that the competition's products lack. SERPSTAT recommends the following amount of anchor text percentages not be exceeded for best link results without incurring a Google penalty for spammy link tactics. The report also comprises discussions of Airbnb marketing strategy, ecosystem and addresses issues of corporate social responsibility. This may explain why Airbnb saw a huge bump not necessarily because they arent actioning the above strategies (because they are) but rather that in comparison to their competitors like Booking.com and Wotif.com the amount of pages they have are significantly less. Wotif.com offers a larger selection of options than Booking.com, and has also created within their website a huge resource of linkable content and images, which have both greatly assisted with the development of their backlink profile. With email, in general, you always have to walk that line about what data would be beneficial to use and what comes along as too big brother. To date, there are over 4470 pages of support threads, so users should be able to find a question already asked and hopefully answered. This format allows you to take up as much real estate as possible on a persons Feed. By creating a hyper-local section of the community pages, Airbnb have reduced the clutter on the main section, while also building a community within the community. Its certainly now motivated me to help refer a host. Again, Airbnbs call-to-action for the experiences section of the email is low-commitment, simply Browse Experiences. When it comes to the homepage, we are instantly presented with plenty of content we can view. 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. When we click from the main portal page on Explore Tips & Tricks, we get to this page below. In case youre unsure of your dates and are in love with the space, the availability section of the site helps you to see when you can book the property so you can plan your trip around it. 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