This poster promoting a classic image of Miami was created by graphic designer Alex Asfour, as part of Airbnbs travel poster campaign. Great read! 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. Top Contributors are consistent inside the 3 core content pillar pages, which we will go into detail further below. But this expansion has also put the spotlight on content and localisation, both for guests and also for hosts using the platform. the hotel industry is under going another disruption: the "collaboration economy" and its poster child Airbnb give rise to a variety of apartment rentals, offered to consumers for more affordable prices. High level of technology integration into various business processes. So, based on the same principles as inviting guests, what does the recipient receive this time if theyre invited to become a host? The posters became part of their Experiences feature, showcasing the resident artists beautiful designs. Carmelon Digital Marketing. Community: How do Airbnb maintain and grow their online community, and what part does that play in their business growth? The company uniquely leverages technology to economically empower millions of people around the world to unlock and monetize their spaces, passions and talents to become hospitality entrepreneurs.[3]. Social proof to ensure those interested that other people are happy with their experience as a host. . Why would the user want to send this in the first place? 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. Overall, this report shows that there is still a significant amount of keyword improvements and consequent organic traffic to be gained by Airbnb, which would result in huge traffic increases similar to those seen in previous years by the brand. This is a great way to achieve higher ad rank by ensuring great alignment between your ad copy, landing page experience and most importantly, the users search query. The second "B" in B&B (as in "breakfast") is the biggest distinguishing feature. Openness and belonging are at the heart of Airbnb its at the core of what we do every day. Any ideas, any theories? 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. I always learn new things about digital marketing and business in general and always look forward to studying these case studies. I love free money! For example, in a separate browser abandonment series of emails that was triggered by me looking at Los Angeles accommodation, Airbnb reference in the subject line and hero section of the email that people travelling to Los Angeles typically book their accommodation at least 2 months prior: Airbnb astutely sent me this email 2 months and 13 days prior to the travel dates I specified as part of my search. When it comes to the homepage, we are instantly presented with plenty of content we can view. It ensures prospects know that Airbnb have got them covered (in their words!). 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. The post copy that accompanies the image often introduces the host/s on a personal level Make yourself at home at Patrick and Elizabeths historic homestead. I wouldnt say Airbnb have exhausted their growth when it comes to accommodation rental, but most travellers are aware of who they are and what they offer. [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. In particular, note the header and sub header. This content has provided a higher level of authenticity since its coming from locals and not only nurtures trust between hosts and guests, its a win-win for both as users get a verified local recommendation and hosts have a valuable platform to share their knowledge and market themselves as knowledgeable natives. Well come back to this shortly, but this is a great example of message-matching at scale. 11. 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. They are known for creating great online user experiences, but they also excel in experiential and live-event marketing. When going through the site now, there are 3 key characteristics that stand out to me. Although I think these are good, short messages that speak to the pain points that come with booking/saving for a vacation, I think theyre missing out on an opportunity to call out different users in a more fun and creative way, for example: With this in mind, its always important to stay true to your brands tone of voice, but the more that you can make a connection with your audiences in an authentic, human way on social, the more likely they will be to proactively seek out your business for their needs. Hey what happened to your [Thailand] plans?! The number of views the property has had recently is a ploy at making it seem scarce, and therefore more desirable. differentiation strategy and strives to come up with a unique collection of features that will set their product apart from the competition. 3. Not all businesses are lucky enough to have a recognisable logo that they can use as their Page profile picture but, as a globally-renowned brand, Airbnb have that privilege. When we scroll down the page, we see the instructions for the process. Unfortunately, I think it misses the mark, again. So, what better way to advertise the product than those who have experienced the platform? 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. The layout and the functionality of the site is what makes it so easy to use. a) The keywords your competitors are ranking for that you are not. So that in itself is the whole sign up process pretty impressive how streamlined it is, right? Its a very similar UI to the desktop platform which is done by design. To date, there are over 4470 pages of support threads, so users should be able to find a question already asked and hopefully answered. Airbnb has removed the search bar in the header and there arent any buttons or links to guide users to take another step. 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. Dont go to Paris, dont tour Paris, and dont do Paris. 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. In this section of the article Ill be dissecting pages piece by piece to see how their website helps to drive growth. Thanks! Focusing on their Australian site, Airbnb primarily ranks for the following two types of keywords: According to SEMrush, Airbnb is currently ranking for 316,900 keywords relating to travel, accommodation, and brand-based search terms. When you share the direct link, you get this landing page. When searching using a Site Operator on Google for the Booking.com and Wotif.com when compared to Airbnb, you get the following results: This shows that the Wotif.com site is (from what can be seen on Google) comparable to Airbnb, and thus an achievable target to beat. 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. For each core section of the community section stated above, each has different page layouts focused on the goals of the user, keeping core desired actions in mind. This is an excellent strategy as it essentially allows them to give their audiences a little extra nudge down the sales funnel. I feel this kind of content could really benefit the campaigns. Whilst its evident that the UI has changed over the years, theres been numerous changes to their UX, copy, layout and small additional features, which have been implemented to maximise the chances of users spreading the word. Above all, they are looking for a property (or experience) that suits them unique. Traveling to [Location]? Airbnb has purposely positioned this on the right-hand side of the page to make it clear that users can explore, find or ask any question desired which may be holding them back from continuing to use the platform or wanting to become a host. We can see that that Recommended for you tiles have changed, and Im assuming the ones displayed are based on my browsing habits. . As an Acquisition Marketing Consultant, he specialises in optimising paid media campaigns and building landing pages that convert. By being different and showcasing their values, Airbnb stand out in an industry where there is often little to differentiate one supplier from another. When the breadcrumb structured data is not implemented correctly, it looks instead like this. Unique Product. Q&A Threads from both Airbnb Admin team, Top Contributors, or anyone part of the platform. Unlike Facebook, where Airbnb have a localised Australian Page, theyve chosen to have just one global Instagram account. This option currently isnt available on mobile. Another clever part of having this separate is that once again it keeps from distracting the engagement in the Explore tips & tricks section. If we compare their current 0.60% engagement rate to the Humans of New York account, we can see a real difference here. As Jacqui mentioned in her search analysis, wed recommend taking a much more aggressive content marketing strategy to drive organic search traffic for branded and non-branded keywords to really ramp up search growth. Really love this level of analysis . Okay, so lets break down this page for referrals. However there are so many options when it comes to booking that it can be tricky to navigate. Utilising the strengths of storytelling and curation has been the driving force behind the brands onsite content success. They allow them to not only keep their brand front of mind but the exact location/s someone has been browsing for their next trip what better way to drive a sale? It could have been something that ruined the companys reputation and destroyed their business, but they reacted strongly and turned it into a strength. You often see this feature on many blogs around the web, but what many blogs dont get right is keeping a focus on tags and keeping the amount recent conversations limited. This substantial difference in backlink profile will be largely contributing to the difference in non-branded keyword rankings, organic traffic, and also brand awareness. Ideally, wed look at this in terms of a breakdown of spend, but unfortunately there is no way to accurately gauge Airbnbs spend, so were best using frequency as an indicator of spend. You could argue, why does this matter to me? 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. Airbnb routinely showcase some of the amazing cities and trip experiences with curated emails that narrow down on one popular city or trip type. A lot of the invitation mechanism is the same above, just done in a different experience with mobile considerations. The bane of most customer supports existence is the simple to answer questions, and if people dont take a lot of interest in reading FAQs then having other users answer those questions is a double win. Airbnb offers private accommodation to users, which means that the listings they feature are generally investment properties owned by an individual who would not be able to link to their listing or the Airbnb website outside of social media. If they were a service business, they would target [city name] + [service A] and then [city name] + [service B] and so on.. Interesting. 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. What is also interesting as an observation is the amount of posts that date back almost 2 years ago. I also recommend that Airbnb implement the correct structured data markup across the website for best results. 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