Airbnb Marketing Strategy: a brief overview
Airbnb brand proposition is rooted in travel, communities, people and experiences and this proposition is placed at the core of Airbnb marketing strategy. Moreover, Airbnb marketing strategy is based on the following three principles:
1. Successful brand partnerships. The travel company has engaged in a number of mutually beneficial partnerships with other brands in order to achieve global brand exposure and create a buzz on the social media. The list of successful Airbnb partnerships include KLM Royal Dutch Airlines, UK bookstore chain Waterstones and even the French government.[1]
2. Celebrity endorsement and social influencers. The peer-to-peer lodging company has been quick to leverage the use of its services by celebrities. The list of celebrities who contributed to spread the word about Airbnb include Mariah Carey, Grande, Lady Gaga, Britney Spears, Channing Tatum and others.
The company has been also effective in initiating publicity stands to attract the attention of social media influencers such as journalists, bloggers, YouTubers, podcasters and Instagram stars. For example, Airbnb has sailed a full-size floating size along the Thames River in 2015 to celebrate new rules to support home sharing in London.[2] This particular campaign generated hundreds of press coverage in the UK with positive implications on the level of Airbnb brand awareness.
3. Developing and strengthening the community. From early on, the global hospitality service brokerage company focused on developing its community consisting of both types of customers – hosts, as well as, guests. Airbnb encourages regular communication, detailed profiles and strong reviews in the community.
Airbnb Inc. Report contains a full analysis of Airbnb marketing strategy. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S Model on Airbnb. Moreover, the report contains analyses of Airbnb leadership, organizational structure and organizational culture. The report also comprises discussions of Airbnb business strategy, ecosystem and addresses issues of corporate social responsibility.
[2] Coldwell, W. (2015) “Airbnb float a house on the Thames in London” The Guardian, Available at: https://www.theguardian.com/travel/2015/may/18/airbnb-float-a-house-on-the-thames-in-london