The company's platform offers entire homes to book for short-term stays.

It means that some buildings will host side-by-side short and long-term tenants. Currently, video is used for their more polished, brand-focused posts and does not feature user-generated content. This format allows you to take up as much real estate as possible on a persons Feed. However, they have a near-infinite number of pages and I could go on forever, so to reign it in Ill be looking at a couple of pages that most (if not all) businesses have. I dont think this works for all posts though. This poster promoting a classic image of Miami was created by graphic designer Alex Asfour, as part of Airbnbs travel poster campaign. Airbnb have built a hugely successful business off the back of understanding what their customers want/need, and then providing products that match them.

At Webprofits when weve split-tested using an image with a link in the copy versus a Link Preview, on average, the Link Preview prevails. In addition, I found it interesting to see the similarities in style between this section of the Airbnb website and popular travel site TripAdvisor. Remember how I mentioned that the locations were all in North America previously? At the top section, its a different layout compared to the guest referral page. Airbnb first launched their referral features in 2011, and below is the original look and feel. I think theres a lot of brands that could take a leaf out of Airbnbs book when it comes to community management. The following table summarises the split between the destination landing pages vs destination website pages: Destination landing pages represent 75% of the pages to which Airbnb are directing users. Yet, as the pandemic was wreaking havoc in the companys finances in late March 2020, long stays became one of the lifelines that the company bet on.

You can imagine that it would be strange to see these posts in the Explore tips & tricks section. 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. Heres a summary of each: A well-rounded and entrepreneurial individual with more than 10 years experience in working with and launching startups, Tam is skilled at managing multiple products simultaneously. These are the stability strategy, growth strategy, and turnaround/retrenchment strategy. But theres a great selection here in terms of price range. As far as I can see, nothing is actually personalised yet.
2) Strategic resourcesTheir core competencies is providing unique travel experience, its bringing people together and providing a space for rent in an apartment rather than a simple hotel. Based on the SOSTAC approach, Airbnb firstly conducts a situation analysis, identifying both external opportunities and threats. 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. Theyve been around for more than 11 years and are still growing at a rate that most business can only dream of. So presuming Im impressed as a recipient (not just for the purpose of this article), what happens if I click Accept Invitation? Of course, you can edit the template message yourself, but this does make it easy for the user to share.

Check!). But I dont think these are categorised by Geography. All seven property types will launch this summer. Something I found of interest and that may have had an impact on Airbnbs 2017/2018 growth was that there were several small Google algorithm updates made in December 2017 an unusual time for updates due to the impact these changes can have on eCommerce. Many global brands are still trying to work out ways to build & integrate successful community marketing initiatives as part of their overall marketing strategy. Why would people globally care about tours in Melbourne, or suggest property management services in the area?

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. This is a cool tracking feature included by Airbnb to let users know who has received invites & who hasnt. This is what happens when we click Show invite details. Fortunately for them, for brands to see success on Instagram its mostly all about sharing compelling/authentic imagery, which Airbnb does have.

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. While we focused on how it was done via email invitation, its a very similar process when sharing the link directly with friends. 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. Level 28 161 Castlereagh Street Sydney NSW 2000, Level 10 1 George Street Singapore 049145, 730 Arizona Avenue Santa Monica California 90401 USA, To date, there are over 4470 pages of support threads, so users should be able to find a question already asked and hopefully answered. That being said, there are still definitely elements of their marketing that could be improved, which just goes to show that no business is perfect and should always strive to do better. Is Airbnb encouraging referrals more through their mobile app? The fact that your friend or recipient receives credit when signing up (in this case $76), it doesnt feel as if the user is taking advantage of the situation or the recipient feeling used. 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. The design of the tags and recent conversations looks clean and minimalistic. The best way for Airbnb to improve their backlink profile ties into the recommendation given for keyword ranking improvements: develop a more aggressive content marketing strategy. Having these two large social channels Facebook Messenger & Whatsapp helps users easily share the link with their friends, and also gives them the ability to share their personalised link through group messaging & more. If I did want to book a trip (like they assume when Im not signed in) then starting my search process isnt that easy. Airbnb uses some types of stability strategies in their operation. For Airbnb, it worked to share the actual experiences they offer. Clear & succinct messaging focused on value certainly helps those wanting to share. 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. However, as this Title Tag is longer than the 60 characters allowed for by Google on Desktop search, what is actually seen by the user can be seen below: This results in a less than optimal user experience, which could be impacting their click-through and their rankings. 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. SEO: How do Airbnb ensure they appear in relevant search results to drive organic traffic to the site? Okay, so lets break down this page for referrals.

3 key pieces of information about hosting in other words, 3 USPs. 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. 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. Taking a step back, from the 50,000 ads I exported there are over 11,900 headlines, of which 6,100 are unique and are not used in any of their other ads. Its not as easy as you think. To achieve this, theyve either used Dynamic Keyword Insertion or have closely tailored ad groups that have strong alignment between keywords and ads. 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. By offering more information and support, they will attract, convert and retain more home and experience hosts on their platform. Airbnb, Vrbo, and Booking Software Partner Programs: How to Qualify and Should Property Managers Care? How do you execute a good referral strategy into your business so that customers start doing the work for you? Community: How do Airbnb maintain and grow their online community, and what part does that play in their business growth?

Value of joining i.e.



This feature cannot be controlled by a website owner, and is solely dependent on Googles algorithm to display.

Lets pick up where we left off, So, about [Paris], when are we booking?

Lets firstly take a look at the layout of the Refer Hosts Page.



Now lets look at some examples of how Airbnb is using Instagram to promote their different offerings. Heres an example of Airbnb adding to the conversation in the comments of one of their posts. Theres definitely a lot here we can learn from Airbnb. Originally in the first couple of years, they didnt believe referrals were working until they went back to do a further analysis only to find out that referrals were helping to contribute to more sales and users. So theres no way for people to find it from the website. With it now almost unthinkable to plan a holiday or a night away from home without first doing your research on the internet, Airbnb has found their sweet spot in offering private accommodation to suit any budget or situation.

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. Its a great UX and user-generated content strategy. For Airbnb, the community centre serves a purpose for hosts, both existing and prospects, to explore what its like being a host on Airbnb. 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. 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. Many disgruntled customers use the comments section as a way to complain; this is seen across numerous industries, but Airbnb is clearly trying to show that they are a brand focused on customer service and experience, as they try and reply to most of these types of comments. 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.

So what does the mobile experience look like for Hosts? This type of strategy will always have an expiry date.

Vrbo One Key: A Game-Changing Loyalty Program Boosting Expedia Groups Brand Synergy, Educating the world about what makes Airbnb differenthosting, Recruiting more Hosts and setting them up for success. This feature makes it easy and thoroughly enjoyable for the user. This further increases the scope of potential links they could be achieving.For example, Booking.com has 7 backlinks from the Referring Domain , Taps into the aspirational elements of travel through engaging imagery to encourage bookings, Encourages property owners to become an Airbnb host.

People appreciate stories about people, so this is very enticing content. Apart from the images, the screen displays most of the top level information you would want to know about the property at a glance: The headline, the location, the price, and the number of bedrooms, bathrooms, and guests. This is an example of one of Airbnbs Superhost-themed posts. As to how people are arriving at this section of the site, this is likely through organic search, email traffic, and social promotion. Its between them, Netflix and Amazon really, isnt it? The company's platform offers entire homes to book for short-term stays.

Not only that, but its a bit boring. This trust isnt so much between the user and Airbnb, its trust amongst hosts and guests. When we delve more into why Facebook is perfect for top & middle of funnel objectives, it relates to 3 things: Looking at the messaging theyre using in Host ads, I like the angles that Airbnb have chosen to run with. BONUS: Don't have the time to read all 29,000 words right now? Theres often value in understating things, but this isnt one of those moments. 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. Airbnb started with one simple price strategy price your offerings below the market average to undercut hotels and make your place stand out. You dont want just share something your friends to do a favour for you. Would be exceptional if Airbnb are basing these recommendations based on average cost per night of previous bookings or the booking value of similar users. However, there is one key difference that is prioritised in the mobile app which is different to the desktop experience.

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Why would a traveller rather use Airbnb than Hotels.com, Expedia, Trivago, or the myriad of other websites available? As I look down, I see the option of Import from: Gmail, Yahoo or Outlook. Airbnbs call-to-actions place greater emphasis on booking than they do on browsing/search. What Airbnb have done well is how easy they make it to Invite Friends or Invite Hosts via Desktop & Mobile application. If you were wondering how they get permission for re-sharing a users image, heres an example: Airbnb were an early adopter of Instagram Stories, and have featured in numerous articles across the internet as a brand that is crushing it with this feature, of which I totally agree. Airbnb was designed for when we were much smaller, Chesky said.

With this guarantee, Airbnb have assured hosts that should the absolute worst happen, they will be covered by the company that enabled the transaction. This makes sense given how closely it aligns to their service offering, but they dont rest on their laurels. Exclusive newsletter for rental entrepreneurs. When we scroll down the page, we see the instructions for the process. And, perhaps, this is what has really driven the growth of Airbnb and played the greatest role in building their content strategy to date. Well come back to this shortly, but this is a great example of message-matching at scale. A platform business model can be defined as a business model that focuses on 2.

As a travel company, cultural celebration is at the heart of Airbnbs business model.

Ive done a fair bit of travelling in my time and I absolutely HATE it when people say theyve done a certain location. The stories, tips, and tricks all help to reinforce the positive feelings that hosts get as part of being part of the Airbnb community. I love it. In fact, we wrote an article on it not too long ago.

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. At the top of the page, theres a button in Airbnbs signature colour (which, internally, they apparently call Rausch) directing you to places to stay in that neighbourhood. Florida is a big travel market. a) The keywords your competitors are ranking for that you are not. A selection of homes verified for quality and designed might well be a good description of Airbnb Plus, but its not exactly enticing.

One thing that is noticeable however is how low the engagement on this section is compared to the previous one. Airbnb have strategically placed this on the page for users as, while gaining more users onto the platform is great, its even more of a priority to get more hosts onto the platform. Why not take a few minutes to see how Webprofits can help you achieve your growth aspirations? But there are plenty of properties on Airbnb that are more expensive than hotels and still get booked out, so what else is there? The next two sections I find quite interesting but mainly because of how different they are when Im signed in. Isnt that why you travel in the first place so you have a wild tale to regale to your friends back home in our local pub, a cold lager in hand?

Without a doubt, this is one of the big issues data-centric companies are battling on their quest to maximising return on marketing investment while maintaining the trust of their most valued customers particularly in light of growing concerns regarding what data is being collected by organisations and how this information is being used. I noticed they use three main hooks in their Dynamic Ads copy: Find an Airbnb in [Location] with free cancellation. Living on the domain of atairbnb.com, the Airbnb blog covers a plethora of content ranging from tips for hosts and guests, information on partnerships, and updates on business initiatives.