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Why Young Mexican Travelers Prefer Airbnb Over Hotels in Europe
- 1. WHAT ARE THE MAIN REASONS YOUNG MEXICAN TRAVELERS PREFER AIRBNB TO A HOTEL WHEN TRAVELING TO EUROPE. EDER GONZALEZ ISEM WS2015
- 2. AGENDA • What is Airbnb? • Situation Analysis (Airbnb) – Top Destinations – SWOT Analysis – Competition • Persona (Airbnb) • Methodology – Data Collection • Analysis & Recommendations
- 3. Do you know Airbnb?
- 4. AirBnB Business Model: Rentals Including rooms, beds, apartment, houses, castles, private islands and tree houses More About Us • Headquarters: San Francisco, CA. • Founders: • Brian Chesky, • Joe Gebbia • Nathan Blecharczyk • Guests: 60,000,000 + 2008 Launched AirBed & Breakfast Revenue In 2014 = 3.7 Billion Facts It has over 1,500,000 listings in 34,000 cities and 190 countries
- 5. 17,000 Rio de Janeiro 33,000 New York 40,000 Paris 13,300 Berlin 14,700 Rome 10,000 Sydney Top Destination Cities 22,000 London City 1. Paris 2. New York 3. London 4. Rio de Janeiro 5. Barcelona 6. Rome 7. Berlin 8. Los Angeles 9. Copenhagen 10.Sydney Listings
- 6. SWOTANALYSIS O Opportunities International growth Business Travelers W Weaknesses Easy to copy Availability Inconsistent guest experience S Strengths Safety Wide price ranges Strong brand Network effects T Threats Competitors Laws and Regulations Operational cost
- 7. Competition Variety of Options City Tax – 5% of Room Rate VAT – 7% Real Time Promotions Founded: 2007 3% Host Fee 5-12% Booking Fee Largest Travel site worldwide Founded: 2012 3% Host Fee 15% Booking Fee Founded: 2008 3% Host Fee 6-12 % Booking Fee Pet Friendly Price Negotiation
- 8. Airbnb (Persona) BBA International Marketing Mexico City Social Media Unilever Income (Annually) Age 27 $300,000 MXN Twitter, FB, Uber, Yelp Jr Brand Manager Lifestyle • Live alone • Gym • Music • Concerts • Weekends Getaway • Cooking • Restaurant / Bars • Travelling Planner Diego
- 9. Data analysis 84.85% 21 to 35 years 15.15% > 35 years old Female 36.36% Male 63.64% Total:33pax
- 10. How often do you travel to Europe 18.18% 6.06% 75.76% • Once a year • Twice a year • I’ve never been to Europe Total:33pax
- 11. Most important factors when choosing an accommodation Price Ambiance Safety Location Convenience 51.52% 24.24% 21.21% 72.73% 24.24% Total:33pax
- 12. Means most useful when searching an accomodation 6.06%90.91% Total:33pax INTERNET Travel Agency 3.03% On site
- 13. Money spent when using an accommodation per day 27.27% 80 Euros 9 Pax 24.24% 51-80 Euros 8 Pax 9.09% 26 – 50 Euros 13 Pax 39.39% 15- 25 Euros 3 Pax Total:33pax
- 14. Do you knowAirbnb 84.81% Word of Mouth Internet Social Media 3.33% 23.33% 73.33% Total:33pax
- 15. Reasons to rent a home of a stranger 18.18% Other 21.21% Location 60.61% Saving Money Others Privacy Home Feeling Comfort Total:33pax
- 16. Analysis Focus on a more specific target market Customer Service Must be improved for Airbnb. As an intermediary It has limited control over guest experience which leads to inconsistencies Women take part in the last decision when booking or choosing accommodations. Social Media Approach new customers through this channelsMoney: A key factor when traveling Recommendations Mexico Still a growing niche for Airbnb
- 18. QUESTIONS?
Editor's Notes
- Airbnb is the easiest way for people to monetize their extra space and showcase it to an audience of millions people share private spaces all over the world to be rented short-term
- Strengths: Network effects Airbn has benefited from it Weaknesses: Its an intermediary therefore limited controll over experiences// Opportunities: Asia pacific and China remain underpenetrated Threats: Online travel agencies and hotel companies Lower price compared to Hotels Large Number of users Worldwide
- Business Travelers are exempted fro City TAX You get real time promotions.
- Careful Planner when travelling. Don’t want to experience any negative parts during the trip
- 1.- Who are you (21 Women vs 12 Male) 2.- What is your age
- 25 PAX (Once a year) 6 PAX( Twice a year) 2 PAX( Never)
- 30 PAX (Internet) 2 (pax Tavel agency) 1 Pax On site
- Do you know Airbnb? Only 27 Pax Know Airbnb How did you hear about Airbnb? Word of Mouth still the most useful Marketing tool to be a successful
- 20 Pax (Save Money 7 Pax (Location 6 Pax (Ohter
- Women are more pikky about Decoration, location etc? Money: People will like to spend that money in food, museums, etc Mexicans do not know Airbnb yet Social Media is importatn in order to attract new customers Customer Services must be improved in order to control guests experiences.