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Marriott vs. Airbnb - User Engagement Teardown

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This is an Iterable User Engagement Teardown comparing Marriott and Airbnb's user engagement strategies in the first 3 weeks post-signup.

After evaluating all messages received, we identify what these companies do well and where there is room for improvement. Everything shown in the slides (and any recommendations) can be implemented with Iterable's Growth Marketing Platform.

To view more User Engagement Teardowns, visit http://iterable.com/teardown

Published in: Marketing
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Marriott vs. Airbnb - User Engagement Teardown

  1. 1. User Engagement Teardown www.iterable.com
  2. 2. User Engagement Teardown Make sure to watch full screen! Press this button Iterable, Inc. All Rights Reserved 2
  3. 3. A Quick Word on Iterable Iterable is a growth marketing and user engagement platform. • Segment users, build workflows, automate touchpoints and test strategies at scale without engineering support. • Everything you see here (and more) can be done with Iterable. You can see other teardowns at: iterable.com/teardown Iterable, Inc. All Rights Reserved 3
  4. 4. What is a “User Engagement Teardown?” We analyze an user engagement over a defined period post-signup. • We offer constructive evaluation and feedback. • We cover all types of B2C businesses: e-commerce, marketplaces, media, politics, etc. Iterable, Inc. All Rights Reserved 4
  5. 5. Background on Marriott and Airbnb Marriott and Airbnb are two leading lodging companies in the U.S. • Marriott International has 6,000+ properties in 122 countries, reporting revenues of $16 billion in 2016. • Airbnb, valued at $31 billion, is a marketplace with over 3 million listings in 191 countries. Iterable, Inc. All Rights Reserved 5
  6. 6. What We Did Signed up and received messages over 3 weeks between Mar. — Apr. 2017 We escalated activity over time: • Completed user profiles • Downloaded mobile apps • Browsed and favorited listings • Made and canceled reservations Iterable, Inc. All Rights Reserved 6
  7. 7. On to the User Engagement Timeline…
  8. 8. User Engagement Timeline Iterable, Inc. All Rights Reserved 8 MessagesUserActivity We’ll show you what we (the user) did here… Message TypeActivity Type Blast Transactional Triggered Desktop Mobile Push Notification Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
  9. 9. User Engagement Timeline Iterable, Inc. All Rights Reserved 9 MessagesUserActivity We’ll show you what we (the user) did here… Message TypeActivity Type Blast Transactional Triggered Desktop Mobile Push Notification …and the messages we received here. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
  10. 10. User Engagement Timeline Iterable, Inc. All Rights Reserved 10 MessagesUserActivity We’ll show you what we (the user) did here… Message TypeActivity Type Blast Transactional Triggered Desktop Mobile Push Notification …and the messages we received here. Activities and message types are color coded as shown in this key. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
  11. 11. Now let’s look at Marriott and Airbnb’s user engagement. First, Marriott…
  12. 12. The Marriott User Engagement Timeline Iterable, Inc. All Rights Reserved 12 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile Push Notification Downloaded app Favorited listings Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed user profile Made a reservation Created new account Canceled the reservation
  13. 13. The Marriott User Engagement Timeline Iterable, Inc. All Rights Reserved 13 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile Push Notification Downloaded app Favorited listings Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed user profile Made a reservation Created new account Canceled the reservation One day after creating a new account, we received a welcome email that encouraged us to see our member benefits and get to know Marriott’s brands.
  14. 14. The Marriott User Engagement Timeline Iterable, Inc. All Rights Reserved 14 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile Push Notification Downloaded app Favorited listings Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed user profile Made a reservation Created new account Canceled the reservation We then received the first email in an educational series: “Tip 1 of 3: Personalize Your Account.”
  15. 15. The Marriott User Engagement Timeline Iterable, Inc. All Rights Reserved 15 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile Push Notification Downloaded app Favorited listings Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed user profile Made a reservation Created new account Canceled the reservation After completing our profile, we received a confirmation that our mailing address was changed.
  16. 16. The Marriott User Engagement Timeline Iterable, Inc. All Rights Reserved 16 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile Push Notification Downloaded app Favorited listings Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed user profile Made a reservation Created new account Canceled the reservation The educational email series continued with “Tip 2 of 3” on day 7 and concluded with “Tip 3 of 3” on day 10.
  17. 17. The Marriott User Engagement Timeline Iterable, Inc. All Rights Reserved 17 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile Push Notification Downloaded app Favorited listings Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed user profile Made a reservation Created new account Canceled the reservation User activity on mobile did not trigger any communications during this study.
  18. 18. The Marriott User Engagement Timeline Iterable, Inc. All Rights Reserved 18 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile Push Notification Downloaded app Favorited listings Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed user profile Made a reservation Created new account Canceled the reservation Lastly, we received confirmations after making and canceling a hotel reservation.
  19. 19. Now let’s look at Airbnb’s user engagement…
  20. 20. The Airbnb User Engagement Timeline Iterable, Inc. All Rights Reserved 20 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile Push Notification Downloaded app Favorited listings Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed user profile Made a reservation Created new account Canceled the reservation
  21. 21. The Airbnb User Engagement Timeline Iterable, Inc. All Rights Reserved 21 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile Push Notification Downloaded app Favorited listings Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed user profile Made a reservation Created new account Canceled the reservation We received two emails after creating a new account, one to confirm our email address, followed by a welcome email.
  22. 22. The Airbnb User Engagement Timeline Iterable, Inc. All Rights Reserved 22 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile Push Notification Downloaded app Favorited listings Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed user profile Made a reservation Created new account Canceled the reservation For the next two weeks, we did not receive any messages, despite completing several actions on desktop and mobile.
  23. 23. The Airbnb User Engagement Timeline Iterable, Inc. All Rights Reserved 23 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile Push Notification Downloaded app Favorited listings Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed user profile Made a reservation Created new account Canceled the reservation After we made a reservation, we received 3 emails: a confirmation that a payment method was added, a billing receipt, and an itinerary confirmation.
  24. 24. The Airbnb User Engagement Timeline Iterable, Inc. All Rights Reserved 24 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile Push Notification Downloaded app Favorited listings Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed user profile Made a reservation Created new account Canceled the reservation We also received an email and push notification when our host sent a message.
  25. 25. The Airbnb User Engagement Timeline Iterable, Inc. All Rights Reserved 25 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile Push Notification Downloaded app Favorited listings Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed user profile Made a reservation Created new account Canceled the reservation The next day, we received an email blast encouraging us to start hosting our own home to travelers.
  26. 26. The Airbnb User Engagement Timeline Iterable, Inc. All Rights Reserved 26 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile Push Notification Downloaded app Favorited listings Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed user profile Made a reservation Created new account Canceled the reservation Lastly, we received two confirmations explaining that our reservation was canceled and a refund was pending.
  27. 27. Frequency Takeaways During the 3 weeks, Marriott and Airbnb differed in the frequency of messages per channel. • Marriott: 7 emails • Airbnb: 9 emails, 1 push notification Iterable, Inc. All Rights Reserved 27
  28. 28. Differing Priorities Despite their competing business models, it was clear that both companies prioritized transactional messaging to confirm reservation details. However, a few key differences stood out: • Marriott onboarded new users with a 3-part educational series • Hosts on Airbnb communicate with guests via email and push Iterable, Inc. All Rights Reserved 28
  29. 29. Now let’s look at the message content…
  30. 30. Iterable, Inc. All Rights Reserved 30 These are three standard Marriott messages. You’ll notice….
  31. 31. Iterable, Inc. All Rights Reserved 31 Traditional modular layouts that maximize space
  32. 32. Iterable, Inc. All Rights Reserved 32 Emphasis on stock photography
  33. 33. Iterable, Inc. All Rights Reserved 33 Large headers with rewards member information
  34. 34. Iterable, Inc. All Rights Reserved 34 Several instances of personalization
  35. 35. Iterable, Inc. All Rights Reserved 35 These are three standard Airbnb messages. You’ll notice….
  36. 36. Iterable, Inc. All Rights Reserved 36 A mix of photography and illustrations
  37. 37. Iterable, Inc. All Rights Reserved 37 Modern layouts with plenty of white space
  38. 38. Iterable, Inc. All Rights Reserved 38 Minimalist, mobile-friendly design
  39. 39. Iterable, Inc. All Rights Reserved 39 A subtle welcome email that emphasizes an experience, not the listings
  40. 40. Content Takeaways Each company’s content reflects its approach to travel/hospitality. Marriott: • Keeps the user informed of rewards membership benefits • Offers upselling opportunities with business partners Airbnb: • Provides limited onboarding information, urging users to get started instead • Encourages user to participate in the community as both guests and hosts Iterable, Inc. All Rights Reserved 40
  41. 41. Recommendations Both companies could improve their: • Onboarding: By sending a multi-touch, personalized welcome series based on travel preferences • Drip marketing: By offering relevant promotional content to increase conversions • Mobile engagement: By coordinating messaging across email, push and SMS to increase app usage Iterable, Inc. All Rights Reserved 41
  42. 42. If you liked this teardown… You’ll enjoy the others! View them and sign up for notifications of future teardowns: iterable.com/teardown Join the discussion on Twitter @Iterable, using #UEteardown Iterable, Inc. All Rights Reserved 42

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