2. Problem:
Three of four people only travel long distance once a year... or even less. Many of them don’t
travel because they don’t have the money or the time, but ⅓ of them don’t travel because they
don’t know where to go or what to do.
Hypothesis:
If we feed potential travelers trip/destination ideas based on their interests — as opposed to
them seeking locations out on their own — they will be more likely to travel. If we’re right, we’ll
see an increase in conversions after feeding them these ideas and, ultimately, an increase in
overall Airbnbs rented per year.
Let’s improve and make money money money
Make money money, make money money money...
3. We have...
If we increase conversion rates to 4%, we’ll increase yearly
revenue by over $500 million on our annual $2.8Bn.
But how much money?
150musers
11 minaverage time per visit
2%of visits convert
4. The Basic Single Dude bored and curious
“My weekends are usually just filled with Call of Duty, it sucks.” Persona 1
Male
32
Database Administrator
Affluent for his age
Single
Foodie
Nerd
Owns a car
· Wants to travel more and become more comfortable traveling
· To find places where he can ski and hike
· To explore nature a bit more, especially in fall
Goals
Behavio
r
Scenarios
Pains
· Has a mild interest in traveling, but still almost never does
· Likes to know what he’s doing but doesn’t create itineraries or go crazy of details
· Adventurous with food, but not with trying new activities
· If he doesn’t know what he’s going to do on a trip, he won’t go
· Traveling alone for a weekend because there's nothing else to do
· Traveling with a group of friends to a place not too far away
· Browses Airbnb but doesn’t ever commit to something
· Gets very bored on trips when he doesn't know what to do or where to go
· Often has leftover travel days
· Doesn't always trust Airbnb listings
5. The Uptight Planner don’t surprise her
“I like budgeting and knowing where I’m going. I want to see what I want to see” Persona 2
Female
Mid 30s
Demanding job
Two children
Affluent
Has a car
Married for 10 years
· Budgeting and creating itineraries
· Being time-efficient and get as many things done as possible
· To go on few, big, well-planned trips
Goals
Behavio
r
Scenarios
Pains
· Doesn’t travel much but always enjoys it when she does
· Uses Airbnbs and hotels roughly the same amount
· Generally goes on to bigger and more populated cities with major attractions
· Traveling on a couple’s trip with her husband
· Traveling with her her children
· Traveling with her children and parents in a very large group
· People having different travel philosophies as she does
· Not knowing what to do
· Lack of information on Airbnb listings as opposed to big travel sites
6. “Sometimes I get frustrated when I book an Airbnb
and the location is cool but there’s not really much to do.”
7. Launch ability for users to search for Airbnb listings based on the user’s interests.
Have Airbnb become a planning platform as well as a reservation platform.
In Q3 2018, have 2% of all conversions generated from activity-oriented searches.
In Q3 2018, have 15% of front-door users search based on activity.
In Q3 2018, convert 5% of all activity-based searches, raising total conversions to 4%.
MVP Objectives & Key Results
13. Q2
Renters can input nearby activities
Searches are better when they yield results, so we will allow our mass of renters to help populate the
activities near any listing they’ve stayed in. This should improve search success and get users through
the funnel faster.
Activity accuracy rating system
But not everyone is smart, so corroboration (upvoting/downvoting?) will be crucial to whether or not a
listing is shown under a specific activity. This should help improve satisfaction ratings.
Activity enjoyability
Previous renters can vote on quality/enjoyability of nearby activities. This should improve satisfaction
ratings, too.
Unify interest searching with Airbnb’s usual
search functionality
Expand the breadth of activity tagging while
maintaining its accuracy
14. Airbnb Hostelworld Expedia Travelzoo Wherefor
Book lodging
Local houses and
apartments
Hostels Hotels Hotels Hotels
Book flights No No Yes Yes Yes
Customer reviews Yes Yes Yes Yes No
Choose location Yes Yes Yes Yes Yes
Can price entire trip No No Yes Yes Yes
Can search listing by
specific activity
Yes No No No No
Mobile app Yes Yes Yes Yes No
Competition
15. If you don’t want to travel, we’ll force you to.
