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Belong anywhere
Team 3: Alexia Gak Deluen, Paul Hayat, Keeravij Kitiyadisai,
Lucas Letellier, Jakob Luttropp, Nelson le Ma...
Contents
• Introduction
• Objectives/Strategies
• Internet – Value Proposition
• Marketing Strategies
• Partnerships
• Met...
Introduction
• Initial concept created in October
2007
• Launched in August 2008
• Founders: Brian Chesky, Joe
Gebbia and ...
Introduction
• Funding and Valuation
– Over 2 million listings
– More than 60 million users
– $119.8 million in venture fu...
• Objective:
Increase the number of Airbnb users
• Strategy:
Bring more traffic to the platform through SEO
tools and part...
– Distribution Channel
• Gather customers in the same place
– Easy to Sign up
• No useless information
• Facebook / Google...
- Sponsorships
Internet
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommen...
– Design Layout
• Flat Design
• Appealing Pictures
Internet
Introduction Objectives Internet Strategies Partnerships Metri...
Internet
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discuss...
• Black-Hat Strategy – Growth hacking (Craigslist case)
• Targeting tools (Google Display)
• VIDEO http://youtu.be/D9SGDAC...
• Google adwords
• Pay Per Click (PPC)
• Remarketing
• Website content
(Localisation
challenges: adapting
its content to t...
• Online Partnerships to bring traffic
– Virgin, KLM, American Express, China Broadband
Capital (CBC), Sequoia China
Partn...
• Partnerships to improve public image
– Green image: Tesla, Nest
– NGOs: Red Cross Foundation, The United Nations
High Co...
• Demographics
– US accounts for HALF of Airbnb users, second
country is India with 5.6% of total users
– First European c...
• Conversion rate: From November 2012 to
October 2013: 6.01 million unique visitors;
4.14 million view a listing (68.79%);...
• Legal challenges – some listings are illegal
– NYC, ~70% of listings are illegal
• Competition on Google search results
...
• Business travel - Make Airbnb a
common option for business travelers
• Shorter/longer stay - only 11% of
booking are for...
• Forum - users can exchange and publicly ask questions if they have
any issues
• Increase rankings on search engines
• Di...
• How can Airbnb increase their conversion
rate, both for host and travelers?
• Should Airbnb improve its corporate image ...
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Airbnb presentation - Paul Hayat (team3)

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Airbnb presentation - Paul Hayat (team3)

  1. 1. Belong anywhere Team 3: Alexia Gak Deluen, Paul Hayat, Keeravij Kitiyadisai, Lucas Letellier, Jakob Luttropp, Nelson le Masson
  2. 2. Contents • Introduction • Objectives/Strategies • Internet – Value Proposition • Marketing Strategies • Partnerships • Metrics • Challenges • Opportunities • Recommendations • Discussion Questions
  3. 3. Introduction • Initial concept created in October 2007 • Launched in August 2008 • Founders: Brian Chesky, Joe Gebbia and Nathan Blecharczyk Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
  4. 4. Introduction • Funding and Valuation – Over 2 million listings – More than 60 million users – $119.8 million in venture funding in 2011 – $450 million in 2014 – $1.5 billion in 2015 – Latest valuation: $25.5 billion • Guests and Revenue Growth – 47,000 guests in Summer 2010 – 17 Million guests in Summer 2015 – Last years revenue ~$900Mn – Projected to grow to $10Bn in 2020 Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
  5. 5. • Objective: Increase the number of Airbnb users • Strategy: Bring more traffic to the platform through SEO tools and partnerships Objectives & Strategies Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
  6. 6. – Distribution Channel • Gather customers in the same place – Easy to Sign up • No useless information • Facebook / Google API • Required to use the service Internet Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
  7. 7. - Sponsorships Internet Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
  8. 8. – Design Layout • Flat Design • Appealing Pictures Internet Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
  9. 9. Internet Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
  10. 10. • Black-Hat Strategy – Growth hacking (Craigslist case) • Targeting tools (Google Display) • VIDEO http://youtu.be/D9SGDACeQnE Marketing/SEO Strategies Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
  11. 11. • Google adwords • Pay Per Click (PPC) • Remarketing • Website content (Localisation challenges: adapting its content to the market) • Main traffic sources (referral site and search traffic) Marketing/SEO Strategies Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
  12. 12. • Online Partnerships to bring traffic – Virgin, KLM, American Express, China Broadband Capital (CBC), Sequoia China Partnerships Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
  13. 13. • Partnerships to improve public image – Green image: Tesla, Nest – NGOs: Red Cross Foundation, The United Nations High Commissioner for Refugees Partnerships Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
  14. 14. • Demographics – US accounts for HALF of Airbnb users, second country is India with 5.6% of total users – First European country – Spain with 1.4% – 88% of reservations were for 2-4 people – 60% are for the entire home/apartment – Only 11% of 500,000 unique listings were reserved on a typical night for the 2015 Q1 – 54% of hosts are female, 46% male – Visitors - 33.7% from Google, 8.2% from Facebook, 1.7% from Yahoo • Visitor engagement: over 25 million unique users per month, 5.7m page views per day Metrics Male , 46.0 0% Fema le, 54.0 0% Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
  15. 15. • Conversion rate: From November 2012 to October 2013: 6.01 million unique visitors; 4.14 million view a listing (68.79%); 359k book a listing (5.97%).Although Airbnb has a very high engagement, it has a low conversion rate compared to its competitors (Booking.com, Hotels.com) Metrics Backlinks: 10,310 pages link to Airbnb, total do follow backlinks are 413,063 and total no follow backlinks are 101,816 Hierarchical browsing: Google page rank number 7, one of the top websites out there, website value is almost $6bn) Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
  16. 16. • Legal challenges – some listings are illegal – NYC, ~70% of listings are illegal • Competition on Google search results – E.g. Homeaways • Corporate Image – Failed partnership with online ticket seller voyages-sncf.com • Trust Issues • Travelers Retention rate Challenges Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
  17. 17. • Business travel - Make Airbnb a common option for business travelers • Shorter/longer stay - only 11% of booking are for 1 night only, 31% for 2-3 nights. • Single travelers only account for 7% of all stays Opportunities Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
  18. 18. • Forum - users can exchange and publicly ask questions if they have any issues • Increase rankings on search engines • Diminishes bounce rate • Increase their presence on search engines • Referrals (with sites source of huge traffic) and backlinks • Adwords (if you type for instance “Barcelona accommodation on Google, Airbnb does not appear) • Improving their corporate image to partner with more state-owned companies and organisations • Customer loyalty Recommendations Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
  19. 19. • How can Airbnb increase their conversion rate, both for host and travelers? • Should Airbnb improve its corporate image in order to create partnerships with public tourism organisations? • How could Airbnb increase the amount of single travelers using its service? Discussion Questions Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion

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