this ppt is all about airbnb rebranding and marketing.

1. From Home-Sharing to Heartwarming:
The Airbnb Rebranding Revolution
SUBMITTED BY:-
TEAM 02

2. Airbnb: Introduction
 Founded in 2008 in San Francisco by Brian
Chesky, Joe Gebbia, and Nathan Blecharczyk.
 Idea sparked during a 2007 conference trip
when founders rented out part of their
apartments to cover costs.
 Pioneered peer-to-peer services for housing
accommodations, changing the way people
travel.
 Partnered with Y Combinator in 2009, enabling
expansion and increasing offerings.
 Acquired Accoleo, facilitating international
growth and presence in 191 countries.
 Airbnb offers diverse accommodations, ranging
from individual rooms to entire castles, for short-
and long-term stays.

3. Statistics : India
In 2022, family travel on Airbnb in
India increased by over 90%
compared to 2019.
In 2022, Airbnb bookings in India
increased by 70%.
In 2022, Airbnb contributed over
Rs 7,200 crore to India's GDP
and supported 85,000 jobs.
In 2022, there were over 19,000
guest arrivals in communities
within India with Airbnb and no
hotels.

4. Launch and Early Years
(2008-2014):
• Airbnb's branding was relatively simple, with a focus on its distinctive
logo featuring a blue, scripted "Airbnb" with a white background
2014 Rebranding (July
2014):
• The new logo, known as the "Bélo," was introduced. It was designed to
represent belonging, sharing, and the sense of home.
Expansion and Global
Reach (2014-2017):
• The company's branding efforts were geared towards highlighting
diverse experiences and the idea of living like a local.
Experiences and Trips
(November 2016):
• In 2016, Airbnb introduced "Experiences" and "Trips" as part of their
platform, allowing travellers to book activities and tours hosted by locals
Simplified Branding
(2017-2019):
• The emphasis was on clear typography and a reduced colour palette,
making the brand more consistent across various platforms and
materials.
COVID-19 Response
and Support (2020-
2021):
• The company introduced new cleaning protocols and safety guidelines,
reflecting these changes in its marketing materials and communications.
Post-IPO Branding
(2020-2023):
• This period saw Airbnb's brand gaining more visibility and recognition on
a global scale.
Airbnb: Rebranding Journey

5. Motivators
 All logos eventually work towards evoking a feeling of “belonging”.
 To symbolize a significant change in their corporate mission an
goals.
 Started out as a bed and breakfast service for business travellers
unable to find lodging in saturated San Francisco market.
 Something that captures the company’s image as a creator as well
as first movers in sector of sharing economy.
 To showcase their transition from a startup to an established
company.
Challenges
• Accused of appropriating logo of another company “Automation
Anywhere “.
• Symbol is too generic to represent anything.

6. Transitions
 An alignment of all the lines to the left created a
professional look despite the use of fun colors and bubbly
font. Besides inscriptions, the logo had no other
elements, but the colors compensated for that.
 Continues with the broader theme of fun and relaxed
with light and fun colours. Added “Forget Hotels” motto.
 Kept the sans-serif font with rounded ends as well as a
blue and pink color palette. This allowed the logo to stay
recognizable.
 Major transition from former logos. Used a more neutral
color with gradient to convey a more professional image
while still trying to retain its fun vibes.
 The emblem, resembling a rounded letter “A” has a
drop-shape loop in the middle, which stands for the
location pin symbol, and a person’s head, to show the
process of choosing the accommodation. While the main
“A” shape of the image also looks like the heart, turned
upside-down, which represents the company’s attention
to the customers and warmth

7. Airbnb’s Rebranding Campaign Objectives
• Global Expansion and Market
Penetration: Airbnb aimed to establish
itself as a global brand, expanding its
services to a wider international audience.
The rebranding was designed to help
Airbnb resonate with diverse cultures and
demographics across different countries.
• Enhanced User Experience and Trust:
By redefining its brand identity, Airbnb
sought to enhance user trust and
confidence in the platform. The company
aimed to create a more professional and
trustworthy image to attract both hosts
and guests, encouraging more people to
use the platform for their travel and
lodging needs.

8. Airbnb’s Rebranding Campaign Objectives
 Diversification of Services: Through the rebranding, Airbnb sought to
highlight its diverse range of offerings beyond traditional lodging. This
included experiences, activities, and unique accommodations, positioning
Airbnb as a comprehensive travel platform rather than just a home rental
service.
 Community Building and Engagement: Airbnb aimed to strengthen its
community by promoting the concept of belonging and connection. The
rebranding emphasised the idea of building a global community of hosts and
travellers, fostering a sense of belonging and cultural exchange through
shared experiences.
 Differentiation in the Market: Airbnb sought to differentiate itself from
traditional hospitality services and highlight its unique value proposition. By
emphasising the personal and local experiences available through the
platform, Airbnb aimed to position itself as a distinctive and more intimate
alternative to conventional hotel stays.
 Storytelling and Emotional Connection: The rebranding focused on the
storytelling aspect, highlighting the unique narratives and experiences of
hosts and guests. Airbnb aimed to create an emotional connection with its
audience, enabling people to connect with the platform on a more personal
and authentic level.

9. Airbnb: Marketing Strategies
Search Engine Optimisation: Airbnb has put a lot of effort into SEO. As per Ubersuggest data, it ranks in
India for 509,847 keywords as of September 2023. Its organic traffic is 1,525,845 sessions per month. The
stats are high compared to their SEO performance in April 2023. Airbnb gets backlinks from 146,031 unique
domains. All this increases the Domain Authority of Airbnb’s domain and helps it rank higher.
Content Marketing Strategy of Airbnb: Airbnb’s website is an excellent example of a service-based
business using content marketing. As a service-based business, they don’t focus on selling its services but
focus on showcasing and selling the unique experiences that customers have had using Airbnb in the form of
blogs and video content.
Traditional Promotion Strategy of Airbnb: The promotions are mainly targeted at local customers to make
them aware of Airbnb through city guides and unique experiences through its website. A lot of promotions are
also done to create social buzz about the Airbnb brand through social media accounts and word-of-mouth.

10. Social Media Marketing:
 Airbnb’s social media feed consists primarily of
stunning visuals of its listings. This strategy
effectively showcases the company’s product
and inspires potential guests to travel to these
destinations.
 Airbnb talks about social causes and calls for
support through their nonprofit arm Airbnb.org.
 Airbnb’s influencer marketing strategy is one of
the most well-thought-out marketing moves. It
collaborates with high-profile celebrities to
advertise extensively to reach new audiences. In
these collaborations, the celebrities usually post
pictures of their luxurious Airbnb stay on popular
social media platforms, especially Instagram.
Thus, driving increased website traffic and leads
generation.

11. Marketing and Advertising Campaign
Examples
Marketing and Advertising Campaign Examples: This campaign showcases the unique stories of Airbnb
Superhosts, who are the top 10% of Airbnb hosts. The campaign is designed to highlight the importance of
hosts and the role that they play in the Airbnb experience
Airbnb’s “Rooms” campaign: This campaign was launched in May 2023 and is designed to promote
Airbnb’s new “Rooms” category, which allows guests to book private bedrooms in the homes of local Hosts.
Airbnb’s “Pride” campaign: The campaign features a series of ads that show people from all over the world
celebrating Pride in Airbnb listings. The campaign is designed to show that Airbnb is a welcoming and
inclusive platform for everyone.

12. Customer Perception and Reaction
 The 2014 rebranding of Airbnb’s logo and visual
identity was met with mixed reactions. While some
praised the new design for its simplicity and
versatility, others criticized it for its resemblance to
other logos or for being overly abstract.
 "In early 2014 both Airbnb and Automation
Anywhere began use of new logos that, by
coincidence, have similar designs," a spokesman
told the BBC. However, criticism that the logo had
been "stolen" from another tech firm, Automation
Anywhere, appears to be misplaced.
 Comments: "Boring ,dull and nothing to do with
staying anywhere, what does it represent - I think
you should go back to your old logo and then have
a rethink," wrote Anna Arnott. But Brisbane-based
user Simon Phillips wrote: "Personally I kind of like
it - nice bit of design, identity and positioning for the
future.“
 Despite the criticism and jokes, Mr. Wright said he
and his team still believed it was a good idea to ask
the public to adapt the logo, noting that it was the
top trending item on Twitter for a time.

13. Website and App: User Review
 Over the years, Airbnb has continually
improved its user experience by refining its
website and mobile app designs. They have
streamlined the booking process, making it
easier for users to search, compare, and
reserve accommodations. Additionally,
Airbnb introduced features such as instant
booking, personalized recommendations,
and in-app messaging to enhance the
overall user experience.
 The website became more mobile-friendly,
adapting to various screen sizes and
devices, making it more accessible to users
on smartphones and tablets.
 The search functionality was enhanced,
allowing users to filter results more
effectively based on various criteria, such as
location, price, amenities, and more.

14. Impact of Airbnb branding on Business Growth
Impact of Logo Change
 The Airbnb logo called ‘the belo’
had a massive impact on the
customer perception of the
brand.
 The reveal of the new logo set
social media ablaze with more
and more talking about the
change.
 Initially the logo received mixed
responses, but it got more
people talking about the brand.
 Within 48 hours about 450 of
media publications had covered
the rebrand with thousands of
mentions on social media.
 The ‘Bélo’ was described as a
community mark, with
customization options available
for customers.
Awards received by Designer Studio for the ‘Bélo’
 2 Cannes Lions
 Creative Review Best in Book
 European Design Awards and
 Brandemia Best International Rebrand
Customer Interaction with the new logo
 Along with the logo Airbnb also focused
on a more personalized relation with
customer with an option to personalize
the logo and then bring it home on their
cups, mugs, clothes etc.
 This helped in increasing customer
interaction for the brand.
 It also promoted their idea of
“belonging” which had been central to
their re branding campaign.

15. Airbnb Business Expansion
 One of Airbnb's key strategies for growth has been to expand its
offerings beyond traditional hotel rooms, including bed and
breakfasts, and even luxury villas.
 Airbnb has been attracting a wider range of customers, including
those who may have been hesitant to use the service in the past
due to concerns about privacy, cleanliness, or other factors. By
offering a wider range of accommodation options, Airbnb has
been able to position itself as a more versatile and flexible option
for travelers of all types.
 Airbnb has focused on the user experience. The company has
invested heavily in developing a user-friendly platform that
makes it easy for customers to search for and book
accommodations. The company's app and website are designed
to be intuitive and streamlined, with features like instant booking
and in-app messaging that allow customers to communicate with
hosts quickly and easily.
 Finally, Airbnb has been aggressive in its international expansion
efforts. The company has expanded to over 220 countries and
regions around the world, with a particular focus on emerging
markets like China and India. This has allowed Airbnb to tap into
new sources of demand and to diversify its revenue streams.

16. Quantitative Impact of Airbnb
Rebranding
 Since the rebrand Airbnb’s revenue has
grown over 1900 % to $ 8.3 billion as of
2022
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2014 2015 2016 2017 2018 2019 2020 2021 2022
Airbnb Revenue from 2014 to 2022 ($bn)
0
50
100
150
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2016 2017 2018 2019 2020 2021 2022
Airbnb annual bookings from 2016 to 2022
(million)
 Airbnb’s annual bookings have also seen a
massive rise with Airbnb recording almost
400 million bookings in 2022

17. Quantitative Impact of Airbnb
Rebranding
 As of 2022 among companies in the domain
of travel and accommodation, Airbnb
commands 22.9 % of the total market share
 Airbnb is second only to Booking.com
among similar competitors in this segment
 Since the rebranding Airbnb user count has
seen a massive growth
 The company now has close to 200 million
users (2022)
 Before rebranding the number in 2012 was
close to 6 million
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2012 2014 2016 2018 2020
Airbnb Users (millions)

18. Lessons Learned from Airbnb's
Rebranding
Engage the press
 According to Bloomberg Businessweek, Airbnb invited the press to an
$895/night Tribeca loft before the launch.
 During the press meet Joe Gebbia, one of Airbnb’s co-founders, shed
light on the planned changes. The below GIF was launched in the
same day.
Drop hints
 Anything preventing a launch from appearing abrupt or unplanned
is highly advisable.
 By creating a simple launch site, airbnblive.com, complete with a
countdown clock and an interview with the founders, Airbnb took
control of the conversation.
 The campaign's teaser line, "See what's brand new" was
descriptive without overpromising.

19. Lessons Learned from Airbnb's
Rebranding
Deliver a contribution
 By confidently compelling story with room for telling its story
across all channels, Airbnb secured its best chance at
defining itself on its own terms.
 By engaging the community with personalization and
storytelling tools like create.Airbnb.com and continuing a
genuine 2-way social dialogue, Airbnb brought its biggest
fans and supporters into the fold.
Make real change
 Airbnb clearly held off on this launch until it had a new and
improved customer experience to launch with it.
 Apart from scrubbing old logos, Airbnb redesigned nearly
every important customer touchpoint.
Be timely, be humble
 Airbnb offered the expected posts promoting the new brand.
 Twitter and Instagram were seeded with compelling new
content and major brand partnerships.

20. Lessons Learned from Airbnb's
Rebranding
Evolve with the Times
 Another important factor that contributed to the
success of Airbnb's rebranding was the
company's ability to adapt to changing trends
and consumer preferences.
 As the travel industry continued to evolve,
Airbnb recognized the need to stay ahead of the
curve and stay relevant to its users.
Emphasizing Community
 One of the most crucial aspects of Airbnb's
rebranding was its emphasis on community.
 To reflect this community-driven ethos, the new
branding featured a "Belong Anywhere" tagline,
accentuating a sense of connection and
belonging that Airbnb offered.
 The new logo with its interconnected lines,
further communicated that sense of community
and shared experience.

21. Success story: Belong Anywhere
 One successful example of Airbnb rebranding is their
"Belong Anywhere“ campaign, which they launched in
2014. This campaign marked a shift in their branding
strategy, moving away from a purely transactional
approach to a more emotional and experiential one.
 The "Belong Anywhere" campaign aimed to position
Airbnb as a platform that not only offers accommodations
but also fosters a sense of belonging and connection
between hosts and guests. The company recognized that
people didn't just want a place to stay; they wanted to
immerse themselves in the local culture, meet new
people, and have a unique and authentic travel
experience.
 The campaign featured heartwarming and visually
stunning ads that showcased a diverse range of Airbnb
properties and locations around the world. These ads
conveyed the idea that by staying in an Airbnb property,
travelers could "belong" in any corner of the world,
experiencing the local way of life and forming meaningful
connections with their hosts and the community.
 The "Belong Anywhere" campaign was well-received and
contributed to Airbnb's growth and success in the travel
industry, making them a household name for travelers
looking for unique and personalized lodging options.

22. Conclusion
 Diversification of Services: Airbnb wanted to expand its
offerings beyond traditional home rentals to include a
broader range of travel experiences, such as guided
tours, boutique hotels, and dining exp.
 Global Reach: The rebrand aimed to create a more
universal and globally adaptable brand identity, allowing
Airbnb to connect with a wider audience.
 Pre-IPO Image: In preparation for an initial public offering
(IPO),Airbnb sought to present itself as a more mature
and reliable company to investors and potential
shareholders.
 Trust and Safety: Addressing concerns about safety and
trust was a crucial aspect of the rebrand, as it involved
implementing safety measures, user verifications, and
host guarantees.
 New Logo and Visual Identity: Airbnb introduced a new
logo called the "Bélo," symbolizing belonging, sharing,
and community. This iconic symbol aimed to be versatile
and adaptable across cultures.

23. Conclusion
 Enhanced Website and Mobile App: The website and
app underwent significant changes, offering more curated
content and personalized recommendations.
 Expansion of Services: Airbnb introduced new service
categories like "Experiences" and "Plus," which allowed
hosts to offer unique activities and high-quality
accommodations.
 Community Building: Airbnb focused on fostering a sense
of belonging and community among hosts and guests
through events and social engagement initiatives.
 Transparency and Trust: Measures were taken to
improve safety and trust through host verifications, guest
reviews, and a dedicated Trust and Safety team.
 Improved Global Perception: Airbnb's rebranding efforts
successfully positioned the company as a trusted, global
brand, appealing to a broader customer base.
 Revenue Growth: The introduction of new services and a
revamped platform contributed to significant revenue
growth for Airbnb, which helped attract investors and
prepare for its IPO.

24.  https://uq.pressbooks.pub/airbnb-978-1-74272-
321-1/chapter/the-evolution-of-airbnbs-
business-model/
 https://www.thebrandingjournal.com/2014/07/air
bnbs-consistent-rebrand-focuses-sense-
belonging-community/
 https://thebusinessrule.com/how-does-airbnb-
make-money-business-model-explained/
 https://www.fastcompany.com/3033130/airbnb-
unveils-a-major-rebranding-effort-that-paves-
the-way-for-sh
 https://www.openbookmarks.co/rebranding-
case-study-airbnb/
 https://www.digital.ink/blog/airbnb-logo/
 https://brandingforthepeople.com/learning-
airbnbs-rebranding/
 https://www.designboom.com/design/airbnb-
rebrand-gives-its-community-a-sense-of-
belonging-07-16-2014/
 https://www.campaignlive.co.uk/article/five-
things-learn-airbnbs-rebrand/1304323
 https://medium.com/@oryozomena/how-
branding-made-airbnb-successful-abc9fcf7c2bb

25. Thank You.!