This document analyzes the target consumer profile for Airbnb Experiences, which are activities and local experiences offered through the platform. It identifies the key demographic as 18-34 year old, single, educated females from Europe and the Americas on a budget who enjoy cultural experiences. This profile is referred to as "drifters". The document also finds that while many drifters are open to new experiences and brands, about half are unaware of Airbnb Experiences. It suggests Airbnb could better communicate the value of Experiences and categorize them more clearly for tourists versus locals.

1. Airbnb Experience
Target Consumer
Hillary Hill, Mafalda Patricio, Aryana Eshtehardi,
Clementine Touissant, Anastasia Prokhorenko
The Drifter

2. TRAVEL TRENDS AMONG MILLENIALS AND GEN Z
● Desire for experience personalisation
● Rise of sustainable tourism
● Spend on experiences rather than possessions
● Seek travel that transforms and inspires
● Increase in digital nomadism
● Live like a local

3. To determine the profile of a “drifter” and
their relationship with Airbnb Experiences.

4. Demographic & Geographic
• Age 18-34
• Single females
• Europe and the Americas
• Caucasian
• Employed full time
• Earn under £15,000 annually
• Highly educated
• At least a Bachelor’s degree

5. Mindstyle & Lifestyle
● Feel 5 years younger than actual
age
● Independent & curious
● Open, cultural & creative
● Motivated by social experiences
● Somewhat open to risks & new
experiences
● Outdoor leisure activities
● Try new restaurants & bars
● Attend live-performances

6. Usage & Behaviour
● Open to new brands
● Not necessarilly loyal to the brands
that they know
● Travel a few times per year
● Enjoy cultural experiences and
immersion
● Prefer exploring Europe

7. AIRBNB EXPERIENCES & DRIFTERS
● Half of our drifter respondents have
tried Experiences and had varying
reactions to them
● For those that had never tried
Experiences, many were not aware of
their existence
● If they were aware, their reasons for
not trying them include price and the
available options

8. SUGGESTIONS
● Better communicate the value of
Experiences
● Airbnb Experiences Categories
○ Local vs Tourist
○ Entertainment, Educational,
Esthetic and Escapist

9. THANK YOU

10. Sources
Survey
Interview
https://www.emeraldinsight.com/doi/full/10.1108/IJCHM-10-2016-0599
http://www.amadeus.com/documents/future-traveller-tribes-2030/travel-report-future-traveller-tribes-2020.pdf
http://www.amadeus.com/documents/future-traveller-tribes-2030/travel-report-future-traveller-tribes-2020.pdf
https://skift.com/supertraveler-manifesto/
https://www.wysetc.org/2018/07/six-millennial-and-gen-z-travel-trends-we-are-tracking-in-new-horizons-iv/
https://www.trekksoft.com/en/blog/65-travel-tourism-statistics-for-2019
https://www.airbnbcitizen.com/wp-content/uploads/2016/08/MillennialReport.pdf
https://www.welltodoglobal.com/airbnb-pumps-5m-into-transformational-travel-experiences/
https://www.recode.net/2018/5/30/17385910/airbnb-ceo-brian-chesky-code-conference-interview
https://www.theinformation.com/articles/experiences-market-remains-small-for-airbnb-rivals
https://www.vox.com/the-goods/2018/10/1/17915782/airbnb-experiences-hotels-travel
https://amadeus.com/documents/en/blog/pdf/2015/07/amadeus-traveller-tribes-2030-airline-it.pdf
https://www.businessinsider.com/airbnb-experiences-guided-tours-things-to-do-on-a-trip-date-2018?r=US&IR=T#entertainment-vintage-shopping-with-a-
personal-stylist-and-founder-of-style-closet-life-5
https://www.theguardian.com/travel/2016/dec/04/airbnb-new-experiences-events#comment-88780900
https://medium.com/@andrebothma/why-airbnb-is-doing-wrong-with-experiences-and-what-they-can-do-to-make-it-work-259b937e52db

11. AIRBNB CONSUMER VIDEO