Airbnb pitch brief
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Airbnb, the online marketplace for short-term renters and hosts around the world, has placed its global creative advertising business in review. Incumbent TBWA\Chiat\Day will not participate. “As a global hospitality company at a pivotal moment in our trajectory, we are seeking a partner agency that takes us closer to unlocking the creativity of our community, in which content and product are inextricably linked. We are engaged in a global pitch, inviting the participation of a handful of diverse agencies to identify this new partner that will help us achieve our next phase of phenomenal growth.”
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Airbnb pitch brief
- 1. NEW BUSINESS PITCH May 2017
- 2. NAME BRAND PITCH TYPE Creativity MARKET DATE The Data You Need to Win This Pitch DESCRIPTION Airbnb, the online marketplace for short-term renters and hosts around the world, has placed its global creative advertising business in review. Incumbent TBWAChiatDay will not participate. “As a global hospitality company at a pivotal moment in our trajectory, we are seeking a partner agency that takes us closer to unlocking the creativity of our community, in which content and product are inextricably linked. We are engaged in a global pitch, inviting the participation of a handful of diverse agencies to identify this new partner that will help us achieve our next phase of phenomenal growth.” Airbnb is looking for a new agency Global May 8, 2017
- 3. Client Profile / Market Founded in August of 2008 and based in San Francisco, California, Airbnb is a trusted community marketplace for people to list, discover, and book unique accommodations around the world - online or from a mobile phone. Whether an apartment for a night, a castle for a week, or a villa for a month, Airbnb connects people to unique travel experiences, at any price point, in more than 34,000 cities and more than 190 countries. And with world-class customer service and a growing community of users, Airbnb is the easiest way for people to monetize their extra space and showcase it to an audience of millions. COMPANY BACKGROUND MAIN COMPETITORS 2016 Sales (mil) 2015 Employees Employee Growth Percent Assets (mil) Net Income Growth Percent Sales Growth Percent - - - - - - FINANCIAL OVERVIEW - Source: AccessConfidential.com - Mr. Jonathan Mildenhall jonathan.mildenhall@airbnb.com Ms. Jennifer Yuen Head of America Marketing DECISION MAKERS by Chief Marketing Officer
- 4. U.S. Lodging Market LODGING MARKET REVENUES (2016) $199 b STR +4.7% Compared to 2015 65.3% IN 2016 1,931 STR 1,650 1,526 CHAINS BY NUMBER OF HOTELS OCCUPATION RATE CHANGE RATE -0.1% • • • • • • • • • • • •
- 5. U.S. Lodging Market NEW YORK $270 AVG DAILY RATE TOP MARKETS BY OCCUPANCY RevPAR (Revenue per available room) $83 b Cushman & Wakefield Cushman & Wakefield HIGHEST DAILY RATE $124 (2016) CHANGE RATE +3.3% • • • • • • • • • • • • NEW YORK 86% OAHU ISLAND 84% SAN FRANCISCO 84% LOS ANGELES 81%
- 6. Fast Food industry in numbersVacation and Room Types 52% Beach Vacations 33% All-Inclusive Packages 30% Cruises most popular types of vacations according to U.S. adults in 2017 Statista.com Upper Upscale 591,054 12% Upscale 706,653 14% Upper Midscale 922,503 18% Midscale 475,256 10% Economy 782,220 16% Unaffiliated 1,523,362 30% U.S. HOTEL ROOMS by STR CHAIN SCALES VACATION TYPES 2017 STR
- 7. Fast Food industry in numbersBusiness Travel 70% of room nights in the U.S. lodging industry are generated by business travel. 457.2 Million Business trips in 2016 $309.66 Average daily cost of business travel in the U.S. SAN FRANCISCOHAMPTON INN Is the most expensive U.S. city for Business Travel With an avg daily cost of $547 Was the most expensed Hotel by business travelers in Q4 2016 Expense percentage 8.8
- 8. Fast Food industry in numbersAIRBNB AIRBNB 2017 FINANCIAL FORECAST $450 Million EBITDA $2.8 Billion Revenue ••• ••• ••• $25.5 billion Airbnb Value IN 2016 The company reached profitability for the first time United States account only for 16% of total AIRBNB listings Private accommodation market could be as big as $106 billion By 2018
- 9. 20% 60% 40% 0% 50% 10% 30% 80% 70% Fast Food industry in numbersImpacts on the Hotel Industry Traditiona l hotel Bed & breakfast Friends / Family Extended stay hotel Vacation rental site Other vacation rentals Corporate Apartmen Other AlphaWise, Morgan Stanley Research +888 bp +212 bp +176 bp -265 bp +322 bp -6 bp -11 bp +117 bp HVS estimated a loss of about $450 Million In direct revenues per year to Airbnb What accommodations are Airbnb users substituting away from? A variety, but mostly (and increasingly) hotels. 20162015 HVS Sep. 2014 - Aug. 2015 • • • 480,000 Hotel room nights reserved 2,800,000 Airbnb room nights booked • • •
- 10. Awareness and Usage AIRBNB BRAND AWARENESS 62% France and Germany 76% United States AIRBNB USERS FREQUENCY AIRBNB USAGE 3.2x Average AIRBNB usage in 2016 • • • 25% travelers who know of Airbnb have used the service at least once • • • Morgan Stanley Skift.com
- 11. Longer Stays The average stay is 2.5x longer than the average hotel stay In the U.S. Airbnb Is 6 to 17 percent cheaper than hotels in the same markets 20% of all Airbnb stays are longer than 30 days 20% 10% 0% 15% 5% 30% 25% Leisure Travelers AlphaWise, Morgan Stanley Research AIRBNB USE (among travelers) Our AlphaWise survey shows 19% of leisure and 18% of business travelers have used Airbnb in the last 12 months… with both expected to rise over the next 12 months 2016E2015 2017E2016A Business Travelers • • • • • •
- 12. Fast Food industry in numbersReason to use (or not) AIRBNB Skift.com TOP REASON FOR NOT USING AIRBNB 30% Privacy Concerns 9% Safety Skift.com TOP REASON FOR USING AIRBNB 53% Price 35% Location 33% Authentic Experience 28% Easy to use site/app
- 13. Fast Food industry in numbersTargeting Business Travelers Airbnb launched a business travel mini site “As a global hospitality company at a pivotal moment in our trajectory, we are seeking a partner agency that takes us closer to unlocking the creativity of our community, in which content and product are inextricably linked. We are engaged in a global pitch, inviting the participation of a handful of diverse agencies to identify this new partner that will help us achieve our next phase of phenomenal growth.” - Airbnb spokesperson Loyalty programs are among the most requested features and used mainly by business travelers 10% Trips on Airbnb are for work 56% Home-sharing services like AirBnB and HomeAway growth in use between Q1 2015 and Q1 2016
- 14. Fast Food industry in numbersMarketing Insights LIVE THERE PLATFORM & CAMPAIGN Latest Initiative “Business travellers come to Airbnb already knowing where they want to stay, and with less lead time. They want speed, convenience and reliability. With our new features on desktop and mobile, business travellers can filter search results to show only business travel ready listings. This makes it easier and faster to find and book the perfect Airbnb for a work trip.” Jonathan Mildenhall, CMO @ Airbnb - In partnership with Hearst - Guaranteed circulation of 350,000 $29.452 million 2016 Media Spend
- 15. Fast Food industry in numbersAIRBNB’s Audience SEE THE FULL PROFILE FEMALES 57 % 55-69 YEARS OLD 33 % COLLEGE EDUCATION 47.8 % TOP PSYCHOGRAPHICS TRAVEL LOVERS ART APPRECIATORS BEAUTY AND WELLNESS AWARE
- 16. QUICK DEFINITION: Millennial Business People 18-34 Entrepreneurs, business owners, or just professionals, Cubeyou's business people put their work and career at the top of their priorities. They are fully invested in their jobs for both economical reasons and personal satisfaction, and tend to follow business news online. 30% 60% 0 90% 15-17 18-24 25-34 35-44 45-54 55-64 55% MALE 22% In a relationship 53% WITHOUT CHILDREN PARTY GOERS 1.6 x FOOD LOVERS 1.4 x GAMERS 1.2 x TECHIES 1.6x MILLENNIAL BUSINESS PEOPLE • • • •••
- 17. MILLENNIAL BUSINESS PEOPLE: TRAVEL GET THE FULL PROFILE FAVORITE HOTELS TRAVEL HOT SPOT THEME PARKS 2.4 X TRAVEL COMPANIES DESPEGAR TOP DESTINATIONS COLOMBIA PORTUGAL
- 18. MILLENNIAL BUSINESS PEOPLE: MEDIA INSIGHTS WEBSITES GENRES BUSINESS GET THE FULL PROFILE Millennial Business People are over indexing on Finance Apps (x). CINEMA GOERS CINEMA TOP APPS COMEDY MOVIES 1.3x NEWSPAPERS 1.3x TOP NEWSPAPERS TECH ART
- 19. MILLENNIAL BUSINESS PEOPLE: FOOD AND DRINK FOOD HABITS MALES GET THE FULL PROFILE FOOD GENRES MALES SNACK FOODS: 1.05 X ORGANIC FOODS: 1.4 X FOOD-TO-GO 1.2x FAST FOOD FANS FOOD HABITS FEMALES THOUGHTFUL EATERS 1.4x 1.7x CANDY & SWEETS: 1.1 X FOOD GENRES FEMALES DAIRY & EGGS: 1.4 X
- 20. INTERESTS PROXIMITY MAP: HOTEL BUSINESS PEOPLE vs AIRBNB BUSINESS PEOPLE GET THE FREE TEMPLATE NEED TO SURFACE YOUR TARGET’S DEFINING INTERESTS? NEED TO SURFACE YOUR TARGET’S DEFINING INTERESTS? CROSS CATEGORY TRAVEL INTERESTS TRAVEL AGENCIES FOREIGN DESTINATIONS DOMESTIC DESTINATIONS TRAVEL APPS THEME PARKS Commonalities Airbnb Business People closest interestsHotel Business People closest interests POPULAR ATTRACTIONS TRAVEL MAGS PARKS
- 21. CONSUMER INSIGHTS SUITE Discover the Airbnb’s consumer TRY NOW FOR FREE > on Cubeyou Consumer Insights Suite