Airbnb proposes marketing initiatives at airports to target "Thinkers", people who value intellectual pursuits. This includes interactive screens providing Airbnb information and experiences at destinations. Temporary pop-up locations in airport lounges called "Airbnb Concierges" could provide application tutorials and information, allowing access for less tech-savvy travelers. The goals are to increase Airbnb customers and usage among Thinkers through in-person interactions at airports during travel seasons.

1. Airbnb at Airports
Olivia Everhart, Lily Katzman, Lakin Barry,
Alison Martin, Nadine Daher

2. Airports are a good place to market Airbnb to our segment:
Thinkers.
● Unlike online or social media marketing, having interactive
initiatives at airports will inevitably be seen by this segment
● People have time to spare and can spend it engaging with the
Airbnb initiatives
● Travellers are looking for ‘experiences’ to have at their
destinations
Our Big Idea: Airport “Thinkers”

3. Meet The Team
Nadine Daher
Creative Director
Lily Katzman
Marketing Strategist
Alison Martin
Marketing Analyst
Olivia Everhart
Data Analyst
Lakin Barry
Account Manager

4. Hotels Threaten Home Rental Industry
After breaking into the home rental market and establishing
itself as a digital, multipurpose, experience-focused brand,
Airbnb is faced with the issue of continual growth in a market
where high-powered and world-renown hotel brands are
beginning to invest and profit.

5. Despite Success, Airbnb now faces Marriott
Financial Success
$4.5 billion since founding.
Vast majority as equity, $5 billion cash.
Has not raised money since 2016.
Yet, Competitive Threats
Marriott Bonvoy: “Home and Villas by Marriott
International,” 2,000 luxury homes in 100 top
markets.
Home Rental business have to spend more $ on
software than hotel companies to manage their
businesses (Marriott also has a large client
base).

6. The App Creates Community

7. A new opportunity: Thinkers
Opportunity to better develop a connection with this
segment as they are often left out of the major marketing
methods but have needs well served by Airbnb.
● Median Age: 60 years old.
● Median Annual Household Income: $107k
● 32% Have a Postgraduate Degree
● 47% of ‘thinkers’ are Employed Full-time
● 35% Retired
● 77% Married
According to Airbnb, there are over 400,000 ‘senior’
hosts on the platform worldwide. It is important to note
that in the past year, the number Airbnb guests by
people over the age of 60 have increased by 66%.

8. Airbnb Experiences: Differentiated, yet Unknown
Are you familiar with Airbnb Experiences?
“Airbnb has made life
easier and given a
true living
experience in the
countries I've been
to.”
- Survey Respondent

9. Opportunity: Typical User vs. Our Target
Rate how accurately these characteristics describe the typical Airbnb user:
“Tech Savvy”
“Traditional”

10. Establishing Goals: Targeting Older “Thinkers”
Marketing Objective
Adopt more in-person and
functional initiative for older,
less technologically savvy
people and attain 10% more
customers by January 2020.
Behavioral Objective
Increase rate of reviews on
Airbnb website by 18% among
Thinkers and increase users
(“experiences”) usage rate by
30% among Thinkers by
January 2020.
Mental/Attitudinal
Objective
For Thinkers to perceive
Airbnb as the premiere
experience booking platform
which is the most responsible
choice for them based on
functionality, availability of
information and reliability.

11. Historical/Intellectual Opportunities in App
To ideals-motivated, mature individuals who lead comfortable and
conventional lives and value intellectual pursuits and a balanced lifestyle,
Airbnb is the online platform for immersive living and authentic experiences
that offers the most functional travel with a historical and intellectual
opportunity to embrace local, hidden gems of unexplored destinations.
Because Airbnb gives customers access to
● An easy-to-use application
● Reasonably priced vacation spots
● Personal, authentic, less tourist-centered experiences
● A flexible planning process where they can personally get to know the
hosts and the destinations

12. Interactive Screens at Airports
WHAT:
● Monitors or Ipads with Airbnb information, in
addition to a personalization survey that shows users
experiences at their destination
WHERE:
● Airport seating areas
WHY:
● To make it easier for more people to access, to
direct them to the popups, help them personalize
their experiences, increase general brand awareness
for Experiences
WHEN:
● Peak travel seasons
HOW:
● Create an online survey on the monitors, use
partnership with Delta to place in their terminals

13. Delta Pop-Up: Airbnb Concierge
WHAT?
● Temporary pop-ups
● Experts stationed at the pop-ups, provide visitors with
information on experiences and application tutorials
WHERE?
● In airport lounges
WHY?
● Thinkers value in-person interactions
● Allows Airbnb to access less tech savvy people
HOW?
● Leverage Airbnb’s partnership with Delta
airlines to get space in the lounges
● Train the “concierges” to have a strong
knowledge of application and of experiences
WHEN?
● During vacation travel high-seasons such as summer

15. Example (2)By January 2020 Airbnb will...
OBJECTIVES CURRENT GOAL ACTUAL
Marketing: ● Around 150 million
users on Airbnb
(2019)
● 10% more customers
overall
Behavioral: ● Airbnb does not
currently track
review rates
● Only 12% of current
users are above age
50 (2017)
● 35% increase in app
and site usage by
Thinkers
● 18% higher review rate
on experiences
Attitudinal ● Millennials account
for ~60% of all
guests who have
ever booked on
Airbnb (2019)
● Perception by Thinkers
as premiere experience
booking platform

16. Appendix

17. Laddering UpExpanding Our Horizons: SWOT Analysis
STRENGTHS
- Overall strong brand (strong name
recognition)
- Range of prices
- Unique experience
- Large selection
OPPORTUNITIES
- Growth beyond hosting
(experiences)
- International growth
- Pop-up physical locations
- Targeting different segments
- Partnerships
WEAKNESSES
- Inconsistent user experiences
- Legal violations (people hosting
are strangers, not a lot of control
over them & zoning laws)
- Low awareness of Airbnb
Experiences
THREATS
- Competitors (hotel industry, hotel
concierge & other experience
booking sites)
- Lawsuits (racist & discriminatory
hosts)