The "Share Your Style" program aims to incentivize more hosting on Airbnb by allowing hosts to easily catalog distinctive products in their home. Guests can then favorite items and link to purchase them online or locally. This benefits hosts by improving ratings, brands through awareness and data on influencers, and guests through discovery and purchases. Next steps include validating demand, designing the product tagging feature, testing it in Australia, and ramping up partnerships with brands.

1. “Share Your Style” program
Nick Fisher

2. Objectives
Incentivize more hosting
Improve guest experience
Establish relationships with local artisans & brands
Gather actionable data about users

3. The “share your style” program
airbnb
Your home is a showroom for your style
Guests have prolonged direct
exposure to that showroom
Now, hosts can easily catalog the
distinctive products in their home
These brands are then displayed
to the guest on the airbnb
platform
guests
hosts brands

4. A typical airbnb living room
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5. Favorite an item with 1 click
Link to purchase online (Amazon)
Find stores near home (Milo.com)
Local artists/merchants featured
Link to website & map to location

6. Value proposition for hosts
airbnb
guests
brandshosts
Know which products guests love
• Hosts can then improve their ratings
Free gifts for high volume hosts (or SuperHosts)
• Brands will offer products to their influential advocates
Validation
• Appreciate knowing guests liked their style
Satisfaction
• Feel good helping out a respected brand or local merchant
“Guests love this affordable bed!”
Free Jambox for your modern home

7. Value proposition for guests
airbnb
guests
brandshosts
Discover new styles and products
• View products in beautiful catalog format
Simple purchase channel
• Browse at any time, option to purchase online or locally
Satisfaction
• Rewarding the host for their style

8. Value proposition for brands
airbnb
guests
brandshosts
Brand awareness
•Products integrated into airbnb website
•Local furniture merchants or artists are highlighted
Connect with your brand “influencers”
•Can offer free products to hosts who have a high guest turnover and drive
product interest (similar to Klout Perks)
Customer data
•Know exactly who is using and liking your products
•Verify the impact of “influencers” through guest engagement with products

9. Value proposition for airbnb
airbnb
guests
brandshosts
More hosting
• Driven by desire to be gifted free products from brands
• Better host ratings as hosts know which products guests love
Improved guest experience
• Discovery of new styles and easy channel to purchase
Establish relationships with local artisans & brands
• Refer guests to local furniture merchants or artists
• Partner with niche brands that want specific image (Jawbone)
Gather actionable data about users
• Know the products that interest your hosts and guests
• Lay the groundwork for features around home décor/style

10. Next steps
1. Further Validation
• Initial discussions with hosts shows genuine interest in this feature
• Need to continue validation with guests, hosts, and brands to confirm demand
2. Complete designs and write specifications
• Work with designers to conceptualize a simple product “tagging” feature for hosts
• Identify key metrics to measure when testing hypothesis (guest/host participation
rate, host retention rate, purchase conversion etc.)
3. Design and implement A/B Test
• Consider limited A/B test in Australian market
• Evaluate hypothesis using established metrics
4. Ramp up program and establish brand partnerships
• Identify “cool” brands and “influential” hosts to participate