SlideShare a Scribd company logo
HOW ?
In just , Airbnb got into ….
8YEARS
190+ 34000 2M+
COUNTRIES CITIES HOMES
Airbnb is now among the world’s
TOP 5 MOST VALUABLE
private companies at
USD
$30B
Its valuation is
HIGHER than
all major
hotel chains
right?!
Unbelievable,
VALUATIONVALUATION
$23.2B
$18.59B
$12.4B
$10.2B
$8.9B
$6.9B
$2.9B
$23.2B
$18.59B
$12.4B
$10.2B
$8.9B
$6.9B
$2.9B
REVENUEREVENUE
$340M
$2.9B
$3.6B
$1.4B
$1.58B
$1.56B
$1B
$241.5M
$340M
$2.9B
$3.6B
$1.4B
$1.58B
$1.56B
$1B
$241.5M
COMPANYCOMPANY
Hilton Worldwide
Marriott International
Starwood Hotels
Accor Hotels
Wyndham
Hyatt Hotels
Choice Hotels
Hilton Worldwide
Marriott International
Starwood Hotels
Accor Hotels
Wyndham
Hyatt Hotels
Choice Hotels
$25.5BAirbnb
Airbnb vs Hotels
- Q3 2015 -
https://skift.com/2016/05/03/state-of-travel-2016-airbnb-vs-hotel-rivals-in-6-charts/
Check out
their valuation
Crazy huh?
$9.9B
That equals
might seem like a
small number… but
the hotel industry
is a $550 billion
revenue pie.
1.8%
https://skift.com/2016/05/03/state-of-travel-2016-airbnb-vs-hotel-rivals-in-6-charts/
Demand for Airbnb Accomodations as a
Percentage of Traditional Hotel Demand (U.S.)
AUGJULJUNMAYAPRMARFEBJAN
2015
DECNOVOCT
2014
1.2%
1.4%
1.6%
1.8%
1.0%
113% in 2015
89% in 2016
Airbnb’s
revenue is
growing
rapidly
each year
http://www.bizjournals.com/sanfrancisco/news/2016/09/01/airbnbs-revenue-soars-compared-to-hotels.html
Airbnb vs Public Competitors
- Revenue Growth -
Marriott
Expedia
HomeAway
Airbnb 113%
Wyndham
8%
20%
24%
-2%Starwood
6%
Part of this growth was
spurred by a crisis
in their mission in
2011
Brian Chesky, Co-Founder and CEO
international is really important
we had to be international —
we had to be a GLOBAL travel network.
By early 2011, we were primarily an American company. But it became very clear that
We’re a travel company. Us not being international is like your phone not having email…
So it became very clear that
After Airbnb started
expanding worldwide,
they became
unstoppable.
Brian Chesky, Co-Founder and CEO, Airbnb
We were international much sooner than
any other company we had heard of, or seen…
WE WANTED TO BE TRAILBLAZERS.
And trailblaze they did.
201520142013201220112010
$0
$5M
$10M
$15M
$17M
Number of Summer Airbnb Guests
http://dadaviz.com/i/4869/
Here’s Airbnb’s
353x
GROWTH
in 5 years’ time
Yes, you read
that right.
353x !
Airbnb’s
reach really
took off after
they started
tackling the
GLOBAL
MARKET
201520142013201220112010
$0
$5M
$10M
$15M
$17M
Number of Summer Airbnb Guests
http://dadaviz.com/i/4869/
Beginning of
international
expansion
201520142013201220112010
$0
$5M
$10M
$15M
$17M
Number of Summer Airbnb Guests
http://dadaviz.com/i/4869/
Beginning of
international
expansion
Aggressive
international
acquisitions &
new global offices
Airbnb’s
reach really
took off after
they started
tackling the
GLOBAL
MARKET
How did they do it?
What’s their
secret weapon?
- T WO WO R DS -
Yep, it’s that simple.
Your client sees
your marketing first.
That’s how they’ll
judge if your product
is a hit or miss.
Global
Marketing
usually
involves:
TRANSLATION PRICING TWEAKS
PRODUCT
CHANGES
LOCALIZATION
EVENTS
CHANGES IN
GRAPHICS
ADVERTISING &
PROMOTION
CUSTOMER
SUPPORT
DISTRIBUTION
TRANSLATION PRICING TWEAKS
PRODUCT
CHANGES
LOCALIZATION
EVENTS
CHANGES IN
GRAPHICS
ADVERTISING &
PROMOTION
CUSTOMER
SUPPORT
DISTRIBUTION
Do you notice
a common
thread?
TRANSLATION PRICING TWEAKS
PRODUCT
CHANGES
LOCALIZATION
EVENTS
CHANGES IN
GRAPHICS
ADVERTISING &
PROMOTION
CUSTOMER
SUPPORT
DISTRIBUTION
They all focus
on the
Local
Market
your client will feel disconnected
If your global marketing is
too foreign one-size-fits-allor
They won’t stick with you
Alfred Lin, Partner at Sequoia Capital & Board Member of Airbnb
We’re trying to fill the
immensely global & local missions
of the company at the same time.
GLOBAL
LOCAL
Airbnb convinced
2 MILLION
households to
welcome strangers
into their homes.
That’s powerful
marketing at a
global scale.
Here at ,
we’ve helped 1,000+ companies go global.
We’ve picked up a few tips along the way.
We
Would
Know.
Let’s dive into how they did it.
now
Airbnb’s
STRATEGIES TO
GLOBAL MARKETING
Commit to
Locally-Inspired
Content Marketing
a story that
works well in one country
might be ineffective
— or worse, offensive —
in another.
but
Great marketing
drives growth,
&top-down strategy
bottom-up strategy
A mix of
Airbnb’s
solution?
Airbnb used high-level data on
their user base to craft messaging
for each market’s needs.
Strategy
Top-Down
MARKET-SPECIFIC
VIDEOS
C AS E ST U D Y
1. Search for a listing
2. Book a room
3. Create a wish list
4. Contact hosts or Airbnb
In East Asia, Airbnb
found the most popular
searches were”how-tohow-to“
M A R K E T-
S P E C I F I C
V I D E OS
C AS E
ST U D Y
M A R K E T-
S P E C I F I C
V I D E OS
C AS E
ST U D Y
SolutionSolution
They put together a video
that features a young local
planning a trip,
dealing with all these questions.
Jasmine Maleknia, Social Media Manager, Airbnb
Voiceovers are part of Airbnb’s
localization strategy,
“because cultural nuances are
lost in translation on subtitles.”
The best localized content
will always come from
local partners.
Bottom-Up
Strategy
Dennis Goedegebuure, former Head of Global SEO, Airbnb
The real challenge of global strategy
isn’t how big you can get,
but how small you can get.
It has a built-in network of users
who can help tailor marketing to
their own countries.
Airbnb is community-driven.
NEIGHBORHOODS
C AS E ST U D Y
N E I G H B O R
H O O DS
C AS E
ST U D Y
580+ 20+ 30+PAGES CITIES LOCALIZED SITES
The
section on Airbnb’s site
has a lot of content.
”NeighborhoodsNeighborhoods“
How does Airbnb
pull this off?
N E I G H B O R
H O O DS
C AS E
ST U D Y
SolutionSolution
They mobilized their community
and used local partners.
Airbnb builds
each individual
“Neighborhoods”
site, then hires a
to provide the
content.
This is why each
“Neighborhoods”
page has an
.
authentically
local feellocal freelance
editorial team
Dennis Goedegebuure, former Head of Global SEO, Airbnb
Delivering a best in class user experience,
both from a content standpoint,
as well as making it easy to navigate,
has proven to be successful for Airbnb.
This made the site more discoverable,
right after they expanded globally.
Neighborhoods actually had a
BIG IMPACT on building Airbnb’s SEO
ResultsResults
N E I G H B O R
H O O DS
C AS E
ST U D Y
successful?Just how
Leverage
Word-Of-Mouth
in Global
Communities
Gustaf Alstromer, Growth PM, Airbnb
Our users tell the story
better than we do.
For Airbnb, WORD-OF-MOUTH is
critical to international expansion.
that awards both referrer and referee with Airbnb credits.
So Airbnb built a referral program
Referee Referrer
Airbnb
Credit
And they made sure this was
focused locally as well.
LOCAL PLATFORMS
& INFLUENCERS
C AS E ST U D Y
LO C A L
P L AT F O R M S &
I N F L U E N C E R S
C AS E
ST U D Y
Consumers in Asia
tend to be ”mobile-firstmobile-first“
LO C A L
P L AT F O R M S &
I N F L U E N C E R S
C AS E
ST U D Y
SolutionSolution
Airbnb’s East Asia
referral program
focused on mobile users.
They targeted
in the region. Weibo
Whatsapp
WeChat
popular messaging apps
LO C A L
P L AT F O R M S &
I N F L U E N C E R S
C AS E
ST U D Y
One Weibo celebrity
single-handedly brought in
thousands of signups from his
2M+ followers.
Airbnb reached out to
a few key digital influencers.
ResultsResults
Prioritize
High-Quality
Translations
Jason Katz-Brown, International Growth Engineer, Airbnb
We’ve taken many steps
toward localization,
one of which is translation.
Today
Airbnb is available in
26L A N G U A G E S
they carry out.
They’ve invested in
to handle the
massive volume of localization
MANAGE TRANSLATION
CHALLENGES BASED
ON DATA
1H I G H - Q UA L I T Y T R A N S L AT I O N
DATA- D R I V E N
S O L U T I O N S
H I G H - Q UA L I T Y
T R A N S L AT I O N
Airbnb decided to
localize its Japanese site
a weekbefore CEO
Brian Chesky visited the
Tokyo office.
That’s words
of content to translate.
400,000
DATA- D R I V E N
S O L U T I O N S
H I G H - Q UA L I T Y
T R A N S L AT I O N
There was no way
they could translate and
ship that quickly… Right?!
WRONG!
DATA- D R I V E N
S O L U T I O N S
H I G H - Q UA L I T Y
T R A N S L AT I O N
based on accumulated views
in a 4-day period.
Airbnb engineers built a system that
SolutionSolution
prioritized website text
DATA- D R I V E N
S O L U T I O N S
H I G H - Q UA L I T Y
T R A N S L AT I O N
starting from
content
most viewed
to
content
Based on that data,
they translated
least viewed
DATA- D R I V E N
S O L U T I O N S
H I G H - Q UA L I T Y
T R A N S L AT I O N
turnaround in .jp site traffic
1 WEEK 180% GROWTH
for translation within 1 year of
localization
ResultsResults
Read more about Airbnb’s epic launch from their own engineering team.
USE A TRANSLATION
MANAGEMENT SYSTEM
( TMS ) TOOL
2H I G H - Q UA L I T Y T R A N S L AT I O N
T M S
H I G H - Q UA L I T Y
T R A N S L AT I O N
they can
flawlessly and automatically
manage translations
With Airbnb’s custom-built TMS,
for every new update to existing content.
T M S
H I G H - Q UA L I T Y
T R A N S L AT I O N
save time & increase efficiency
in producing local texts for
global marketing campaigns.
This TMS helped Airbnb to
ResultsResults
Read Airbnb’s engineers’s overview of their internal workflow automation system.
GO THE EXTRA MILE IN
CONNECTING TO YOUR USER
3H I G H - Q UA L I T Y T R A N S L AT I O N
C O N N E C T
TO U S E R
H I G H - Q UA L I T Y
T R A N S L AT I O N
Some companies ignore
between regions
small language differences
British English
Colour
Centre
Organise
American English
Color
Center
Organize vs
C O N N E C T
TO U S E R
H I G H - Q UA L I T Y
T R A N S L AT I O N
Their engineers have even
for
individually.
Airbnb has paid close attention to
these variants in their marketing.
built an app switching spellings
C O N N E C T
TO U S E R
H I G H - Q UA L I T Y
T R A N S L AT I O N
~ in every city ~
VERY HAPPY!
This makes their users
ResultsResults
Prioritize
High-Quality
Translations
Leverage
Word-Of-Mouth
in Global
Communities
Commit to
Locally-Inspired
Content
Marketing
To sum up, here are Airbnb’s
3 key takeaways for global marketers:
Want more insights on going global?
Want to read other localization case studies?
Subscribe to Blog
Download this deck @ bit.ly/onesky-ppt
Brought to you by
the Content Team at OneSky Localization
content@oneskyapp.com

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How to Ace Global Marketing Like Airbnb

  • 1.
  • 2. HOW ? In just , Airbnb got into …. 8YEARS 190+ 34000 2M+ COUNTRIES CITIES HOMES
  • 3. Airbnb is now among the world’s TOP 5 MOST VALUABLE private companies at USD $30B
  • 4. Its valuation is HIGHER than all major hotel chains right?! Unbelievable,
  • 5. VALUATIONVALUATION $23.2B $18.59B $12.4B $10.2B $8.9B $6.9B $2.9B $23.2B $18.59B $12.4B $10.2B $8.9B $6.9B $2.9B REVENUEREVENUE $340M $2.9B $3.6B $1.4B $1.58B $1.56B $1B $241.5M $340M $2.9B $3.6B $1.4B $1.58B $1.56B $1B $241.5M COMPANYCOMPANY Hilton Worldwide Marriott International Starwood Hotels Accor Hotels Wyndham Hyatt Hotels Choice Hotels Hilton Worldwide Marriott International Starwood Hotels Accor Hotels Wyndham Hyatt Hotels Choice Hotels $25.5BAirbnb Airbnb vs Hotels - Q3 2015 - https://skift.com/2016/05/03/state-of-travel-2016-airbnb-vs-hotel-rivals-in-6-charts/ Check out their valuation Crazy huh?
  • 6. $9.9B That equals might seem like a small number… but the hotel industry is a $550 billion revenue pie. 1.8% https://skift.com/2016/05/03/state-of-travel-2016-airbnb-vs-hotel-rivals-in-6-charts/ Demand for Airbnb Accomodations as a Percentage of Traditional Hotel Demand (U.S.) AUGJULJUNMAYAPRMARFEBJAN 2015 DECNOVOCT 2014 1.2% 1.4% 1.6% 1.8% 1.0%
  • 7. 113% in 2015 89% in 2016 Airbnb’s revenue is growing rapidly each year http://www.bizjournals.com/sanfrancisco/news/2016/09/01/airbnbs-revenue-soars-compared-to-hotels.html Airbnb vs Public Competitors - Revenue Growth - Marriott Expedia HomeAway Airbnb 113% Wyndham 8% 20% 24% -2%Starwood 6%
  • 8. Part of this growth was spurred by a crisis in their mission in 2011
  • 9. Brian Chesky, Co-Founder and CEO international is really important we had to be international — we had to be a GLOBAL travel network. By early 2011, we were primarily an American company. But it became very clear that We’re a travel company. Us not being international is like your phone not having email… So it became very clear that
  • 10. After Airbnb started expanding worldwide, they became unstoppable.
  • 11. Brian Chesky, Co-Founder and CEO, Airbnb We were international much sooner than any other company we had heard of, or seen… WE WANTED TO BE TRAILBLAZERS.
  • 13. 201520142013201220112010 $0 $5M $10M $15M $17M Number of Summer Airbnb Guests http://dadaviz.com/i/4869/ Here’s Airbnb’s 353x GROWTH in 5 years’ time Yes, you read that right. 353x !
  • 14. Airbnb’s reach really took off after they started tackling the GLOBAL MARKET 201520142013201220112010 $0 $5M $10M $15M $17M Number of Summer Airbnb Guests http://dadaviz.com/i/4869/ Beginning of international expansion
  • 15. 201520142013201220112010 $0 $5M $10M $15M $17M Number of Summer Airbnb Guests http://dadaviz.com/i/4869/ Beginning of international expansion Aggressive international acquisitions & new global offices Airbnb’s reach really took off after they started tackling the GLOBAL MARKET
  • 16. How did they do it? What’s their secret weapon?
  • 17. - T WO WO R DS -
  • 18. Yep, it’s that simple. Your client sees your marketing first. That’s how they’ll judge if your product is a hit or miss.
  • 20. TRANSLATION PRICING TWEAKS PRODUCT CHANGES LOCALIZATION EVENTS CHANGES IN GRAPHICS ADVERTISING & PROMOTION CUSTOMER SUPPORT DISTRIBUTION Do you notice a common thread?
  • 21. TRANSLATION PRICING TWEAKS PRODUCT CHANGES LOCALIZATION EVENTS CHANGES IN GRAPHICS ADVERTISING & PROMOTION CUSTOMER SUPPORT DISTRIBUTION They all focus on the Local Market
  • 22. your client will feel disconnected If your global marketing is too foreign one-size-fits-allor They won’t stick with you
  • 23. Alfred Lin, Partner at Sequoia Capital & Board Member of Airbnb We’re trying to fill the immensely global & local missions of the company at the same time. GLOBAL LOCAL
  • 24. Airbnb convinced 2 MILLION households to welcome strangers into their homes. That’s powerful marketing at a global scale.
  • 25. Here at , we’ve helped 1,000+ companies go global. We’ve picked up a few tips along the way. We Would Know.
  • 26. Let’s dive into how they did it. now
  • 29. a story that works well in one country might be ineffective — or worse, offensive — in another. but Great marketing drives growth,
  • 30. &top-down strategy bottom-up strategy A mix of Airbnb’s solution?
  • 31. Airbnb used high-level data on their user base to craft messaging for each market’s needs. Strategy Top-Down
  • 33. 1. Search for a listing 2. Book a room 3. Create a wish list 4. Contact hosts or Airbnb In East Asia, Airbnb found the most popular searches were”how-tohow-to“ M A R K E T- S P E C I F I C V I D E OS C AS E ST U D Y
  • 34. M A R K E T- S P E C I F I C V I D E OS C AS E ST U D Y SolutionSolution They put together a video that features a young local planning a trip, dealing with all these questions.
  • 35. Jasmine Maleknia, Social Media Manager, Airbnb Voiceovers are part of Airbnb’s localization strategy, “because cultural nuances are lost in translation on subtitles.”
  • 36. The best localized content will always come from local partners. Bottom-Up Strategy
  • 37. Dennis Goedegebuure, former Head of Global SEO, Airbnb The real challenge of global strategy isn’t how big you can get, but how small you can get.
  • 38. It has a built-in network of users who can help tailor marketing to their own countries. Airbnb is community-driven.
  • 40. N E I G H B O R H O O DS C AS E ST U D Y 580+ 20+ 30+PAGES CITIES LOCALIZED SITES The section on Airbnb’s site has a lot of content. ”NeighborhoodsNeighborhoods“ How does Airbnb pull this off?
  • 41. N E I G H B O R H O O DS C AS E ST U D Y SolutionSolution They mobilized their community and used local partners. Airbnb builds each individual “Neighborhoods” site, then hires a to provide the content. This is why each “Neighborhoods” page has an . authentically local feellocal freelance editorial team
  • 42. Dennis Goedegebuure, former Head of Global SEO, Airbnb Delivering a best in class user experience, both from a content standpoint, as well as making it easy to navigate, has proven to be successful for Airbnb.
  • 43. This made the site more discoverable, right after they expanded globally. Neighborhoods actually had a BIG IMPACT on building Airbnb’s SEO ResultsResults N E I G H B O R H O O DS C AS E ST U D Y successful?Just how
  • 45. Gustaf Alstromer, Growth PM, Airbnb Our users tell the story better than we do.
  • 46. For Airbnb, WORD-OF-MOUTH is critical to international expansion.
  • 47. that awards both referrer and referee with Airbnb credits. So Airbnb built a referral program Referee Referrer Airbnb Credit
  • 48. And they made sure this was focused locally as well.
  • 50. LO C A L P L AT F O R M S & I N F L U E N C E R S C AS E ST U D Y Consumers in Asia tend to be ”mobile-firstmobile-first“
  • 51. LO C A L P L AT F O R M S & I N F L U E N C E R S C AS E ST U D Y SolutionSolution Airbnb’s East Asia referral program focused on mobile users. They targeted in the region. Weibo Whatsapp WeChat popular messaging apps
  • 52. LO C A L P L AT F O R M S & I N F L U E N C E R S C AS E ST U D Y One Weibo celebrity single-handedly brought in thousands of signups from his 2M+ followers. Airbnb reached out to a few key digital influencers. ResultsResults
  • 54. Jason Katz-Brown, International Growth Engineer, Airbnb We’ve taken many steps toward localization, one of which is translation.
  • 55. Today Airbnb is available in 26L A N G U A G E S
  • 56. they carry out. They’ve invested in to handle the massive volume of localization
  • 57. MANAGE TRANSLATION CHALLENGES BASED ON DATA 1H I G H - Q UA L I T Y T R A N S L AT I O N
  • 58. DATA- D R I V E N S O L U T I O N S H I G H - Q UA L I T Y T R A N S L AT I O N Airbnb decided to localize its Japanese site a weekbefore CEO Brian Chesky visited the Tokyo office. That’s words of content to translate. 400,000
  • 59. DATA- D R I V E N S O L U T I O N S H I G H - Q UA L I T Y T R A N S L AT I O N There was no way they could translate and ship that quickly… Right?! WRONG!
  • 60. DATA- D R I V E N S O L U T I O N S H I G H - Q UA L I T Y T R A N S L AT I O N based on accumulated views in a 4-day period. Airbnb engineers built a system that SolutionSolution prioritized website text
  • 61. DATA- D R I V E N S O L U T I O N S H I G H - Q UA L I T Y T R A N S L AT I O N starting from content most viewed to content Based on that data, they translated least viewed
  • 62. DATA- D R I V E N S O L U T I O N S H I G H - Q UA L I T Y T R A N S L AT I O N turnaround in .jp site traffic 1 WEEK 180% GROWTH for translation within 1 year of localization ResultsResults Read more about Airbnb’s epic launch from their own engineering team.
  • 63. USE A TRANSLATION MANAGEMENT SYSTEM ( TMS ) TOOL 2H I G H - Q UA L I T Y T R A N S L AT I O N
  • 64. T M S H I G H - Q UA L I T Y T R A N S L AT I O N they can flawlessly and automatically manage translations With Airbnb’s custom-built TMS, for every new update to existing content.
  • 65. T M S H I G H - Q UA L I T Y T R A N S L AT I O N save time & increase efficiency in producing local texts for global marketing campaigns. This TMS helped Airbnb to ResultsResults Read Airbnb’s engineers’s overview of their internal workflow automation system.
  • 66. GO THE EXTRA MILE IN CONNECTING TO YOUR USER 3H I G H - Q UA L I T Y T R A N S L AT I O N
  • 67. C O N N E C T TO U S E R H I G H - Q UA L I T Y T R A N S L AT I O N Some companies ignore between regions small language differences British English Colour Centre Organise American English Color Center Organize vs
  • 68. C O N N E C T TO U S E R H I G H - Q UA L I T Y T R A N S L AT I O N Their engineers have even for individually. Airbnb has paid close attention to these variants in their marketing. built an app switching spellings
  • 69. C O N N E C T TO U S E R H I G H - Q UA L I T Y T R A N S L AT I O N ~ in every city ~ VERY HAPPY! This makes their users ResultsResults
  • 71. Want more insights on going global? Want to read other localization case studies? Subscribe to Blog
  • 72. Download this deck @ bit.ly/onesky-ppt Brought to you by the Content Team at OneSky Localization content@oneskyapp.com