The document discusses several marketing strategies used by Airbnb, Travel Insider, and Ryanair. Airbnb utilizes social media to showcase properties and experiences, publishes a magazine with travel stories and tips, and uses location-specific content. Travel Insider gains content from followers to share on its social media pages, website and YouTube channel. Ryanair uses memes and challenges on social media to connect with customers at no cost.

1. MollyWaller

2. Airbnb has developed it’s website from just renting
holiday properties to be able to buy experiences- from
“making and cooking meals with locals who treat you
like family”, to “magical animal encounters” it offers
everything! Its website is easy to use and has a separate
section if you’re a host!
Airbnb’s Instagram page showcases the best
properties available to stay at.The page shows
amazing locations and experiences available on
their website. By using customer’s footage, it
means Airbnb’s social media looks amazing-
without having to capture it all themselves- plus
it’s free advertising!

3. They publish their own magazine to
provide high quality content. Includes
travel information such as:
• Local, examples on how to live, eat
and shop like a local
• Stay, promoting Airbnb properties
• Roam, showcasing stories and
destinations to inspire readers
• Belong, cover real-life adventures
from hosts and guests (Divakaran,
2021).
Airbnb utilises a lot of different marketing strategies to promote
its business
AIRBNB
MAG
The magazine publishes various different journalist’s work
covering different stories coming from all corners of the world.

4. Airbnb utilises a lot of different marketing strategies to promote
its business
USING SEO
Airbnb uses SEO to boost new
listings to see how well these
new listings perform, if they do
well they will promote them
again in future (Jasper, 2021).
Hyper-local strategies
Creates geo-specific content
covering stories of their
‘superhosts’ (Divakaran, 2021).
Airbnb also create short films based on reviews and
experiences shared by hosts and guests
(Airbnb, 2014)

5. Strengths
• Airbnb’s website is very easy to use
and showcases beautiful locations
and experiences to inspire future
travelers. Use hyper-local strategies
to share host’s stories in the area
you’re looking at (Divakaran, 2021).
Weaknesses
• An area of weakness for Airbnb is the
speed of response to complaints of
their social media pages. Now
anyone can complain on social
media- so response time is essential
in damage control. However, on their
recent posts, there are serious
complaints without a response,
which looks bad for business.
(Airbnb, 2021)

6. • Opportunities
A great area for Airbnb to get into would be podcasts. Airbnb could team
up with popular influencers to talk about their favourite properties/
experiences/ locations to push others to travel.
• Threats
Airbnb hosts who do not thoroughly read the website’s t’s & c’s can be left
with hefty fines- and be evicted for abusing their housing contract. Airbnb
has been accused of making “casualties” of those who are using their
website- especially as they take some of the profits.This has lead to harsh
criticism calling for Airbnb to more clearly display the dangers of ignoring
the law (Lieber, 2012). Failing to clearly state these rules could lead to
costly law suits against the company, as seen in Paris in 2019 (Dillet,
2021).

7. Travel insider uses its Facebook to share good
quality images and videos to inspire others to
travel. It shares follower’s content of beautiful
places and food, allowingTravel Insider to
receive great content for free and the creators
to receive exposure to a large audience
(Insidertravel, 2021).
Social media
WEBSITE
Travel Insider also has a website where their reporters write articles
on amazing travel stories people have shared (Travel, 2021).
This is a great way of sharing interesting stories and gain good
quality pictures, without having to create all the content
themselves.

8. Travel insider also has aYouTube account where it shares videos of amazing places
in the world to inspire others to travel. It includes content, such as best honeymoon
destinations and receives over 1 million likes on each one.

9. • Strengths
Travel insider utilises follower’s content, allowing them to
gain high quality content- without having to produce it
themselves.
• Weaknesses
The company has a strong presence on all social media,
however their use of twitter generates poor interaction.They
simply post pictures with a link to their magazine- gaining
little engagement.
• Opportunities
An opportunity to boost theirTwitter engagement, would be
interacting withTwitter influencers to gain more traffic on
their page.To make their page more eye-catching, they could
upload videos to their page as these generate more
engagement. (Travel Insider, 2021)
• Threats
Travel Insider needs to ensure all content they have taken from others is with clear permission and is
credited properly to avoid costly consequences.

10. Ryanair utilises social media to push free
marketing- they have trended multiple times
for tweeting relatable ‘memes’ and
participating in internet challenges.
They’ve recently challenged twitter users to
participate in their own challenge-
#Jerusalemachallenge. By having a great
social media technique, Ryanair has been able
to connect with potential customers and
generate leads at no extra cost!
Ryanair announcing a new internet challenge-
their own dance challenge. In the tweet below,
they are seen using the popular hashtag- #summer2021. (Ryanair, 2021)

11. • Strengths
Uses social media expertly to promote themselves without spending money.They
reach the younger generations by using relevant hashtags and low prices.
Weaknesses
Their social media comments section is filled with unhappy customers from
COVID-19 cancellations, which gives a negative appearance on their pages.
• Opportunities
Ryanair should respond to the comments promptly to improve their comment
section. Other opportunities for promotion include, working closely with
influencers to highlight their cheap travel.
• Threats
Their recent increase of negative media attention relating to Ryanair’s handling of
COVID-19 could lead to potential customers choosing another budget airline
(Ward, 2021).

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