Strategic Management document for Airbnb submitted by Group 3.
Airbnb's vision is to create a world where people can belong anywhere. Their mission is to help people live in places instead of just traveling to them. A PESTLE analysis identifies political, economic, social, technological, legal and environmental factors impacting Airbnb. Competitors include HomeAway, FlipKey, and OneFineStay. Airbnb follows a holacratic structure and offers affiliate programs. Recommendations include adding transportation and tour packages to develop new product lines that match customer needs.
- Airbnb's social media priorities for 2017 are growing its online following and community to support revenue goals. Major strategies include increasing content publishing, developing posts on niche networks, and encouraging conversation.
- An audit found Facebook as the primary network with 5.3M followers but all networks need more frequent posting. The target audience is 18-30 year olds seeking affordability and experiences. Competitors have strong profiles but lack engagement.
- Objectives are increasing unique visitors and followers across platforms while spreading brand messages of unique trips and local experiences. The brand voice is friendly, resourceful, and kind.
Strategic plan harvard business review casestudy airbnb company Mohie Ismail
This document provides the Strategic Plan for Airbnb for 2017-2021. The plan provides an analysis and evaluation of Airbnb by reviewing the company’s strategic management, profitability and market competitiveness. Methods of analysis include Strategic Position & Action Evaluation (SPACE) Matrix, and Grand Strategy Selection Matrix as well as Situational Analysis.
The travel revolution - How Airbnb become a billion dollar company.
You can follow me if you want to grab other great resources, articles : http://twitter.com/gtabidze
- AirBnB is proposing a new service called "AirBnB Reality" that would partner with real estate companies like Remax to allow home buyers to book temporary stays in homes they are interested in purchasing through the AirBnB platform.
- This would give buyers a chance to experience what it would be like to live in the home before committing to a purchase. They could then leave reviews and potentially purchase the home after their stay.
- AirBnB sees this as an opportunity to diversify into real estate sales while revolutionizing the home buying process and giving buyers a new way to find their forever home. Partnering with an established company like Remax would help them gain access to the real estate market.
This document contains an 8-part agenda for an Airbnb 2020 strategic planning meeting. It includes an executive summary that outlines enhancing customer service, building on their peer-to-peer business model, and expanding revenue growth in the US and emerging countries. Subsequent sections provide an economic overview of the growing business travel industry, details on Airbnb's business model and founders, a SWOT analysis, a 5-year strategic plan focusing on customer service, business travel, and expansion, revenue and cost projections, and a conclusion.
Airbnb - Business analysis based on Porter 5 Forces David Morand
An analysis of Airbnb is conducted based on Porter 5 forces scheme. We developed a review of the forces influencing hotels and lodging industry. In a second phase we see how IT is influencing this forces and can be turn to advantages. Finally we define Airbnb business model and conduct a SWOT analysis.
Airbnb is an online marketplace that connects people looking to rent their homes with travelers seeking accommodations. Hosts list their available spaces and set prices, while travelers can browse listings, refine searches, and book accommodations. Both hosts and guests benefit from Airbnb's large network and customer-friendly features that aim to build trust, including public profiles, reviews, and a host guarantee of up to $1 million. However, risks remain such as potential property damage or lack of refunds for travelers.
Strategic Management document for Airbnb submitted by Group 3.
Airbnb's vision is to create a world where people can belong anywhere. Their mission is to help people live in places instead of just traveling to them. A PESTLE analysis identifies political, economic, social, technological, legal and environmental factors impacting Airbnb. Competitors include HomeAway, FlipKey, and OneFineStay. Airbnb follows a holacratic structure and offers affiliate programs. Recommendations include adding transportation and tour packages to develop new product lines that match customer needs.
- Airbnb's social media priorities for 2017 are growing its online following and community to support revenue goals. Major strategies include increasing content publishing, developing posts on niche networks, and encouraging conversation.
- An audit found Facebook as the primary network with 5.3M followers but all networks need more frequent posting. The target audience is 18-30 year olds seeking affordability and experiences. Competitors have strong profiles but lack engagement.
- Objectives are increasing unique visitors and followers across platforms while spreading brand messages of unique trips and local experiences. The brand voice is friendly, resourceful, and kind.
Strategic plan harvard business review casestudy airbnb company Mohie Ismail
This document provides the Strategic Plan for Airbnb for 2017-2021. The plan provides an analysis and evaluation of Airbnb by reviewing the company’s strategic management, profitability and market competitiveness. Methods of analysis include Strategic Position & Action Evaluation (SPACE) Matrix, and Grand Strategy Selection Matrix as well as Situational Analysis.
The travel revolution - How Airbnb become a billion dollar company.
You can follow me if you want to grab other great resources, articles : http://twitter.com/gtabidze
- AirBnB is proposing a new service called "AirBnB Reality" that would partner with real estate companies like Remax to allow home buyers to book temporary stays in homes they are interested in purchasing through the AirBnB platform.
- This would give buyers a chance to experience what it would be like to live in the home before committing to a purchase. They could then leave reviews and potentially purchase the home after their stay.
- AirBnB sees this as an opportunity to diversify into real estate sales while revolutionizing the home buying process and giving buyers a new way to find their forever home. Partnering with an established company like Remax would help them gain access to the real estate market.
This document contains an 8-part agenda for an Airbnb 2020 strategic planning meeting. It includes an executive summary that outlines enhancing customer service, building on their peer-to-peer business model, and expanding revenue growth in the US and emerging countries. Subsequent sections provide an economic overview of the growing business travel industry, details on Airbnb's business model and founders, a SWOT analysis, a 5-year strategic plan focusing on customer service, business travel, and expansion, revenue and cost projections, and a conclusion.
Airbnb - Business analysis based on Porter 5 Forces David Morand
An analysis of Airbnb is conducted based on Porter 5 forces scheme. We developed a review of the forces influencing hotels and lodging industry. In a second phase we see how IT is influencing this forces and can be turn to advantages. Finally we define Airbnb business model and conduct a SWOT analysis.
Airbnb is an online marketplace that connects people looking to rent their homes with travelers seeking accommodations. Hosts list their available spaces and set prices, while travelers can browse listings, refine searches, and book accommodations. Both hosts and guests benefit from Airbnb's large network and customer-friendly features that aim to build trust, including public profiles, reviews, and a host guarantee of up to $1 million. However, risks remain such as potential property damage or lack of refunds for travelers.
Airbnb is an online marketplace that allows people to list and rent short-term lodging in their residential properties. It has over 800,000 listings in 192 countries and 20 million users. A SWOT analysis identifies strengths such as 24/7 availability and local experiences, but also weaknesses like disputes between guests and hosts and threats from growing competitors. A PESTLE analysis examines political, economic, social, technological, legal and environmental factors affecting the business. Porter's Five Forces model is used to assess competitive dynamics.
Airbnb is an online marketplace that connects people looking to rent out their homes and spaces with people seeking accommodations. Hosts list and rent out their unused spaces to travelers searching for lodging in 192 countries worldwide. Airbnb addresses problems of trust between strangers by vetting users and allowing them to build reputations through ratings and reviews. It also protects users' privacy and ensures it receives commissions by censoring contact information in messages between hosts and travelers on the site until a booking is made.
This document provides an overview of the peer-to-peer accommodation marketplace Airbnb. It discusses how collaborative consumption allows people to share access to goods and services rather than individual ownership. Airbnb allows people to list, discover, and book unique accommodations around the world. The process for booking is described in a few steps. Benefits include reduced costs and carbon footprint as well as positive social interactions. Safety concerns are mentioned regarding guarantees for guests and hosts. Airbnb aims to provide a more personal travel experience compared to hotels.
The document analyzes Airbnb's business model using several frameworks. A SWOT analysis finds strengths in Airbnb's lower prices and unique experiences, but weaknesses in reliance on hosts and safety issues. Porter's five forces sees low threat of new entry but high threat of substitution. The business model canvas outlines Airbnb's customers, value propositions, and revenue streams from hosts and guests. A blue ocean strategy canvas explores creating value in new market spaces through the ERRC grid of eliminating, reducing, raising, and creating elements.
This document discusses Airbnb as an example of a niche market that has expanded significantly. It analyzes Airbnb's marketing strategies that have enabled this growth, including targeting customers seeking authentic experiences, using hashtags and video in campaigns, personalizing search results, and integrating additional travel services. The document also notes challenges like negative press over tax avoidance issues.
Airbnb, Inc. Strategic Plan 2017-2021 MBA - strategic Management Assignment...Mohie Ismail
Airbnb's 2017-2021 strategic plan outlines goals to become the world leader in the internet-based accommodation industry. Key strategies include related diversification through acquiring hotels in Morocco and Egypt, product development such as a "from home to home" package utilizing partnerships, market penetration in existing markets through marketing, and market development in Middle East and Africa. One-year objectives are to develop new hotel acquisition plans, finalize a partnership with Uber, increase market growth and shares, enhance customer programs, and develop cultural/environmental initiatives. The plan aims to realize the vision through aggressive growth and adapting offerings to new markets and cultures.
Airbnb presentation - Paul Hayat (team3)Paul Hayat
- Airbnb is an online marketplace for people to list and book accommodations around the world. It was founded in 2008 and has grown significantly, now valued at $25.5 billion with over 2 million listings and 60 million users.
- Airbnb aims to increase its user base through search engine optimization, partnerships with companies like Virgin and American Express, and marketing strategies including paid search advertising and content optimization.
- While Airbnb has high user engagement, it faces challenges like legal issues over unauthorized listings, competition from other travel sites, and trust/image concerns that partnerships could help address. The document recommends ways Airbnb could boost rankings, referrals, loyalty and conversion rates.
Airbnb - Mission, Culture, Values, USP, Competitors, Constraints before Adoption of Technology, Technological Innovations, Business Value, Value Proposition, SWOT
Studied the aspects of Digital Business and How Does AIRBNB operates and maintains the relationship with their customers, we have also studied the Business Model Canvas for AIRBNB as well.
We have also seen the Fast Growth of AIRBNB and Geographical Presence for the same
The marketing plan aims to expand Airbnb's website and mobile applications to offer more travel features to meet the needs of its global clientele. It proposes an advertising budget of $405,730 and additional investments totaling $2,350,000. A six-month marketing campaign from January to June 2014 will use banner ads, direct mail, airport banners, and increased social media presence on platforms like Facebook and blogs. The goals are to increase brand awareness, recruit more hosts, and boost online bookings. Metrics like consumer feedback and employee satisfaction will be used to evaluate the campaign's effectiveness.
As there long coveted IPO is around the corner, I felt this was the proper time to release this analysis. Airbnb is a company that I’ve been fascinated by for quite some time. Their ability to reverse engineer and push through market resistance is undeniable. Airbnb has revolutionized our viewpoint on hotel and lodging. This analysis will evaluate the company's long-standing history and the barriers of entry endured. I believe it is important to understand the pure resilience of these founders. This analysis will also dissect their current performance as they recently reported an astounding $2.6 billion in revenue, bringing home $93 million in profit. These metrics blew away all internal forecasts which landed them a $31 billion-dollar valuation in May. Additionally, Airbnb is a private company making key performance indicators difficult to determine. As a result, I exhibit the factors I believe were used in evaluating Airbnb’s valuation. This report will discuss micro-level and macro-environmental factors that help and inhibit Airbnb. All of these subsidiaries have impactful effects on Airbnb and its outlook moving forward. Lastly, I discuss the effects of an economic disaster, and the problems it will cause when it happens. I also provide solutions that I believe would be extremely effective in a state of turmoil.
How Airbnb disrupts the lodging industry and what you can do about itDimitris Savvakos
Airbnb has disrupted the lodging industry by allowing anyone to become a competitor by listing their private homes. It connects travelers with locals and is becoming bigger than the largest hotel chains by offering more rooms each night. The new generation prefers Airbnb because it is more affordable. For hotels to survive, they need to think like a startup by embracing the sharing economy, investing in technology, connecting with the local community, following the customer journey, and telling sharable stories to stay relevant in today's market.
This document provides a case study of how Emarsys helped Airbnb launch in the Southeast Asia market. Airbnb needed help defining an omnichannel customer experience and marketing strategy. Emarsys developed a strategy using CRM ads to reach relevant audiences, product recommendations to increase cross-selling, and omnichannel marketing automation to maximize reach across devices and touchpoints. Tactics included retention-focused ad campaigns, lookalike audiences, personalized recommendations in emails and apps, and abandoned cart campaigns. The evaluation measured metrics like revenue, ROAS, funnels, CTRs, and increased conversions from one-time purchases to show the strategy's success.
This document discusses how Jobs-to-be-Done (JTBD) analysis shaped Uber's latest app update. It analyzes Uber's core job of bringing riders to their destination as fast as possible and compares it to competitors like public transit, taxis, and Lyft. It then describes how Uber enriched the riding experience through features like Uber Feed which integrate food ordering and social sharing to better fulfill the job. The document raises questions about how JTBD could improve onboarding and calls integration between Uber and Yelp into question.
The document discusses managing your online reputation on TripAdvisor. It provides statistics on TripAdvisor's reach and influence, highlighting that reviews strongly impact travelers' decisions and can influence booking conversions and room rates. The document encourages businesses to actively engage on TripAdvisor by responding to reviews, using tools like Review Express to solicit feedback, and answering questions from potential guests. Regularly addressing reviews is correlated with higher average ratings and booking inquiries.
The Airbnb-related research cited throughout this slide deck has been
assembled as part of a brand storytelling assignment for my
Media Psychology graduate degree with Fielding Graduate University, which I completed in June 2019.
Airbnb is a privately owned, accommodation rental website that has mushroomed in popularity and usage over the past 10 years and 600+ million guests since first launching on 2008. But that’s just the paradigmatic take. The real narrative, however, that the company leverages is far different.
Do you like what you've read here?
Do you have any comments?
Questions?
Want to retain me for digital/social strategy or brand storytelling consulting?
OR perhaps you'd like one of my custom illustrations as shown on slide 8?
Whatever you'd like to connect about, please do reach out and share comments using my email address: mayra@ruizmcpherson.com.
The document outlines Airbnb's social media strategy, including an audit of current platforms, objectives to increase engagement and traffic, and plans for content, paid advertising, and response protocols. Key points include focusing efforts on Facebook and Instagram given large audiences there. Goals are to increase unique visitors by 20% in 6 months through promoted content and monitoring for brand mentions. Roles, policies, measurement metrics, and qualitative feedback are also defined.
This document provides an overview of a campaign proposal for Airbnb created by Overstep Communications. It begins with an executive summary describing Airbnb's history, current challenges around lack of awareness and security concerns, and the target audience of millennials in the US, China, and Korea. The rest of the document includes a situation analysis of Airbnb, research on the target audience, and recommendations for campaign goals, creative strategies, media strategies, and promotional strategies to increase sign-ups and address security concerns. The overall goal is to get more people to sign up as Airbnb members.
This document summarizes research conducted on the local Airbnb culture in Savannah, GA. Interviews were conducted with various stakeholders, including hosts, guests, accommodations, the city, and neighbors. Key findings included that hosts use Airbnb for additional income, but it can negatively impact affordable housing. Guests enjoy the cheaper prices and local experience. Some solutions proposed included clearer definitions for different accommodation types, customized zoning based on neighborhoods, restructuring taxes, and creating a website for managing short-term vacation rentals. The goal of the research was to understand all perspectives involved in the home sharing economy on Airbnb.
2. Strategic Issues Analysis (Internal and External) Using the releva.pdfaggarwalenterprises1
2. Strategic Issues Analysis (Internal and External) Using the relevant analytical tools, conduct
an analysis of both the internal and external environment as presented in the case. - Relevant
analytical tools can include PESTEL, SWOT, Stakeholder mapping, Porter's Competitive Forces
Analysis, BCG matrix, strategic capabilities, strategic resource, positioning analysis, etc.
"Nothing is a transaction. Everything is a transformation" (Chesky as cited in Ive, 2015). We are
living in a world which is powered, to a large extent, by a shared economy. To view business as
usual will no longer work. Airbnb's success story, what it has done and achieved, is not just a
celebration of creativity - it is the very definition of game-changer. Company overview Avid
travellers will know Airbnb, an online lodging rental platform. People can become a host on
Airbnb by listing their spare rooms while travellers can search for their holiday locations and
ideal accommodation. Brian Chesky and Joe Gebbia, both graduates of Rhode Island School of
Design, founded AirbedandBreadfast in 2007 to rent out air mattresses and provide breakfast
options in their apartment to visitors attending a design conference in San Francisco. They did so
to pay for their own rental fees. The idea was to offer visitors a way to save some money by not
having to pay prices charged by hotels. A concept totally unheard of in those days, they only
managed to interest three guests. In 2008, they were joined by Nathan Blecharczyk, a computer
engineer trained in Harvard who was also Gebbia's roommate before Chesky. Their initial
intention was to target visitors at large-scale events and conventions, where hotel rooms were
expensive and alternative accommodation was scarce. This effort produced a few thousand
listings in 67 countries. Advertising on Facebook together with email campaigns worked well
during the events. However, revenue dropped to a paltry sum at other times. In 2009, upon
advice from Paul Graham, Founder of start-up incubator Y Combinator, Chesky and Gebbia
went to New York City to gather feedback and learn from their successful hosts. After the visit,
they revamped the website based on the experiences of these hosts and high-quality photographs
of the apartments were added. This was in sharp contrast to the less professional-looking
photographs common on websites such as HomeAway and TripAdvisor. They changed the
company name from Airbedandbreakfast to Airbnb in 2010. The site's offerings were extended
to include the rental of a variety of properties such as entire homes and apartments, private
rooms, castles, boats, manors, treehouses, tipis, igloos and even islands. Business grew steadily
and by 2011, Airbnb raised more than USD 7.2 million and acquired several of its competitors -
Accoleo in 2011 and CrashPadder in 2012. In addition, the company acquired travel guides
NabeWise and Localmind in 2012 which allowed it to provide localised information on various
destinations. By .
ASSESSING THE REAL IMPACT OF AIRBNB ON THE CANADIAN LODGING INDUSTRYOrie Berlasso
This session was presented at the 2016 Western Canadian Lodging Conference in Vancouver. The presentation provided delegates with an understanding of Airbnb (size, growth, next areas of focus, operating model, its relation to OTA's and potential evolution) on a world-wide basis but with Canadian examples. Ken Lambert | HLT Advisory Inc and Chris Gibbs | Ryerson University, discussed the current and future impact of Airbnb had on the hotel sector’s supply, average rates as well as on cities hosting major events (i.e leisure and conventions)
Produced by Big Picture Conferences, the Western Canadian Lodging Conference (WCLC), formerly known as the Western Canadian Hotel & Resort Investment Conference, aims to provide a year-end perspective on both resort and urban lodging, with a western Canadian focus. If you are involved in the development and/or operation of recreational/resort real estate or active in the hotel and urban-based investment market, join the growing number of delegates who benefit from interactive sessions and timely insights into investment activity. Hosted by CBRE Hotels Canada and HLT Advisory; and in partnership with our Platinum Sponsor HVS and the BC Hotel Association (BCHA)—the Conference is a vehicle for senior level executives to reflect on the various issues impacting the lodging industry.
Airbnb is an online marketplace that allows people to list and rent short-term lodging in their residential properties. It has over 800,000 listings in 192 countries and 20 million users. A SWOT analysis identifies strengths such as 24/7 availability and local experiences, but also weaknesses like disputes between guests and hosts and threats from growing competitors. A PESTLE analysis examines political, economic, social, technological, legal and environmental factors affecting the business. Porter's Five Forces model is used to assess competitive dynamics.
Airbnb is an online marketplace that connects people looking to rent out their homes and spaces with people seeking accommodations. Hosts list and rent out their unused spaces to travelers searching for lodging in 192 countries worldwide. Airbnb addresses problems of trust between strangers by vetting users and allowing them to build reputations through ratings and reviews. It also protects users' privacy and ensures it receives commissions by censoring contact information in messages between hosts and travelers on the site until a booking is made.
This document provides an overview of the peer-to-peer accommodation marketplace Airbnb. It discusses how collaborative consumption allows people to share access to goods and services rather than individual ownership. Airbnb allows people to list, discover, and book unique accommodations around the world. The process for booking is described in a few steps. Benefits include reduced costs and carbon footprint as well as positive social interactions. Safety concerns are mentioned regarding guarantees for guests and hosts. Airbnb aims to provide a more personal travel experience compared to hotels.
The document analyzes Airbnb's business model using several frameworks. A SWOT analysis finds strengths in Airbnb's lower prices and unique experiences, but weaknesses in reliance on hosts and safety issues. Porter's five forces sees low threat of new entry but high threat of substitution. The business model canvas outlines Airbnb's customers, value propositions, and revenue streams from hosts and guests. A blue ocean strategy canvas explores creating value in new market spaces through the ERRC grid of eliminating, reducing, raising, and creating elements.
This document discusses Airbnb as an example of a niche market that has expanded significantly. It analyzes Airbnb's marketing strategies that have enabled this growth, including targeting customers seeking authentic experiences, using hashtags and video in campaigns, personalizing search results, and integrating additional travel services. The document also notes challenges like negative press over tax avoidance issues.
Airbnb, Inc. Strategic Plan 2017-2021 MBA - strategic Management Assignment...Mohie Ismail
Airbnb's 2017-2021 strategic plan outlines goals to become the world leader in the internet-based accommodation industry. Key strategies include related diversification through acquiring hotels in Morocco and Egypt, product development such as a "from home to home" package utilizing partnerships, market penetration in existing markets through marketing, and market development in Middle East and Africa. One-year objectives are to develop new hotel acquisition plans, finalize a partnership with Uber, increase market growth and shares, enhance customer programs, and develop cultural/environmental initiatives. The plan aims to realize the vision through aggressive growth and adapting offerings to new markets and cultures.
Airbnb presentation - Paul Hayat (team3)Paul Hayat
- Airbnb is an online marketplace for people to list and book accommodations around the world. It was founded in 2008 and has grown significantly, now valued at $25.5 billion with over 2 million listings and 60 million users.
- Airbnb aims to increase its user base through search engine optimization, partnerships with companies like Virgin and American Express, and marketing strategies including paid search advertising and content optimization.
- While Airbnb has high user engagement, it faces challenges like legal issues over unauthorized listings, competition from other travel sites, and trust/image concerns that partnerships could help address. The document recommends ways Airbnb could boost rankings, referrals, loyalty and conversion rates.
Airbnb - Mission, Culture, Values, USP, Competitors, Constraints before Adoption of Technology, Technological Innovations, Business Value, Value Proposition, SWOT
Studied the aspects of Digital Business and How Does AIRBNB operates and maintains the relationship with their customers, we have also studied the Business Model Canvas for AIRBNB as well.
We have also seen the Fast Growth of AIRBNB and Geographical Presence for the same
The marketing plan aims to expand Airbnb's website and mobile applications to offer more travel features to meet the needs of its global clientele. It proposes an advertising budget of $405,730 and additional investments totaling $2,350,000. A six-month marketing campaign from January to June 2014 will use banner ads, direct mail, airport banners, and increased social media presence on platforms like Facebook and blogs. The goals are to increase brand awareness, recruit more hosts, and boost online bookings. Metrics like consumer feedback and employee satisfaction will be used to evaluate the campaign's effectiveness.
As there long coveted IPO is around the corner, I felt this was the proper time to release this analysis. Airbnb is a company that I’ve been fascinated by for quite some time. Their ability to reverse engineer and push through market resistance is undeniable. Airbnb has revolutionized our viewpoint on hotel and lodging. This analysis will evaluate the company's long-standing history and the barriers of entry endured. I believe it is important to understand the pure resilience of these founders. This analysis will also dissect their current performance as they recently reported an astounding $2.6 billion in revenue, bringing home $93 million in profit. These metrics blew away all internal forecasts which landed them a $31 billion-dollar valuation in May. Additionally, Airbnb is a private company making key performance indicators difficult to determine. As a result, I exhibit the factors I believe were used in evaluating Airbnb’s valuation. This report will discuss micro-level and macro-environmental factors that help and inhibit Airbnb. All of these subsidiaries have impactful effects on Airbnb and its outlook moving forward. Lastly, I discuss the effects of an economic disaster, and the problems it will cause when it happens. I also provide solutions that I believe would be extremely effective in a state of turmoil.
How Airbnb disrupts the lodging industry and what you can do about itDimitris Savvakos
Airbnb has disrupted the lodging industry by allowing anyone to become a competitor by listing their private homes. It connects travelers with locals and is becoming bigger than the largest hotel chains by offering more rooms each night. The new generation prefers Airbnb because it is more affordable. For hotels to survive, they need to think like a startup by embracing the sharing economy, investing in technology, connecting with the local community, following the customer journey, and telling sharable stories to stay relevant in today's market.
This document provides a case study of how Emarsys helped Airbnb launch in the Southeast Asia market. Airbnb needed help defining an omnichannel customer experience and marketing strategy. Emarsys developed a strategy using CRM ads to reach relevant audiences, product recommendations to increase cross-selling, and omnichannel marketing automation to maximize reach across devices and touchpoints. Tactics included retention-focused ad campaigns, lookalike audiences, personalized recommendations in emails and apps, and abandoned cart campaigns. The evaluation measured metrics like revenue, ROAS, funnels, CTRs, and increased conversions from one-time purchases to show the strategy's success.
This document discusses how Jobs-to-be-Done (JTBD) analysis shaped Uber's latest app update. It analyzes Uber's core job of bringing riders to their destination as fast as possible and compares it to competitors like public transit, taxis, and Lyft. It then describes how Uber enriched the riding experience through features like Uber Feed which integrate food ordering and social sharing to better fulfill the job. The document raises questions about how JTBD could improve onboarding and calls integration between Uber and Yelp into question.
The document discusses managing your online reputation on TripAdvisor. It provides statistics on TripAdvisor's reach and influence, highlighting that reviews strongly impact travelers' decisions and can influence booking conversions and room rates. The document encourages businesses to actively engage on TripAdvisor by responding to reviews, using tools like Review Express to solicit feedback, and answering questions from potential guests. Regularly addressing reviews is correlated with higher average ratings and booking inquiries.
The Airbnb-related research cited throughout this slide deck has been
assembled as part of a brand storytelling assignment for my
Media Psychology graduate degree with Fielding Graduate University, which I completed in June 2019.
Airbnb is a privately owned, accommodation rental website that has mushroomed in popularity and usage over the past 10 years and 600+ million guests since first launching on 2008. But that’s just the paradigmatic take. The real narrative, however, that the company leverages is far different.
Do you like what you've read here?
Do you have any comments?
Questions?
Want to retain me for digital/social strategy or brand storytelling consulting?
OR perhaps you'd like one of my custom illustrations as shown on slide 8?
Whatever you'd like to connect about, please do reach out and share comments using my email address: mayra@ruizmcpherson.com.
The document outlines Airbnb's social media strategy, including an audit of current platforms, objectives to increase engagement and traffic, and plans for content, paid advertising, and response protocols. Key points include focusing efforts on Facebook and Instagram given large audiences there. Goals are to increase unique visitors by 20% in 6 months through promoted content and monitoring for brand mentions. Roles, policies, measurement metrics, and qualitative feedback are also defined.
This document provides an overview of a campaign proposal for Airbnb created by Overstep Communications. It begins with an executive summary describing Airbnb's history, current challenges around lack of awareness and security concerns, and the target audience of millennials in the US, China, and Korea. The rest of the document includes a situation analysis of Airbnb, research on the target audience, and recommendations for campaign goals, creative strategies, media strategies, and promotional strategies to increase sign-ups and address security concerns. The overall goal is to get more people to sign up as Airbnb members.
This document summarizes research conducted on the local Airbnb culture in Savannah, GA. Interviews were conducted with various stakeholders, including hosts, guests, accommodations, the city, and neighbors. Key findings included that hosts use Airbnb for additional income, but it can negatively impact affordable housing. Guests enjoy the cheaper prices and local experience. Some solutions proposed included clearer definitions for different accommodation types, customized zoning based on neighborhoods, restructuring taxes, and creating a website for managing short-term vacation rentals. The goal of the research was to understand all perspectives involved in the home sharing economy on Airbnb.
2. Strategic Issues Analysis (Internal and External) Using the releva.pdfaggarwalenterprises1
2. Strategic Issues Analysis (Internal and External) Using the relevant analytical tools, conduct
an analysis of both the internal and external environment as presented in the case. - Relevant
analytical tools can include PESTEL, SWOT, Stakeholder mapping, Porter's Competitive Forces
Analysis, BCG matrix, strategic capabilities, strategic resource, positioning analysis, etc.
"Nothing is a transaction. Everything is a transformation" (Chesky as cited in Ive, 2015). We are
living in a world which is powered, to a large extent, by a shared economy. To view business as
usual will no longer work. Airbnb's success story, what it has done and achieved, is not just a
celebration of creativity - it is the very definition of game-changer. Company overview Avid
travellers will know Airbnb, an online lodging rental platform. People can become a host on
Airbnb by listing their spare rooms while travellers can search for their holiday locations and
ideal accommodation. Brian Chesky and Joe Gebbia, both graduates of Rhode Island School of
Design, founded AirbedandBreadfast in 2007 to rent out air mattresses and provide breakfast
options in their apartment to visitors attending a design conference in San Francisco. They did so
to pay for their own rental fees. The idea was to offer visitors a way to save some money by not
having to pay prices charged by hotels. A concept totally unheard of in those days, they only
managed to interest three guests. In 2008, they were joined by Nathan Blecharczyk, a computer
engineer trained in Harvard who was also Gebbia's roommate before Chesky. Their initial
intention was to target visitors at large-scale events and conventions, where hotel rooms were
expensive and alternative accommodation was scarce. This effort produced a few thousand
listings in 67 countries. Advertising on Facebook together with email campaigns worked well
during the events. However, revenue dropped to a paltry sum at other times. In 2009, upon
advice from Paul Graham, Founder of start-up incubator Y Combinator, Chesky and Gebbia
went to New York City to gather feedback and learn from their successful hosts. After the visit,
they revamped the website based on the experiences of these hosts and high-quality photographs
of the apartments were added. This was in sharp contrast to the less professional-looking
photographs common on websites such as HomeAway and TripAdvisor. They changed the
company name from Airbedandbreakfast to Airbnb in 2010. The site's offerings were extended
to include the rental of a variety of properties such as entire homes and apartments, private
rooms, castles, boats, manors, treehouses, tipis, igloos and even islands. Business grew steadily
and by 2011, Airbnb raised more than USD 7.2 million and acquired several of its competitors -
Accoleo in 2011 and CrashPadder in 2012. In addition, the company acquired travel guides
NabeWise and Localmind in 2012 which allowed it to provide localised information on various
destinations. By .
ASSESSING THE REAL IMPACT OF AIRBNB ON THE CANADIAN LODGING INDUSTRYOrie Berlasso
This session was presented at the 2016 Western Canadian Lodging Conference in Vancouver. The presentation provided delegates with an understanding of Airbnb (size, growth, next areas of focus, operating model, its relation to OTA's and potential evolution) on a world-wide basis but with Canadian examples. Ken Lambert | HLT Advisory Inc and Chris Gibbs | Ryerson University, discussed the current and future impact of Airbnb had on the hotel sector’s supply, average rates as well as on cities hosting major events (i.e leisure and conventions)
Produced by Big Picture Conferences, the Western Canadian Lodging Conference (WCLC), formerly known as the Western Canadian Hotel & Resort Investment Conference, aims to provide a year-end perspective on both resort and urban lodging, with a western Canadian focus. If you are involved in the development and/or operation of recreational/resort real estate or active in the hotel and urban-based investment market, join the growing number of delegates who benefit from interactive sessions and timely insights into investment activity. Hosted by CBRE Hotels Canada and HLT Advisory; and in partnership with our Platinum Sponsor HVS and the BC Hotel Association (BCHA)—the Conference is a vehicle for senior level executives to reflect on the various issues impacting the lodging industry.
Airbnb is an online marketplace that connects people looking to rent their homes with travelers seeking accommodations. Founded in 2008, it has grown to facilitate over 60 million guest stays across 192 countries annually. While it has disrupted the hotel industry, Airbnb's home-sharing model has also faced regulatory issues regarding taxation and safety. The document examines Airbnb's history and operations, as well as examples of regulations and controversies in various locations worldwide.
This document discusses Airbnb and its impact on the hotel industry. It begins by defining the sharing economy and how Airbnb fits within that trend. It then summarizes Airbnb's business model, rapid growth, and key reasons for its success, which include meeting consumer needs for value, personalization, and empowerment. The document also outlines some of the challenges Airbnb faces, such as regulation and competition from sites focused on luxury rentals, family travel, or hotel services. In conclusion, while Airbnb is disruptive to the hotel industry, hotels are working to address consumer trends and fight back with enhanced loyalty programs and personalized offers.
1. The rise of the sharing economy has led to new business models like Airbnb that connect people with underutilized assets. Airbnb started as a platform for people to rent out spare rooms and has grown to include full homes in cities worldwide.
2. Airbnb's success comes from enabling trust between hosts and guests. It emphasizes community reviews and only charges guests after checkout to encourage comfort. Airbnb takes a percentage of each transaction while providing insurance and a simple listing process for hosts.
3. Airbnb indicates a shift in tourism toward more personalized, local experiences. By integrating hosts' tips on attractions and culture, Airbnb aims to move beyond basic accommodations and offer an
The Internet of Things as a fueling agent for the Sharing Economy in 2017 - I...Dan Yoffe
Is the sharing economy finally dead? Lets take a deep look at the never-ending war between startups-gone-big and traditional businesses that seek to destroy them.
Originally presented at Hilton Tel Aviv, INFO Conference in May 2017 by Dan Yoffe
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.
This presentation describes the components of canvas business model of Airbnb. You can find out it's business model clearly with this presentation.
I hope it helps you.
Airbnb is an American based online marketplace company that connects travellers with the local inhabitants of a place who wants to rent their property to earn money. Airbnb provides services to the travellers so that they can get an affordable place and they get a chance to know the local residents of the place.
Read our full Bog : https://www.appsrhino.com/how-airbnb-work-business-model-and-revenue-model/
- Airbnb began in 2008 when two hosts rented out air mattresses in their loft. It has since grown exponentially with over 1.5 million listings globally.
- Despite growth, research shows daily user traffic has plateaued. The document analyzes why through surveys finding most see Airbnb as a hotel substitute rather than a unique experience.
- To address this, the document recommends segmenting Airbnb's offerings into three categories (AirHome, AirSuites, CrashNight) to better target different user groups and change perceptions. This mirrors Uber's successful segmentation strategy.
The document promotes an Airbnb clone script that allows users to build their own online vacation rental marketplace. It discusses how the sharing economy has bolstered the hospitality industry. The clone script offers features like interchangeable guest/host profiles, price estimation, live chat, and Android/iOS apps. It claims to be the top provider of Airbnb clone scripts and provides contact information for their India-based company.
This document provides background information on Airbnb and discusses the communications problem it faced in 2014. It summarizes that Airbnb was relatively unknown in the US compared to competitors and faced misperceptions that it was only for couch surfing and raised safety/security concerns about staying with strangers. To address this, Airbnb launched its "Never a Stranger" campaign in 2015 to build trust by showing the benefits of meeting new people through home sharing. The campaign successfully increased brand awareness, website traffic, and business for Airbnb.
The document discusses several trends in the hospitality and serviced apartments industries. Key trends include:
- Serviced apartments are becoming more popular and blurring the line with hotels by adding more services. Certain hotels are reducing services to compete.
- Technology and mobile check-ins are becoming more important. Guests expect connectivity and personalization.
- There is a growing "bleisure" market where business and leisure travel are blending together. Guests want accommodation that meets both work and leisure needs.
- Boutique and lifestyle hotels are focusing more on unique experiences and atmosphere rather than just amenities. Boutique serviced apartments are also trending as a more home-like experience.
- Vacation
This publication is aimed at brokers, developers, and consumers looking to gain better insight into the real estate market.
The magazine’s content takes real estate developers and agents’ interests into account and also provides them with a marketing platform to advertise their properties.
Additionally, it provides a market overview based on the business intelligence reports collected by Lamudi and provides insights of the trends in the property sector.
Marketing plan for new feature of airbnbTouseef Ahmed
analysis of the positive and negative impacts of the environment on Airbnb. Examine the company’s marketing strategy and the factors contributing towards Airbnb’s success. Devising a marketing plan that could envision the company towards higher performance.
The “uberization” phenomenon and its application to Airbnb and the hotel indu...Maxence Poulpiquet
This document provides an analysis of the "Uberization" trend and its impact on the hotel industry through the specific case of Airbnb. It begins with defining Uberization as introducing a cheap and efficient alternative that modifies markets. It then examines Airbnb's history and business model, noting it offers more rooms than major hotel chains despite launching in 2008. While Airbnb provides a lower-cost option that appeals to cost-conscious leisure travelers, it also poses threats to the hotel industry and existing regulations. The document discusses problems both companies face in co-existing and proposes potential regulatory and strategic solutions to address these issues.
This document outlines an Airbnb social media strategy. It includes sections on objectives, brand persona, strategies and tools, timing, roles and responsibilities, policies, crisis response, and metrics. The strategy aims to distinguish Airbnb from competitors through unique engaging content representing its audiences and demographics. It emphasizes happiness, culture, and luxury in its online voice while targeting holidays, vacations, events, and internal milestones. Roles include a head of social marketing and specialists to execute the plan. Metrics will track key performance indicators over one year.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
Boost Your Instagram Views Instantly Proven Free Strategies.pptxInstBlast Marketing
Join Performance Car Exclusive to drive the finest supercars, engineered with advanced materials and cutting-edge technology for peak performance.
https://instblast.com/instagram/free-instagram-views
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
If you’re at all interested in digital
marketing and in making a name for
your brand online, then it is crucial that
you understand how to properly make
use of content marketing. Content
marketing is currently one of the
biggest trends in digital marketing as a
whole and is an area that many website owners and brands are investing in
heavily right now thanks to the impressive returns that they are seeing.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
2. What is Airbnb Plus?
Airbnb plus was launched by Airbnb in February 2018. All the Airbnb Plus homes have been verified by the company
for their quality and comfort. It promises an incredible experience at “home” away from home. Moreover, it allows
to discover new way of life while being host by locals. For now, the vast majority of Airbnb locations do not make it
into Airbnb Plus status. The service is today available in Austin, Barcelona, Le Cap, Chicago, Los Angeles, London,
Melbourne, Milano, Montréal, Rome, San Francisco, Shanghai, Sydney, Toronto. There is now around 2,000 Airbnb
Plus homes. In total, Airbnb has 4.5 million homes across 81,000 cities. The users are thus people travelling for vacation
or business and come from all around the world.
Airbnb has been disrupting the hospitality industry. New technologies are today changing the market more than
ever. The company has been innovating during the past years and is constantly proposing new services such as
the Airbnb experiences and collections.
M A R K E T I N G P L A N
3. Entry markets selection and facts
The Airbnb Plus concept is now available in 15 places. The strategy is now to focus on different regions: Northern
Europe and North Africa.
Stockholm
There are today more than 300 homes available on Airbnb in the city. Moreover, Stockholm is one of the European’s
most visited city. Sweden has a GDP of $511 billion. Stockholm is the capital but is also the most populous city in the
country. In 2013, the city was named the 8th most competitive city in the world by the Economist Intelligence Unit.
There is a lot of potential for the Airbnb Plus concept to grow. Tourists are often looking to stay at “cozy” places while
they visit Sweden and try to experience the local lifestyle. Thus, it would be interesting to analyze and understand
what travelers are looking to experience in Sweden and more precisely in Stockholm.
Sweden’s economy performs really well, and the city attract millions of tourists every year. As the company is already
delivering its main service there, the Airbnb Plus concept is just considered as an upgraded version of it. Stockholm
is today at the center of the Swedish tourism industry with close to 13,5 million overnight stays in commercial
establishments in 2016.
There is been a lot of discussion about Airbnb and its effect on the market. In 2015, following a tribunal decision, the
first Sweden’s Airbnb banned occurred in Stockholm. Following this case, it has been then illegal to rent out a flat
through Airbnb.com in Stockholm without getting a permission from the other neighbors and board in the house
where you live.
Marrakech
There are around 90,000 guest reviews for Marrakech’s homes in the Airbnb website, with an average of 4.6 out of 5
stars. Marrakech is one of Morocco’s top tourism destination and is the fourth larger city in the country. The King
Mohammed VI has vowed to attract 20 million tourist a year to Morocco by 2020: The city attracts for now over 2
million tourists annually. This place is particularly close to my heart and I believe there is a lot of potential for Airbnb
Plus out there.
The city attracts for now over 2 million tourists annually. The cultural environment in Marrakech is rich and diverse,
with its historical influences that are reflected in its beautiful architecture, delicious cuisine. People are extraordinary
welcoming. The cultural aspect of the "red city" is unique and has been strongly influenced by the Arab and Islamic
civilizations. Marrakech cultural environment is reflected in language, religion, music, craftsmanship and tradition.
Mid-March to May but also September to October are considered as the best travelling season to Marrakech. It is
important to remember the religious holidays, such as Ramadan and Christmas, as well as national holidays that
follow the lunar calendar, which can affect the market.
4. Target entry market: Marrakech
The PEST and Market/Category attractiveness analysis have shown the great potential of the two-entry market. Both
are great places to launch the service, with their advantages and inconveniences. Stockholm is in one hand the
place reflecting the most the Airbnb spirit. In another hand, both entry markets share the same values: hospitality
plays an important in Sweden and in Morocco.
However, according to the leisure and tourism industry, and also the economy, Marrakech would be an amazing
place to launch the Airbnb Plus service. The infrastructures available are the one Airbnb is looking for. Moreover, the
prices are really attractive there, and if Airbnb wishes to grow in the luxury tourism sector, Marrakech is the perfect
hub to do so.
Analysis of Competition
We concluded from the means-end-chain that consumer would be looking for thoughtful designs, comfortable, well
maintained and well equipped, poolside and big backyard places. Airbnb Plus is the upgraded version of the Airbnb
rental concept. It is more luxurious in a sense: It aims to deliver homes which meets high standard and respond to
specific criteria. Today, the authenticity of the experience matters to the consumer.
Competitor 1: VRBO “Vacation Rental by Owner”
Direct competitor. Same product form. However, the Airbnb improvement allows the brand to distinguish itself from
VRBO. Indeed, Airbnb Plus is verified for its luxurious aspect, and a car is delivered with the booking.
Competitor 2: La Mamounia
La Mamounia is one of the most luxurious hotels in Marrakech. It is not considered as a direct competitor of Airbnb
but is however a common place of vacation for some of the segments.
5. PEST and Marketing Attractiveness
Marrakech
Morocco is among the world’s most attractive tourism destinations. There are around 90,000 guest reviews for
Marrakech’s homes in the Airbnb website, with an average of 4.6 out of 5 stars. Marrakech is one of Morocco’s top
tourism destination and is the fourth larger city in the country. It was also ranked first among the world’s top 25
destinations by Trip Advisor in April 2014. The King Mohammed VI has vowed to attract 20 million tourist a year to
Morocco by 2020.
Even if the political situation can be seen by westerners as unstable, it can have its advantages for businesses to
grow. However, corruption for example is still today a real problem for businesses. It is considered as one of the
biggest socio-political challenge the country is facing. The king Mohamed VI is using public institution in order to
reduce corruption.
The economic situation could be seen as a threat however in the case of the service offer by Airbnb it can be seen
as an advantage. Indeed, the price of the real estate is way lower than other region and big touristic hubs. Many
people invest in Marrakech in order to rent their house all year long. Moreover, the opportunity for Airbnb is to offer
cheaper places to its users.
Despite Morocco’s economic progress, the country suffers from high unemployment and poverty. Illiteracy also
remains high, according to the World Bank. Today, the country is considered as a collectivistic society: people have
a close long-term commitment to a group. With a score of 70 on Hofstede’s Power of Distance, Morocco is
considered as a hierarchical society. A certain hierarchical order is accepted, and this organization reflects
inequalities. Culture in Marrakech, like any culture in the world, plays an important role in the life of the city and its
inhabitants: In Morocco, traditions matter.
Morocco, as a developing economy, has still a lot to do in terms of technological development. However, it still
opens its doors to American companies such as Airbnb. The new Airbnb Plus project can be seen as a big opportunity
for Moroccans since they could easily benefit from the Airbnb App. Moreover, Marrakesh Menara Airport is a real
opportunity. It is one of the largest airports in the country and hundreds of international as well as domestic flight land
every day. The Airport has recently been renovated and reopened since 2016.
6. Key Success Factors
Marrakech is today considered as one of the major north African hubs for tourism. Tourists are often t-looking to
experience the local lifestyle of Marrakech. The Airbnb Plus service is the perfect way to do so while still expecting
the quality of hotels.
• Allows to live the “Moroccan art of living” experience. Airbnb’s main goal is to create a relationship and exchanges
between culture. While staying in a hotel, you may not be able to experience the same things as if you were host by
“locals”. With the Airbnb Plus project, homes are as comfortable and luxurious as hotels.
For the customer it provides: A unique experience, flexibility on the length of stay and period, the choice between a
variety of “product” and prices, facilities. For the hosts: Sharing economy circle: It brings extra money, the protection
insurance of the home from Airbnb.
• Airbnb is the world’s largest accommodation provider: it owns no real estate. It connects people between each
other, but do not own any propriety which is considered as a critical success factor to implement Airbnb Plus in
Marrakech. There is nothing to build, except relationship with the host.
• The attractive style of the Airbnb website is in itself a success factor of the brand. The company is today a real leader
in online rental and its marketing strategies are considered as the top ones in its set of competition. Indeed, Airbnb
Plus is about the image and first impression it delivers. The customer rent a place depending on the pictures he/her
sees online. Every Airbnb Plus home is “one of a kind, thoughtfully designed, and equipped with a standard set of
amenities”. It selects only the highest quality home and hosts.
• Strong network: Today, more than 300 homes in Marrakech are listed on Airbnb. Moreover, the city is considered as
a real hub in North Africa, and tourism is increasing every year. Concerning the beautiful architecture and villas,
there is out there a real potential for the Airbnb Plus concept to grow.
• Customer guarantees and warranties: A 24/7 customer service is available for Airbnb Plus.
7. Unique Selling Proposition
Airbnb is an online community marketplace for people to list, discover, and book accommodations around the
world. The concept is based among the sharing economy idea: The prices are indeed really competitive and
attractive.
With Airbnb, you are able to experience another lifestyle, another culture and a new place/environment thanks to
amazing hosts and homes. The places are so incredible that you feel at home away from home.
Everyone has a story to tell, so let’s discover the world together. Airbnb is for everyone.
Lucrative segment
Statistic shows that 36 percent of Airbnb users were 25 to 34 years old in the United States and Europe in 2017 Airbnb
explains that “As the travel and hospitality market continues to expand, Millennials and Generation Z have been quicker
to embrace home sharing.” And that “millennials already account for roughly 60 percent of all guests who have ever
booked on Airbnb, and the number of Millennials who have booked on Airbnb has grown more than 120 percent in the
past year.” Millennials are the users born between 1981 and 1996, which are today the users between 22 and 37 years
old. Airbnb Plus however is considered as an upgraded version of the service and indeed dedicated to new/other
segments: With higher expectations from the guests and higher prices, the Airbnb community is now targeting more
users. It is not only about the sharing economy circle and extra revenue for the host: It is about the overall experience
which is much MORE than just renting a place.
Millions of tourists are travelling to Marrakech each year and thus, the city is an incredible target. The users are not
locals. The users come from all around the world and want to discover more about the local lifestyle and the country.
In 2017, the increase in the arrival from foreign destinations is impressive: Germany (+ 56%), France (+ 19%), Spain (+
28%), Scandinavia (+ 90%), according to the Medias24.
8. This concept is designed for segments which are willing to spend a certain amount of money in their vacation but also
who adhere to a specific process (Renting the house of someone else etc.)
The following persona are the typical kind of person who could use the Airbnb Plus service.
Segment #1: The peaceful adventurer
The first segment includes people who are adventurous, curious, open minded, sociable, respectful, down to earth,
tolerant, active. Indeed, it includes people ready to take part of new adventures, and that are looking for travelling
plus more: to experience the local lifestyle is a must for them. It is not only about going on vacation, it is about
exploring the world through high quality homes and hosts.
Eliot, 26 - The peaceful adventurer type
In a relationship. He is sociable, curious, open minded, self-conscious and loves taking part of new adventures.
Lives in Berlin but is planning on moving to Paris or London within the next 6 months. He has been an Airbnb host
whenever he was in college. It helped him pay his rent.
Work as developer in a Startup, he is also currently launching a new project linked to Fintech.
Loves nature, music and soccer. Enjoy travelling with his best friends when he has the money and time. Their goal is
to travel at least once a year all together to unusual places. But he also enjoys discovering new cities for the
weekend, thus always uses Airbnb even if he is alone: It allows him to meet new people and discover the life of a
local. Loves new technologies and vintage cars.
Average spending for one week of vacation: $1,000
Eliot does not spend a lot of money on food but still try to eat as healthy as possible. He goes quite often to the
restaurant with his friends. Indeed, he has a quite active social life and do not spend much time in his apartment. He
lives at a full speed paced and is really involved in his work. Although, Eliot play soccer two or three time a week in
a club. It allows him to breath and stretch. Whenever he finds the time, he tries to go on hikes to be in contact with
the nature.
9. Segment #2: The quiet traveler
Calm, enjoy silence, idealistic, sensible, shy, self-conscious, family oriented, looking for privacy, artistic. Product
information is really important to this segment. The Airbnb Plus homes are verified by the company for their quality
and comfort. These homes come with many of the things you would expect from a hotel room and premium
customer service is available day and night. It promises an incredible experience at “home” away from home. To
people who enjoy calm, silence, it is a way to travel to unusual places and keep a personal space. Moreover, it
allows to discover new way of life while being host by locals.
Alma, 47 – The quiet traveler type
Married, 2 kids. Originally from Sweden but has been living almost her all life in San Jose, California.
Senior manager in a Bank.
She is sensible, family oriented, calm and committed. She has always lived in a city but enjoy spending her
weekend in the country side where she rides her horses. Yoga and running addict. Buys her food from the town
market or Trader Joes. Healthy lifestyle.
Loves fashion and traveling with her family (Does at least 2 entire weeks of vacation per year.)
Average spending for one week of vacation: $3,000
Alma is a confident, entrepreneur and really active woman. She is working on a new project with her best friend:
They plan on opening a new coffee shop in their city, where they will sale organic juice and food. She used to move
a lot from places to places when she was young. She still travels for her work, but she tries to stay home as often as
she can to be with her children. She loves to take her family on vacation and discover new places.
10. Service innovation
To include a rental car in every Airbnb Plus booking in Marrakech. Airbnb offers for now homes/apartments and
sometimes experiences. But what do the guest could need to explore even more?
Indeed, to include a rental car in every Airbnb Plus booking in Marrakech could satisfy more of the consumers’ needs.
It is the perfect way for users to be able to fully experience their journey and give them even more freedom.
Depending on the number of guests, the model of the car will be different. It will also be possible to add different
option for an extra amount of money (convertible, sport cars or event hiring a private driver…)
No need to rent a car and deal with all the paper work anymore, the vehicle will directly be delivered either at the
airport or at the home. It is also a huge saving of money and time. Moreover, this will bring more freedom, accessibility
and opportunity to the Airbnb Plus users.
11. Strategic Marketing Goals
• Airbnb shouldn’t be an alternative but a first choice.
• To build a strong customer base.
• To satisfy any needs.
• To increase brand awareness.
Positioning
Airbnb Plus has everything to satisfy all needs, plus more. With the innovation, even the transportation needs are
fullfeed.
Marketing Mix Strategy
• Product: Airbnb Plus service with a car included in the booking
• Price: The user would not pay any additional fees for the additional service. However, as the Airbnb prices are
pretty cheap in this particular region, Airbnb could simply “include” the price of the rental car in the Airbnb
Plus rental prices. Thus, indirectly, the Airbnb Plus prices would include in the service the cost of the rental car.
Moreover, if Airbnb partner with local companies, the cost of the car could be more than reduced.
• Place: Airbnb started in San Francisco. The service is now offered all around the world through a digital
platform since 2007. Airbnb is a global service, offered worldwide. Airbnb is completely digital: the service is
available online, thus is impacted by the global markets. Airbnb provides today accommodations in more
than 191 countries and can be used by anyone who has access to internet.
• Promotion : 100% digital promotion.
Unless the additional service given, the distribution strategies do not differ a lot from the original Airbnb
concept. The major difference between the two are the Airbnb ambassador who are employed to certify the
Airbnb Plus homes and the improvement of the customer service. Airbnb Plus in Marrakech will be as the other
service, available ONLINE: on the website or the app, and this, everywhere in the world where internet is
accessible.
12. Key Messages and Metaphors
Airbnb Plus aims to browse beautiful homes with the comfort of homes, plus more. They offer more to explore, more
to discover, more to experience through high quality homes and hosts.
Airbnb is for everyone.
13. Marketing Communications
and media selection
One of the most relevant Airbnb strategy is to be 100% digital. Thus, the segments are aware that the service is only
available on the website or through the app. The customers are “connected” and indeed actively use the different
tools where Airbnb is available.
The marketing communication plan is axed on social media and emailing campaign. The target is all customers
which have an Airbnb account but also used Airbnb Plus in another city than Marrakech. It is important to remember
that Airbnb Plus was launched in February 2018 and aim to give MORE than the actual service. Thus, Airbnb Plus users
are really important in the process and all their needs have to be satisfied. With the launch of the service in Marrakech
and the addition of the extra service (the car included), Airbnb has to introduce it to its segments through regular
social media means but also special targeted campaign.
The social media engagement would take place on Facebook, Snapchat, Pinterest, YouTube and Instagram. It would
be either through the Airbnb official accounts or through paid ad. The emailing campaign would start right after.
A second communication experience would be to partner with “Le Marrakech du rire”. This event is taking place
every year at the Royal Theater of Marrakech. It is a French speaking humoristic event, which gather many French
and Moroccan artists. The next edition will take place in June 2019 which indeed would be the perfect time to
introduce Airbnb Plus in Marrakech. The VIP guests and artists could be hosted by Airbnb Plus. All the transportation
would also be made by Airbnb and its partners, which would emphasize the partibility of the new additional service
offer by the brand.
14. • JR around Morocco film project
To organize a two-week trip around Morocco with JR prior the launching event. He would meet with the local
population all around the country, exchange with them, to film and photograph them. Every night, he would arrive
in another home to live the Airbnb Plus experience and we would follow him in the process. Moreover, he would in
the same time create visual work for Airbnb Plus. The movie made will be projected at the opening ceremony of the
Marrakech du rire 2019 and will be used to advertise the Airbnb Plus service.
• Marrakech du rire 2019
Opening ceremony host by JR: “We are all one” and “Welcome where you belong” will be the motto. The ceremony
will be a great reunion of different cultures and people coming from different background.
• Interview of hosts and guests by JR
Thus, JR would film itself meeting the current Airbnb host and guests in Marrakech. Those short “interviews” would be
used to show the person behinds the scene. Unity will be the driving word of this campaign. The final goal will be to
talk about human being in general through the Airbnb experience.
• JR X Airbnb Plus
Special exhibitions will be organized all around the world and sponsored by Airbnb.
15. Spokesperson
Airbnb Plus service is offered all around the world, as long as internet is available. Thus, marketing and
communications strategies may differ depending on the geographical area it is promoted. In the case the promotion
would be global and not specific to one market, Airbnb’s targets are any travelers willing to live new experiences in
Marrakech but to feel at home away from home.
The innovated service shows how Airbnb is doing more and how it cares about accessibility, time and local
experiences. Knowing the primary values of the brand, the spokesperson has to show unity through its actions.
JR would be the spokesperson and the one connecting with the locals and create content for the brand.
JR is a worldwide known French photographer and
artist. He combines art with action. He has been
launching many projects all around the world and
believe art can make an impact. He has won a TED
price in 2011 in recognition of what he has done. Its
movie “Faces Places” (2017) is more than inspiring and
sharing Airbnb’s value. In the film, he is travelling
around France with Agnes Varda. They reach out with
people, exchange with them, listen to them,
photograph them. It is all about going on an
adventure to discover the hidden parts of a country
and its people.
It would be the way to connect a public figure, an artist, with “unknown”. Those “unknown” (Guests, locals, hosts)
are the actual strength of Airbnb. JR could be the one filming its travelling adventure around Morocco and meeting
the Airbnb community out there. More than being the spokesperson, JR’s art creation made during the trip (such as
photography) could be used to advertise Airbnb Plus.