With over 150 million customers in additional than 220 nations and areas as of late 2024, the Airbnb advertising and marketing technique has grown from a startup thought into a world phenomenon.
Central to this success is Airbnb advertising and marketing’s capability to craft emotionally charged narratives that talk to belonging, variety, and native immersion. As Airbnb co-founder and CEO Brian Chesky aptly said:
Model is actually the connection between you and your prospects.
On this weblog, we’ll discover essentially the most compelling campaigns and make clear the Airbnb digital advertising and marketing technique that continues to encourage each vacationers and lodging entrepreneurs worldwide.
Let’s get to it.
What’s Inside
Airbnb Advertising Combine (The 4 Ps)
Of all of the obtainable advertising and marketing methods, the 4 Ps–product, worth, place, and promotion, collectively are referred to as a ‘advertising and marketing combine’. The 4 Ps have been formally conceptualized by E. Jerome MacCarthy, after which many corporations use this as a basis enterprise mannequin.
Airbnb has paved its strategy to success via this mannequin. It analyzes the model with this enterprise mannequin protecting the 4Ps. Let’s take a look at all 4 Ps sequentially.
Product
The first objective of Airbnb’s product technique is connecting vacationers with hosts providing lodging by way of a web-based platform. So its platform itself is their product.
Its choices range from reasonably priced trip leases to costly luxurious leases. Furthermore, it permits customers to decide on a spot for one individual to ebook a whole place. The platform additionally gives ease of use, user-friendly design, and gives an array of interesting rental listings.
Value
Airbnb’s pricing technique relies on the idea of peer-to-peer pricing, whereby all of the hosts set the costs for his or her listings.
The platform gives numerous choices that match their finances, and Airbnb expenses each the host and the visitor for utilizing the platform. Since all transactions occur on the platform, the cash is transferred to the hosts inside 24 hours of cost. Furthermore, the hosts have commonplace cancellation insurance policies for when visitors cancel the reserving.
P.S. It’s essential to notice that whereas Airbnb doesn’t immediately set costs, hosts can leverage Airbnb promoting instruments to extend their visibility in search outcomes. This will doubtlessly assist them appeal to extra visitors and doubtlessly affect their reserving choices.
Place
Airbnb isn’t restricted to particular locations however operates on a world degree.
The platform permits customers to entry listings and ebook leases from all locations, providing an accessible and handy service. Its attain additionally permits vacationers to search out lodging in common and unpopular places.
Promotion
The promoting and promotion technique of Airbnb wants to advertise to each visitors and vacationers to maintain its rental system working correctly.
It makes use of a mixture of typical advertising and marketing methods, together with referrals, phrase of mouth, and paid advert campaigns. Furthermore, it successfully prompts its providers to vacationers with the assistance of promoting segmentation.
It’s price noting that the advertising and marketing methods of Airbnb aren’t restricted to simply 4Ps. The advertising and marketing methods of Airbnb contain further parts that transcend the basic advertising and marketing combine as nicely. Nevertheless, it’s greatest to contact famend tourism advertising and marketing companies to take a safer and extra strategic path to devising advertising and marketing methods.
Now that we all know concerning the model’s foundational advertising and marketing mannequin, let’s take a look at the advertising and marketing methods of Airbnb that set it aside.
Airbnb’s Advertising Methods & Techniques (Standout Airbnb Advertisements)
Whereas the model continues to comply with the fundamental 4Ps when devising a advertising and marketing technique, it goes above and past them to depart its footprint within the digital world. Let’s take a look at 4 Airbnb advertising and marketing technique examples you need to use as inspiration.
Leverage Consumer-Generated Content material (UGC)
Giving management to the customers is essentially the most artistic and efficient strategy to market a enterprise. Airbnb turned to user-generated content material whereby they requested a couple of individuals who have been good at images to ebook an Airbnb and submit pictures with their mates or household to Airbnb.
By means of these pictures and movies, the corporate tapped into the sensation of nostalgia, inspiring the audiences to consider their significant journeys.
Furthermore, UGC is a good way to economize on content material creation whereas rising social media engagement. Nevertheless, this technique received’t at all times work. Should you battle to market your small business digitally or need assistance determining new advertising and marketing strategies, contact digital advertising and marketing companies. You could profit extra from professionals than asking prospects to take images to make sure you get the specified consequence.
Inform a Story: Airbnb’s Content material Advertising Technique
On the coronary heart of Airbnb’s promoting success is its capability to inform partaking tales by way of its adverts.
By means of its content material advertising and marketing efforts, together with blogs, movies, and the Airbnb journal, the model shares inspiring tales of hosts and vacationers from around the globe. This storytelling method, which leads all types of Airbnb adverts, not solely highlights the varied vary of lodging obtainable but in addition the distinctive experiences that include them.
By specializing in the human facet of journey, Airbnb’s content material advertising and marketing technique deeply connects with its viewers, encouraging them to discover new locations and experiences.
Airbnb’s Promoting Campaigns
Now, it’s time to take a peek backstage. Airbnb’s advertising and marketing campaigns are constantly profitable and interesting, and we’ve listed our favorites for you under.
Get an Airbnb Marketing campaign
Airbnb launched a brand new model marketing campaign titled “Get an Airbnb”, which marks a return to its core model messaging that emphasizes the distinctive houses and experiences supplied via the platform.
This marketing campaign is designed to focus on some great benefits of selecting Airbnb over conventional lodge stays, specializing in the customized and genuine experiences that include renting somebody’s house. It’s a strategic transfer to distinguish Airbnb within the aggressive journey market, particularly in difficult environments like New York Metropolis.
Lean Into Your Hook / Dwell Like a Native
Native earlier than world, at all times.
Airbnb has at all times centered on permitting vacationers to expertise the situation as a neighborhood. This perception will get mirrored throughout all their advertising and marketing supplies, the place their customers’ experiences are on the core. Dwell like a neighborhood is certainly one of its first big-scale advertising and marketing campaigns, specializing in serving customers searching for an unforgettable journey expertise.
Dwell Anyplace Marketing campaign
The advertising and marketing technique of Airbnb has by no means fallen wanting innovation.
It launched a marketing campaign “Dwell Anyplace” in 2021 that promoted long-term adverts and drove bookings for the platform. By means of this marketing campaign, twelve folks obtained to stay in a brand new Airbnb location every month for a 12 months, with all bills coated. All these people shared their experiences on social media to offer a glimpse into their lives like locals.
This marketing campaign generated a noticeable buzz and engagement on social media. It obtained over 223 million impressions and the model witnessed a ten% rise in long-term stays through the marketing campaign run. When you can give you such marketing campaign concepts your self, think about approaching hospitality advertising and marketing companies or consultants who may also help you determine such marketing campaign concepts for your small business.
The Airbnb It Marketing campaign
Many individuals have areas like these however don’t consider them as Airbnbs.
With its “Airbnb it” commercials, Airbnb encourages an increasing number of folks to change into occasional hosts. This marketing campaign motivates potential hosts to look past what an Airbnb appears to be like like. By means of this marketing campaign, the model permits customers to change into hosts of locations they personal however don’t occupy on a regular basis.
Airbnb’s Efficiency Advertising Technique
Whereas Airbnb works on a powerful model picture and content material advertising and marketing (as we already talked about above), its advertising and marketing efforts don’t solely depend on model consciousness.
Airbnb’s adverts might be discovered on numerous platforms, using performance-based advertising and marketing techniques. This implies their promoting spend is strategically focused to achieve potential vacationers actively looking for lodging. By tailoring their message to customers with particular journey intent, Airbnb goals to maximise the return on their promoting funding and convert these searches into bookings.
What’s extra, in a strategic shift, Airbnb’s Chief Advertising Officer mentioned transferring away from efficiency advertising and marketing to deal with large, daring model campaigns. This choice comes after the success of their multichannel spring marketing campaign, which launched “Rooms” – Airbnb’s rebranded providing of personal rooms inside shared houses. The marketing campaign advised compelling tales of hosts and visitors, showcasing the distinctive and private experiences that Airbnb gives, and reinforcing the model’s dedication to creating memorable connections.
Airbnb’s Strategic Partnerships and Collaborations
Airbnb has additionally mastered the artwork of strategic partnerships to achieve new audiences and improve its choices. Collaborations with main manufacturers, native tourism boards, and even governments have allowed Airbnb to broaden its market and provide distinctive experiences that may’t be discovered elsewhere.
For instance, their partnership with the Olympic Video games supplied lodging for attendees and athletes, showcasing Airbnb’s capability to supply distinctive stays and experiences on a world stage.
Along with that, Airbnb additionally invests in “common” collaborations. As a current instance, the model teamed up with DreamWorks to advertise Shrek.
High Airbnb Advertising Campaigns
As we said above, Airbnb is providing a way of belonging and a private journey expertise; not promoting lodging. That’s why its advertising and marketing workforce crafts narratives that evoke a way of house, human connection, and cultural immersion.
For that purpose, Airbnb places its hosts and visitors on the middle of its campaigns. This community-driven storytelling differentiates it from conventional lodging manufacturers that concentrate on reductions.
One other daring factor about Airbnb advertising and marketing campaigns is that whether or not it’s “Dwell There” or city-specific adverts, the model tailors its messaging to mirror native tradition, values, and customs.
Let’s now take a more in-depth take a look at the highest advertising and marketing campaigns of Airbnb.
#1 Host with Delight
With a deal with LGBTQ+ inclusion, that advertising and marketing marketing campaign is aiming to construct belief with underrepresented communities.
The marketing campaign showcases Hasan Namir, an advocate for inclusive Islam; Chase Blodgett, a transgender hockey participant and Airbnb host who impressed new gender laws within the Whitehorse ladies’s hockey league; and Park Cannon, an Airbnb traveler who just lately received a seat within the Georgia Home of Representatives.
Their tales of overcoming battle remind us simply how highly effective our communities might be once we all help one another, welcome one another’s variations, and #HostwithPride. Collectively, we will create a world the place all of us can really belong.
Such campaigns reinforce Airbnb’s values-driven model in alignment with world occasions like Delight Month.
#2 We Settle for
In the case of Airbnb advertising and marketing technique, the time period world inclusivity is a should to say.
In its marketing campaign “We Settle for,” Airbnb exhibits that it’s greater than listings and lodging choices.
Airbnb demonstrates with that 30-second advert through the Tremendous Bowl that social points aligned along with your mission can rework model consciousness into model advocacy.
#3 Belong Anyplace
Fairly than an advert or a limited-time marketing campaign, “Belong Anyplace” is definitely a model overhaul.
Again in 2014, with that marketing campaign, Airbnb launched its “Belo” emblem and belief-driven mission. Along with launching a video for that introduction, the model additionally operated an internet site overhaul and a symbolic model asset.
With that advertising and marketing transfer, Airbnb exhibits robust branding beginning with a daring narrative & storytelling and unifying visible identification aligned with it.
#4 Airbnb for Work
One other factor that Airbnb is nice at is discovering new use circumstances for an present service.
Airbnb for Work is definitely a subbrand created for enterprise vacationers and company HR groups.
Through totally different campaigns, Airbnb promotes its subbrand and make itself as a respectable choice for enterprise stays. Whereas doing that, they enter a historically hotel-dominated house by reframing the model as skilled and employee-friendly.
#5 Solely on Airbnb
Lastly, Airbnb’s advertising and marketing technique features a worth proposition that states, “You’ll be able to’t get this anyplace else.”
Solely on Airbnb marketing campaign sequence highlights stays and experiences that may’t be discovered anyplace else. Like distinctive houses like castles, Barbie homes, non-public islands, and extra.
That marketing campaign is definitely a daring strategy to differentiate the model from Reserving.com, Expedia and Accommodations.com.
Airbnb’s social media technique is a wonderful instance of engagement and creativity. They’ve launched a number of profitable campaigns, such because the #OneLessStranger social experiment, which inspired customers to carry out random acts of kindness for strangers and share their experiences on-line.
Whereas turning into extremely talked about on social media, this marketing campaign additionally aligned completely with Airbnb’s model message of belonging and neighborhood. What’s extra, the social media technique fueled by Airbnb’s digital advertising and marketing method, contains telling tales and connecting with customers on a private/deep degree. It, after all, has set the model aside within the digital advertising and marketing house.
The model engages audiences with user-generated content material and impactful social media campaigns. Keep in mind the TikTok brief which hit greater than 2 million views?
Actual tales, pictures, and movies from Airbnb’s neighborhood paint a robust image of journey, drawing in potential visitors. Sure, these campaigns promote the model; nonetheless, additionally they construct a way of neighborhood and belonging amongst Airbnb customers, reinforcing the concept Airbnb is greater than only a service – it’s a strategy to join with the world.
Furthermore, we’re all conscious that Airbnb’s social media feeds are crammed with gorgeous pictures and movies of distinctive listings around the globe. This will encourage folks to journey to new locations and expertise totally different cultures.
Final WordsA constant Airbnb advertising and marketing technique will provide you with a giant edge over your opponents. Take inspiration from the examples on this article and create your advertising and marketing technique. The most effective half about creating advertising and marketing methods for journey companies is you get to be artistic and discover quite a few methods to have interaction along with your viewers. Have enjoyable advertising and marketing!