Launched in 2008, Airbnb has evolved into a international community marketplace for users to list and book unique accommodation around the world. Present in 33,000 cities, 192 countriesand with 150 millioncurrent users – Airbnb is estimated to be worth at over $38 Billion.
Digital marketing has allowed Airbnb to grow exponentially, heavy investment in Google Ads and the leveraging of Craigslist to drive traffic assisted in growing users and listings. Whilst Google display advertising increased brand visibility on an international scale, increasing website traffic and brand recognition.
Airbnb is active on all social media platforms, boasting high followers and engagement on Facebook, Instagram, Twitter and YouTube. Airbnb adopts a community-led approach, emphasising building relationships and encouraging users to immerse themselves in cultures to create a more authentic experience. The Airbnb ‘We Accept’ campaign underpins the companies long-held values of community-led and culturally diverse travel.
While the ‘Keep Travelling Forward‘ campaign, supported this community-minded focus, captivating consumers as they reinforced this idea of a global community by directly rebutting the imposed travel ban in the US and fighting.
Beyond accommodation, they offer a multitude of opportunities, known as ‘Passion Categories’ showcasing concerts, cooking courses, tours and sports to further intensify customer experience and build positive brand association. This was introduced in conjunction with the ‘Don’t go there. Live there‘ campaign, encouraging travellers to live like a local and highlighting parts of cities that often go undiscovered. Hashtag #belonganywhere is used through their twitter posts, to further this message, and content posted is constantly engaging, timely and relevant.
Airbnb’s digital strategy constantly reinforces their company values and communicates their brand message. They use their digital platforms to tell a story and spark excitement in users, with powerful and purposeful content they captivate large audiences and are quickly building a very loyal consumer base.
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