Airbnb Brand Breakdown
Today we will be analyzing the company Airbnb. Airbnb’s mission is “ to create a world where anyone can belong anywhere “ and they are committed to creating an end-to-end travel platform that will handle every part of their guests’ excursion.
In my own words, I would describe Airbnb as a company that has an online marketplace for vacation rentals. It allows regular people to rent out their homes to people who are looking for accommodations in their certain location, providing a more personalized stay than a hotel.
What Airbnb Promotes
Airbnb likes to promote that they are 100% about the customer. The guest and customer make the brand of Airbnb.
The company is the first to establish the world as a global village. I believe that Airbnb has succeeded in establishing a network that interlinks different hosts and consumers, all while maintaining its mission of giving every guest an incredible experience they are bound not to forget.
What keeps me invested in Airbnb?
The fact that it’s a relatively stress free and easy way for others to earn income on their property.
Airbnb’s are usually cheaper than renting out a hotel. Today, Airbnb is going above and beyond by allowing Hosts to offer extra amenities like swimming pools, home gyms and rooftop patios. It’s super simple to find a place anywhere you’re traveling.
Who are Airbnbs competitors?
Airbnb competitors include websites like Booking.com and Vrbo. Airbnb had 7 million listings while Vrbo only has 2 million vacation rental properties.
There’s also a difference between the type of traveller each website brings. Vrbo has an immense amount of high-end vacation homes, so it caters to families, as well as older and more affluent travelers. Booking.com, like Vrbo, only offers private vacation homes instead of the shared accommodation options (with shared rooms and even private rooms) popular with Airbnb.
How does Airbnb speak to their audience?
They stay personal and utilize a lot of user generated content. Airbnb uses a lot of photos that speak to the brand’s values and display their unique rental properties, homes around the world, and user experiences. This encourages followers to explore new places to stay all across the globe and influences people of all ages to create content to share with friends, family and others. It helps followers interact with Airbnb as a brand.
While Airbnb does not have a presence on TikTok (which they should start utilizing by doing house tours or having influencers make vlogs on their stays in unique Airbnbs) they do have a nice Instagram.
- Instagram uses influencers and regular customers reviews alongside nice photos. I like that they also showcase their hosts and what they’ve renovated on their properties for rent.
- Generates a friendly, welcoming atmosphere
- They could be bringing in a different demographic (Gen z) by copying viral videos on YouTube of people exploring the weirdest/coolest places listed on Airbnb.
- They can start bringing in more travel influencers/bloggers or I even think it would be cool for them to showcase musicians who use Airbnbs when they play gigs in different cities.