Airbnb marketing strategy

When it comes to marketing, Airbnb has a lot to teach us! As we know, this
project only works on two aspects: hosts and travelers. All the marketing
strategies designed by the Californian platform should encourage as many
people as possible to become hosts on behalf of Airbnb or to travel with Airbnb.

Let's discover together the aspects of Airbnb's marketing strategy that allowed
it to assert itself in the market and continue its ascent.

Brand identity
To stand out in a competitive market, brand identity plays a key role. Airbnb has grasped this
challenge and enhanced its brand image by offering an evocative logo that speaks to the unconscious
of its customers. If Apple has its apple and Nike its famous comma, Airbnb took care to refine its
visual identity in 2014 with its “Belo”. In the shape of an inverted heart whose centre intertwines,
this new logo aims to establish the brand in the minds of consumers.

Optimized website
As an online marketplace, Airbnb must above all rely on the user-friendliness of its website to attract
travellers. This is why its founders pay particular attention to the user experience. To make their
interface easy to use, they have placed A/B testing at the heart of their strategy.

Content Marketing
Thanks to quality content, the website offers a memorable experience to users who naturally stay
longer on the interface. Airbnb then makes a place of choice in the hearts of travellers by attracting
them to its service through free content with high added value.

Professional photos
In their early days, the founders of Airbnb realized that the photos of the accommodations
offered on their website were not attractive enough to arouse the interest of customers.
Their first instinct was to rent a professional camera in order to go door-to-door and take
quality shots to increase the booking potential of the properties posted online. The result
was instant! Since then, they have generalized this approach and encourage hosts to use
their partner photographers to present their accommodations in their best light.
Referral Marketing
The reviews left by other travellers help convince your potential customers to try the
experience in turn. Establishing a relationship of trust, they give credibility to your business
while facilitating sales. The principle is simple. As soon as an Airbnb member refers a close
person, they earn credits in the form of promotional coupons, which can be used for future
accommodation reservations or experiences.*

Partnerships 🤝
Airbnb has shown us time and time again that partnerships can have a big impact and make
a lot of noise. Airbnb's successful partnership includes airline KLM, British bookstore chain
Waterstones, and even the French government

The role of the partnership is to find a unique offer for the customers of both brands, a value
proposition that you can only provide jointly with the partner brand.

Creation of a community
This one-step process is way ahead of what regular hoteliers offer, and it's one of the
reasons people keep coming back to Airbnb. They offer high quality accommodation in the
best locations at reasonable prices that can be booked with just a few clicks.

Social media
Airbnb is actively present on the most popular social networks such as Facebook, Instagram,
YouTube or even Twitter. By publishing on these multiple platforms, Airbnb seeks to
establish a close relationship and strengthen the feeling of belonging to its community. A
successful bet since it manages to attract many customers thanks to its strategy. On
Facebook, Airbnb has nearly 3 million likes. On Instagram, Airbnb publishes posts generated
by the users themselves. They post photos of their expedition experience using the #airbnb

brand hashtag, On YouTube; they upload videos of travelers visiting places associated with
Airbnb and hosts collaborating with Airbnb