1: Persona for an Airbnb user

Traveler Profile
Backpacking/Trekking
Needs
 Likes to travel on a budget
 Comfortable lodgings
Stay duration
 Flexible planning in terms of cancellations, check in and outs
 Safe and secure environment
Frequency of travel

Price conscious
Motivations & Influences
 Clean and hygienic rooms with services like wifi
 Like to live in isolated location close to nature
 Ease of planning the travel
Life Goals
 Wants to visit new places and meet new people
 Fond of authentic experiences specially in mountains
 On a strong career path and desires growth
 Loves road trips
Sanjil Lahoti
Age: 26 Yrs
Challenges
 Unavailability of good accommodations in mountain regions
 Have been prey to false promises on other websites/apps
Education: Btech
 Lack of background verification in independent properties
Job: Software Developer  Unavailability of local tourists information/kiosks
Income: INR 6L
Location: Bangalore
Current Lifestyle & Resources
 Has access to average domestic help and a cook on weekdays
 Less holidays/leaves from his daily work
 Is part of the travelling communities available online
 Visits both popular and unpopular places
2: IDENTIFY STAGES, CHANNELS & INFORMATION NEEDS

LIFECYCLE TRIGGERS EVALUATE & RETAIN &

STAGE & INTEREST PURCHASE ENGAGE

TOUCH Influencer marketing

POINTS

Local guest house Showcase in blogs

and hotels

- Was the owner of the location

- Is it budget friendly? friendly/available at the time of
- This is not a hotel, how does Airbnb
- Is it available in my travel location? check in?
CUSTOMER work?
- Is it couple/pet/smoke friendly? - Would you recommend Airbnb to
Does it fit my travel need/lifestyle?
- Does it provide inhouse services eg. your FnF?
QUESTIONS -
Laundry, food..?
- What features does Airbnb offers? - I have an issue can I instantly
- Do I have to pay an connect with customer service/
advance/deposit? owner?
- Cancellation fee?
2: IDENTIFY EXPERIENCE GAPS, OUTCOMES & BARRIERS

LIFECYCLE AWARENESS EVALUATE &

& INTEREST RETAIN & ENGAGE
STAGE PURCHASE

CURRENT OR OR OR
EXPERIENCE

• I am happy with the facilities provided
on the property. It’s not a hotel
CUSTOMER • Suits my travel purpose
OUTCOMES & • Has a very good ambience.
BARRIERS
• It’s very budget friendly. I would like to see
the high end properties as well.
• Services like wifi worked well, would like to
have a few more features
• Extension of the stay was welcomed
• Housekeeping facility was an additional
advantage
• Showcase your travel experience on Airbnb
blogs
• Provide personalized offers/coupons post
the current stay
• Feedback taken and addressed
• Refunds were processed instantly
 Digital Audit – Environmental Analysis

01. Reach 02. Frame work 03. Channel Alignment

• SEO and Security is very good
• Performance can be improved
• Instagram 4.7m, Twitter 732.9k
,YouTube 243k followers and Facebook
16.1m likes
• Target customers are young working
professionals, travel enthusiasts, trekkers,
people looking for affordable stays
• Understanding each customers’ travel
needs, duration of stay, aligning guests’
specific travel requirements to that hosts’
house rules
• Analytical tools used to provide better
search results
• Offline and online integration is good
• High page request and slow page
loading speed – two metrics that need
improvement
• User friendly, fast and responsive
mobile application.

04. Content 05. Conversion

• Customer reviews, pictures, detailed
information of each accommodation is
available
• Content is curated according to type of
accommodation required, amenities
available, etc. Customers can customize or
filter their search to match houses that
exactly fulfil their criteria.
• Contents
• Bounce rate is 0.22 within limit
• Net promoter score is 61.14. It is high
NPS score.
• Video content may be improve
conversion rate in home and kitchen
essentials.