Company Basics
Is Airbnb B2B or B2C, and is it Global?
What is: Primarily B2B and operates globally?
Describe in detail the segment(s) Airbnb is targeting (demographics, psychographics, gender, etc.)
What is: travelers aged 18–60, slightly more females, seeking unique, localized, and authentic travel experiences?
Describe a new product or service Airbnb has launched in the last 2 years.
What is: Airbnb Rooms—affordable private rooms in hosts' homes, returning Airbnb to its home sharing roots.
Define Airbnb's promotion strategy.
What is: a mix of referral bonuses, organic word-of-mouth, commercials, social media ads, influencer partnerships, user-generated content, and paid search?
What channels of social media does Airbnb use and who is the focus of their content (reach or engagement)?
What is: primarily Facebook, Instagram, and YouTube. Their focus is reach, with the hopes of reaching new guests across multiple platforms.
What product or service does Airbnb provide?
What is: a digital marketplace connecting hosts with travelers seeking lodging and unique experiences?
Describe in detail what a target customer looks like for Airbnb.
What is: a tech-savvy millennial or Gen Z traveler who wants authentic, affordable stays and a deeper connection to local communities?
What is Airbnb's “place” strategy?
What is: a digital strategy using their website and mobile app to connect travelers and hosts globally, in over 220 countries?
What is the key messaging of Airbnb's ads
What is: emphasizing advantages over hotels—more space, privacy, flexibility, and authentic experiences away from touristy zones?
How effective is Airbnb at using social media?
What is: very effective, using sponsoring influencers and encouraging user-generated content to increase digital reach and word of mouth referrals?
What core benefits do Airbnb's customers receive?
What is: affordability, flexibility, and a more personal, home-like travel experience?
Which two of these are Airbnb buyer personas?
Lily the Budget-Conscious Explorer: a 25-year-old recent grad seeking affordable, authentic travel.
Karen the Business Traveler: a 45-year-old corporate consultant who values consistency, convenience, and loyalty perks while traveling frequently for work.
Marcus the Luxury Vacationer: a 38-year-old tech entrepreneur who seeks exclusive, high-end hotel experiences with personalized service and premium amenities.
Jake the Workcationer: a 40-year-old remote worker looking for flexible, homey stays to blend business and leisure?
What is: Lilly the Budget-Conscious Explorer and Jake the Workcationer?
What is Airbnb's channel strategy?
What is: a direct-to-consumer strategy using their app, website, digital ads, word-of-mouth, and brand partnerships?
Evaluate the effectiveness of these ads:
Airbnb Paris Ad
Airbnb Girlstrip Ad
What is: both ads are effective, highlighting relatable scenarios to emphasize the benefits of booking an Airbnb such as a more authentic and personalized experience.
How effective is Airbnb's website in portraying their value proposition and promoting to their target audience?
What is: very effective, through being a user-friendly, personalized website that highlights local stays and appeals to a broad demographic?
What is Airbnb’s unique value proposition?
What is: allowing travelers to experience destinations like locals while enabling hosts to earn income and share their culture?
What is Airbnb's targeting strategy? (concentrated, micromarketing, differentiated, undifferentiated)
What is: a differentiated marketing strategy, targeting multiple traveler segments with offerings like budget stays, luxury homes, and business accommodations?
What is Airbnb's pricing strategy?
What is: a combination of static and dynamic pricing approaches?
What comparative keywords show Airbnb ranked first, reflecting its strong brand association with vacation rental quality?
What is: beach house rentals, best vacation rental site, and amazing view house rentals.
What is Airbnb's distribution channel strategy?
What is: a digital distribution strategy using a website, app, and supporting channels like paid search, email, and social media?
Who are Airbnb’s main competitors and how does Airbnb differentiate?
What is: hotels, VRBO, and travel agencies—and Airbnb differentiates with authentic experiences, shared spaces, and affordability?
Describe Airbnb's brand and the “promises” they make to their customers.
What is: a brand that promises authentic, local travel experiences, unique stays, affordability, personalized service, community connection, and trusted safety standards?
What is Airbnb's pricing model?
What is: allowing hosts to set base prices with tools like Smart Pricing to automatically adjust based on demand, location, season, and length of stay?
What CSR efforts are part of Airbnb's business model and how do they market those? Would you consider Airbnb an ethical company?
What is: offers free stays for those displaced after war, natural disasters, or public health crises. They have also committed to becoming a net zero company by 2030.
Does Airbnb use salespeople? If so, how? If not, what is their alternative?
What is: no, they use a non-traditional sales model focused on partnerships, host growth, and enterprise accounts instead of direct salespeople?