Airbnb Marketing Strategy

Project Overview

A SWOT analysis and positioning map for Airbnb was completed and is discussed in this report. These two analyses are then used to present and justify the launch of a new product offering, Airbnb communities, which is designed to enhance the experience of Airbnb bookings through unique and engaging connections with the local community.

Outcomes

In 2022, Airbnb would launch a new experience offering, Airbnb Communities. This offering will allow Airbnb to capture a larger portion of each traveler's marketing budget, with at least thirty percent of lodging bookings including an Airbnb Community booking in December 2022. Airbnb Communities will be offered in the top Airbnb destinations, nationally and internationally, by December 2022, and the platform will officially be launched and linked simultaneously with the website and mobile application in June 2022. Communities will offer a personalized shopping experience, with AI technology to seamlessly match consumers with events and activities that are relevant to their interests, hobbies, and preferences. The marketing campaign specifically targets Airbnb's ideal consumer segments of Gen Z consumers and young couples. The campaign will focus on the social media platforms, YouTube, Instagram, TikTok, and Snapchat, as well as critical events in the primary target cities of: New York City, Miami, London, and Paris. Micro and nanoinfluencers will be used to market major events in these locations and surrounding events and experiences through Airbnb communities.