[PDF] airbnb marketing strategy 2019

In 2019, Airbnb shifted its marketing strategy to be more brand driven and PR led, and less dependent on search engine and performance marketing. The brand said it now looks at marketing as a tool for “education”, rather than a tool to “buy customers”.
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  • What is Airbnb's marketing strategy?

    Airbnb as an online marketplace focuses on a target audience that is looking to save money by opting for homestays instead of hotels. They seek to experience local attractions and mingle with local culture. Hence, it promotes itself as an 'affordable' option compared to its competitors - the hotel chains.
  • Airbnb has also seen massive success from its referral program, which recently ended but drove 900% yearly growth for first time bookings while it was active. What made Airbnb's referral approach so successful was their strategy of providing rewards to both those referring the company and those receiving the referral.
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