Kevin Dooley, MBA’s Post

Airbnb’s 2024 campaign is a powerful example of how great marketing is just positioning made visible. And good positioning is all about why you're better than the alternative(s). In the wise words of Anthony Pierri 🎸: "In order to build value propositions that really resonate with your target customer segments, you need to understand what they are doing today (and why that method sucks)." In this series of 8 commercials, Airbnb explains WHEN and WHY they’re the better choice for a particular group of people. In other words, when and why hotels suck for a particular segment. The tagline that appears at the end of each commercial is: "Some trips are just better in an Airbnb." Notice the subtle (yet significant) choice of words? They didn’t make the general statement:  "Trips are just better in an Airbnb." No. Instead it's SOME trips are better in an Airbnb. Especially in a B2B context,"we should not try to sell to everyone. We should obsessively fight for deals where we know we are the best solution for the customer but we should also happily walk away from bad-fit prospects early and often in the sales process." April Dunford In this campaign, Airbnb *subtly* acknowledges that while it might not be the perfect fit for every trip, it’s the best choice for many specific situations. In this graphic, I go through each commercial to reverse-engineer the positioning statement behind each one. Spoiler alert: it was easy. When messaging is crystal clear and strongly rooted in positioning, it's easy to work backwards to craft the positioning statement. Have you seen these campaigns? What do you think? #GTM #Positioning #Messaging

In today's saturated market, where consumers are overwhelmed with choices and information, standing out demands more than just clever messaging - it requires strategic clarity. This Airbnb campaign, while not heavily focused on market positioning, shines through its deep understanding of the core principles that drive effective marketing. Here’s how: 1. Customer-Centric Strategy: Airbnb demonstrates a strong grasp of its target segments. Well-defined user personas ensure that the campaign's message resonates with a relevant and sizable audience. 2. Clear Messaging: The campaign excels in clearly communicating the whens and whys. It's not just about being noticed - it's about delivering a message that is relevant, concise, and easily understood. 3. Purposeful Differentiation: In a highly competitive landscape, the propositions clearly distinguish the brand from its competitors, making a compelling case for why they are the preferred choice. Ultimately, this campaign isn’t just about gaining attention - it's about attracting the right customers. Focusing on the wrong audience can jeopardize profitability, where maintaining strong margins is essential in today's business environment. See it for yourself: https://lnkd.in/gbJqr4Vm #StrategicMarketing #Airbnb #Differentiation

Airbnb’s 2016 "Live There" campaign had investors go from laughing in the face of Brian Chesky, to asking themselves "how did the company grow to $72 Billion by having people rent their couches out to strangers?". Up until 2016, Airbnb established its position in the hospitality industry by being a cheaper alternative for travelers globally. However, just like the idea of founding Airbnb in the first place, Brian, the founder, launched a ‘weird’ "Live There" campaign which pivoted the company from selling towards the 'price-selling point', to an ‘experience it like the locals-selling point'. The marketing campaign proved itself to be wildly successful, for 2 primary reasons. I) "Live like the locals" was a creative marketing angle that challenged a common consumer behavior, while playing on an uncontested desire of the mass market. Context: Airbnb allows travelers to experience the destination for longer and closer to the local reality. (1-2 weeks instead of 2 days in a generic hotel) II) While hotels competed on price, AirBNB and AirBNB-hosts were able to generate the same (and even more) amount of attention without compromising their margins, allowing the company to aggressively allocate more capital to the viral advertising campaign. In any business, when you combine viral selling points with high margins, you end up with a marketing-upwards spiral that allows a company to experience true profitable scale. This shows the outsized returns the top 1% of marketers achieve by being creative at scale. Yet, the simple (not easy) market research and value proposition-repositioning principles used by Airbnb can, and are already universally applicable. The 37% marketing document, shows exactly how marketing savvy founders can replicate the process used by top 1% marketers to gain a genuine competitive edge. https://lnkd.in/d_SGT4zT It breaks down clickfunnels.com’s strategy, how DTC principles (eCOM) ties to online B2B sales, and the exact strategy ownmedia.io used with Nick at NK.com (sells $15,000 coaching program) to book out his closers calendar 2 weeks in advance from a single sales letter getting 2 million views. Read: https://lnkd.in/dfy3pnBb

Airbnb's 'disciplined' marketing approach is a masterclass for travel brands. Despite spending less than competitors, Airbnb boasts "very high ROIs" by focusing on constantly refining execution for optimal performance and reaching new customer segments strategically. While brand marketing remains dominant, Airbnb plans a "modest lean-in" to performance channels for targeted growth. "Full funnel marketing investments" will be optimized to accelerate growth in key international markets. Revenues grew 18% YoY, with record profits. The takeaway? Investing strategically and prioritizing ROI can fuel impressive growth. However, #Airbnb acknowledges potential 'margin compression' as they optimize spending to maintain momentum. #AdTech #PerformanceMarketing

Airbnb's growth has been fuelled by a clear, consistent marketing strategy of being more mentally and physically available. Airbnb stands out in the Kantar BrandZ Global Top 100 not only for its strong brand value growth, but also for how that growth has been fuelled by a clear, consistent #marketing strategy of being more mentally and physically available. Being available means being present at the purchase moments, with the optimal range of products to meet consumer needs at the right price at the right time. With a website optimised for user engagement and supported by a robust #SEO strategy, Airbnb ensures it remains a top search result, translating into higher organic traffic and bookings. This demonstrates an acute awareness of the importance of being digitally present when travel purchase decisions are being made. Meanwhile, the brand’s global presence in over 220 countries is a testament to its strategic innovation and expansion. This diversified presence ensures that a wide variety of destinations and accommodation are available to users, contributing significantly to Airbnb’s market share. By localising products and catering to regional preferences, Airbnb continues to expand its availability and offer, driving its share growth. Airbnb’s pivot from performance marketing to brand building has also been critical in its growth trajectory. By educating customers about the Airbnb difference, the company has shifted from purchasing customer traffic to building a brand that is Meaningfully Different. CMO Hiroki Asai recently explained why Airbnb dialed back its investment in performance marketing: "Coming out of the pandemic, the decision was to really focus on the core business and to focus on creating experiences, creating features and creating a product … to differentiate ourselves – and then to use brand to actually communicate and teach people what those differences are.” Since the strategy is proving effective, Asai and his team are only digging deeper into ways to communicate product differentiators through a brand-first approach.

I really wish every marketer knew about this news: Airbnb's CMO focuses on big, bold brand campaigns instead of performance marketing. Trust me, you'll enjoy it without a doubt. Here's the news broken down into a Problem Statement, Insight and Solution: Problem Statement: Airbnb had some tough times with its marketing strategy, especially with handling how much money they spent on ads and figuring out if they should focus more on search ads or building their brand. They also had to deal with changes in the market, like tough economic times and competition in the travel and hospitality industry. Insight: Airbnb realized they needed to change things up. Instead of putting all their money into search ads, they decided to focus more on building their brand and getting people to know and like them better. They thought that if they put more effort into building their brand and didn't rely too much on ads, they could do better in the long run. Solution: So, Airbnb came up with a plan. They cut back on how much they spent on ads and put more effort into getting their name out there in other ways, like on TV and in the news. They also made sure their ads were about cool stuff you can do with Airbnb, not just saying "Hey, use Airbnb!" This way, more people would know about Airbnb and want to use it. And that's where brand marketing works its magic. At top of the funnel - triggering those feelings and making you crave an Airbnb adventure when the travel bug bites. https://lnkd.in/gMnHPT3Q Share your thoughts in the comments below! #Branding #Acquisition #marketing

Airbnb’s turnaround post-pandemic is truly a marketing masterclass. The genesis of their journey was marked by changing their path from focusing too much on performance to brand marketing. While effective in acquiring customers, performance marketing somehow lacked the emotional depth and differentiation required to cultivate long-term brand loyalty in an increasingly saturated market. Recognising this critical gap, Airbnb, in 2021, embarked on a bold strategic pivot. CEO Brian Chesky declared a decisive shift from mere customer acquisition to brand education, prioritising “hearts and minds over beds and nights.” This marked a fundamental departure from the traditional ads playbook, opting to forge emotional connections and foster community instead of solely chasing bookings. The essence of the new approach lay in crafting a narrative that resonated with a generation yearning for more than just tourist snapshots and fleeting souvenirs. Airbnb began to paint itself not merely as a platform for finding a place to stay, but as a gateway to authentic experiences and profound cultural immersion. Campaigns like “Live There” and “Made Possible by Hosts” showcased the warmth and generosity of local communities, inviting travellers to transcend the role of tourists and live like global citizens, immersing themselves in the fabric of each destination. User-generated content, from breathtaking Instagram moments to heartwarming blog entries, further enriched this narrative, weaving diverse experiences and genuine connections. Read on.

The Secret to Understanding Airbnb’s Best Performers Data is everything when it comes to analyzing Airbnb properties. With the right insights, you can uncover what makes top listings excel—and replicate that success. Here’s how a three-bedroom property generating $109,000/year stands out. This home wasn’t the largest or most luxurious in its market, but its targeted marketing made all the difference. Originally marketed to families, the property shifted focus to couples seeking a romantic escape. By leaning into ambiance, seclusion, and charm, it created a unique niche that outperformed even larger, amenity-rich competitors. What’s the takeaway? ✔ Find Your Niche: Listings catering to a specific audience often outperform those trying to appeal to everyone. ✔ Refine Your Strategy: Marketing adjustments, like focusing on couples, can tap into more profitable audiences. ✔ Data-Driven Decisions Win: Use tools like AirDNA to analyze top-performing properties and refine your approach. When you combine strategic branding with reliable data, you position your Airbnb to thrive. --- Don’t miss this in-depth conversation about analyzing and optimizing your properties: https://buff.ly/40kGP9L

"Customer data has become an invaluable currency for travel brands seeking to increase their revenues through direct bookings." - Skift's take on Wunderkind’s recent report makes for a very interesting read. It's no surprise that Airbnb and Expedia Group have followed Joyned in implementing innovative group travel features. Vendors using Joyned have seen conversion rates of up to 4x their baseline. Get in touch to learn more about how Joyned can benefit you. #customerdata #ai #traveltech #travelvendors #vendors

Airbnb leveraged its CRM not just to manage bookings but to tell the stories of hosts and guests. The company collects feedback and stories about unique stays and interactions, and these are shared with the broader community. Their CRM tracks interactions like hosts going above and beyond to help guests, which Airbnb has turned into marketing content. This approach strengthens the brand and underscores the importance of human connection in travel. At Caldere, we've set up CRMs for the character's story in mind, since data can only get you so far. Follow us for our next post and I'll explain why Dungeons & Dragons is the perfect metaphor for your CRM. #caldere #zoho #crm #sales #marketing