strategy
§ Name: Airbnb
§ Website: https://zh.airbnb.com/?_set_bev_on_ new_domain=1708968358_MTgwM2J mM2MxMzYz
§ Primary mission: “Create a global community where individuals can feel a sense of belonging no matter where they are”
§ Organization Structure: a sort of flat organizational structure
§ Reason Why I choose this organization
§ Key Goal: “To create a world where anyone can belong anywhere”
§ Increase hosts and guests globally
§ Promote unique experiences
§ Encourage property listings and bookings
§ Enhance community engagement
YOUTUBE
§ Brand promotion
§ Storytelling through travel experiences
§ Community engagement through comments and shares
§ Utilize Facebook groups for targeted communication
§ Run targeted ad campaigns to reach potential hosts and guests
§ Real-time updates on promotions and events
§ Responsive customer service
§ Engage with followers through polls and questions
§ Retweet user-generated content
§ Participate in relevant trending topics
§ Showcase unique accommodations through high-quality photos
§ Feature user-generated content with proper credits
§ Utilize Instagram Stories for behind- the-scenes content
§ Host Instagram Live sessions with hosts and travelers
§ Use hashtags to increase discoverability
§ Share business updates and partnerships
§ Showcase career opportunities and company culture
§ Engage with industry professionals and potential hosts
§ Utilize LinkedIn Groups for networking and discussions
§ Highlight community impact initiatives
§ Produce high-quality video content showcasing host stories
§ Create travel guides for different destinations
§ Collaborate with influencers for video content
§ Host live Q&A sessions with hosts and travelers
§ Optimize videos for search with relevant keywords
§ Diverse target audience
§ Hosts, guests, and travel community
§ Potential hosts and travelers
§ Community-driven engagement
§ Focus on inclusivity and cultural exchange
§ Belong Anywhere: Sense of belonging worldwide
§ Diversity and Inclusion: Highlighting varied accommodations
§ Community Impact: Positive local economic effects
§ Personalized Experiences: Tailored travel experiences
§ User-generated Content: Encourage sharing stories
§ Collaborations with influencers
§ Travel bloggers, content creators
§ Instagram, YouTube, and other platforms
RECENT CAMPAIGNS/ENGAGEMENT
§ "Host Month" campaign
§ Encouraging new hosts
§ Testimonials and behind-the-scenes content
§ Promotional offers for hosts
§ Community engagement initiatives
§ Competitors: Booking.com, Expedia
§ Differentiation through community-driven approach
§ Emphasis on unique accommodations and local experiences
§ Contrast with standardized hotel stays
§ Highlighting diverse and personalized offerings
§ Adamiak, C. (2022). Current state and development of Airbnb accommodation offer in 167 countries. Current Issues in Tourism, 25(19),
3131-3149. https://www.tandfonline.com/doi/abs/10.1080/13683500.2019.1696758
§ Anwar, U. (2023, September 5). Airbnb “belong anywhere.” LinkedIn. https://www.linkedin.com/pulse/airbnb-belong-anywhere-uzair-
anwar/
§ Glusac, E. (2020). The Future of Airbnb. International New York Times, NA-NA.
https://go.gale.com/ps/i.do?id=GALE%7CA636486863&sid=googleScholar&v=2.1&it=r&linkaccess=abs&issn=22699740&p=AONE&sw=
w
§ Zervas, G., Proserpio, D., & Byers, J. W. (2021). A first look at online reputation on Airbnb, where every stay is above average. Marketing
Letters, 32, 1-16. https://link.springer.com/article/10.1007/s11002-020-09546-4