Airbnb is Doing This to Overcome

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Hola 🖐

One of the issues still faced in North American countries is discrimination 😕 People are judged based on their skin color, and in such a condition, helping dark-skinned travelers rent a spare room or space from white North American people was a hectic job for Airbnb 🤯

Although Airbnb managed to bridge the gap in accommodation in the travel industry, it was unsuccessful in bridging the gap between races. So, let's look at what Airbnb did to become a leader in the market and is doing to overcome discrimination.

Introduction

Airbnb is a digital platform that connects people who have spare space with travelers looking for accommodations. It allows individuals to list their homes, apartments, or even just a spare room for short-term rentals. This concept has changed the travel and hospitality industry by providing an alternative to traditional hotels.

Founding Story

Airbnb was founded in August 2008 by Brian Chesky, Joe Gebbia, and Nathan Blecharczyk in San Francisco, California. The idea arose from a simple need - Chesky and Gebbia struggled to pay rent for their apartment. They noticed a design conference in San Francisco had caused a hotel room shortage.

To take advantage of this, they wanted to rent air mattresses in their living room and provide breakfast to the attendees. They called this service "Airbed and Breakfast." This small-scale idea quickly gained traction, and they realized the potential for a larger platform.

Nathan Blecharczyk joined as the third co-founder, and together, they developed the website and started expanding their services.

How Does Airbnb Work?

1. Hosts

• Listing a property: Hosts create a listing on Airbnb by providing details about their space, setting a price, and adding photos. They can list anything from a shared room to an entire house.

• Managing bookings: Hosts manage their bookings through the platform, communicating with guests and confirming reservations.

• Earning income: Hosts can earn extra income by renting out their space, which can be especially beneficial in expensive cities.

2. Guests

• Searching for accommodation: Guests search for accommodations based on their destination, travel dates, and preferences. They can filter listings by price, accommodation type, and amenities.

• Booking a stay: Guests can book their stay directly through the platform once they find a suitable listing. They communicate with the host to arrange details and receive check-in instructions.

• Leaving reviews: After their stay, guests can leave reviews about their experience, helping future travelers make informed decisions.

Growth and Expansion

Airbnb has grown exponentially since its inception. By 2011, the company had listings in over 13,000 cities across 181 countries. As of 2023, Airbnb had millions of listings worldwide, ranging from urban apartments and rural cabins to unique stays like treehouses and castles.

Current Status

Today, Airbnb is a publicly traded company and a dominant force in the travel industry. It has diversified its offerings to include "Experiences," where locals can host activities for travelers, such as cooking classes, guided tours, and adventure sports. This diversification helps Airbnb meet a broader audience and boost its revenue streams.

Early Marketing Strategies

Creative Guerrilla Marketing

1. Cereal Boxes Campaign

• Background: During the 2008 US presidential election, Chesky and Gebbia created limited-edition cereal boxes named "Obama O’s" and "Cap’n McCain’s" to capitalize on the election buzz.

• Execution: They designed and sold these cereal boxes, making $30,000. This provided crucial funding for their startup and generated needed media attention.

• Impact: This campaign showcased their creativity and ability to leverage current events to gain publicity.

Leveraging Existing Platforms

1. Using Craigslist

• Strategy: In the early days, Airbnb founders manually posted their listings on Craigslist to attract more users. Craigslist was already a popular platform for finding rentals and accommodations, so this strategy helped Airbnb reach a larger audience without spending much money on advertising.

• Execution: They created a bot to automate the posting process, making it easier and faster to list on Craigslist.

• Impact: This tactic significantly increased their visibility and user base during the initial stages.

Building Trust with Reviews

• Importance: Trust is essential for a platform where people stay in strangers' homes. Without trust, users would be reluctant to use Airbnb.

• Strategy: Airbnb implemented a review system where both hosts and guests could leave feedback about their experiences. This two-way review system ensured accountability and transparency.

• Execution: The review system was prominently displayed on listings, allowing future guests to make informed decisions based on previous reviews.

• Impact: This strategy helped build trust and credibility, encouraging more people to use the platform.

Professional Photography

• Importance: Listings with high-quality photos are more attractive to potential guests, leading to higher booking rates.

• Strategy: Airbnb offers free professional photography services to hosts. They hired freelance photographers to take high-quality images of the listed properties.

• Execution: Hosts could easily schedule a photography session through the Airbnb platform. The professional photos were then uploaded to the listings.

• Impact: This significantly improved the visual appeal of the listings, making them more appealing to potential guests and increasing bookings.

Current Social Media Campaign

Airbnb's #WeAccept Campaign

Launched in 2017, Airbnb's #WeAccept campaign was a powerful social initiative to promote diversity and inclusion on its platform. It addressed rising concerns about discrimination on Airbnb and responded to the social climate surrounding a travel ban on citizens from several Muslim-majority countries.

Goals

• Combating discrimination: The campaign aimed to combat discrimination faced by users based on race, religion, sexual orientation, or any other characteristic. It aimed to make Airbnb a welcoming space for everyone.

• Promoting acceptance: #WeAccept sought to cultivate a sense of belonging for all users, regardless of background.

Campaign Strategies

• Super Bowl Ad: The pillar of the campaign was a powerful 30-second video ad that aired during the Super Bowl. The ad featured a montage of people from diverse backgrounds welcomed into homes worldwide, conveying a strong message of acceptance.

• Social media blitz: #WeAccept became a central focus on Airbnb's social media platforms like Facebook and Instagram. The company encouraged users to share their stories of acceptance on Airbnb using the hashtag.

• Actionable measures: The campaign wasn't just about slogans. Airbnb tied #WeAccept to its Community Commitment, guidelines requiring users to treat everyone respectfully, regardless of background.

• Focus on User-Generated Content: Airbnb encouraged users to share their positive experiences of acceptance and cultural exchange on the platform. This user-generated content (UGC) resonated with audiences and showed the real-world impact of Airbnb's mission.

Impact and Results

• Overwhelmingly positive response: The campaign was a resounding success. 85% of reactions were positive, showing broad public support for Airbnb's stance on inclusivity.

• Increased brand affinity: #WeAccept helped to improve Airbnb's brand image and position it as a company that values diversity and acceptance.

• Measurable actions: Airbnb committed to providing short-term housing for 100,000 refugees, disaster survivors, and displaced people over five years. They also donated $4 million to the International Rescue Committee (IRC) to support their relief efforts.

Conclusion

Airbnb's innovative and creative marketing strategies transformed it from a small startup into a global powerhouse. By addressing a real need, Airbnb captured the market's attention. Their adaptability and commitment to user experience set them apart in the competitive travel industry. Today, Airbnb continues to thrive by evolving with the times.