Global brand and experience insights study
With almost 2 million room listings in 190 countries, Airbnb has grown exponentially since its humble beginnings in a San Francisco living room nearly 10 years ago. But as the room-letting company continues to disrupt the travel world, its success comes with the threat of diminishing its raison d’etre – the experience to travel like a local, in a personal way.
Airbnb’s strategic positioning for their lodging inventory is to “Belong Anywhere”. By focusing on local travel experiences, shared friendships between hosts and guests, and providing unique stories, travellers can live up to the brand promise of “people, place, love”.
Airbnb partnered with Isentia to continue offering a localised and adaptive brand experience, while maintaining its global corporate brand strategy.
Hence, Airbnb had these objectives to address at a regional level:
- How do travellers perceive our brand across different markets?
- Do travellers trust us?
- What are our brand strengths and weaknesses?
- How does the customer journey map out across various markets?
- How is Airbnb performing versus our competitors?
Equipped with these answers, Airbnb will apply Isentia’s insights to adapt its overall marketing strategy, communications and content across their respective markets.
Based on the brand audit report, the findings were able to help achieve the following:
Regional Social Media Performance
The positioning map provides Airbnb with an indicative sensing of how they have performed across the region and what aspects to focus on for improvement.
This was crucial not only in uncovering top competitors but also the key sentiment drivers for various brands and hence better understanding best practices and how they can compete more effectively against their competitors.
Top Channels and Penetration
This allowed Airbnb to be able to understand consumer behaviour across online platforms, how they can prioritise their media outreach, campaign execution and better leverage on the platforms for optimal engagement.
Regional Brand Experience Attribute Tracker
The analysis revealed that the Airbnb brand is experienced quite differently across the region with fragmented associations. Through this, Airbnb were able to identify the specific attributes that have the least resonance with the brand across the various markets and tweaked their communications accordingly.
Regional Brand Funnel Analysis
The analysis helped Airbnb understand the maturity of different markets and the extent to which they are exposed to and receptive of the brand. From there, Airbnb was able to better prioritise and strategise their marketing outreach efforts across all markets