Introduction
Airbnb is a worldwide online community for unique lodgings and experiences shared between travelers and locals. Thanks in part to its creative brand communication initiatives, the company has succeeded in building a strong brand identity. The “Live Anywhere on Airbnb” ad was created to grab the attention of people who wanted to work remotely and travel (Airbnb, 2021). During the promotion, a limited number of participants may reside in an Airbnb property for up to a year while the company pays for their accommodations. The campaign’s ability to capitalize on the rise of remote work and digital nomadism during the COVID-19 pandemic was one of its strong points. Airbnb was able to meet the needs of its target audience by framing itself as a service for people seeking to work and live in various locales (Al-Saad, 2019). In this analysis, we will concentrate on Airbnb’s “Live Anywhere on Airbnb” marketing, which was introduced in 2021.
The campaign’s utilization of influencers was another part that worked well. Airbnb worked with several well-known influencers who posted on social media about their experiences renting out space (Cardoso et al., 2022)—this increased awareness of the campaign and the number of participants. The campaign, nevertheless, was also criticized for lacking diversity and openness. Some people questioned how participants were selected because the selection procedure for the campaign was not adequately explained.
Furthermore, several detractors said the program was only open to wealthy individuals who could afford to take a year off work and explore the globe (Cardoso et al., 2022). The campaign also ignored the possibility that many people who can work remotely may lack the resources to travel and live in various places for an extended period. This omission may be interpreted as a failure to comprehend the requirements and constraints of their target audience.
Airbnb’s communication situation.
As a global internet marketplace where visitors may reserve distinctive lodging from local hosts, Airbnb faces a challenging communication environment. The business must continually adapt to its customer base’s shifting requirements and trends because it competes in a highly competitive market (Gaby Hinsliff, 2018). Also, Airbnb has had some communication difficulties recently, including safety and security problems, laws, and public confidence. Making sure its users are safe and secure has been one of Airbnb’s biggest difficulties. The business dealt with a well-publicized incident in 2011 where visitors destroyed a host’s property.
In response to this occurrence, which raised questions about the security of staying in someone else’s house, Airbnb introduced new safety precautions, including a host assurance program and a 24/7 customer support hotline (Wagstaff, 2015). Airbnb has had to contend with regulatory and safety issues in many markets it operates in. For instance, in New York City, Airbnb had legal issues over the conformity of its platform with local laws, leading to a settlement that mandates the business to give the city information about its host. Airbnb’s removal of long-term rentals from the market has drawn criticism for contributing to the housing affordability crisis in several places.
Airbnb has made investments in community development and involvement to solve these issues. To put tourists in touch with local hosts and offer a more genuine travel experience, the firm has started several projects, like Airbnb Experiences. Additionally, Airbnb has collaborated with regional administrations to create rules that balance the neighborhood’s demands and the advantages of short-term rentals (Airbnb, 2021).
Target publics
Target audiences for Airbnb include travelers looking for distinctive and genuine lodging, homeowners looking to make extra money by renting out their spare rooms, and local communities that may be impacted by short-term rentals in their areas. The foundation of Airbnb’s brand communication strategy is consumer insights, which the business has successfully uncovered and utilized to forge a distinctive brand identity (Ert and Fleischer, 2019). The demand for authentic travel experiences is one central insight that motivates Airbnb’s brand communication. Many tourists search for uncommon, off-the-beaten-path experiences that let them interact with local people and cultures. Airbnb has established itself as an organization that provides such adventures, with hosts who are experts in the area and can propose must-see locations and activities.
The demand for affordability is another customer insight influencing Airbnb’s brand communication. Many tourists search for affordable lodgings with more room and facilities than typical hotels. With rates that can be much lower for more extended stays or larger groups, Airbnb has positioned itself as a more reasonably priced alternative to hotels (Airbnb, 2020). In addition to these insights, Airbnb has acknowledged the value of social interactions and community building in its brand communication (Kunwar, 2020). The company has introduced some programs that let visitors interact with local hosts and give back to the places they visit, including Airbnb Experiences and Airbnb Social Impact experiences.
Airbnb goals
Building brand awareness, establishing credibility and trust with its target audiences, and encouraging customer involvement and loyalty are the objectives of Airbnb’s brand communication. Promoting brand awareness among target audiences is one of Airbnb’s main objectives for its brand communication. Airbnb seeks to establish a strong brand identity that connects with guests and hosts everywhere by using a variety of marketing and advertising strategies, such as its “Belong Anywhere” campaign (Airbnb, 2020).
Building credibility and trust with its target audiences is a key objective of Airbnb’s brand communication. Building trust with its consumers and the larger community is essential to Airbnb’s success, given the safety issues and regulatory difficulties the company has encountered (Liang, Choi, and Joppe, 2018). By introducing additional safety measures, working with local governments to create legislation, and investing in community-building and engagement projects, Airbnb has responded to these difficulties (Airbnb, 2021). With these initiatives, the company hopes to increase user confidence and trust while also demonstrating its dedication to ethical and ecological travel.
The final goal of Airbnb’s brand message is to increase customer loyalty and engagement. Airbnb has introduced programs that reward hosts for providing excellent service and high-quality lodgings, such as its Superhost program and Airbnb Plus (Airbnb, 2020). Additionally, Airbnb has invested in community development and engagement programs like Airbnb Experiences, which let visitors interact with local hosts and give back to their travel destinations. These initiatives aim to foster a sense of community and loyalty among Airbnb users and promote repeat reservations.
Airbnb strategies and tactics
In order to communicate its brand, Airbnb has used various techniques and approaches, including content marketing, influencer marketing, social media marketing, and community development projects. Airbnb has utilized content marketing as a fundamental tactic to provide exciting and educational content that appeals to its target audiences (Nguyen et al., 2018). As an illustration, the business’ blog offers a variety of travel-related information, including location guides, travel advice, and insider picks from local hosts (Airbnb). In addition to offering passengers value, this content establishes Airbnb as a leader in hospitality and travel.
Another strategy Airbnb has employed to establish trust and expand its audience is influencer marketing. To promote their distinctive and genuine lodgings and experiences, the firm has teamed with celebrities and social media influencers, including Gwyneth Paltrow and Mariah Carey (Airbnb, 2020). In addition to creating discussion and media attention, these alliances aid in solidifying Airbnb’s reputation as a dependable and desirable brand.
A significant part of Airbnb’s brand communication strategy is social media marketing, which the firm uses to communicate with and market to its target audiences on websites like Instagram, Twitter, and Facebook (Phua, 2018). Airbnb uses these platforms to share user-generated content, highlight its distinctive and genuine lodgings, and interact with its users through competitions and other fun activities (Airbnb, n.d.). The company invests in programs like Airbnb Experiences and Airbnb Social Impact experiences to establish connections and give back to local communities. Community-building programs are a crucial part of Airbnb’s brand promotion strategy. By promoting a sense of community and loyalty among its customers, these activities want to establish Airbnb as a trustworthy and ethical travel service (Airbnb, 2020).
Brand identity and brand image
Brand identity and brand image are two essential ideas in brand management and marketing. Brand image refers to the perception and associations that customers have of a brand based on their experiences and interactions with it, as opposed to brand identity, which refers to the visual and linguistic aspects that characterize a brand, such as its name, logo, colors, and messaging (Schivinski et al., 2020). In other words, the brand image refers to how people perceive the brand, but brand identity refers to what the corporation wants the brand to be.
A brand must have a strong and consistent brand identity to be distinct and identifiable. Consumers are more likely to recall and recognize a brand when its visual and verbal components are consistent across all touchpoints, which helps boost brand awareness and loyalty. Airbnb’s name, logo, and messaging all reference the idea of “belonging,” which serves as the foundation of the company’s brand identity. The speech bubble-shaped stylized letter “A” in the company’s logo is intended to symbolize the connection and communication hosts and guests can have. For example, the “Belong Anywhere” campaign from Airbnb promotes the concepts of community and belonging and positions the company as a source of distinctive and genuine travel experiences.
The “Belong Anywhere” campaign from Airbnb has been quite successful in helping the company achieve its goals, which include increasing brand recognition, fostering credibility and trust, and encouraging customer involvement and loyalty (Schivinski et al., 2020). Since its introduction in 2014, the campaign has grown to rank among the most lucrative and well-known in the travel sector. One of its main advantages is the “Belong Anywhere” campaign’s capacity to forge a powerful emotional bond with guests and visitors. The campaign’s narrative and graphics appeal to Airbnb’s target audiences by inspiring feelings of adventure, belonging, and community (Airbnb, 2020). The consumers of Airbnb have developed brand loyalty and spread favorable word-of-mouth thanks to this emotional connection.
Additionally, the “Belong Anywhere” campaign has successfully resolved issues with unfavorable brand perceptions and discrepancies between brand identity and brand image (Zhang, Isaeva, and Li, 2021). With certain towns and nations implementing limitations on short-term rentals, Airbnb has come under fire and faced regulatory problems in a number of markets (The Guardian, 2019). These issues have been addressed, and Airbnb has been positioned as an ethical and sustainable travel provider thanks to the “Belong Anywhere” slogan and other brand communication activities, such as its community-building programs. The campaign’s emphasis on authenticity and community is one of the primary factors contributing to its success. In order to build credibility and trust with Airbnb’s target audiences, the ad features real people and authentic experiences. Additionally, users are encouraged to engage and feel a feeling of belonging thanks to Airbnb’s community-building initiatives, like its Superhost program and Airbnb Experiences.
However, there have also been certain obstacles and complaints regarding Airbnb’s attempts to communicate its brand. The company’s branding and marketing have drawn criticism for potentially oversimplifying the complicated issues surrounding short-term rentals and the sharing economy (The Guardian, 2019). Concerns have been raised over how short-term rentals affect local neighborhoods and housing affordability in some cities (The New York Times, 2019). To address these issues, these worries emphasize the significance of ethical and sustainable tourism practices and ongoing communication initiatives.
Recommendations
Several suggestions have been made based on the research of Airbnb’s brand communication activities that could help to increase the efficiency of the company’s marketing initiatives and messaging. The following recommendations are listed:
- even though Airbnb has taken action to address concerns regarding the impact of short-term rentals, more has to be done to combat unfavorable impressions of the company (Zhang, Isaeva, and Li, 2021). One method of achieving this is to proactively address these issues in brand communication initiatives, for example, through tailored messaging and content that emphasizes the business’ dedication to ethical and sustainable tourism practices.
- Boost interaction with key audiences: Although Airbnb has a significant social media following, there is still room to grow this audience by creating interactive and immersive content (Kunwar, 2020). For instance, the business may offer interactive content that promotes user-generated content and participation or provide virtual tours of its most well-liked locations.
- Utilize brand ambassadors and influencers: To market the brand, Airbnb has already partnered with many well-known influencers and celebrities, like Beyoncé and Gwyneth Paltrow. However, there is a chance to broaden these initiatives and collaborate with more brand ambassadors and influencers to reach new audiences and increase credibility and customer confidence.
- convey the company’s distinctive value proposition to customers. While Airbnb has a strong brand identity centered on belonging, there is room for improvement. This can entail displaying the advantages of staying in a distinctive and genuine lodging or highlighting the regional experiences and activities offered through the platform.
Conclusion
The brand communication initiatives of Airbnb have been crucial in creating a potent brand identity based on the idea of belonging. However, the company has struggled to overcome unfavorable opinions and discrepancies between its brand identity and image. Airbnb has reached and engaged with its target consumers through its marketing efforts by using various methods and approaches, such as storytelling, social media interaction, and influencer marketing. Even though these initiatives have mainly been successful, there is still room for improvement. Examples include growing influencer connections and raising engagement through immersive content. By resolving these issues, Airbnb can maintain the effectiveness of its brand communication strategies’ effectiveness and increase its brand’s value in the cutthroat travel and hospitality sector.
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