Airbnb’s marketing pivot – new focus on brand and reputation

Airbnb’s marketing pivot – new focus on brand and reputation

Charlotte Stoel

Charlotte Stoel

The pandemic hit some organisations harder than others, and for companies like Airbnb in the hospitality industry, it was a big blow. So, it wasn’t a surprise that Airbnb made the decision to pause all its performance marketing, but what may be a surprise is that the cut is going to be permanent.

Airbnb’s founder, Brian Chesky, explained that despite taking performance marketing down to zero, the company still had 95% of the same traffic from the year before. This lesson has prompted a complete rethink of marketing spend at Airbnb.

Airbnb plan to move spend away from performance marketing and into brand marketing, with a focus on media relations. During the company’s earnings call, Brian Chesky said that this new ‘full funnel’ marketing strategy is “very important to the corporate story”.

Looking at the numbers, it’s not a decision that has been made lightly either – and I should say that they haven’t cut performance marketing altogether, but reduced it significantly.

Now, you may be thinking that it’s alright for them to make such a bold move, they’re already so well known. And you’re right. The Airbnb brand is strong so getting people to the site is not an issue.

The focus now for Airbnb is different – their communications objectives are now centred around broader reputation and helping people to understand the brand better. The company wants potential hosts and guests to understand the benefits and what makes the experience distinctly Airbnb.

This isn’t just a strategy for brands with big reputations, it’s about applying the right marketing mix to support your objectives. What PR allows is more than just eyeballs on your website, it’s a vehicle to educate, inform and shape your company’s reputation.  Those who get it really right create more than just a commercial connection, but an emotional connection to the brand too.

Airbnb really get this.

What’s the takeaway from all this?

Now is the time to reassess your marketing spend. The pandemic has changed everyone’s behaviours, so consider this: Do you have a clear understanding of what these behaviours and beliefs are? How do you adapt your comms with that understanding? The European Journal of Social Psychology states that it can take between 18 and 254 days to form a new habit, and an average of 66 days for that habit to become an automatic behaviour. We can safely say that we have had very long stints with significant government restrictions, meaning our routines have changed. How we all live and work will never go back to the way things were, so your marketing strategy mustn’t either.

And it’s not just about gaining a better understanding of your audiences – it’s about realigning your communications to this ‘next normal’.

But remember that there are always changes around the corner. The beauty of Airbnb’s move is that they’ve allowed for flexibility in their marketing strategy, and have kept a mix of tactics, which can be dialled up and dialled down. 

We’re on the path out of the pandemic – be bold and #reset!

Share this story:

Read more from the blog

Blog

Communicating culture change: A lesson from those banning politics at work

Companies announcing culture change has become a normality. Claire Walker explores what we can learn from those banning politics at work. ...Read more

Claire Walker
Claire Walker
Blog

What’s hotting up in the tech space right now?

The UK tech industry, social media updates and microchips implanted in your brain - here's what the Firefly team have been reading in May's tech news ...Read more

Charlotte Stoel
Charlotte Stoel
Friends hugging
Blog

Customer advocacy and comms: Five ways to give your clients a virtual hug

The role of customer advocacy is growing. Eleanor Frere explores how comms and marketing teams can show their company cares and give something back. ...Read more

Eleanor Frere
Eleanor Frere

Add a comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Is it time to shape your reputation?

We operate in London, Paris and Munich, and have a network of like-minded partners across the globe.

Get in touch

Sign up to Spark, our newsletter

Receive thought pieces from our leadership team, views on the news, tool of the month and light relief for comms folk

You can unsubscribe at any time, please read our privacy policy for more information