Background
Airbnb is an online marketplace that helps users find long-term and short-term accommodations. From its establishment in 2008, Airbnb has surpassed traditional hotel chain bookings and led to 3.7% reduction in hotel profits in 2014 alone.
However, due to recent events the company has had to pay $50M in secret settlements and payouts linked to safety violations, property damage and more. With all this, users are being steered away from booking as they see hotels as a safer option.
How do we regain consumer trust and communicate that safety is
top-priority to re-establish Airbnb as the first-choice short-term accommodation?
Research
80% of all travel decisions are made by women.
Millennials (55%) in particular spend more time planning vacations instead of retirement.
Safety (38%) is the biggest barrier to solo travel, surpassing cost (35%) & loneliness (25%).
Team Credit:
Claudia Chiqui
Hasib Rashid
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Source:
Mintel, Solo Travel – US – 2023
Gutsy; Women Travel Statistics From Women Travel Expert, November 1, 2023
Ideation
INSIGHT
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They will embark on a travel getaway if the experience is a valuable exchange for their personal well-being; happiness and safety
COMMS STRATEGY
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Communicate that Airbnb is a homely adventure, bringing comfort and safety that cannot be found at traditional lodging stays. Not a vacation but home to you
MEDIA STRATEGY
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Appear in media environments where they seek travel inspiration to extensively plan their trips and make purchases for travel products.
CREATIVE RECOMMENDATION
Road Trip Storyboard :30s
Couple on route for road trip with city noise in background.
Dog barks, couple is excited. City noise fades out.
Drone view of Airbnb location as they approach garage.
They unlock door with code given by host.
View of phone once code is entered to indicate easy check in.
Female partner comfortable on couch drinking coffee.
She has a flash view of all their Airbnb moments.
Partner drags luggage down and says “check out in 15 mins.”
Female partner looks up and says “I’m already at home.”
Screen cuts to logo and tagline.
Best Friend Storyboard :15s
"Oops almost forgot to share my itinerary with Janice.”
Maria shares Airbnb itinerary with best friend Janice.
Close up shot of Janice responding with “safe travels.”
Maria walks into her Airbnb stay.
Doors lock and Janice gets a notification that Maria checked in.
Janice sends a text, “glad you got there safe.”
Maria turns on shower
Maria smiles at Janice’s text coming out of shower.
Maria falls into a deep sleep with meditation sounds.
Screen cuts to logo and tagline.
Media Plan
PLANNING PARAMETERS
MEDIA MIX
ROLE OF CHANNEL
$3.25MM
2/6 - 4/5
Adults 18 - 45
OOH: Leverage airports, transit, billboards and malls to reach consumers as they get ready to embark on their journey.
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Partnership: Collaborate with another brand that will bring value to safe booking.
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Streaming TV: Use streaming services to target consumers when they are leaned into their favorite programs.
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Paid Social: Push campaign on social spaces with influencer partnerships to promote authentic conversations on safety and travel.
Paid Search: Bid on keywords that allow for our brand to be seen first instead competitors when users search for travel accommodations.
National
OOH
Position Airbnb as a secure and reliable option for travelers/road trippers.
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Digital ads will be located at baggage claim - visible as travelers wait for luggage, and at major highways.
Create AR-enabled ads/immersive experience to engage users and encourage spontaneous bookings.
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Commuters can use their smartphones to see a 3D preview of Airbnb space available nearby their current location with safety features of Airbnb stay visible on the ad.
Vacation is about decompression and living a fantasy life; fashion helps us get into character.
Place Airbnb ads on elevator doors to reach travelers shopping for a planned trip and potentially seeking accommodations.
PARTNERSHIP
130 M
Monthly Users
In The US
15%
Discount in Airbnb booking for Uber users
10%
Discount in Uber Rides headed to Airbnb stays.
PAID SOCIAL
40%
Facebook & Instagram influence their travel decisions
34%
Travels plans were influenced by TikTok. .
Promote branded content across Meta to reach audience when they seek out travel inspiration and recommendations.
#Travel on TikTok alone has +229 Billion Views and Airbnb has 8.9 Billion views.
Partner with authentic voices from Tik Tok travel influencers to share safety tips and tricks.
STREAMING TV
PAID SEARCH
+80%
Gen Z and Millennials use Netflix
+70%
Gen Z and Millennials use Hulu
Promote 15s video ads amongst specific programs tied to Food, Travel, Cooking, location, home, and aspirational shows.
Over 60%+ of target audience rely on themselves as their own travel agent.
Utilize keywords that keep Airbnb in top results when users plan for travel.
FLOWCHART
Jan
Feb
Mar
Apr
May
Jun
Markets
~ CPM
Total Cost
Impressions
OOH
Partnership
Streaming TV
Paid Social
Paid Search
Local
National
National
National
National
N/A
N/A
$35
$8
$38
$1MM
$1MM
$600K
$550K
$100K
36,676,010
N/A
17,142,857
68,750,000
2,631,579
Total
$3.25MM
125,200,446
OOH Local Market List Rationale
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Airport Ads: Hartsfield–Jackson Atlanta International Airport (ATL)
The Hartsfield–Jackson Atlanta International Airport is the busiest airport in the US and has the most share of domestic travelers.
Source: "Busiest Airports in the US 2023." Wisevoter, 8 May 2023
Bus Shelter and Transit Ads: Kentucky, New Hampshire, Pennsylvania, Florida, Wisconsin, New Jersey, Texas, Missouri, North Carolina
These are the top-trending U.S summer destinations based on search traffic to the Airbnb site during Q1'23
Source: Falcon, Russell. "These Are the Top 10 US Summer Destinations on Airbnb." The Hill, 15 May 2023
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Elevator Wraps: The Forum Shops at Caesars Palace – Las Vegas, NV, St. John’s Town Center – Jacksonville, FL, Miracle Mile Shops – Las Vegas, NV, Fashion Show Las Vegas – Las Vegas, NV, Alliance Town Center – Fort Worth, TX
These are the top 10 shopping malls in the US based on foot traffic.
Source: "Here Are the Top 10 Shopping Malls in the US by Foot Traffic."Gravy Analytics, 10 July 2023
MEASUREMENT & CONSUMER JOURNEY
Goal: Increase favorability, generate top-of-mind awareness, encourage short-term trials, and ultimately drive revenue and volume.
ATTENTION
Create awareness using streaming platforms, OOH advertising, and social media to engage and reach a wide audience.
INTEREST
Highlight Airbnb's commitment to safety as the reason to believe. Creative storytelling and real experiences will build trust and interest among potential guests.
DESIRE
Encourage potential guests to act on their interest by using search engine optimization, QR codes for exclusive content, and engaging social media ads.
ACTION
Promote short-term booking incentives, offer discounts for first-time users, and streamline the booking process to increase short-term bookings.
KPIs: Surveys and sentiment analysis, ad recall and recognition, number of new bookings and user reviews