The marketing push has already raised awareness of the categories, which have been used more than 300 million times since their launch. Listings were also up 15% year-over-year in the third quarter, suggesting categories could be an effective driver of platform supply. If Airbnb is to take over the travel industry, building supply is crucial, McTernan said.
βIt’s not just about consumer adoption, it’s also about increasing supply. β¦ And I think that’s one of the reasons they spend their marketing dollars where they are,β McTernan said.
When the economy gets tough…
Airbnb’s latest show of adaptability came in response to bleak economic forecasts. Slowdowns in global markets have sparked recession fears, making vacationing a less practical activity.
Thus, Airbnb has also focused on accommodation as a means of supplementing its income. The platform’s winter rollout highlights new features that streamline the hosting process, such as new listing tools through Airbnb Setup and a protection program called AirCover.
A marketing campaign launched in November to support these features with ads that show how easy it is to convert your home to Airbnb. The campaign is running across social and digital media, as well as some TV streaming platforms, and will be much more targeted than previous efforts, Hiroki Asai, Airbnb’s global marketing manager, told Ad Age last month. .
Comments are closed.