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05 May 2022
Airbnb uses marketing as an education tool
Airbnb, the online platform for vacation rentals, is using marketing as a tool to “educate people” about new features and opportunities rather than as a means for “buying customers”.
Why it matters
Competition in the travel industry is intensifying as the COVID-19 recovery gains pace, with peer-to-peer operators like Airbnb and Vrbo competing with established hotel chains. Innovation can help these digital-first players stand out, but it requires marketing support in order to boost familiarity and comfort levels among consumers.
Airbnb adopts what it describes as a “full-funnel approach to marketing” that blends PR, brand building and performance marketing.