This is an Iterable User Engagement Teardown comparing Marriott and Airbnb's user engagement strategies in the first 3 weeks post-signup. After evaluating all messages received, we identify what these companies do well and where there is room for improvement. Everything shown in the slides (and any recommendations) can be implemented with Iterable's Growth Marketing Platform. To view more User Engagement Teardowns, visit http://iterable.com/teardown

1. User Engagement Teardown
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2. User Engagement Teardown
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3. A Quick Word on Iterable
Iterable is a growth marketing and user
engagement platform.
• Segment users, build workflows, automate
touchpoints and test strategies at scale
without engineering support.
• Everything you see here (and more) can be
done with Iterable. You can see other
teardowns at: iterable.com/teardown
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4. What is a “User Engagement Teardown?”
We analyze an user engagement over a defined period post-signup.
• We offer constructive evaluation and feedback.
• We cover all types of B2C businesses: e-commerce, marketplaces,
media, politics, etc.
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5. Background on Marriott and Airbnb
Marriott and Airbnb are two leading lodging companies
in the U.S.
• Marriott International has 6,000+ properties in 122
countries, reporting revenues of $16 billion in 2016.
• Airbnb, valued at $31 billion, is a marketplace
with over 3 million listings in 191 countries.
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6. What We Did
Signed up and received messages over 3 weeks between Mar. — Apr. 2017
We escalated activity over time:
• Completed user profiles
• Downloaded mobile apps
• Browsed and favorited listings
• Made and canceled reservations
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7. On to the User Engagement Timeline…

8. User Engagement Timeline
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MessagesUserActivity
We’ll show you what we (the user) did here…
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
Days from
start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

9. User Engagement Timeline
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MessagesUserActivity
We’ll show you what we (the user) did here…
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
…and the messages we received here.
Days from
start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

10. User Engagement Timeline
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MessagesUserActivity
We’ll show you what we (the user) did here…
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
…and the messages we received here.
Activities and message types are
color coded as shown in this key.
Days from
start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

11. Now let’s look at Marriott and Airbnb’s user
engagement.
First, Marriott…

12. The Marriott User Engagement Timeline
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MessagesUserActivity
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
Downloaded app
Favorited listings
Days from
start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completed user profile Made a reservation
Created new account
Canceled the reservation

13. The Marriott User Engagement Timeline
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MessagesUserActivity
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
Downloaded app
Favorited listings
Days from
start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completed user profile Made a reservation
Created new account
Canceled the reservation
One day after creating a new account, we
received a welcome email that encouraged
us to see our member benefits and get to
know Marriott’s brands.

14. The Marriott User Engagement Timeline
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MessagesUserActivity
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
Downloaded app
Favorited listings
Days from
start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completed user profile Made a reservation
Created new account
Canceled the reservation
We then received the first email in an
educational series: “Tip 1 of 3:
Personalize Your Account.”

15. The Marriott User Engagement Timeline
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MessagesUserActivity
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
Downloaded app
Favorited listings
Days from
start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completed user profile Made a reservation
Created new account
Canceled the reservation
After completing our profile, we
received a confirmation that our
mailing address was changed.

16. The Marriott User Engagement Timeline
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MessagesUserActivity
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
Downloaded app
Favorited listings
Days from
start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completed user profile Made a reservation
Created new account
Canceled the reservation
The educational email series continued
with “Tip 2 of 3” on day 7 and concluded
with “Tip 3 of 3” on day 10.

17. The Marriott User Engagement Timeline
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MessagesUserActivity
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
Downloaded app
Favorited listings
Days from
start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completed user profile Made a reservation
Created new account
Canceled the reservation
User activity on mobile did not trigger
any communications during this study.

18. The Marriott User Engagement Timeline
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MessagesUserActivity
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
Downloaded app
Favorited listings
Days from
start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completed user profile Made a reservation
Created new account
Canceled the reservation
Lastly, we received confirmations
after making and canceling a
hotel reservation.

19. Now let’s look at Airbnb’s user engagement…

20. The Airbnb User Engagement Timeline
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MessagesUserActivity
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
Downloaded app
Favorited listings
Days from
start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completed user profile Made a reservation
Created new account
Canceled the reservation

21. The Airbnb User Engagement Timeline
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MessagesUserActivity
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
Downloaded app
Favorited listings
Days from
start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completed user profile Made a reservation
Created new account
Canceled the reservation
We received two emails after creating a
new account, one to confirm our email
address, followed by a welcome email.

22. The Airbnb User Engagement Timeline
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MessagesUserActivity
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
Downloaded app
Favorited listings
Days from
start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completed user profile Made a reservation
Created new account
Canceled the reservation
For the next two weeks, we did not receive
any messages, despite completing several
actions on desktop and mobile.

23. The Airbnb User Engagement Timeline
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MessagesUserActivity
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
Downloaded app
Favorited listings
Days from
start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completed user profile Made a reservation
Created new account
Canceled the reservation
After we made a reservation, we received 3 emails: a
confirmation that a payment method was added, a
billing receipt, and an itinerary confirmation.

24. The Airbnb User Engagement Timeline
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MessagesUserActivity
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
Downloaded app
Favorited listings
Days from
start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completed user profile Made a reservation
Created new account
Canceled the reservation
We also received an email and push
notification when our host sent a message.

25. The Airbnb User Engagement Timeline
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MessagesUserActivity
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
Downloaded app
Favorited listings
Days from
start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completed user profile Made a reservation
Created new account
Canceled the reservation
The next day, we received an email
blast encouraging us to start hosting
our own home to travelers.

26. The Airbnb User Engagement Timeline
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MessagesUserActivity
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
Downloaded app
Favorited listings
Days from
start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completed user profile Made a reservation
Created new account
Canceled the reservation
Lastly, we received two confirmations
explaining that our reservation was
canceled and a refund was pending.

27. Frequency Takeaways
During the 3 weeks, Marriott and Airbnb differed in the frequency of
messages per channel.
• Marriott: 7 emails
• Airbnb: 9 emails, 1 push notification
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28. Differing Priorities
Despite their competing business models, it was clear that both
companies prioritized transactional messaging to confirm reservation
details.
However, a few key differences stood out:
• Marriott onboarded new users with a 3-part educational series
• Hosts on Airbnb communicate with guests via email and push
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29. Now let’s look at the message content…

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These are three standard Marriott messages.
You’ll notice….

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Traditional modular layouts that
maximize space

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Emphasis on stock
photography

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Large headers with rewards member
information

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Several instances of personalization

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These are three standard Airbnb messages.
You’ll notice….

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A mix of photography and illustrations

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Modern layouts with plenty of white space

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Minimalist, mobile-friendly design

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A subtle welcome email that emphasizes
an experience, not the listings

40. Content Takeaways
Each company’s content reflects its approach to travel/hospitality.
Marriott:
• Keeps the user informed of rewards membership benefits
• Offers upselling opportunities with business partners
Airbnb:
• Provides limited onboarding information, urging users to get started instead
• Encourages user to participate in the community as both guests and hosts
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41. Recommendations
Both companies could improve their:
• Onboarding: By sending a multi-touch, personalized welcome series based on
travel preferences
• Drip marketing: By offering relevant promotional content to increase conversions
• Mobile engagement: By coordinating messaging across email, push and SMS to
increase app usage
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42. If you liked this teardown…
You’ll enjoy the others! View them and sign up for notifications of future
teardowns: iterable.com/teardown
Join the discussion on Twitter @Iterable, using #UEteardown
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