1. Belong anywhere
Team 3: Alexia Gak Deluen, Paul Hayat, Keeravij Kitiyadisai,
Lucas Letellier, Jakob Luttropp, Nelson le Masson

2. Contents
• Introduction
• Objectives/Strategies
• Internet – Value Proposition
• Marketing Strategies
• Partnerships
• Metrics
• Challenges
• Opportunities
• Recommendations
• Discussion Questions

3. Introduction
• Initial concept created in October
2007
• Launched in August 2008
• Founders: Brian Chesky, Joe
Gebbia and Nathan Blecharczyk
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion

4. Introduction
• Funding and Valuation
– Over 2 million listings
– More than 60 million users
– $119.8 million in venture funding
in 2011
– $450 million in 2014
– $1.5 billion in 2015
– Latest valuation: $25.5 billion
• Guests and Revenue Growth
– 47,000 guests in Summer 2010
– 17 Million guests in Summer 2015
– Last years revenue ~$900Mn
– Projected to grow to $10Bn in 2020
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion

5. • Objective:
Increase the number of Airbnb users
• Strategy:
Bring more traffic to the platform through SEO
tools and partnerships
Objectives & Strategies
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion

6. – Distribution Channel
• Gather customers in the same place
– Easy to Sign up
• No useless information
• Facebook / Google API
• Required to use the service
Internet
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion

7. - Sponsorships
Internet
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion

8. – Design Layout
• Flat Design
• Appealing Pictures
Internet
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion

9. Internet
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion

10. • Black-Hat Strategy – Growth hacking (Craigslist case)
• Targeting tools (Google Display)
• VIDEO http://youtu.be/D9SGDACeQnE
Marketing/SEO Strategies
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion

11. • Google adwords
• Pay Per Click (PPC)
• Remarketing
• Website content
(Localisation
challenges: adapting
its content to the
market)
• Main traffic sources
(referral site and
search traffic)
Marketing/SEO Strategies
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion

12. • Online Partnerships to bring traffic
– Virgin, KLM, American Express, China Broadband
Capital (CBC), Sequoia China
Partnerships
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion

13. • Partnerships to improve public image
– Green image: Tesla, Nest
– NGOs: Red Cross Foundation, The United Nations
High Commissioner for Refugees
Partnerships
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion

14. • Demographics
– US accounts for HALF of Airbnb users, second
country is India with 5.6% of total users
– First European country – Spain with 1.4%
– 88% of reservations were for 2-4 people
– 60% are for the entire home/apartment
– Only 11% of 500,000 unique listings were
reserved on a typical night for the 2015 Q1
– 54% of hosts are female, 46% male
– Visitors - 33.7% from Google, 8.2% from
Facebook, 1.7% from Yahoo
• Visitor engagement: over 25 million
unique users per month, 5.7m page views
per day
Metrics
Male
,
46.0
0%
Fema
le,
54.0
0%
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion

15. • Conversion rate: From November 2012 to
October 2013: 6.01 million unique visitors;
4.14 million view a listing (68.79%); 359k
book a listing (5.97%).Although Airbnb has a
very high engagement, it has a low conversion
rate compared to its competitors
(Booking.com, Hotels.com)
Metrics
Backlinks: 10,310 pages link to Airbnb, total do
follow backlinks are 413,063 and total no
follow backlinks are 101,816
Hierarchical browsing: Google page rank
number 7, one of the top websites out there,
website value is almost $6bn)
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion

16. • Legal challenges – some listings are illegal
– NYC, ~70% of listings are illegal
• Competition on Google search results
– E.g. Homeaways
• Corporate Image
– Failed partnership with online ticket seller voyages-sncf.com
• Trust Issues
• Travelers Retention rate
Challenges
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion

17. • Business travel - Make Airbnb a
common option for business travelers
• Shorter/longer stay - only 11% of
booking are for 1 night only, 31% for 2-3
nights.
• Single travelers only account for 7% of
all stays
Opportunities
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion

18. • Forum - users can exchange and publicly ask questions if they have
any issues
• Increase rankings on search engines
• Diminishes bounce rate
• Increase their presence on search engines
• Referrals (with sites source of huge traffic) and backlinks
• Adwords (if you type for instance “Barcelona accommodation on
Google, Airbnb does not appear)
• Improving their corporate image to partner with more state-owned
companies and organisations
• Customer loyalty
Recommendations
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion

19. • How can Airbnb increase their conversion
rate, both for host and travelers?
• Should Airbnb improve its corporate image in
order to create partnerships with public
tourism organisations?
• How could Airbnb increase the amount of
single travelers using its service?
Discussion Questions
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion