Airbnb is the world’s leading online platform for private holiday accommodations. On August 11th, the San Francisco-based company celebrated its tenth birthday. We’ll tell you how the three founders made it from an air mattress sharing company to a billion company. All with the help of storytelling:
In 2008, the still inexperienced founders started with a clear and above all simple mission: Forget hotels! Their platform for short-term apartment rentals for price-conscious travellers worked without any frills and far-reaching vision. 2009, only one year after its launch, the startup followed up in terms of communication. In order to differentiate from common hotels more clearly, but still offer the same travel feeling, the company went one step further with the claim “Travel like a Human”.
The major rebranding and continuous expansion of the business model followed in 2013. With “Belong Anywhere” the company today pursues a mission that goes beyond mere renting or booking of apartments. With the help of various key messages, such as the call to discover the world, the brand wants to further the cult of traveling. Away from sleazy rooms or anonymous hotels to enjoying diversity and creating a feeling of belonging – anywhere in the world.
An important component for Airbnb to share its own messages and values with their target group is content marketing. So it’s hardly surprising that on Instagram and their blog they regularly focus on stories of traveling heroes. The community exchanges experiences and adventures and shares tips and advice – an incredible gain in authenticity for the brand.
The company also actively encourages dialogue between travelers and hosts with its specially created hashtag #AirbnbExperiences. The Instagram channel in particular is bursting with impressive images of unique Airbnb dwellings and satisfied customers, thanks in part to the active use of this specific hashtag, which in turn is intended to inspire the target group to new adventures.
Every year anew all kinds of travel providers try to tempt us with last-minute and package holiday offers. For Airbnb’s concept to work, however, this travelling habit has to change from all-inclusive vacation to short trips far away from hotel complexes. To achieve this, the company focuses primarily on three messages:
Airbnb’s communication with the certain storytelling twist is convincing on all levels. The company is uniquely positioned as an empathic mentor who is passionate about the diversity of travel. Against sterile mass tourism and for more hospitality on the way – always with their community in mind.
Deutsch
Posted By
Manja Rehfeld
Categories
Brand Building, Brand Storytelling, Marketing, Travel