Table of Contents

Meet the Team __________________________________________________________________________________3

Executive Summary ____________________________________________________________________________4

Background _____________________________________________________________________________________5

Situation Analysis ___________________________________________________________________________ 6-7

Social Media Audit ___________________________________________________________________________8-9

Competitive Analysis _____________________________________________________________________10-13

SWOT _______________________________________________________________________________________14-15

Key Insights ___________________________________________________________________________________ 16

Goals ____________________________________________________________________________________________17

Target Audience_______________________________________________________________________________18

Key Message Platform _______________________________________________________________________19

Objectives,Strategies and Tactics ______________________________________________________20-21

Strategies & Tactics Visuals_______________________________________________________________22

Budget __________________________________________________________________________________________23

Appendices ________________________________________________________________________________24-29

References______________________________________________________________________________________30
 Meet the Team
Meet the team...

Bri Bradley Trisha Fischer

Mackenzie Mishka

3
Sabrina Spadoni Anna Kauffman
 Executive Summary
Airbnb has become a well trusted company that made couch surfing cool.
With the opportunity to rent out your home while away to earn some extra
money, to renting a safe place to stay when on the road, Airbnb is an accessible
resource to find the best option for you.

The Covid-19 pandemic has generated a number of obstacles for many

businesses and companies, especially those within the travel industry. However,
Airbnb has a unique set up that can allow them to capitalize on the pandemic.
Since remote learning and working from home has become the new norm,
people have the opportunity to bring their work with them anywhere. By
allowing those who live together to take a break from their own homes to
experience a new environment, Airbnb has the means necessary to give people
the travel experience they desire, in a safe way. According to Airbnb’s website,
numerous safety measures have been implemented such as a five step enhanced
cleaning process, social distancing protocols, and mask mandate if interaction
between host and guests is necessary. Unlike competitors, Airbnb has the
advantage of being a “home away from home” which makes staying with Airbnb
a more private and safer experience

A challenge Airbnb faces is their lack of social media presence on the app
TikTok. According to hootsuite.com, TikTok is the sixth largest social media
platform and was the number one app downloaded in 2020. By engaging and
reposting user generated content, Airbnb can continue to grow their reach to
TikTok users. User generated content gives people the ability to see first hand
experience of what renting an Airbnb looks like. Because of the format of TikTok,
Airbnb is able to have transparency through user generated content, while
monitoring what gets posted at the same time.

4
 Background

Airbnb is a startup company that began in 2008 by founders Brian Chesky, Joe
Gebbia, and Nathan Blecharcyzk. Airbnb has over seven million listings
worldwide and hit an average of more than two million people staying with
Airbnb per night (airbnb.com). Their brand voice is similar to that of travel
bloggers. By utilizing an interactive and convenient Instagram feed, clients are
able to get a direct link to the desired Airbnb listing. Airbnb is also active on
other social media sites like Youtube and Facebook, where they share more
personal stories of Airbnb hosts, as well as use their platform to speak up on
social issues.

100K+ cities 220+ countries

with available and regions with
Airbnb listings Airbnb listings

750 M +
Airbnb guest
arrivals all-
time

5
 Situation Analysis

Airbnb’s mission statement states “to live in the world where one day you can feel
like you’re home anywhere & not in a home, but truly home, where you belong.”
Airbnb wants to ensure that their customers can travel wherever and whenever
they please but still feel comfortable and at home. Airbnb has expanded itself not
only through the United States but worldwide.

C
Customers: The target audience of Airbnb is the age range of 25 - 55,
families, work/learn from home and in need of a safe getaway
Competitors: VRBO, Hotels, and other vacation rentals.
Company: The company has left a vision for the customers, “leaving a
memorable reputation at a global level”
Collaborators: Instagram influencers, TikTok, and other social media
platforms.
Climate: Airbnb was successful even through the recession. The
company started up in 2008 with no knowledge of the recession about
to hit the fan (phocuswire.com)

6
 Situation Analysis

Challenges Airbnb faced:

● Global Pandemic
○ Since everything was shut down, there was no need to leave the house
and stay in another. After doing research, it was found that even though
there was not a lot of traveling permitted during the time of quarantine,
Airbnb still reassured its customers that they are working hard to find
new and improved ways that will ensure the safety and health of all
(airbnb.com).
○ Once some restrictions were lifted the company took action. The
environment had changed completely, but Airbnb changed with it.
Changes within the company included no contact check in/out, cleaning
service before and after, and waiving cancellation fees.
○ Once this all settles down, the want and need for vacation will skyrocket.
Therefore, that means the need and want for Airbnb skyrockets. Airbnb
compared to a hotel setting has a limited number of people that go
through each house compared to the number of people that cycle
through a hotel room.

● Customer Service
○ There are thousands, even millions of listings on the website or app,
which means there is bound to be a bad review somewhere in the book.
The health and safety of the customers is another challenge that Airbnb
faces. To ensure that Airbnb customers are following all protocols and
precautions, there is paperwork and down payments required for all
listings.

7
 Social Media Audit
The following information was gathered through extensive research surrounding Airbnb as well as their
overall social media presence. The target audience for Airbnb is 25-55. It is pertinent to note that Airbnb
does not target any one gender specifically due to the fact that any individual can rent out their properties.
Airbnb promotes their numerous listings globally on their social media platforms in order to reach and
interact with as many people as possible. There is a sense of inclusiveness attributed with Airbnb as a
company. Not only is Airbnb operational on a global scale, but they are not discriminatory on the basis of
gender, race, or sexuality. Additionally, all persons 18 years of age and older qualify to use their services. In
order to reach their intended target audience and inform potential customers of the various options they
provide for renting, Airbnb employs many different advertising tactics. For example, curated posts of
attractively staged homes accompanied by breathtaking views often encourage individuals to rent with
Airbnb versus other competitors. Airbnb is successful at marketing to all walks of life, which in turn allows
for a vast pool of potential customers.

Social Media Followers Recommended

Platform Content & Actions Data
Following

This page almost 225k subscribers Post more frequently. On average there are 2-
seems like a travel Perhaps an 4 videos posted per
vlog. additional once or month providing tours
twice a month. of different
locations.Within the
last 4 years their posts
have increased in
YouTube quality and frequency
monthly.

The first video was

posted 10 years ago.
Currently Airbnb has
478 youtube videos.

On their Twitter 728.6k followers To increase this There have been

page there are and following 20.8k platform, Airbnb 2,862 photos and
photos of homes people. should begin to videos shared and
shared, however make posts more 43.5k tweets sent out.
most posts are frequently.
articles that were
shared discussing
all things Airbnb
related.
Twitter This account does
well with making
posts that require
the audience to
interact and
respond.
8
 On Facebook Airbnb 16 million friends To improve this Posts are more
does more posts about social media informative and
raising awareness for platform Airbnb campaign related,
social issues. There is needs to become rather than
more of a mixture in much more showing homes.
types of posts made on consistent with
Facebook. posting. There is This account
very little content comments and
and use on this communicates
platform. with people much
Facebook more than on other
platforms,
however it does
not where the
most content is
located.

The last post was

July 22nd.

The instagram page 4.7 million Post more videos There are
showcases a variety of followers and providing tours of currently 2,800
different homes and following 1,580 the rental homes total posts.
locations. The accounts. rather than only
Instagram page gives off providing photos There are posts
a cozy and warm vibe. of aesthetically approximately
This is where they post pleasing parts of twice a day on
most frequently. The the homes. average between
use of the Instagram their last two
story is strong. Strong weeks' posts.
Instagram posts made, however There is no distinct
only photos are used, no pattern between
videos are shared. posts that get
30,00 plus likes
compared to posts
that receive
around 7,000 likes.

Overall, throughout a variety of different social media platforms, Airbnb has a strong
presence. There is an overall theme that flows throughout all of the accounts. Airbnb
has created a big name for itself, making it a well known company. This includes likes,
comments, reposts from viewers on all social media platforms. Increasing their
engagement with the audience helps to continue to get the brand name out there.
Posting different things online that allows their followers to interact is helping 9
them to increase their social media presence on all platforms.
 Competitive Analysis

The largest, obvious competitor with Airbnb is VRBO. Like Airbnb, VRBO is a
vacation rental online marketplace. It launched in 1995 and is now owned by the
Expedia Group. VRBO represents the travel market place, specifically vacation
rentals. VRBO’s mission statement says “Our mission is to find every family the
space they need to relax, reconnect, and enjoy precious time away together.” Their
three core values are family connection, having a place for everyone, and wanting
families to travel better together.

Their focus is on “the importance of connection and the joy that celebrating
meaningful moments together brings. That’s the magic we’re trying to capture.
That’s why we’re here.” VRBO is much more of a personalized and family oriented
travel site than what a typical hotel would provide you with. They want to bring
families together and help build stronger connections.

Information for competitive chart comes from Airbnb or Vrbo: Which Is Better for
Hosts, 2020 and 2020 Airbnb Statistics, 2020 (next page).

10
 Competitive Analysis

Airbnb Vrbo
7 million listings 2 million listings

220+ countries 190+ countries

2 options for host:

Yearly $499 subscription for all
3% booking fee for host bookings OR 5% commission
with a 3% credit card
processing fee for each
booking

Guest service fee is 14% Guest service fee is 6-12%

3 cancellation options 5 cancellation options

More extravagant listings such

as castles, penthouses, villas, More traditional options and
family oriented
etc.

Renting straight from 11

homeowner Renting from Expedia Group
 Competitive Analysis

While Airbnb and Vrbo are the most similar vacation rental companies because
they are essentially run the same, Airbnb also has to compete with the hotel
market. 68% of travelers were actually found to rather stay in a hotel than in an
Airbnb (Airbnb vs. Hotels: New Data Shows Travelers’ Preference, 2019). Many
travelers feel more comfortable staying at a hotel because they are run by a larger
corporation and people feel they are safer and more reliable than an Airbnb.
However, Airbnbs are a much more personal experience, where you are able to
feel more comfortable and at home with your friends or family, which is a major
contributor to their success.

Information for competitive chart comes from: Airbnb vs. Hotels: New Data Shows
Travelers’ Preference, 2019 and Airbnb vs. Hotels: Which Is Better, 2019 (next page)

12
 Competitive Analysis

Airbnb Hotel
Tend to be cheaper More expensive

Often able to negotiate price Fixed price

A true “homey” feel. Typically, only one room with

Amenities such as
washer/dryer, kitchen, living one bathroom. Maybe a small
kitchenette
room, etc.

Not regulated. No manager or Front desk and/or manager for

front desk assistance. Have to 24/7 help
contact host for assistance

Reputation for poor Reputation for strong and

customer service helpful customer service

Guest service fee of of 14% Guest service fee of 22%

Renting straight from

homeowner Renting from a corporation13
 SWOT Analysis
Aspects Implications Possible Actions

- Competitive - Cheaper rates vs. - Emphasize lower prices

Prices hotels comparatively to raise
awareness
- Unique - Various
Experience handcrafted - Create
activities campaign/advertisemen
- Reputable Brand ts showcasing
name/Image - Many reliable competitive advantage
sponsorships and and the services
- Operational in collaborations competitors lack
more than 220
countries (more - Notable - Offer an outreach
than 100,000 achievement for a program/survey for
cities) relatively new feedback and experience
company to gain knowledge on
- Large presence on how to improve stays
social media - Video marketing
platforms success, 225k - Showcase flexible
Strengths subscribers on options to create more
YouTube, 477 opportunity and cater to
videos. Instagram more people all over the
user generated world
content, allows
for easy access to - Expand social media
website (clicking presence even further
picture redirects through new
you to that partnerships and apps
listing). Twitter such as TikTok
allows for quick
responses to
questions in DMs

- Not owning any of the - Relying on - Make potential renters

real estate strangers to host aware of rigorous process
can lead to legal owners have to complete
- No direct control violations and or prior to renting
over quality of fines
services - No control is - Encourage renters to give
considered risky honest feedback to hold
- Unpopular with many - Turning homes into hosts accountable
Weaknesses local communities cash-generating
due to increase social assets can cause - Focus on the advantages of
division gentrification renting instead of
making certain drawbacks. For example,
areas more bringing more revenue to
expensive to live local businesses.
14
 - Potential for - Bait & Switch: - Encourage renters to
owners to scammers may use avoid giving out
scam/bait doctored photos for sensitive information
false advertising and tips on spotting
- Covid-19 fraudulent properties
- Money scamming:
- Very little hosts may require - Celebrity
presence on Tik deposit fee through endorsements and
Tok app 3rd party apps collaborations through
marketing/social
media
- Claims of damages:
Weaknesses hosts will make - Build awareness
false claims or through social media
overcharge guests campaign and celebrity
for minor incidents partnerships

- Covid-19 - Safer than hotels, - Reassure customers

with people that Airbnb is
- The growth and working remotely committed to working
power of the more time to travel diligently and
influencer implementing
community - Working with new/improved ways to
online influencers in order ensure safety and
to gain access to health while renting
- TikTok their audiences, and throughout pandemic
and after
Opportunities the credibility they
transfer to Airbnb
- Celebrity endorsement
and collaborations
- Tik Tok has become through
extremely popular marketing/social media
fast, leaving a lot of
opportunity to
create content

- Unreliable/bad - Generate bad - Inform customers of

hosts reviews and scams rigorous process that
allows individuals to rent
- Lawsuits for - Generates bad out their homes
- Acknowledge potential
Airbnb publicity situations open and
honestly
- Covid-19 - Travel restrictions, - Outline steps Airbnb is
many businesses, taking to ensure their
- Recession closed, safety properties are safe to
rent & Provide additional
Threats - Public health crisis
-
activities
New cleaning and mask
policies
- Encourage people to rent
with Airbnb if they feel
comfortable doing so
 Key Insights
Over the last month Airbnb has gained over 1,000 subscribers and have had over
244,673 views on their YouTube channel. They currently have 225,000
subscribers.

On average they gain around 35 subscribers a day on their YouTube.

Their estimated monthly earnings from YouTube Adsense ranges anywhere from
$61-$979.

Airbnb has gained 13,000 Instagram followers over the last 30 days, which is a
239.4% increase. They currently have 4.7 million followers.

On average they gain around 434 followers a day on their Instagram page.

Their average likes per photo on Instagram is 21,339 and their comment section
receives around 135 comments.

Based on their last 20 pictures they have uploaded, their engagement rate is
only .45%.

Airbnb has 728.6 followers on Twitter, which indicates that they have a higher
following on Twitter versus YouTube which is where more of their visual content is
located.

After analyzing the numbers, we believe that Airbnb needs to put more focus into
their YouTube channel as well as find ways to drive up their engagement on
Instagram. Instagram is their most popular social media platform, yet their
engagement rate is very low. In addition to this, presence on other video platforms,
such as TikTok, will increase engagement.
16

All information from this page came from SocialBlade.com

 Goals

Goal 1: To promote
using Airbnb as a safe
alternative for travel
during the Covid-19
pandemic.

Goal 2: To build a
substantial presence
on social platform,
TikTok.

17
 Target Audience

❖ Ages 25 - 55
❖ Families
❖ Those who work/learn from home
❖ Those in need of a safe getaway

The target audience for this campaign consists of individuals between

the ages of 25-55. More specifically, the target is individuals with
children who are likely in need of a change of scenery due to virtual
learning and working from home. TikTok will be a beneficial tool to
reach groups of all ages, as many young people are likely to deduce
that you can in fact travel safely during a pandemic. In addition to our
message unintentionally reaching younger audiences, there are many
“TikTok families” that have large followings and have shared
numerous ideas on how to get through the pandemic as a family.

18
 Key Message Platform

For the key message platform we intend to harness the current popularity of
TikTok. Airbnb does not have their own official TikTok page to date and TikTok is
perceived as one the most up-and-coming apps. For this reason we believe it would
be beneficial for Airbnb to be a part of. We want to utilize TikTok to repost user
generated content of Airbnbs for families to rent during the pandemic so they can
have a safe vacation/work from home environment. We want to promote the
health and safety precautions being taken by Airbnb to create a clean environment
for their travelers.

Key messages: Hashtags:

- Airbnb is the safest option
- #AirbnbGetaway
for your COVID-19 travel
plans.
- Discover an Airbnb perfect - #AirbnbSafeTravel
for a family trip or a much
needed getaway. - #AirbnbForAll
- No matter your style, we
have an Airbnb for everyone.
- Airbnb is taking extra
cleaning precautions to keep
you safe and healthy. 19
Objectives, Strategies & Tactics

The first objective is to increase bookings by 20% by

August 1, 2021.

Strategy:
● Create a social media campaign to inform the public of how
Airbnb is working to guarantee customers a safe experience
during their stay.

Tactics:
● Post content explaining the cleaning process.
● Make posts about how Airbnb is a safer alternative for travel.
● Create partnerships with influencers and have them discuss
how Airbnb is a safer way to travel.

20
Objectives, Strategies & Tactics

Create a TikTok account and gain at least 700,000

followers by August 1, 2021.

Strategy:
● Have a consistent presence on TikTok.

Tactics:
● Collaborate with influencers to promote the TikTok
account.
● Post at three TikTok videos per week.
● Comment on trending posts regarding travel.

21
 Strategies & Tactics Visuals
Below is a content calendar explaining the different posts that should be created
each week in order to promote Airbnb, followed by two different examples of
captions used for Airbnb social media platforms Instagram and TikTok.

22
Budget

23
Appendices

24
Appendix 1 - TikTok

To see the full TikTok videos,

scan the QR code or follow
these links:

https://vm.tiktok.com/ZMJQY3
6GV/

https://vm.tiktok.com/ZMJQY
WooX/

https://vm.tiktok.com/ZMJQY
WooX/

25
Appendix 2 - Instagram

To see the full Instagram page,

follow this link:

https://instagram.com/airbnb_
377?igshid=1v3ljgs8oxo6m

26
 Appendix 3 - Influencers

Julia & Hunter Havens have 226k followers on Youtube and a combined Instagram
following of 200k. They are best known for vlogging their daily life. While they post
many other different types of content, their travel vlogs are amongst the most
viewed videos they post. They have traveled many places such as Paris, Los
Angeles, Germany, Nashville, Spain, Hawaii, Portugal, and many more. This would
be a great partnership for Airbnb because it is an organic partnership due to the
fact Julia and Hunter already create travel content. Airbnb could offer an Airbnb
stay for free in exchange for a certain number of content posts at the Airbnb
location.

27
 Appendix 4 - Influencers

Lesley Anne Murphy is an Instagram influencer

that would be perfect for Airbnb. She is a
certified traveler as well as the CEO of LimitLess
Travel. Lesley Anne Murphy’s personal
instagram has 398k followers and her travel
instagram has 5k followers. If Lesley Anne
Murphy teamed up with Airbnb the content
would be promoted to her followers as well
which opens a whole new spectrum for Airbnb.
This will allow followers of Lesley Anne Murphy
to start looking at AIrbnb as an option for their
travel needs as well.

28
 Appendix 5 - Influencers
Amber Fillerup Clark is another example of an
influencer who would be a compatible fit with
Airbnb. Amber began her career as a Mom-
lifestyle blogger, developing a professional
photo-editing software with her husband David
shortly after. She showcased this software on her
own pictures, capturing the attention of many
through her travels with her family. She also
recently founded the company DAE an Arizona
based hair care line. With a following of 1.3
million on Instagram, a partnership would allow
for Airbnb to reach an even larger audience that
appreciates and is passionate about all things
travel.

29
 References
About Us. (2020). Retrieved November 20, 2020, from
https://news.airbnb.com/about-us/

Deane, S. 2020, May 15. 2020 Airbnb statistics: usage, demographics, and revenue
growth. https://www.stratosjets.com/blog/airbnb-statistics/

Elliott, C. (2020, June 01). How Travel Has Changed Since The Pandemic - And How
It Should Change. Retrieved November 20, 2020, from
https://www.forbes.com/sites/christopherelliott/2020/05/31/how-travel-has-
changed-since-the-pandemic---and-how-it-should-change/?sh=2661c40e4d64

Glusac, E. (2020, September 24). The Future of Airbnb. Retrieved November 20,
2020, from https://www.nytimes.com/2020/09/24/travel/airbnb-pandemic.html

Group, A. (2019, December 30). The next decade of change in the travel industry.
Retrieved November 20, 2020, from https://www.phocuswire.com/2019-and-
beyond-expedia-opinion

IGMS. 2020, July. Airbnb or Vrbo: which is better for hosts?

https://www.igms.com/airbnb-or-vrbo/

Sehl, K. (2020, July 28). 20 Important TikTok Stats Marketers Need to Know in 2020.
Retrieved November 20, 2020, from https://blog.hootsuite.com/tiktok-stats/

Temblador, A. 2019, May 14. Airbnb vs. Hotels: new data shows travelers’ preferences
https://www.travelpulse.com/news/hotels-and-resorts/airbnb-vs-hotels-new-data
-shows-travelers-preferences.html

Urgo. (n.d.). Airbnb's YouTube Stats (Summary Profile) - Social Blade Stats.
Retrieved November 20, 2020, from https://socialblade.com/youtube/user/airbnb

Instagram Money Calculator: Estimated Instagram Influencer Earnings per Post.

(2020, October 29). Retrieved November 20, 2020, from 30
https://influencermarketinghub.com/instagram-money-calculator/