Airbnb Marketing Report 2022

Airbnb Marketing 1
Airbnb Marketing
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Airbnb Marketing 2
Contents
Introduction......................................................................................................................................3
Airbnb Key Performance Indicators................................................................................................4
Occupancy Rates..........................................................................................................................4
Average night Rates.....................................................................................................................5
Visibility.......................................................................................................................................5
Market Segmentation and positioning.............................................................................................6
Airbnb Positioning Strategies..........................................................................................................6
Airbnb Market Segmentation..........................................................................................................7
Recommendations............................................................................................................................9
Conclusion.....................................................................................................................................10
Reference list.................................................................................................................................12

Airbnb Marketing 3
Introduction
Marketing plays a significant role in a firm. Due to marketing, a firm selects its potential
markets and offers the needs of that particular market. Without marketing, a firm may end up
being obsolete in the market as most of its consumers will not be aware of the goods or services
it brought into the market. Through engaging the clients of a firm, marketing ensures that the
business is gradually growing throughout its operating time. Consumers as well will not be able
to know whether the firm has made any innovations on its existing products or services.
Marketing as well plays the role of information transfer between the firms and the clients
(Abdullah Saif, 2015). Through marketing, the clients communicate their needs to the firm or as
well provide their feedback on the goods and services that a firm offers to the market. As much
as marketing plays a superior role in attracting and retaining existing and potential clients, come
businesses are yet to give marketing the importance it has to a firm. Most firms fight to make
profits without necessarily admitting the fact that without proper marketing, the firm will not be
able to achieve its financial targets (Pandurangarao, 2015). For the success of a firm, a firm
needs to invest heavily in its marketing since marketing introduces the firm to its markets. A firm
that needs to improve on its market, for instance, is the Airbnb Inc. Much as the firm attracts
many clients globally, the firm on many occasions fails to meet the demands of the different
market segments it offers its services to. In many reported scenarios, clients have complained
about poor customer relations services and the same is yet to be rectified by the management of
the firm.

Airbnb Marketing 4
Airbnb Key Performance Indicators
To an organization, Key Performance Indicators form the basis of data needed to
establish and explain how the firm will operate to meet both business and marketing goals. By
looking at the KPIs, a firm is likely to tell to what direction it is moving, if the firm is not
moving to its desired direction, then a turnaround strategy is implemented. KPIs as well tell of
the state of business health, through the KPIs a firm can tell if it is doing well or not (Parmenter,
2020). In Airbnb Inc. the ability to scheme through the performance dashboard, one can track
and compare the KPIs that the firm operates within. For most hospitality firms, the KPIs revolve
around usage metrics, monthly active users, bounce rates and time spent on sites (Maitra and
Srivastava, 2016). All these indicators have the common feature of identifying new and existing
users for a particular website of a firm In Airbnb the performance dashboard helps one compare
KPIs such as market averages and listing performance in various listings across time intervals
(Airbnb, 2019).
a) Occupancy Rates
Among the major KPIs of Airbnb is the occupancy rate. Occupancy Rates refer to the
fractions of days in a month that a property has bookings (AllTheRooms Analytics, n.d.). A
property will tend to make profits if its occupancy rates are high. Occupancy rates fluctuate a lot
mostly because bookings are directly proportional to seasons (Makkonen, 2019). Other factors
that affect occupancy rates include economic and weather patterns experienced in different cities
globally. On average, the Airbnb occupancy rate should stand at 65%; top performers at times hit
75% while new entrants sit at 48%. Basing on occupancy rates as a KPI any firm operating at
anything less than the average is underperforming. Much as this might be because of constraints