ALR 703: Strategy Audit Report - Airbnb Digital Marketing Performance

This report provides a detailed analysis of Airbnb's digital marketing strategies. It begins with an executive summary and brand overview, followed by an in-depth examination of Airbnb's target market, which includes both hosts and guests, segmented geographically, demographically, behaviorally, and psychographically. The report then audits Airbnb's digital media channels, focusing on social media marketing, including Facebook, Instagram, YouTube, and Twitter, and its blog. An evaluation of the effectiveness of these digital media contents is presented, highlighting campaigns like 'City Hosts Listings,' the 'Floating House' event, and the 'Live There' campaign, alongside the impact of their app design and Airbnb Stories. A comprehensive SWOT analysis is conducted, identifying Airbnb's strengths (e.g., lower costs, authenticity), weaknesses (e.g., safety concerns), opportunities (e.g., market expansion), and threats (e.g., regulations, competition). Finally, the report offers recommendations for continued success, emphasizing the effective use of digital media to reach target markets and achieve sustained growth.