Airbnb does an amazing job of delivering an amazing consumer experience. They deliver on their big idea of “Don’t just go there.” Live there. I have always been a traveler, more than a tourist. And I would love to live everywhere in the world. I don’t need a hotel
I have always found it better to rent and live there for a week. And I hate staying in hotels, like a tourist. My first venture was in Peebles, Scotland, in 1992. I found an amazing place in the classified section of the newspaper. Do you even know where Peebles is? Wait, do you even know what a classified section is? Then, I met the person and went through a photo album. And then handed them the cash. I had an amazing time. The flat was the top half of a house in a small village 30 minutes south of Edinburgh. Then, throughout the 1990s, I found a place in France, Belgium, Austria, and New Zealand.
There is still no technology. Finding these gems around the worldwas not easy —it was like finding a needle in a haystack. But it was ever so rewarding when I did. I’ve been so lucky to have stayed in so many great places.
Airbnb takes all my hard work and puts it right in front of the consumer. You can sort by city, even down to the neighborhood, sort by the type of residence, specify a few needs (e.g. wifi), and then put in your price range. With most, you can see 15-20 photos to give you an idea. You can also see reviews, but they need help in that department to ensure honesty. (e.g. It looks like everyone hands out 4’s and 5’s).
You choose, select the dates, provide government I.D. to ensure it is really you, and then off your offer goes to the owner. Moments later, or when they wake up, the reply saying yes. A bit of hunting goes on, but it is so much easier than everything I used to do.
Airbnb: Don't just go there. Live there.
Airbnb has nailed the creation of the brand idea of “Don’t just go there. Live there.” It replaced their original brand idea of “Imagine a world where you can belong anywhere,” which felt a bit dreamy and disconnected from the reality of the product they were offering.
Airbnb’s data says that 86% of the consumers who use Airbnb are picking the platform because they want to live more like a local. Exactly the same reasoning I was looking up places in newspapers. That insight of living rather than visiting inspired the brand’s latest and largest marketing campaign, “Live There.”
At Beloved Brands, we have created a model that shows how to apply your brand idea to every part of your business through five consumer touchpoints: brand promise, brand story, innovation, purchase moment, and the consumer experience.
Great examples of expressing the Airbnb brand
Van Gogh's bedroom
In partnership with the Art Institute of Chicago, they recreated Van Gogh’s famous bedroom, which is now available to rent on Airbnb for $13 a night. While it showcases the museum, for Airbnb, it really brings their brand experience to life, saying anything is possible.
Airbnb Singapore Office design
Next, to embed the brand experience through the culture, Airbnb built its new office in Singapore around the actual homes on Airbnb to showcase the vast diversity of destinations on offer through the community-driven platform. These include an apartment in Batignolles, Andy Warhol-inspired art loft in Bangkok, a caravan in Cornwall, a villa in Kuta, amongst others.
“Airbnb has never been a traditional workplace. At Airbnb, we want to create a sense of travel when we welcome people into our office,” said Airbnb Asia-Pacific regional director Julian Persaud. “Simply having photos of unique accommodation and far-off places are not enough, we want our employees and guests to experience the feeling you get when you travel.”
Airbnb Hockey Arena Suite
As a sports fan, Airbnb partnered with the Air Canada Center in my hometown of Toronto to provide an amazing experience for a couple. They converted one of the executive suites at the arena into a place to stay for a couple.
They saw a hockey and basketball game, then skated on the ice and shot on the court. Have a look
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