Live like a local ...
Contents What do we have? Who are we? What do we stand for? Consumer Trends Industry Trends To conclude... SWOT & PEST You & your accommodation Holiday Resources Social Media Travel Blogs Collaboration with ‘The Selby’ The campaign - #haveyouheard Travel Tribes Why London? Consumer Profiles Focus Group The Creative Process Billboards Instagram Video
What do we have?
Who are we? Airbnb is a trusted community marketplace for people to list, discover, and book unique accommodation around the world â€” online or from a mobile phone. Whether a flat for a night, a castle for a week, or a villa for a month, Airbnb connects people to unique travel experiences, at any price point, in more than 34,000 cities and 190 countries. And with worldclass customer service and a growing community of users, Airbnb is the easiest way for people to monetise their extra space and showcase it to an audience of millions.
What do we stand for?
Belong / Verb 1. be the property of. Synonyms: be owned by, be the property of, posession of, ownership of 2. be a member of (a particular group or organisation) Synonyms: be in, be included, be affiliated to, connected to, adherent to
I BELONG D E N T Rejection I T Respect Y Solitude
CONNECTING HATE R
E Isolation L I G I O Community N
C I T I Z E N S H I P
Consumer Trends People – of all ages and in many markets – are constructing their own identities more freely than ever. As a result, consumption patterns are no longer defined by ‘traditional’ demographic segments such as age, gender, location, income, family status and more.
trust peer reviews over personal recommendations 5% use travel magazines
6/10 said they would holiday in the UK
‘Fast- laning’ Customers will expect a decrease in waiting times when ordering/paying on the internet due to advances in technology and an increase in use of smartphones and tablets.
‘Fair splitting’ paying using your smartphone. A recent study found that of Millennials in the US & UK would like to use their mobiles to split bills with friends
43% of holiday makers use social media
Industry Trends City breaks overtook beach holidays as the most popular type of holiday in 2014 and are
expected to hold the top spot into 2015, with 43% of people planning a city break and
42% planning a beach holiday.
Negative impacts on the industry:
50% Political instability 14% Visas 22% Taxes 14% Price fluctuations
increase in demand for travel businesses
Living like a local is a key trend across all age groups as people are looking for more authentic holiday experiences and many holiday companies are now offering people the chance to enjoy hidden gems alongside traditional tourist attractions.
To Conclude ... From the research gathered, it is obvious that consumers are the leaders, not brands or businesses, products or services. Consumers are driving whats on the market and these people cannot be catagorised or defined anymore as everyone is creating their own personal relationship and identity with their consumers. They are also choosing to holiday in the UK and cities rather than beach breaks, spending more money and holidaying longer than they would anywhere else, along with this the use of the internet and smartphones are enabling consumers to pay, book and share online. Finally the biggest trend of all that works well in Airbnbâ€™s favour is the desire to live like a local and experience different activities and sights rather than the usual tourist attractions.
To Conclude on SWOT & PEST Analysis From data and research gathered in a SWOT analysis its proved that the increase in use of social media has resulted in mobile bookings and online travel agencies booming. Plus, its shown that one of their weaknesses is getting customers to leave feedback so creating an incentive for customers to do this would benefit the business and promotion massively. In the PEST analysis, travel and tourism blogs are encouraging spontaneous travel, which is an aspect Airbnb can thrive off. However, there are some weaknessesâ€™ Airbnb need to find a way to differentiate themselves from other travel agencies that can easily imitate their business model and ensuring they keep their community of customers happy by listening to them and giving excellent customer service and satisfaction to decrease the bad press and publicity that is possible with social media.
You & your accommodation?
Pamela Creed 60 Years old How do you prefer to book your holiday? Through an ABTA protected travel agents Do you book your hotel & flights together? Not all the time as flight prices can fluctuate What pulls you towards choosing accomoodation? I like to be away from all the hustle and bustle, I like to have my own space and do my own thing without annoying holiday reps or big groups of people. I enjoy having my timeshare as it means I can rent out apartments and villas. Have you ever heard of Airbnb? Yes, vaguely
Dan McAdam 34 Years old How do you prefer to book your holiday? Online 100% Do you book your hotel & flights together? No, booking independantly usually saves money What pulls you towards choosing accommodation? I donâ€™t like to be surrounded by tourists and a lot of people, I dont mind staying in hotels but if I can help it then I prefer to get my own apartment for me and my family so we can live how we want. Have you ever heard of Airbnb? No
What is your key resource when planning to go on holiday? 27%
Peer Reviews Personal Recommendations Tourist board websites
Travel section of a newspaper 5% Travel Blogs
Social Media 3% Other
Despite the on-going controversy surrounding peer review sites, including the legitimacy and authenticity of reviews and the effort of the sites to improve this, they remain the most trusted and key resource for UK holidaymakers when it comes to planning their holidays. Peer review sites â€“ such as TripAdvisor â€“ are the clear leaders on more than one quarter (27%), followed by personal recommendations on only 18%, so UK holidaymakers trust strangers on peer review sites more than they do their friends and family. Tourist board websites and guidebooks each polled 14%. In terms of the publishing industry specialist travel magazines and the travel sections of the newspapers poll only 5% each. However, they fared better than blogs, travel apps and social media â€“ which all only secure 3% despite the increase in use of social media. This portrays the importance of positive feedback for Airbnb as this internet is their only marketing tool and resource when reaching out to customers.
Social Media â€œ43% of holiday makers are beginning to use social media while being awayâ€? Due to Airbnb being an online booking website, they heavily rely on the awareness and promotion from social media. Being on all social media platforms will encourage guests and prospective users to leave comments, share photos and compare reviews for others to see. Every opportunity Airbnb can get to syndicate its services is valuable . Its a chance for Airbnb to have a brand voice and personality. Social Media is important for Airbnb because it simultaneously makes it easier and more accessible for new customers, and makes Airbnb more familiar and recognizable for existing customers. For example, a frequent Twitter user could hear about Airbnb for the first time only after stumbling upon it in a newsfeed. As Airbnb pride themselves on service, the ideology around belonging and being a community being on social media with facilitate themselves with richer customer experiences. Every customer interaction they have on social media is an opportunity to publicly demonstrate their customer service level and enrich relationships with their customers. For example, if a customer complains on Twitter, Airbnb can immediately address the comment, apologize publicly, and take action to make it right. Or, if a customer compliments Airbnb they can thank them and recommend additional products. Itâ€™s a personal experience that lets customers know you care about them, all conveying connotations of belonging and community.
Having a travel blog seems to be the next big thing. Fashion Bloggers are beginning to branch out to write reviews on where to stay and what to do in various cities and countries. An excellent opportunity for Airbnb to prove themselves as a communitive brand and boost search engine searches with prospective customers finding themselves on Airbnbâ€™s website and connecting with the brand.
Collaboration Here is a collaboration between a travel blogger and Airbnb, “In May 2013, Airbnb invited me to go on a journey to rediscover London, Paris, Tokyo, Sydney and Los Angeles.” The blogger stayed in Airbnb accommodation in all of the cities and documented the peoples lives and houses which is now presented at Airbnb’s San Franciso headquarters. The blogger documented his travels through photography and watercolour paintings. Having this collaboration will boost Airbnb’s awareness and positive reviews as followers of this blog will be able to experience what the blogger experienced through his images. For Airbnb having a blogger give a positive review is so valuable and can increace brand awareness rapidly.
Have you heard ..?
Travel Tribes “The power is with the consumer,” said A. G. Lafley, chief executive at the Procter & Gamble Company. “Marketers and retailers are scrambling to keep up with them” It is becoming more and more obvious that the consumer is now controlling how businesses work and perform. If the brand does not listen to its consumer then its guarenteed to fail. Therefore, consumers are wanting to create their own personal business identity resulting in businesses needing to be a lot more personal and focused on building relationships with their consumers. Consumers are also acting in groups, wanting something different from the rest of society and expect businesses to give this to them. Therefore, Airbnb collaborating with London Fashion Week is giving an individual business like themselves and such a prestigious event to allow a consumer to belong within a different environment that not everyone is able to experience - generating excellent customer satisfaction.
Its getting round to the time of year again on the Fashion
social calendar for London Fashion Week. Invites are being sent out and seats are being reserved but not everyone gets to experience the glamour and lifestyle of those on the #FROW. For every girl with a love of the arts and design attending London Fashion Week would be beyond what they ever wished for. That feeling like you belong in the ever growing and ever changing, multi million industry. Well have you heard,,,? Airbnb can make that dream into reality. We are offering two people to win the opportunity to live that life. This opportunity offers the lucky winners a VIP front row seat at three catwalk shows of their choice over the week, not only that but they will get to stay in Airbnbâ€™s top rentals in London.
Why London? Airbnb attracts new travellers who are seeking authentic, local experiences in cities throughout the UK with 85 % of Airbnb guests wanting to “live like locals.” Additionally, Airbnb guests spend more time and money in the UK than typical visitors. Airbnb guests stay on average 4.6 nights, compared to 3.1 nights for typical visitors to the UK, and spend twice as much over the course of their trips. Plus London Fashion Week is infamous for its eccentric visitors and guests with a lot saying ‘London is the place to come if you don’t like to fit in’ For the current consumer trend of wanting to break out into their own identity, this is a perfect opportunity for them to do this.
Names: Louisa & Thomas Boucherie Ages: 28 & 35 years old Occupation: PR and Marketing consultant Lives: In an apartment in the centre of Paris. Hobbies: Love to go for coffee & travel around other fashion capitals of the world. Louisa enjoys blogging about her travels and work.
Name: Olivia Moon Age: 22 years old Occupation: Fashion Blogger Lives: Bristol Favourite Music: Indie/chart music Photography Graduate from Bristol University Hobbies: Reading magazines, writing on her blog, taking photos & spending time with her friends.
Why that Consumer profile? I chose these specific consumer profiles after basing them on the sort of people I met at London Fashion Week in September. Plus, from research gathered, â€˜tribesâ€™ and consumers interested in the arts would be the type of consumer to take interest in this sort of competition.
Focus Group... What do you think to the idea of Airbnb and London Fashion Week collaborating? “I think its a good idea, these days people are always out to see what they can get without having to spend a penny so that is one bonus of the concept, plus as you have direct consumers its not doubted that the idea wouldnt work” - Ben Wass “I like the idea, its giving two different sets of people the chance to connect and build a relationship” - Alice Cowling “The idea is different as its definitely never been done before and I think the way you intend to promote the competition works in favour with current social media” - Gill Newton “I do a fashion course and have always wanted the opportunity to go to London Fashion Week as I’ve never known who to contact so I would definitely apply, especially if you don’t have to pay for accommodation!” - Lottie Marsh “Aslong as you fully explain and make the launch of the competition exciting then I think you’d attract a lot of attention as its not everyday you get to go to London Fashion Week” - Brad Sarson
The creative campaign ...
The Campaign Process Idea: Airbnb collaborate with London Fashion Week
Identify a message and gain consumer interest.
Conduct promotional activities: Media interaction Billboard advertisement, Instagram competition, Instagram short video
Identify Media based on: Key consumer, consumer behaviour habits
Results: Increased publicity, customer satisfaction, new customers for Airbnb.
Be part of something big...
Billboards Before the hashtag can even begin to get the publicity and attention it needs, billboards will be the primary source of promoting the competition, shown in a short sharp flash of images, the billboard message wont give too much away but will show the hashtag, the logos and create suspense at the end by using ‘Be part of something big’ This will then create suspense and excitement for anyone who has seen this automatically sending people straight onto their phones to type in the hashtag onto instagram to find out what they could be part of. The reason behind promoting on bus shelters is due to “bus users have grown to 74.7% since 2008, Daily Mail” as it enforces the new year fitness epidemic of a fitter lifestyle through exercise. fig.21.
An exciting collaboration...
Live like a local & be part of something big...
Instagram Video Posting this short video on Airbnbâ€™s own instagram page will also promote this campaign to their existing followers, that way their already collected community of followers can take part as well as bringing in new customers that may have seen the billboard advertisement. This again links back to the increase in use of social media. Instagram users will be able to see this video also when typing in the hashtag, as the more it is searched the more of a chance it will appear on the â€˜popularâ€™ page on Instagram.
...Seen the video on our instagram? Spotted the advertisement while catching your bus? Fancy winning yourself front row tickets to London Fashion Week? Then heres what you have to do. Airbnb are setting up an instagram hastag #haveyouheard. This hashtag is to create awareness and generate promotion; aswell as a competition. The competition will entail all entries to post a picture/moodboard of what they think will prove to us in a picture why they should win the front row seat at London Fashion Week with the hashtag #haveyouheard. The competition will run for a maximum of 5 days where we will then choose our favourite two entries. Once these are picked we will be sending out a â€˜golden ticketâ€™ which is their pass to belonging in this years Fashion Week. All you have to do after that is pick their catwalks and accommodation for the week. Simple.
The #Hashtag... Having this hashtag will not only create a competition for the world of instagram but also promote Airbnb. This hashtag will give instagram users the opportunity to belong within a community of fashion lovers wanting to go to London Fashion Week so even though not everyone wins they still feel like they have taken part in something. Not only that but this hashtag will instantly increase Airbnbâ€™s followers, increasing awareness of the brand and creating good press for the business. Due to 27% of holiday makers trusting peer reviews, having something like this on social media could generate the beginning of good press on peer review websites as its opening up itself to a new market of consumers.
To see past trends, issues and expert opinions.
A lot of information helping me gain an understanding of the industry and market.
Gain other opinions and insight
Get other opinions from different types of people, opens your eyes to other ideas.
20 - 60 years old
19-40 years old
Finding out the strengths, weaknesses, opportunities and threats of a business model.
Taking into consideration external factors for the business.
To see if my idea would be popular and viable through other opinions.
Generates ideas from the opportunities section and helps eliminate threats from your new big idea based on the strengths you identified. Identifying external issues and building on knowledge to help me understand the market fully. Gives me other opinions of my idea plus tips on how I could improve.
Effectiveness of research method
A lot of information isn’t necessary, takes a lot of time to read and comprehend what information is valid for the report.
The outcome of the travel reports I read was the information I gained from the reports. I got consumer and industry trends as well as new trends and consumer behaviour.
The effectiveness of this research method was relatively effective as it gave me extra information that I would ordinarily get from google and random websites.
Not always recieving the answers you want, answers a bit vague and unhelpful. If you don’t ask specific questions you don’t get specific answers.
Answered some questions I couldn’t answer on my own, instigated ideas and what a range of age ranges want from a holiday.
Its a little effective but I wouldn’t say its the most helpful research method as it doesn’t guarentee the answers you want.
The gathered and researched information could quickly change dependant on the businesses behaviour.
A detailed plan that can be referred back to when you need to back up an idea.
I found this research method helpful as I was able to straight away identify weaknesses and threats to ensure my research and ideas weren’t effected.
Can go into detail that isnt necessary for the report, can end up digressing from the point you are trying to prove.
Builds on information from the SWOT analysis, helps understand the market with external information.
I found this research method quite helpful as it helped me distinguish ideas that could be viable and ones that couldn’t before going ahead with them.
Doing a focus group with people you know may give a biased answer.
Generally people liked the idea just had a few small questions about the idea, going ahead with the idea.
I found this method effective as I was able to get other opinions on my idea and get constructive feedback to help me further.
Strengths -7/10 increase in demand for travel businesses -Core focus on hospitality -A portfolio of 660,000 properties, served 9 million guests as of 2013 and 4 million registered users on the site -They have a strong community already using their services
Opportunities -43% of holiday makers are beginning to use Social Media when on holidays -Airbnb mobile app provides a convenient way for travellers to make short-term rentals. -Development of new tourism -Mobile Travel bookings are becoming more significant on a global level -They have an opportunity to differentiate themselves by offering other goods and services. e.g. Home cleaning, insurance, travel guides, users suggestions, partnering with Airlines etc.
Weaknesses -Dissatisfaction of customers -People prefer to book a holiday which is ABTA protected -Lack of differentiation for the business. To remain competitive new services and products need to be developed. -Incentives to ensure customers provide feedback on their experiences
Threats -Competition from other new emerging online tourism businesses -Political instability, visas and taxes all pose threats and negative impact on the tourism industry. -Increase in luxury hotels and all inclusive packages -Bad press has potential to go viral with social media & 27% trust peer reviews.
Political -Conflict between housing laws and Airbnbâ€™s regulations -Tax regulations along with other laws vary across the globe -Wars and political conflicts in certain countries Airbnb operates
Social -Lifestyle trend and travel blogs increase demand in spontaneous travel -Bad travellers causing bad publicity for certain home owners -Media highlighting the low quality of the business
Economical -Well established hotel chains latching on to Airbnbâ€™s service -Easily copied business model
Technological -Increase in the use of technology to search and book holidays -Acces to systems and websites to cellect data and research on certain things
Appendix Layout Inspiration
I always like to work in a minimal fashion, therefore when I came across this portfolio of work on Ark Creative I decided that I wanted my report to look simplistic yet sophisticated and slightly off centre. A very basic layout but includes all necessary information that is easy on the eye to read with a mixture of image and text.
As I knew I was going to be included data and statistics I needed some layout inspiration, I searched Pinterest and found this example, I like the multimedia design with text and blocks to show the data gathered.
Beginning research into ‘belonging’. Idea Generation.
This is my questionnaire transcript from interviewing ten people. The Questions asked: How do you prefer to book your holiday? Do you book your hotel & flights together? What pulls you towards choosing accomoodation? Have you ever heard of Airbnb? I decided to ask these questions as they are quite vague but I got an insight into how people go about booking their holiday instead of finding out where they like to go or how often they go. Gathering the information I did help me identify that people booking holidays choose based on price, where there going and who they are going with, therefore, a travel business needs to be flexible and available to fit the needs of the consumer.
Focus Group. Group of 10 different people to the questionnaire. Asked their thoughts on my idea. What do you think of the idea of a collaboration with Airbnb and London Fashion Week after reading the information i’ve gathered so far? Response - 8/10 thought it was a viable and good idea that used the idea of belonging and connecting.
Bibliography Airbnb - https://www.airbnb.co.uk/. Last accessed 8th December 2014. Airbnb’s Future - (2014). https://blogs.ubc.ca/jobansandhu/2014/10/21/what-the-future-holds-for-airbnb/ . Last accessed 20th December. Airbnb generates jobs - (2014). -https://www.airbnb.co.uk/press/news/new-study-airbnb-community-generates-502-million-in-economic-activity-in-the-uk . Last accessed 20th December. Collaboration with The Selby - (2013). - http://theselby.com/galleries/special-projects/airbnb-x-the-selby/ . Last accessed 20th December. Collaboration with Ikea - (2014). - http://www.marketingmag.com.au/news/ikea-and-airbnb-collaboration-invites-people-to-sleep-in-an-ikea-store-55954/#.VJGWcSusVqU. Last accessed 1st january. Dillon, Susan (2011). The Fundamentals of Fashion Management. A&C Black. p. 115. Forbes Holidays -: http://www.forbes.com/fdc/welcome_mjx.shtml . Last accessed 9th December. Global Report - (2010). http://www.wtmlondon.com/files/wtm_global_trends_2013.pdf. Last accessed 8th December 2014.
Hawkins, D (2012). Consumer Behaviour, Building Marketing Strategy Holiday Hotspots - (2012). http://www.theguardian.com/travel/2014/jan/03/holiday-hotspots-where-to-goin-2014 . Last accessed 9th December. Industry Report - (2010). http://www.wtmlondon.com/files/wtm_2013_industry_report.pdf. Last accessed 8th December 2014. Luxury Travel Trends - (2014). -http://www.telegraph.co.uk/luxury/travel/1264/luxury-travel-trends-choice-free-holidays.html . Last accessed 9th December. New York Times - (2006). -http://www.nytimes.com/2006/10/09/business/media/09adcol.html?_r=0 . Last accessed 12th january. The Times Newspaper ‘Travel’ magazine Travel blog - (2010). -http://www.shoplatitude.com/blog/boho-breaks-london/. Last accessed 1st january. Travel Blog on animals - (2010). - http://blog.homeexchange.com/. Last accessed 20th December. Travel Destinations - (2014). http://www.tripadvisor.co.uk/TravelersChoice-Destinations-cTop-g1 . Last accessed 10th December Trend - (2010). http://trendwatching.com/trends/10-trends-for-2015/. Last accessed 10th january. Trend Reports - PR. http://www.trendreports.com/article/benefits-of-social-media. 10th January Veksner, S (2010) - How to make it as an Advertising Creative Webb, JW (2003). A Technique for producing Ideas. WGSN Blog Trends - (2014). http://www.wgsn.com/blogs/travel - wgsn 10/12/14. Last accessed 9th December.
References Collaboration with The Selby - (2013). - http://theselby.com/galleries/special-projects/airbnb-x-the-selby/ . Last accessed 20th December. Hawkins, D (2012). Consumer Behaviour, Building Marketing Strategy Greenwood-Lea, G (2012). Fashion Marketing Communications, chapter - 8, 11, 12 Global Report - (2010). http://www.wtmlondon.com/files/wtm_global_trends_2013.pdf. Last accessed 8th December 2014.
Harrison, S (2009). How to do better creative work Hawkins, D (2012). Consumer Behaviour, Building Marketing Strategy Industry Report - (2010). http://www.wtmlondon.com/files/wtm_2013_industry_report.pdf. Last accessed 8th December 2014. Posner, H (2011). Marketing Fashion. Laurence King. Travel blog - (2010). -http://www.shoplatitude.com/blog/boho-breaks-london/. Last accessed 1st january. Travel Industry Report - (2010). http://www.wtmlondon.com/files/wtm_global_trends_2013.pdf. Last accessed 8th December 2014. Trend Reports - PR. http://www.trendreports.com/article/benefits-of-social-media. 10th January
Webb, JW (2003). A Technique for producing Ideas. WGSN Blog Trends - (2014). http://www.wgsn.com/blogs/travel - wgsn 10/12/14. Last accessed 9th December.
Illustrations Visual Inspiration - http://www.pinterest.co.uk Fig.1.-https://www.airbnb.co.uk/ Fig.2.-https://www.airbnb.co.uk/ Fig.3.-Own work - Photoshop, Logo - https://www.airbnb.co.uk/ Fig.4.-https://www.google.co.uk/search?q=instagram+search&biw=1366&bih=667&source=l nms&tbm=isch&sa=X&ei=HVi1VLfMGYX3apbwgugJ&ved=0CAgQ_AUoAw#tbm=isch&q=instagram+london Fig.5.-https://www.google.co.uk/webhp?hl=en&tab=ii&ei=IFi1VK-tFoP6aNC5gUA&ved=0CBcQ1S4 Fig.6.-https://www.google.co.uk/webhp?hl=en&tab=ii&ei=IFi1VK-tFoP6aNC5gUA&ved=0CBcQ1S4 Fig.7.-https://www.facebook.com/airbnb?fref=ts Fig.8.-http://theselby.com/galleries/special-projects/airbnb-x-the-selby/ Fig.9.-http://www.shoplatitude.com/blog/boho-breaks-london/ Fig.10.-http://www.londonfashionweek.co.uk/ Fig.11.-http://www.londonfashionweek.co.uk/ Fig.12.-http://www.tribes.co.uk/ Fig.13.-.-http://www.londonfashionweek.co.uk/ Fig.14.-Own Work, Photoshop, various imagery Fig.15.-Own work, Photoshop, various imagery Fig.16.-Own scanned images Fig.17.-Own scanned images Fig.18.-Instagram http://instagram.com/ Fig.19.-Own work, Photoshop Fig.20.-https://www.facebook.com/moodboard?fref=ts Fig.21.-Own work, Photoshop Fig.22.-Own work, Instagram & Photoshop Fig.23.-https://www.facebook.com/moodboard?fref=ts
Live like a local ...
A report on idea generation, research, advertisement and promotion. How can Airbnb promote to existing and new customers with the idea of 'b...
Published on Apr 19, 2015
A report on idea generation, research, advertisement and promotion. How can Airbnb promote to existing and new customers with the idea of 'b...