Brand Identity and Elements of Airbnb
Do you love traveling? Well, that is awesome! But right as you get on the road, one of the crucial factors is finding a place to stay. And that is where asking for a service called Airbnb, which stands for “Air Bed and Breakfast,” comes in handy. The latter is a platform where property owners may rent out their rooms to visitors looking for a place to stay. Travelers can rent a communal area with individual rooms, a space for several people to share, or the entire property for themselves. This blog will take a look at the general marketing strategy of Airbnb.
What is the identity of Airbnb?
A peer-to-peer business model underlies Airbnb. As a result, it becomes straightforward, simple to use, and frequently more beneficial for both parties. Your customers’ experience can also be tailored and personalized according to your preferences using the model.
- Prior research is essential before choosing a new booking site. Young, tech-savvy millennials are expected to make up the majority of visitors that book on Airbnb; millennials are predicted to make up about 60% of all past guests. These tourists are especially drawn to genuine, regional lodgings. They think staying in places listed on Airbnb will give them more opportunities to experience different cultures, which they value highly when traveling.
- Its popularity is because only some travel people can afford to do so, and locate a hotel room in a crowded city. They have a straightforward, frequently less-priced option, thanks to Airbnb.
- Your reservation system can be seamlessly connected with Airbnb, regardless of whether you run a bed and breakfast or a vacation rental business. You can manage your content on Airbnb because many integrations will sync content, prices, and availability.
Additionally, your Airbnb bookings will automatically go into your booking engine! Some platforms even allow you to sync your current Airbnb listings if you already use Airbnb, so you will not lose your host ranking or status. Many provide complimentary integrations; the only cost is Airbnb’s commission, which ranges from 3% to 5% per booking.
Airbnb’s Brand Positioning
Let’s take a quick look at this Instagram post to understand better what Airbnb’s brand positioning is all about and analyze it further.
In the photos, we can see numerous heavenly vacation spots pictures. Would it not be amazing to wake up to a view like this and feel an adrenaline rush in a treehouse bordered by many windows?
The treehouse is located in Tuscany, a city in Italy. Italy is well known for the superior quality of its olive oil. Tuscany produces some of the greatest, with single-estate bottled oil being the most treasured and costliest.
The latter explains why the caption mentions the olive vineyard view.
The homey comfort this place provides being in nature is one of the hints we gather. You can be comfortable in bed one moment and near an olive tree the next moment.
The home decoration aspect is another hint that we receive. The cozy fireplace, comfortable balcony, and relaxing aura are all that we need for that assumption.
It is evident at this point that the archetype Airbnb belongs to is the Explorer.
“8 Steps to Archetypal Branding” is the ideal e-book to comprehend archetypes better and learn how to interact with them more successfully. You can clearly understand how to respond to those branding queries by reading through its pages. It will provide you with a ton of insight.
Let’s now look into Airbnb in more detail. What do we know about the Explorer, its archetype?
- The archetype desires to traverse the world to satisfy their curiosity and find their true selves.
- This Explorer aims to make life better, more fulfilling, and more fun.
- The strategy for this archetype’s way of living is adventure. It is about discovering new locations, trying novel experiences, and escaping the monotonous, repetitious rut.
The messaging levels of the archetype are the following.
- The archetypal cries out in dissatisfaction, estrangement, restlessness, boredom, and longing.
- The archetype enjoys traveling, experiencing new places, and being in nature.
- The archetype pursues its distinction to achieve individuality and contentment.
- The archetype exudes originality and ingenuity.
The Explorer archetype is the right fit for your brand if:
- People can achieve freedom, become pioneers, and explore novel ideas with the help of their goods.
- Your product supports any way of life or work, from enjoying the great outdoors to working in hazardous conditions. It is made reliable and durable, enabling you to complete your regular tasks confidently.
- You can choose from various options for buying your product, like ordering it online or through a catalog.
- Thanks to your goods, people may show who they are through the furnishings and attire in their houses. It enables you to exhibit your unique sense of style while having fun.
- People with busy schedules would appreciate your product because it is portable and easy to consume.
- Your business respects exploration.
Investigating Airbnb’s unique nature seems logical. Let us look more closely at their positioning tactics. Two important considerations must be made.
- The international hotel chain uses a multi-segment positioning approach to target various market segments with multiple service offerings. In contrast to the Airbnb Plus package, which caters to customers who value cutting-edge quality and design and are willing to pay more, the company promotes reasonably priced apartments for rent for the price-conscious market segment. The business has recently introduced its Airbnb Luxe brand of upscale apartments, which are marketed as “extraordinary homes with five-star everything.”
- Airbnb introduces services for a market niche with low turnover through anticipatory positioning, hoping the turnover will increase with time. Examples of Airbnb services with watchful positioning include “Becoming a Beekeeper” experiences and the adventure package “Around the World in 80 Days.”
Brand Identity of Airbnb
Category
Airbnb is an internet marketplace that connects people looking for lodging in certain places with people looking to rent out their homes.
The company has gone a long way since its co-founders’ initial idea in 2007 to let paying guests spend the night on an air mattress in their living room. According to Airbnb’s most recent statistics, it has more than six million listings spread throughout more than 100,000 cities and towns and more than 220 nations worldwide.
Benefits and differentiation
Airbnb hosts list many properties, including single rooms, flats, homes, houseboats, travel trailers, and castles.
The fee for hosts to list their homes is nothing.
Listings may include written descriptions, images with captions, and a user biography that gives potential guests some background knowledge of the hosts.
Each host can choose their prices for a specific night, week, or month.
The Airbnb database can be searched by price, kind of property, amenities, and the host’s language, in addition to date and location. They can even add keywords (like “near the Louvre”) to further narrow their search.
On Airbnb, dining establishments and activities are offered. A list of activities, such as lessons and touring, given by nearby Airbnb hosts can be found by users who conduct a location-based search. Listings for restaurants frequently feature feedback from Airbnb hosts.
After check-in, Airbnb withholds each guest’s payment for a full day before releasing it to the host. Airbnb provides up to $1,000,000 in insurance for unjustified property damage to hosts. This protection still needs to be completed despite being free.
The core communication idea
The ability to interact with Airbnb users requires skill. To guarantee bookings, your Airbnb communication strategy must be faultless. That’s because your demeanor, readiness to respond, and ability to offer intelligent responses will all influence whether or not people choose to book a reservation with you.
Successful Airbnb hosts are punctual, generous, and knowledgeable. If you want to continually offer superb customer service to your guests and boost your bookings, adhere to these recommendations while developing your Airbnb communication plan.
Brand Elements of Airbnb
Let’s discuss a few vital aspects of establishing a profitable brand. We will look at components like the slogan, logo, and archetype.
The name element
“Airbnb” is an acronym for “Air Bed and Breakfast.”
Co-founders of Airbnb, Joe Gebbia, and Brian Chesky, first resided together in a room in San Francisco, California.
When they learned that all nearby hotels were fully booked to pay their rent, the two turned to rent rooms in their apartment to visit designers for a large Industrial Design Conference.
The name of their new company, “Air Bed and Breakfast,” a reference to the air mattresses their guests were using, was given after they bought three of them, put them up in their living room, and started it.
An AirBed & Breakfast was created from a traditional Bed & Breakfast. In August 2008, the company made its debut under the moniker Airbedandbreakfast. Later, the company became known simply as Airbnb.
The logo element
The company’s makeover is most evident in the “Bélo” symbol, a new brand that Airbnb designed. The upside-down heart or paper clip that makes up the Bélo symbol is similar to the letter “A” in appearance. It was meant to stand for four ideas: people, places, love, and the letter “a” from Airbnb.
DesignStudio claims that the concept was inspired by German designer Kurt Wiedeman’s remark that a powerful logo “is something you can draw in the sand with your toe’.”
The Create Airbnb portion of Airbnb’s website allows hosts to personalize the logo and “bring it home” on thank-you cards, mugs, t-shirts, and other goods. This is what makes the new design and logo.
The slogan element
Before using the slogan”belong anywhere,” Airbnb promoted the idea of “traveling like a human.” When Chesky and Gebbia understood that Airbnb was more than just a resource for travelers, the transformation became apparent in 2014.
The solution was right in front of them. For a long time, people believed that Airbnb was for residential rentals. However, Airbnb is almost a home. A home is where you belong, whereas a house is merely a place. And the fact that you can now belong anywhere makes the global community unique.
The color element
The colors Rausch, Babu, Arches, Hof, and Foggy are those of Airbnb. These hues help the business adhere to color psychology.
The custom color “Rausch” is named after the street where Airbnb was first established. According to Designstudio, it has the intensity of “passion” but “none of the aggression of pure red.”
The website
There is a reason that many of Airbnb’s rivals—possibly not even one—are unfamiliar to you. The “giant” renting/booking marketplace has dominated the global market for decades and hasn’t yet found a competitor.
The constant work of Airbnb’s design team to provide a user experience for its booking platform that outperforms that of other comparable businesses accounts for a sizable portion of that success.
The user interface is primarily composed of two levels, distinguished by color contrast and shadows: The explanatory text and Call-to-Action (CTA) button on the card make up the upper layer of the page, which is seen as the backdrop layer.
Users may recognize the upper layer (card) as the area they can interact with little to no cognitive effort. The page frames a clear engagement path for people who land on it by not overburdening them with information.
And that concludes the Airbnb brand identity and elements. We looked closely at its multiple components, such as positioning, category, and website. Remember to stop by our main website for more awesome content!
