How Does Airbnb Use Digital Marketing: The Story Behind Airbnb's Refer a Friend Programme

One of the success stories of recent years, Airbnb, has just revealed that they managed to boost bookings by 25% in some markets since they launched their refer-a-friend program, which is a part of the broader Airbnb digital marketing strategy that has significantly contributed to their success.

One of the team members who worked on the project recently published an excellent post on how they got a friend to work. From the sounds of things, they’re rightly very proud of it.

They say a lot in here that we would strongly agree with, including:

The value of testing

They point to some tests they did to determine whether highlighting the offer for the referrer or the referee resulted in a higher conversion rate. Testing is a crucial part of Airbnb's digital marketing strategies to optimize conversion rates, and for Airbnb, the altruistic message performed better. Our experience is that answers to questions like this vary by business, but there is no doubt that there is huge value in testing.

The value of good reporting and metrics in content marketing

This is one of the classic problems of most in-house refer-a-friend programmes insofar as it is rarely practical to build out all of the reporting that is needed to show what is going on. This matters because if you can’t see what’s going on, you can’t fix it and improve it. Comprehensive reporting and metrics are integral to Airbnb's digital marketing strategy, allowing it to leverage mobile app engagement and data analytics to create personalized user experiences. Airbnb really invested in this … as have we at Mention Me.

The value of personalization in digital marketing

Airbnb's marketing strategy has done a great job of making the referrer's arrival a very personalized experience. All of this is important. The conversion rate for someone who has been referred is very high. The more that you can catch them and make them feel special and appreciated when they arrive, the higher that conversion rate will be.

The value of sharing user-generated content in conversation

Each Airbnb host receives unique voucher codes to share with potential guests. This is good. They were trying to find a way for people to share without needing to share via links, which is critical to capturing face-to-face recommendations. The challenge here is that the customer still needs to remember the code, and their friend needs to write it down, too. The Mention Me approach of just getting the friend to enter the referrer’s name in the checkout is even simpler.

Airbnb approached this in a great way and we’d like to congratulate them on a job very well done.

Frequently Asked Questions

How does Airbnb use social media for digital marketing?

Airbnb highlights its visually appealing listings and unique experiences across various social media platforms, promoting locations and engaging users. User-generated content and community stories are elevated on platforms like Instagram and Facebook, fostering trust and sparking exploration and travel.

What role does email marketing play in Airbnb's strategy?

Airbnb uses targeted email campaigns to personalize experiences. By sending personalized recommendations, promotions, and updates, email marketing campaigns leveraging user data make it easy to stay relevant and top-of-mind, increasing engagement and conversions.

How does Airbnb optimize its website for digital marketing?

Airbnb pays special attention to user-friendly design, fast loading speeds, and mobile optimization. Its platform relies heavily on SEO strategies and personalized search result-driven algorithms to create a more visible and effective user experience.

Does Airbnb use influencer marketing?

Indeed, Airbnb does work with influencers to promote unique stays, and travel in general. Because influencers produce organic content, brands improve their visibility and credibility among desired demographics.

How does Airbnb use data in digital marketing?

Airbnb uses data analytics extensively to track and analyze user behavior and preferences. This enables them to provide more relevant recommendations, to improve ad targeting, and to create better customer experiences.

What kind of advertisements does Airbnb use?

Airbnb employs search ads, social media ads, and even video campaigns. With creative micro-targeting, its ads are more about storytelling and advertising to promote unique stays and exciting travel experiences in order to resonate with its audience.

Why is digital marketing important for Airbnb?

Through digital marketing, Airbnb efficiently markets its brand to a global audience, building trust amongst users, and creating personalized experiences. Beyond driving immediate bookings, it creates brand awareness and loyalty among customers.