Airbnb is having a moment. Not only has it put together impressive marketing campaigns with the likes of Audi and Sweden (yes, the country), the leader of the travel sharing economy is beating the giant travel sites online.
They say it’s good to be king, but it may be better to be a revolution.
As reported by eMarketer, SimilarWeb’s “US Travel Trends and Insights 2017” report found that Airbnb has passed Booking.com, Hotels.com, Marriott International and more in Q1 Web traffic.
Now, SimilarWeb attributes this success (in a separate case study) to Airbnb using its platform. eMarketer suggests that it’s due to the rising spending power of Millennials (who they say are more comfortable “rolling the dice” on the kind of experience it offers).
I think those are both factors, but they miss the big picture: Airbnb isn’t another hotel website or travel aggregator. It’s a revolution, which lets it change the paradigm and break out compared to the other sites.
That’s a real competitive advantage, and it’s the heart of all Airbnb’s marketing and brand.
eMarketer comes close to identifying that when they finger Millennials, but it’s not that millennials are comfortable with a more crapshoot experience. In fact, much like Uber, Aribnb has built its brand by steadily using reviews to eliminate the crapshoot from its experience.
But Airbnb still does offer a revolutionary, kinda scary, experience. And all revolutions are built on young people converting to those new ways, becoming believers, and then evangelists who are willing to fight for the new way.
And if you think that sounds a bit like the customer journey, you’re right! And that’s really why Airbnb is starting to clobber the competition online. By being a revolution, a movement, it’s become the most exciting travel option, the coolest travel option, and the travel option with the most loyalty behind it.
And nowhere is that better demonstrated than in the Audi and Sweden ads i mentioned at the beginning. Airbnb has other brands paying to be associated with it.
Hotels.com has Captain Obvious.
Even Captain Obvious can see Airbnb’s revolution is a massive marketing win.