Download - Airbnb presentation - Paul Hayat (team3)
![Page 1: Airbnb presentation - Paul Hayat (team3)](https://reader035.vdocuments.us/reader035/viewer/2022081800/58a12b041a28abd34f8b45d9/html5/thumbnails/1.jpg)
Belong anywhere
Team 3: Alexia Gak Deluen, Paul Hayat, Keeravij Kitiyadisai, Lucas Letellier, Jakob Luttropp, Nelson le Masson
![Page 2: Airbnb presentation - Paul Hayat (team3)](https://reader035.vdocuments.us/reader035/viewer/2022081800/58a12b041a28abd34f8b45d9/html5/thumbnails/2.jpg)
Contents
• Introduction
• Objectives/Strategies
• Internet – Value Proposition
• Marketing Strategies
• Partnerships
• Metrics
• Challenges
• Opportunities
• Recommendations
• Discussion Questions
![Page 3: Airbnb presentation - Paul Hayat (team3)](https://reader035.vdocuments.us/reader035/viewer/2022081800/58a12b041a28abd34f8b45d9/html5/thumbnails/3.jpg)
Introduction
• Initial concept created in October 2007
• Launched in August 2008
• Founders: Brian Chesky, Joe Gebbia and Nathan Blecharczyk
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
![Page 4: Airbnb presentation - Paul Hayat (team3)](https://reader035.vdocuments.us/reader035/viewer/2022081800/58a12b041a28abd34f8b45d9/html5/thumbnails/4.jpg)
Introduction
• Funding and Valuation– Over 2 million listings
– More than 60 million users
– $119.8 million in venture funding in 2011
– $450 million in 2014
– $1.5 billion in 2015
– Latest valuation: $25.5 billion
• Guests and Revenue Growth– 47,000 guests in Summer 2010
– 17 Million guests in Summer 2015
– Last years revenue ~$900Mn
– Projected to grow to $10Bn in 2020
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
![Page 5: Airbnb presentation - Paul Hayat (team3)](https://reader035.vdocuments.us/reader035/viewer/2022081800/58a12b041a28abd34f8b45d9/html5/thumbnails/5.jpg)
• Objective:
Increase the number of Airbnb users
• Strategy:
Bring more traffic to the platform through SEO tools and partnerships
Objectives & Strategies
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
![Page 6: Airbnb presentation - Paul Hayat (team3)](https://reader035.vdocuments.us/reader035/viewer/2022081800/58a12b041a28abd34f8b45d9/html5/thumbnails/6.jpg)
– Distribution Channel
• Gather customers in the same place
– Easy to Sign up
• No useless information
• Facebook / Google API
• Required to use the service
Internet
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
![Page 7: Airbnb presentation - Paul Hayat (team3)](https://reader035.vdocuments.us/reader035/viewer/2022081800/58a12b041a28abd34f8b45d9/html5/thumbnails/7.jpg)
- Sponsorships
Internet
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
![Page 8: Airbnb presentation - Paul Hayat (team3)](https://reader035.vdocuments.us/reader035/viewer/2022081800/58a12b041a28abd34f8b45d9/html5/thumbnails/8.jpg)
– Design Layout
• Flat Design
• Appealing Pictures
Internet
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
![Page 9: Airbnb presentation - Paul Hayat (team3)](https://reader035.vdocuments.us/reader035/viewer/2022081800/58a12b041a28abd34f8b45d9/html5/thumbnails/9.jpg)
Internet
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
![Page 10: Airbnb presentation - Paul Hayat (team3)](https://reader035.vdocuments.us/reader035/viewer/2022081800/58a12b041a28abd34f8b45d9/html5/thumbnails/10.jpg)
• Black-Hat Strategy – Growth hacking (Craigslist case)
• Targeting tools (Google Display)
• VIDEO http://youtu.be/D9SGDACeQnE
Marketing/SEO Strategies
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
![Page 11: Airbnb presentation - Paul Hayat (team3)](https://reader035.vdocuments.us/reader035/viewer/2022081800/58a12b041a28abd34f8b45d9/html5/thumbnails/11.jpg)
• Google adwords
• Pay Per Click (PPC)
• Remarketing
• Website content (Localisation challenges: adapting its content to the market)
• Main traffic sources (referral site and search traffic)
Marketing/SEO Strategies
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
![Page 12: Airbnb presentation - Paul Hayat (team3)](https://reader035.vdocuments.us/reader035/viewer/2022081800/58a12b041a28abd34f8b45d9/html5/thumbnails/12.jpg)
• Online Partnerships to bring traffic
– Virgin, KLM, American Express, China Broadband
Capital (CBC), Sequoia China
Partnerships
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
![Page 13: Airbnb presentation - Paul Hayat (team3)](https://reader035.vdocuments.us/reader035/viewer/2022081800/58a12b041a28abd34f8b45d9/html5/thumbnails/13.jpg)
• Partnerships to improve public image
– Green image: Tesla, Nest
– NGOs: Red Cross Foundation, The United Nations High Commissioner for Refugees
Partnerships
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
![Page 14: Airbnb presentation - Paul Hayat (team3)](https://reader035.vdocuments.us/reader035/viewer/2022081800/58a12b041a28abd34f8b45d9/html5/thumbnails/14.jpg)
• Demographics– US accounts for HALF of Airbnb users, second
country is India with 5.6% of total users– First European country – Spain with 1.4%– 88% of reservations were for 2-4 people– 60% are for the entire home/apartment– Only 11% of 500,000 unique listings were
reserved on a typical night for the 2015 Q1– 54% of hosts are female, 46% male– Visitors - 33.7% from Google, 8.2% from
Facebook, 1.7% from Yahoo
• Visitor engagement: over 25 million unique users per month, 5.7m page views per day
Metrics
Male,
46.00%
Female,
54.00%
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
![Page 15: Airbnb presentation - Paul Hayat (team3)](https://reader035.vdocuments.us/reader035/viewer/2022081800/58a12b041a28abd34f8b45d9/html5/thumbnails/15.jpg)
• Conversion rate: From November 2012 to
October 2013: 6.01 million unique visitors;
4.14 million view a listing (68.79%); 359k
book a listing (5.97%).Although Airbnb has a
very high engagement, it has a low conversion
rate compared to its competitors
(Booking.com, Hotels.com)
MetricsBacklinks: 10,310 pages link to Airbnb, total do
follow backlinks are 413,063 and total no
follow backlinks are 101,816
Hierarchical browsing: Google page rank
number 7, one of the top websites out there,
website value is almost $6bn)
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
![Page 16: Airbnb presentation - Paul Hayat (team3)](https://reader035.vdocuments.us/reader035/viewer/2022081800/58a12b041a28abd34f8b45d9/html5/thumbnails/16.jpg)
• Legal challenges – some listings are illegal– NYC, ~70% of listings are illegal
• Competition on Google search results– E.g. Homeaways
• Corporate Image– Failed partnership with online ticket seller voyages-sncf.com
• Trust Issues
• Travelers Retention rate
Challenges
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
![Page 17: Airbnb presentation - Paul Hayat (team3)](https://reader035.vdocuments.us/reader035/viewer/2022081800/58a12b041a28abd34f8b45d9/html5/thumbnails/17.jpg)
• Business travel - Make Airbnb a common option for business travelers
• Shorter/longer stay - only 11% of booking are for 1 night only, 31% for 2-3 nights.
• Single travelers only account for 7% of all stays
Opportunities
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
![Page 18: Airbnb presentation - Paul Hayat (team3)](https://reader035.vdocuments.us/reader035/viewer/2022081800/58a12b041a28abd34f8b45d9/html5/thumbnails/18.jpg)
• Forum - users can exchange and publicly ask questions if they have any issues
• Increase rankings on search engines• Diminishes bounce rate• Increase their presence on search engines• Referrals (with sites source of huge traffic) and backlinks• Adwords (if you type for instance “Barcelona accommodation on
Google, Airbnb does not appear)• Improving their corporate image to partner with more state-owned
companies and organisations• Customer loyalty
Recommendations
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion
![Page 19: Airbnb presentation - Paul Hayat (team3)](https://reader035.vdocuments.us/reader035/viewer/2022081800/58a12b041a28abd34f8b45d9/html5/thumbnails/19.jpg)
• How can Airbnb increase their conversion rate, both for host and travelers?
• Should Airbnb improve its corporate image in order to create partnerships with public tourism organisations?
• How could Airbnb increase the amount of single travelers using its service?
Discussion Questions
Introduction Objectives Internet Strategies Partnerships Metrics Challenges Opportunities Recommendations Discussion