Airbnb: The Role Model for Explorer Brands

Travelling seems to be on everybody’s to-do list, but, for one reason or another, it never becomes a reality. There is always a barrier or limitation that kills plans to take that dream vacation or go see that interesting city. In 2008, the founders of Airbnb set out to help hopeful explorers break through those limitations.

Airbnb allows local residents to open their homes to travelers visiting their city. While this offers an easy additional income to Airbnb hosts, the Airbnb system multiplies the housing options for travelers and makes vacationing, visiting, or taking business trips easier and more affordable. In addition to lodging, Airbnb offers “experiences” that allow users to have unique activities with locals. They are helping to craft not only a comfortable night’s stay, but activities to make local culture accessible during the day.

The success of the company is displayed in their numbers. After just over ten years of operation, Airbnb now has over 150 million users on its platform. There are over 7 million listings in over 220 of the world’s countries and regions. On average, two million guests stay at an Airbnb each night. Many of those guests would likely give up on their travel plans if it weren’t for the services that Airbnb provides, but the platform has turned them into regular explorers.

Even with its affordability, it isn’t unreasonable for people to have reservations about the idea. After all, the company is built on the premise of staying in a stranger’s home (or allowing strangers to stay in your home). But instead of focusing on the potential awkwardness of staying in someone else’s house for the first time, Airbnb chooses to show consumers all the incredible opportunities that their service unlocks. That the company has become so successful is truly a testament to Airbnb’s great strategic messaging.

Let’s take a closer look at exactly how Airbnb has achieved such success in less than 15 years.

In 2014, Airbnb released their new logo design and a video to go with it.

(https://www.youtube.com/watch?v=nMITXMrrVQU&feature=youtu.be)

The video describes what went into the new design and the reason behind it. The logo is meant to symbolize what the company determined to be its primary goal: belonging. In the video, Airbnb emphasizes people’s desire to feel connected, accepted, and safe. The company expresses these values, among others, through different aspects of their logo.

At the center is the shape of a person’s head, the customer seeking to explore and belong. That same shape is also the location icon on a virtual map, reflecting travel. The curvy lines also remind the audience of paths on a map. The entire icon flipped upside down is the shape of a heart, communicating the warmth of a homey environment. And, of course, the icon is shaped like an “A” to signal the brand’s name. Combined with the energetic, fun light pink hue, the logo communicates that Airbnb allows people to “belong anywhere.”

Advertising

Airbnb stressed the value of escaping the city and living off the land in their 2017 commercial. The ad features images of different people immersed in the nature of an island paradise. A group of people relax offshore on their surfboards, a man plants and harvests pineapples, and a couple hikes up to a beautiful scenic view. Over the images is the voice of a woman explaining how she has decided not to return to the city. The open land has reduced her anxiety and revealed how the city was stifling her. She says that traveling has “taken me back to what really matters.”

The ad makes every effort to make the audience feel like they are being trapped in their city. The city is hurting them, and the remedy is to reunite with nature. Through beautiful scenes and rich, sensory details, the ad tries to inspire viewers. It creates a longing within customers to adventure, break out of their daily chains, and to experience something new. In a new setting, they can find themselves.

Even while focusing on living in nature, the commercial shows no grit or grunge. There is nothing dirty about this way of living. Instead, it is completely comfortable. A woman folds towels in a trendy cottage while wearing a sundress. A man farms in a sparkling white t-shirt. It is as comfortable as your own home, yet far more beautiful and freeing. With soothing piano music behind it all, Airbnb draws customers out of their normal city lives and into their own traveling daydream.

Heading into 2020, Airbnb released videos exploring the “trending” cities of the year. They released this video showcasing Milwaukee, the number one trending city for the year. An Airbnb interviewer travels the city talking to the mayor, dining at the restaurants, and interviewing local Airbnb hosts about why they love the city.

With this video, Airbnb makes a city that most people probably never considered going to seem like a bustling tourist destination.The company generates excitement for a travel spot that wasn’t even on most customers’ radars. By calling it a “trending” city, Airbnb makes people believe that everyone is going to Milwaukee, encouraging others to join the trend. The video motivates audiences to break out of their traditional views about vacation destinations, encouraging people to discover someplace entirely new.

Brand Voice

Airbnb employs a very enlightened or spiritual tone of voice. The brand talks about “belonging” and “what really matters”, but does so gently and without demanding the audience to change their lives — because with Airbnb, they don’t have to. They remain open-minded in their messaging and opt to inspire customers by offering rich depictions of lifestyle rather than messages telling them to “Visit Milwaukee today!” Their marketing is always sleek and hopeful, which persuades audiences to make a change from their boring routines.

Public Perception

Airbnb has done a good job associating itself with adventure and fun. However, the company has also been intentional about advocating for love and acceptance. Pushing these as major company values, through human resources and company policy efforts that promote diversity or social tolerance, improve the brand’s perception among younger, open-minded customers.

Top 3 lessons that other Explorer brands can learn from Airbnb?

• Emphasize the ways that exploring goes beyond entertainment. Show customers how it can improve customers’ mental and emotional wellbeing.
• Use empowering messages that make customers feel ready to embark on their journey.
• Explorer brands do not need to act like used cars salesman, panicking to make a sale before a customer walks away. Instead, suggest appealing ideas and lifestyle to an audience and allow customers to warm up slowly to the idea.

Could your brand be a “Explorer” brand like Airbnb?

Take Ardent’s Brand Personality Quiz to find out which of the 12 brand archetypes you represent.