UX Competitive Analysis Report: Unique Experiences Booking Feature in Airbnb India — UX Showdown Mission- II

Do you know about Chapterr by Gethired? It is the ultimate community for designers who want to level up their game and become “Superpowered Designers” — the full-stack dynamos who can make a real impact in today’s digital world. It has challenges named “UX Showdown” to improve skills as a UX designer and this is the second mission of UX Showdown.

The Scenario

I’m aproduct designer at Airbnb, and your task is to review the competitive design landscape for a new feature within the Airbnb mobile app. The feature aims to allow users to book unique experiences hosted by locals, such as cooking classes, hiking tours, and art workshops.

Task

My role as part of the design team is to perform a UX competitive analysis of real companies that would be competitors of this new Airbnb feature, focusing on India. This could include other travel apps, experience booking platforms, or even local tour companies. Your goal is to identify strengths, weaknesses, and opportunities to differentiate the Airbnb product.

What is Airbnb?

Airbnb is a popular online platform that connects travelers with hosts who offer a wide range of accommodations, from apartments and houses to unique and offbeat spaces. By providing an alternative to traditional hotels, Airbnb allows travelers to immerse themselves in local communities and experience destinations from a more authentic perspective.

Airbnb operates globally across 220+ countries and regions, offering over 6.6 million active listings and over 41,000 active Experience listings across 93 countries.

Objective

The objective of the competitive analysis is to gain a deep understanding of the design landscape and user experience provided by real companies/platforms that could potentially compete with Airbnb’s new experiences feature in India. By analyzing the strengths and weaknesses of these competitors, as well as identifying any opportunities for differentiation, the objective is to inform the product design decisions and strategies for Airbnb.

Methodology

1. Research and Identification: Conducted extensive research to identify direct and indirect competitors offering similar services or experiences in the Indian market. Explored travel apps, experience booking platforms, and local tour companies that cater to the Indian audience.
2. User Experience Evaluation: Evaluated the user experience of each competitor by using their platforms and apps as a regular user. Analyzed the design elements, such as visual aesthetics, information architecture, and interaction patterns.
3. SWOT Analysis: Using a SWOT (Strengths, Weaknesses, Opportunities, and Threats) framework, Evaluated both direct and indirect competitors. This analysis helped identify their strengths, weaknesses, opportunities for improvement, and potential threats.
4. Feature Comparison: Compared the features and capabilities of each competitor’s experiences feature with Airbnb’s existing feature. Looked for similarities and differences in terms of search and filtering options, booking process, payment methods, and reviews/ratings systems.

Research and Identification

Direct Competitors

Airbnb Experience’s direct competitors in India include:

• Thrillophilia
• Cleartrip Local
• Viator

Indirect Competitors

Airbnb Experience’s indirect competitors in India include:

• Hotels
• Travel Agencies

User Experience Evaluation

Created accounts and interacted with the competitor platforms as an Indian user. Explored features, navigation, booking process, payment options, and user reviews specific to the Indian context.

Here are some of my observations:

• The competitor platforms are generally easy to use and navigate.
• Smooth booking process with clear information presentation.
• Provides efficient search and filter options but lacks extensive personalization options.
• Hotels and travel agencies present a mixed bag of user experiences, with variations in interface design, booking ease, and customer support quality.

SWOT Analysis

Thrillophilia

Thrillophilia is a popular online platform that offers a wide range of travel experiences, including adventure activities, tours, and cultural experiences in India. It directly competes with Airbnb Experiences by providing curated and unique experiences to travelers.

Cleartrip Local

Cleartrip Local is a subsidiary of Cleartrip, a well-known online travel agency in India. Cleartrip Local offers various activities and experiences, including city tours, adventure sports, workshops, and cultural events. It competes directly with Airbnb Experiences by providing localized and curated experiences to travelers.

Viator

Viator is a global online marketplace for booking tours, activities, and experiences. It features a wide range of options in India, including sightseeing tours, culinary experiences, and cultural activities. Viator competes directly with Airbnb Experiences by offering a diverse selection of experiences to travelers.

Hotels

Travel Agencies

Feature Comparison

Compared the features and capabilities of each competitor’s experiences feature with Airbnb’s existing feature. Looked for similarities and differences in terms of search and filtering options, booking process, payment methods, and reviews/ratings systems.

Thrillophilia

Provides a seamless booking process with clear information about the experience, pricing, and availability. Users can easily select their preferred date and time and proceed to secure the booking.

Offers robust search and filtering options to help users find experiences based on location, category, duration, and price range.

Provides a user-friendly and intuitive mobile app interface, allowing users to browse, search, and book experiences on the go.

Cleartrip Local

Offers a straightforward and user-friendly booking process, guiding users through the steps of selecting the experience, date, and time, and providing instant confirmation.

Includes user reviews and ratings for experiences, allowing users to gauge the quality and popularity of the offerings.

Offers integration with other travel services such as flights, hotels, and transportation, providing users with a comprehensive travel booking experience.

Viator

Offers advanced search filters, including location, category, duration, and traveler ratings, to refine search results effectively.

Provides a mobile app with a user-friendly interface, allowing users to browse and book experiences easily from their smartphones.

Conclusion

Based on the UX competitive analysis, there are several strengths and weaknesses among the identified competitors. By leveraging its existing strengths in accommodation, community, and personalization, Airbnb can differentiate its experiences feature in India. Integrating experiences seamlessly into the Airbnb platform, offering exclusive local experiences, and providing a feature-rich mobile app can enhance the overall user experience and establish Airbnb as a go-to platform for immersive and unique experiences in India.

Recommendations

Based on the findings of this analysis, I recommend the following:

• Simplify the booking process by reducing the number of steps required and ensuring clear and concise information at each stage.
• Develop personalized recommendation algorithms that consider user preferences, search history, and location to offer tailored experience suggestions. This will enhance the user experience by providing relevant and curated recommendations based on individual interests.
• Customize the feature to cater to the specific needs, preferences, and cultural sensitivities of the Indian market. This includes offering experiences that showcase the rich cultural heritage of India and ensuring accurate and localized information for users.
• Explore partnerships with local vendors and experience providers to offer exclusive or unique experiences that are not readily available on other platforms. This will provide a competitive edge and attract users seeking exceptional and exclusive experiences.
• Provide reliable and accessible customer support channels, such as live chat or 24/7 helpline, to assist users throughout the booking process. Prompt and helpful customer support will enhance user satisfaction and address any issues or concerns promptly.

By implementing these recommendations, Airbnb can differentiate its experiences feature and create a compelling and user-centric platform for booking unique and authentic experiences in India.