WHAT IS AIRBNB?

The following article is an analysis of our work for the first task we were given for the course “Introduction to Advertising and Public Relations” during our time studying with Mrs. Betty Tsakarestou. For our first project, we were given an assignment in order to choose one big brand and act as their ambassadors. Moreover, we were asked to prepare a three-minute visual presentation about the selected brand. We decided to represent “Airbnb” as the brand we would become ambassadors for.

Airbnb is a global online marketplace and hospitality service that creates a world where anyone can belong anywhere in more than 81.000 cities and 191 countries. Airbnb’s people to people platform benefits all its stakeholders, including hosts, guests employees and the community in which it operates.

It all started in 2007 when two of the founders who were roommates in San Fransisco, Gebbia and Chesky, decided to put air mattresses in their living room and turn it into a bed and breakfast,in order to pay rent. A few months later, Blecharczyk named this idea Air bed and breakfast. Airbnb through its campaign defines its purpose on realising and ensuring the original vision, which is “belong everywhere”, and is represented by the “belo” logo. It wants to make people feel like they are at home and they are welcome and accepted everywhere.

As for its main values, the first one is “living the mission”. The mission is to live in this world where people should feel like they are living truly at home, where they belong. The second value is about providing hospitality to anyone and simplifying the lives of the people who are gonna live an Airbnb home as theirs. Between Airbnb’s values is also «we accept» , which means that, as they say, «no matter who you are, where you’re from, who you love, or who you worship, you deserve to belong.»

Additionally, Airbnb wants people to look at the end to end experience of everything irrationally, paying attention to the details. Also, it encourages people to have that youthful spirit regardless of age, to be open-minded and adaptable. Airbnb is an innovative brand. It offers the opportunity to book at low cost by enabling people to rent rooms or full houses. It also offers unique accommodations such as ships, tree houses and glamping. Most importantly, in the Airbnb site you can book experiences and activities such as sight seeing and extreme sports.

Finally, Airbnb targets not only the travelers, the adventurous people, but also the hosts. These two target segmentations are vital for Airbnb’s business structure because they are at the center of their profitability. As far as the travelers are concerned, this market segment involves mostly those who enjoy traveling by not spending all of their money in a hotel room and would rather take a cheap and relaxing trip. For the hosts, the market includes owners or renters that are willing to rent out their place mostly looking to make some profit.

As for it’s persona, it is the “explorer” due to the fact that it offers the ability to people to experience new adventurous trips by visiting new places.

https://www.youtube.com/watch?v=nMITXMrrVQU

Betty Tsakarestou Maira Kokkoni Νεφέλη Παπαγιαννοπούλου Niki Despollari