Why I Love This Airbnb Brand Marketing Campaign
Succinct, benefit-led marketing that gives consumers clear reasons to consider booking through the platform
In an era where digital marketing and advertising often rely on nonsensical absurdity or “this ad makes no sense at all in context to the product or service it is trying to sell,” Airbnb's "Get an Airbnb" campaign is a breath of fresh air and a perfect example of benefit-led marketing done right.
This campaign strategically emphasizes the tangible advantages of choosing Airbnb over traditional accommodation options, marking a decisive shift away from many modern-day brand awareness ads that fail to provide concrete reasons for consumers to engage with a brand.
Direct Benefit-Led Marketing
In today’s saturated marketplace, many brands rely on abstract or nonsensical humor to capture attention. While these ads may boost temporary brand recognition, they frequently fall short of conveying a clear value proposition. Airbnb's "Get an Airbnb" campaign challenges this norm by offering direct, relatable benefits that empower consumers to make informed decisions.
The campaign's core message is clear: Airbnb offers personalized travel accommodation options that hotels cannot match.
For instance, one 15-second commercial voiceover states, “When you share a hotel room with your kid, you also share a bedtime with your kid. But if you pick an Airbnb, you get to pick your own bedtime”. The ad first shows a family cooped up in a tiny hotel bedroom, heading off to bed while sharing the same bed. The animation then switches to an Airbnb layout with the child asleep in their own separate bedroom and the parents enjoying their own time alone in the lounge room, sipping on wine and watching fireworks from the window.
Another spot emphasizes a similar benefit "If you’re finally ready to take a trip without the kids, why stay at a hotel with more kids? Get an Airbnb and get a place to yourself." This simple yet powerful message highlights a clear advantage: the ability to enjoy a private, child-free accommodation environment.
A third spot emphasizes the social benefits of sharing a single Airbnb location with friends, as opposed to being isolated in separate hotel rooms.
By focusing on specific benefits, Airbnb not only differentiates itself from its hotel competitors but also addresses certain consumer pain points directly.
This approach is both refreshing and effective, offering potential customers a tangible reason to choose Airbnb after viewing the ad.
Airbnb’s Strategic Marketing Evolution
Airbnb’s pivot to benefit-led marketing is part of a broader strategic shift. Historically, the company enjoyed strong brand recognition and relied heavily on performance marketing, particularly through Google. However, in 2022, Airbnb began redefining its marketing strategy, allocating 770 million Euros to "brand and performance marketing" in the first three quarters alone. Of this, 26% was earmarked for brand marketing campaigns, reflecting Airbnb's commitment to storytelling and brand building.
This strategic shift was driven partly by the pandemic, which disrupted traditional travel patterns and highlighted the need for Airbnb to reconnect with its core audience: hosts, guests, and homes. The "Get an Airbnb" campaign marks a return to Airbnb's foundational brand messaging, emphasizing the unique homes and experiences available on the platform and the clear benefits of choosing to book an Airbnb over a traditional hotel.
By focusing on personalized, benefit-led travel options, Airbnb aims to stand out in a competitive travel accommodation market, especially in challenging environments like New York City and Paris. This approach not only strengthens Airbnb's brand identity but also positions it as a leader in the evolving landscape of travel and hospitality.
A Paradigm Shift in Marketing Philosophy
Airbnb's commitment to an educational marketing approach represents a significant departure from the platform’s traditional sales-driven, performance marketing tactics. During the company’s recent full-year results presentation for 2023, the CEO emphasized a "full-funnel" approach that nurtures brand awareness and loyalty from top-of-funnel brand building to bottom-of-funnel conversion tactics.
This comprehensive strategy ensures a holistic and impactful marketing journey for consumers, reflecting a broader trend in the marketing landscape where authenticity, transparency, and meaningful engagement are increasingly valued.
By prioritizing direct benefit-led marketing, Airbnb provides consumers with clear, tangible reasons to choose its services over its competitors.
Benefits, Benefits, Benefits!
Airbnb's "Get an Airbnb" campaign exemplifies the power of benefit-led marketing. By offering consumers clear and compelling reasons to choose Airbnb, the campaign perfectly encapsulates how a brand can educate its consumers, deliver direct benefits (this is why you should book through Airbnb instead of a hotel), and build lasting brand loyalty.
Too often, brands misunderstand or don’t put enough stock into the power of delivering actual, clear, cut-out reasons for a target audience to choose its services or products. As brands increasingly recognize the value of delivering clear benefits, transparency, and meaningful connection, Airbnb's approach offers a great blueprint for benefits-led marketing success.
The campaign highlights Airbnb’s unique advantages and demonstrates how storytelling can inspire and captivate audiences, providing a model for brands seeking to connect with consumers in more meaningful ways.
In a world where consumers are very often bombarded with nonsensical marketing content that provides no clear reason for them to use said brands, Airbnb’s campaign stands out as a shining example of clarity and purpose, inspiring travelers with clear reasons to choose Airbnb for their next adventure.