Using advertising to educate people rather than to try and increase sales, has been the key to Airbnb’s success according to its CEO and founder Brian Chesky.
The education approach was adopted by the company at the time of the pandemic, when the company decided to invest more of its advertising spend on brand-building activity rather than short-term sales spend. According to Chesky this approach has attracted new customers and is paying incredible dividends for the company.
But what form does this education take?
Look no further than Airbnb’s recent ‘Get An Airbnb’ campaign. The campaign which takes the form of a series of 15 second videos highlights what the company thinks are its strengths: more space, amenities and privacy at a better value. One video highlights accessibility and diversity benefits within the first few seconds, by portraying a traveller in a wheelchair having easy access to their Airbnb. In another, the voiceover pointedly asks “if you’re taking a trip with your friends, why pay for four hotel rooms to stay apart from your friends? Get an Airbnb and stay together for less.”
The campaign has, according to Chesky, been the most successful digital advertising campaign that the business has ever run, and is now being rolled out onto TV.
Furthermore, due to the success of this campaign, Airbnb has found itself partnering with cultural institutions such as Mattel to create the Barbie Dreamhouse that coincided with the release of the Barbie movie last year.
This has driven further interest from companies who wish to partner with Airbnb to experience some of the magic that comes with the brand.
Chesky has said that the business is not content to rest on its laurels and will keep marketing spend fairly consistent in 2024. Given that in 2023, Airbnb spent £1.35bn on sales and marketing and generated £7.90bn in revenue, one can see why Chesky is optimistic that the company can continue to grow.
Vivek Rajkhowa 
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