Airbnb Increases Marketing Spend 175%
Despite the still challenging pandemic and travel difficulties, Airbnb increased its marketing spending in the second quarter of 2021. He spent $ 315 million, which is 175% more than in the same period last year đź’°
In the first quarter of 2021, “Made Possible by Hosts” TV and Internet ads were launched in the UK, USA, France, Canada and Australia. In the second quarter, Italy and Spain were added to these countries. This is the brand's first large-scale campaign in five years. In it, Airbnb promotes its original positioning: unique experiences and magical connections with hosts.
Airbnb commercials are filled with nostalgia for simple trips with family and friends. They show amateur snapshots of Airbnb guests traveling to enjoy valuable memories together. For example, this ad tells the story of Carol who found a home on Airbnb (https://www.youtube.com/watch?v=BrgvxO1tFOc) to celebrate her 40th birthday with her husband, friends, and the golden retriever Miso. The caption to this video on YouTube reads: "This is just one of the millions of trips that Airbnb makes possible thanks to hosts."
Campaign results:
âś… In countries where the campaign took place in the second quarter, total traffic to the Airbnb platform increased by more than 25% compared to the same period in 2019, to Covid-19.
âś… Traffic to the site's home page more than doubled and Airbnb ended the quarter with the highest number of active ads in its history.
âś… Airbnb had $ 1.3 billion in revenue. This is 300% more than in the same quarter last year. By the way, the company closed 2020 with a loss of $ 397 million!
Airbnb can now confidently say that advertising for their brand has a direct impact on the growth in travel around the world.
