Airbnb by Karolina Wilczek

â&#x20AC;&#x2DC;travel like a humanâ&#x20AC;&#x2122;

Inside 6

How Airbnb translates â&#x20AC;&#x2DC;belongingâ&#x20AC;&#x2122; ?

Existing community

Market & competitors

Primary research

New audience

Digital campaign - VIDEO

Digital campaign - PRINTED AD

Conclusion

Research methodology

Appendix

List of references

List of illustrations

Bibliography

Belonging n. - secure relationship; affinity (esp in the phrase a sense of belonging)

Humankind is connected within itself through the sense of belonging, feeling accepted and feeling safe. As creations, we are taught to help each other out in need; help each other belong to the world and create that sense of belonging within us. Making families, friendships, relationships, homes and groups everywhere we go and with anyone we meet. Joe Gebbia and Brian Chesky, the founders of Airbnb, made their company an irreplaceable factor of belonging by helping people travel and host all over the globe creating homes everywhere and anywhere.

“Our business isn’t renting the house,” says Brian Chesky, Airbnb CEO. “Our business is the entire trip.” (Chesky, 2014). Brian’s idea for the company is to create a portfolio of new services that make a stay abroad an unforgettable experience, by which the traveller will always come back wanting more. Airbnb isn’t a travelling agency or an estate agent.

The key in travelling is hospitality and making you feel like you are at home whoever you stay with and wherever you decide to stay. Number 1 point of Airbnb’s brand strategy is word of mouth; however you can only achieve that through giving remarkable service. “People went to Dell for the computers, but they go to Apple for everything” said Brain Chesky (2014) in an interview with FastCompany. The idea is to create a home for everyone everywhere – if you want your consumers to come back to you, you have to give service that is going to make them want more. This is why Apple is such a success, because they give and if they expect you to come back, they have to have something that you can come back for. Airbnb, like Apple, will never stop growing because of word of mouth which goes beyond their existing community. Airbnb have combined the 25,000,000+ travellers and hosts together and let them belong anywhere within 190+ countries and over 34,000 cities (Airbnb.com, 2015).

Page 4: Figure 1. What does the world look like from space (2014) This page: Figure 2. Community (2014)

The essentials

Figure 3. Neatly organised (2011)

Joe Gebbia and Brian Chesky have overcome the most immediate concern of the comfort of staying in a hotel versus the uncomfortable and unpredictable which is sleeping in a stranger’s spare bedroom. They have made sure that the hosts and travellers are both prepared to make it a home for each other. Both being sales representatives and consumers of Airbnb, they create their own experience with the other. Home owners, who are the bill payers, look for a profit out of the experience, however to achieve that they have to give, not only take. Hospitality is a key. Making strangers a part of your family is a challenge however so is staying at a stranger’s home and making them feel comfortable enough to welcome you. It’s a two-way system. Airbnb currently focuses on making the world a home for people travelling. Those are often single, currently unemployed and looking for love, fun and adventures. This would range from 20-32 years of age (both

male and female) and be in a social grade classification of ABC1. Home owners – most likely being newlyweds with a need of help with the rent/single looking to make new connections; travellers – exploring the world looking for new experience/wanting an affordable holiday however still after the comfort of a home.

“It’s a virtual marketplace, like eBay. It’s always going to be niche, constrained by how many people want to stay in an Airbnb type of experience.” - Bill Carroll, Cornell University (2014)

“Airbnb is not a lodging brand,” said Bill Carroll (2014) of Cornell University’s esteemed School of Hotel Administration. “It’s a virtual marketplace, like eBay. It’s always going to be niche, constrained by how many people want to stay in an Airbnb type of experience.” The success of the company lays in its consumers hands. They are responsible for the reviews Airbnb receives back from travellers and hosts. Hospitality is a difficult sector to achieve success in; however it isn’t very competitive due to the limited resources brands can offer their users. Every company

focusing on hospitality within itself provides comfort and luxury – depending on what standards the consumer is after. CouchSurf.com being Airbnb’s biggest competitor in this sector, offers their users a free stay abroad at someone’s home for under 2 weeks’ time, however only under the conditions of an exchange programme – both sides have to be prepared to host one another. The company works through social media which lets their consumers meet each other on Facebook. This way you, as a CouchSurf.com user, are able to get to know your exchange partner through chatting to them and getting to know their history. CouchSurf.com is mostly young adults aged from 17 to 25 years of age (both male and female). Being in

a social grade classification of C1 & C2, most likely to be students looking to travel for low costs and after making new connection around the globe (CouchSurf.com, 2015). Airbnb found that there is a huge gap in that market, there was a very big part of the social grade classification not being aimed at by any other company. They focused their values on hospitality and comfort, as well as giving the consumers the option of not having to be part of an exchange programme, but being able to ‘travel like a human’.

e x p l

H o s p i t a l i t y

Exploring and engaging is a reflection of what belonging is. It is a big word with a big message. For you to belong, you have to first learn to connect through the things that make us similar, and celebrate for what makes us different. Our strengths and weaknesses is what makes one differ from everyone else. During primary research I have created a survey in which two of the questions were: ‘How does belonging make you feel?’ and ‘In one word describe what home means’ – three most popular answers, for both questions, were: comforted, happy and safe.

O r i n g

c o

f o r t

When asked ‘What do you look for when you’re on holiday?’ – the same answers were given: comfort, happiness, relaxation and exploring new culture. 64% of the interviewees said ‘Yes’ when asked ‘Have you ever felt like you belong somewhere when you were on holiday?’ The questionnaire proved that feeling like you belong somewhere can be anywhere in the world as long as you help it happen. None of the interviewees named a physical item as a home, meaning the only thing that can make them feel welcomed is under their own responsibility, as well as, the hosts. For further information, more primary research was carried out through asking people ‘What is the meaning of home?’, however doing this to receive a physical

l a x a t i o n

reaction. I decided to show this through images of the people interviewed with a chalk board which had the answer written on. This showed that when asked about the meaning of ‘home’ a lot of the public smiled and said they automatically think of something that comforted them in life, for example family or their mother land.

Figure 4., 5., 6., 7. What is home? (2015)

“[…] feeling calm and secure, and like I belong somewhere” (Cox, 2011) is what most people look for in life – then the question is: why not make that happen on holiday and explore the world to look for happiness everywhere? The consumer of Airbnb can be enabled to feel comfortable on any of the 3 continents of the world, by living within a foreign culture and surrounded by strangers. The new idea for a campaign will demonstrate ‘belonging’ through the question ‘what is home?’ People all around the world create homes in every country. Although everyone has a different idea of a home, we all want to feel comfortable in the environment we are in; we want to create an atmosphere which is going to make everyone feel supported and safe. Airbnb helps people with that – through their services you receive an unforgettable experience of being able to travel all around the globe and get to know the real

culture through being surrounded by locals who physically and mentally are at home. Through Airbnb you can not only travel the world and explore new cultures, but also you can work abroad and get the inside view of what it is really like to be a local. Most common jobs for foreigners in South Europe, for example Spain, are: bartending and waitressing. It is an easy to learn job and pays well abroad, as well as, lets you interact with the foreign culture on daily basis. When you are a tourist, you don’t receive the same standard of culture education as you would whilst working, because you do not only interact with locals, but with people from all around the globe who are there as tourists. Airbnb enables you to do that and gives you the comfort of a home away from home. Staying in a house with friends, receiving the high standard of an all-inclusive service on daily basis with homemade meals, and most importantly, the comforting atmosphere of a home. Whilst abroad for a long period of time, it is needless to say that everyone misses their mother land. Whereas, Airbnb lets people create homes all over the globe and helps them find that they can belong anywhere with anyone.

To grow this idea of ‘belonging’ to a new audience, Airbnb has to empower their existing community to not lose their current consumer. At the moment, the average age of the Airbnb travellers and hosts is 26 years old, both male and female. By creating a campaign which brings out all the values of the brand with a modern twist - the challenge is to also target a younger audience of around 19-24 years of age. This age group currently has a very low percentage within the usage of the Airbnb’s services. Through the new campaign I am expecting for the company to no longer be known only for helping people ‘travel like a human’, but also helping people from all ages become part of the community, as a local worker.

Figure 8. Essentials in a bag (2014)

Travel and WORK like a human

Figure 9. What is home story board for video (2015)

“Purpose of the advert and its overt and subliminal messages are considered carefully.” (Bergström, 2008) – this is a crucial part of each successful advertising campaign. To receive that, I will keep the brands personality, however transform the tag line ‘travel like a human’ to ‘travel and WORK like a human’. The inspiration for the new digital campaign came from a short film I have recently watched – ‘A film about Home’ by Jennifer Cox. The idea for the movie came from the author who was looking for a new home. Whilst finding it challenging, she decided

to travel the world and get the idea of what ‘home’ means to the other 7 billion people. Through her travelling experience, Jennifer received great responses – a few personal ones, which prove that ‘home’ is different for everyone; however that’s what brings us together – our similarities and differences, our strengths and weaknesses.

“Promotion via Internet, either direct from a brand website, via corporate or consumer blogs or through the spread of online viral videos, must now be considered as a supplementary or alternative platform for advertising, promotion and brand building.” (Posner, 2011) To create a successful campaign,

the designer has to put themselves in the reader’s shoes – what do they want to see? To send a message through to the right consumer, it must be suited with the brand values, as well as, brand personality. The viewer has to understand the meaning behind the visuals within first minute of watching the advert. The message links the sender and receiver – “it can be described as one person wanting another to think something, know something and, in the end, do something.” (Bergström, 2008). My video advert campaign will illustrate the spinning globe with surprise close ups to popular tourist places, where there will be a host and a traveller – both in the age group of 19-24, standing together whilst holding a chalk board with an

answer to ‘What is home?’. The campaign will illustrate the bond and trust between the two people, as well as, show that any place you choose for your getaway and whatever age you are, it will always be possible to feel like you belong there, as long as you as a host or a traveller make it happen. The use of shock/surprise “[…] is an extremely potent tool.” (Bergström, 2008) which helps to create the captivating storytelling more interesting.

The print campaign will be a continuation of the idea of creating a home away from home. It will illustrate the connections Airbnb has already created around the globe – making it a reminder for someone who has previously used Airbnb’s services of how much of an irreplaceable experience it was; whereas for the new audience it will introduce the company as a growing community and a home for everyone and anyone. “The story behind a good or service is long and detailed. A need arises, an idea is born, a product is created and then mass produced, packaged, marketed, delivered and used.” (Bergström, 2008).. Throughout its existence, Airbnb has created strong relationships with people around the globe; it is now possible for anyone to

travel to any of the 190+ countries which have allowed Airbnb users to connect with the other parts of the world. A young photographer – Aaron Nace, who often in his work uses warm inviting colours, has inspired my idea for the campaign. The print campaign has to illustrate what is so unique about Airbnb – the hospitality. Using warm, inviting colours and a modern typeface which will demonstrate the comforting atmosphere the company brings to every stay. Nace likes simplicity in his photography, however the final outcome is always very extraordinary and unique. He creates the effects he desires whilst in the studio, however the real magic happens in CAD sessions which let the photographs become a piece of art. Aaron Nace is a futurist and so is his work. Through using shadowing and special effects, for example: creating fire through the Adobe Creative Suite programs, or merging two bodies into one. His work is mainly based on human portraits, however I have taken out the image of the person

and used the effects of shadows and bright colours as my inspiration. It is known that for the advertisement to be successful, the viewer must feel welcomed into the world of the digital image. The adverts are expected to make the person viewing them feel an instant connection with Airbnb and want to receive more information. The tag line of ‘travel and work like a human’ will be present on each advertisement released, to remind the audience of what the company keeps as the most important value.

Next page: Figure 10. What is home mock up print campaign (2015)

In conclusion... Founded in August 2008, Airbnb found its success in the travel and tourism sector, providing its consumers with a lifestyle. The idea behind the brand was to always be able to feel confident and safe whoever you are with, also most importantly feel like you belong wherever you are. Brian Chesky – CEO, and Joe Gebbia – CPO, have started up this business with the idea of helping everyone find a home everywhere and anywhere. Airbnb as a community of hosts and travellers are the champions at hospitality. By empowering their existing

community through the new digital advertising campaign, they are able to let the idea of ‘belonging’ grow beyond. The adverts embrace the idea of sharing and hospitality, as well as, our similarities and differences. Airbnb will continue to grow and spread their message around the globe – ‘travel and WORK like a human’.

‘travel and WORK like a human’

Research methodology Research method Sample

Purpose

Strengths

Weaknesses

Experiment

To observe peopleâ&#x20AC;&#x2122;s reactions when interviewed. The outcomes to be compared to the results from the online survey.

Receiving a firsthand response from the interviewees through a reaction to the questions asked. Receiving an evaluation of the answer through the personal expressions.

Some interviewees felt too pressured by my presence to answer the questions - due to which I did not get a clear reaction from approximately two people interviewed. Some also mirrored their reaction off of each other whilst in a pair or a group.

Online survey

To receive primary research for consumer profiles and new concept ideas.

Accurate responses without the pressure of having to answer on the spot. Anonymous answers. Answers laid out together with the ability to compare them easily.

Observing the interviewees reaction was unable. Not receiving an answer to every question. Not receiving enough answers as needed.

Secondary research

To receive existing information for basic research, as a first resource.

Feedback from online forums. Definitions and backed up information from books and online resources. A base to a research process.

Not enough information on the current consumer market. Incomplete information. Not specific to researcherâ&#x20AC;&#x2122;s needs.

Appendix

List of references Books

grade [Accessed December/29 2015].

Bergström, B., 2008. Essentials of Visual Communication. London: Laurence King Publishing.

Anon., 2014. What does ABC1 mean? [online]. . Available at: http://www.abc1demographic.co.uk/ [Accessed December/28 2014].

Bergström, B., 2008. Messages. In: Messages. Essentials of Visual Communication. London: Laurence King Publishing Ltd, 2008, pp. 59. Bergström, B., 2008. Storytelling. In: Storytelling. Essentials of Visual Communication. London: Laurence King Publishing Ltd, 2008, pp. 13. Bergström, B., 2008. Strategy. In: Strategy. Essentials of Visual Communication. London: Laurence King Publishing, 2008, pp. 43. Bergström, B., 2008. Text. In: Text. Essentials of Visual Communication. London: Laurence King Publishing Ltd, 2008, pp. 113. Bergström, B., 2008. Typography. In: Typography. Essentials of Visual Communication. London: Laurence King Publishing Ltd, 2008, pp. 87.

Anon., 2012. Airbnb Blog [online]. Blogspot.co.uk. Available at: http://airbnb-marketing.blogspot.co.uk/ [Accessed December/29 2014]. Carr, A., 2014. Inside Airbnb’s Grand Hotel plans. (April 2014). Franklin, O., 2013. AirBnB co-founder Joe Gebbia interview [online]. Condé Nast Digital. Available at: http://www.gq-magazine.co.uk/entertainment/ articles/2013-07/04/airbnb-joe-gebbia-interview [Accessed December/29 2014]. Ramos, P., Beauty portrait photography with sparklers [online]. Available at: http://www.picturecorrect.com/ tips/beauty-portrait-photography-with-sparklers/ [Accessed January/3 2015]. Videos

Oxford Dictionary of English, 2010. In: A. Stevenson, ed., Oxford Dictionary of English. 3rd ed. Oxford: Oxford University Press, 2010, . Posner, H., 2011. Marketing Fashion. London: Laurence King Publishing Ltd. Articles

Aaron Nace Photo. [online]. . Available at: http:// aaron-nace.com/ [Accessed January/3 2015]. Anon., 2015. Airbnb [online]. Airbnb, Inc. Available at: https://www.airbnb.co.uk/?mr=f [Accessed December/20 2014]. Anon., 2015. NRS social grade [online]. Wikipedia. Available at: http://en.wikipedia.org/wiki/NRS_social_

Anon., 2011. How to Airbnb. Cox, J., 2011. A film about Home. Greet, C., 2014. Welcome to Airbnb. Greet, C., 2014. Welcome to Airbnb - Behind the scenes. Magazines Anon., 2015. Crack Magazine. (46).

List of illustrations Figure 1. Anon., 2014. What does the world look like from space [digital image]. Available at: http://www.zszlechov. cz/zakstranky/tapetymichalazalesaka/ vesmir18[1].jpg [Accessed 2 January 2015]. Figure 2. Anon., 2014. Community [digital image]. Available at: http://rack.2.mshcdn.com/media/ ZgkyMDEzLzAxLzMwL2FhL2NvbW11bml0eWdyLjNmZjI4LmpwZwpwCXRodW1iCTE0Mzh4CmUJanBn/39b7b7d2/19a/community-group. jpg [Accessed 2 January 2015]. Figure 3. Green, C., 2011. Neatly organised [digital image]. Berg & Berg. Available at: http://wolfeyebrows.files. wordpress.com/2011/01/heydays12.jpg [Accessed 2 January 2015]. Figure 4. Wilczek, K., 2015. What is home? [photograph]. Nottingham. Figure 5. Wilczek, K., 2015. What is home? [photograph]. Nottingham. Figure 6. Wilczek, K., 2015. What is home? [photograph]. Nottingham.

Figure 7. Wilczek, K., 2015. What is home? [photograph]. Nottingham. Figure 8. Anon., 2014. Essentials in a bag [digital image]. Available at: https:// s-media-cache-ak0.pinimg.com/736x /4e/29/37/4e293787c46887c0ac4b7b55d7c2e45b.jpg [Accessed 4 January 2015]. Figure 9. Wilczek, K., 2015. What is home story board for video [drawing]. Nottingham. Figure 10. Wilczek, K., 2015. What is home mock up print campaign [drawing]. Nottingham

Bibliography Books Bergström, B., 2008. Essentials of Visual Communication. London: Laurence King Publishing. Bergström, B., 2008. Messages. In: Messages. Essentials of Visual Communication. London: Laurence King Publishing Ltd, 2008, pp. 59. Bergström, B., 2008. Storytelling. In: Storytelling. Essentials of Visual Communication. London: Laurence King Publishing Ltd, 2008, pp. 13. Bergström, B., 2008. Strategy. In: Strategy. Essentials of Visual Communication. London: Laurence King Publishing, 2008, pp. 43. Bergström, B., 2008. Text. In: Text. Essentials of Visual Communication. London: Laurence King Publishing Ltd, 2008, pp. 113.

Tungate, M., 2012. Fashion Brands: Branding Style from Armani to Zara. Third ed. ed. London: Kogan Page.

Articles Aaron Nace Photo. [online]. . Available at: http:// aaron-nace.com/ [Accessed January/3 2015]. Anon., 2015. Airbnb [online]. Airbnb, Inc. Available at: https://www.airbnb.co.uk/?mr=f [Accessed December/20 2014]. Anon., 2015. NRS social grade [online]. Wikipedia. Available at: http://en.wikipedia. org/wiki/NRS_social_grade [Accessed December/29 2015]. Anon., 2014. Forbes online site [online]. Forbes. Available at: http://www.forbes.com/ [Accessed 05/12 2014].

Bergström, B., 2008. Typography. In: Typography. Essentials of Visual Communication. London: Laurence King Publishing Ltd, 2008, pp. 87.

Anon., 2014. What does ABC1 mean? [online]. . Available at: http://www.abc1demographic. co.uk/ [Accessed December/28 2014].

Getman, P.L., Brand Positioning: An Introduction. In: Brand Positioning: An Introduction. Launch a brand. pp. 5.

Anon., 2012. Airbnb Blog [online]. Blogspot. co.uk. Available at: http://airbnb-marketing. blogspot.co.uk/ [Accessed December/29 2014].

Ligthelm, S., Nevison, P., 2013. Home. Oxford Dictionary of English, 2010. In: A. Stevenson, ed., Oxford Dictionary of English. 3rd ed. Oxford: Oxford University Press, 2010, .

Carr, A., 2014. Inside Airbnb’s Grand Hotel plans. (April 2014).

Posner, H., 2011. Marketing Fashion. London: Laurence King Publishing Ltd.

Franklin, O., 2013. AirBnB co-founder Joe Gebbia interview [online]. Condé Nast Digital. Available at: http://www.gq-magazine.co.uk/ entertainment/articles/2013-07/04/airbnb-joe-

gebbia-interview [Accessed December/29 2014]. Ramos, P., Beauty portrait photography with sparklers [online]. Available at: http:// www.picturecorrect.com/tips/beauty-portraitphotography-with-sparklers/ [Accessed January/3 2015].

Magazines Anon., 2015. Crack Magazine. (46).

Videos Anon., 2011. How to Airbnb. Anon., 2013. Travel Tips: Airbnb Guide . Anon., 2013. Joe Gebbia - The Airbnb story. Cox, J., 2011. A film about Home. Greet, C., 2014. Welcome to Airbnb. Greet, C., 2014. Welcome to Airbnb - Behind the scenes. Kang, M., 2014. Home.

Karolina Sylwia Wilczek N0493118 Fashion Communication and Promotion Communication & Message FASH20031 Word count (without quotes): 2,456