Your Home Away From Home BIG IDEA AND CREATIVE CONCEPT AIRBNB REPORT Shannon Lawless N0488636 FCP Level 2
FASH20031: Communication and Message
Airbnb as a brand are adventurous, open minded and fore mostly believe in a world where people ‘belong anywhere’. Airbnb began in 2008 when founders Brian Chesky and Joe Gebbia looked at their living room and instead of seeing an empty space, they saw an opportunity to rent out their space when a conference came into town by putting down airbeds and cooking their guests breakfast. Thus ‘airbed and breakfast’ and an opportunity to create a unique hosting experience was formed. Today Airbnb grants unique experiences throughout homes worldwide. Airbnb is effectively a platform for hosts from around the world to let their spare rooms to travellers and for travellers to seek out and book these available spaces through their website and app. As Airbnb act as a convenient liaison between host and traveller they are able to take up to 15% of the booking fees and thus have created a business reportedly valued at $1.3 bill ion. Last year their listings surpassed 800,000 meaning “they now offer more lodging than Hilton Worldwide or InterContinental Hotels Group or any other hotel chai in the world”(Inc.com, 2014) which suggests the potential influence they have obtained though their vast market share.
Fig 1
Airbnb recently rolled out a new campaign focusing on the redesign of their website, app and most importantly their logo which symbolises their key idea of belonging. The ‘belo’ as it is known stands for four things: People, Places, Logo and Airbnb, all cleverly drawn in a style that when connected creates the brands logo.. (Figure 2) Founder Brian Chesky explained the importance of belonging as the key message the brand communicates. “Belonging has always been a fundamental driver of humankind... It’s a symbol for people who want to welcome into their home new experiences, new cultures, and new conversations” (blog.airbnb.com, 2014) Upon researching the brand I discovered that the current main Airbnb consumer was not as I expected. Founder Chesky stated “We’ve got more people aged 55 and over on the site than those 18-25, who only make up 7% of the site.” (Telegraph.co.uk, 2012) Given the brands penchant for sleek graphics and their strong presence within digital media, I found these statistics very surprising and feel like Airbnb have neglected this key consumer group. Therefore I decided to conduct research that was aimed exclusively at those aged 1830, to discover more about their travelling behaviour, online habits and awareness of Airbnb.
Fig 2
Millennials or Generation Y as they are also known, are the group of individuals born between 1980 and 2004 whom are in fact the largest generation in the U.S and make up approximately 20% of the U.K population. “This generation of children have experienced pressure from parents to succeed and overachieve” (Posner, 2011, 110) which has incidentally also resulted in a generation that want to explore the world, perhaps shutting off their pressurised lives for a short period of time. “Millennial’s care more (in terms of life goals) about time for recreation and finding ways to experience new things than previous generations” (Whitehouse.gov, 2014) thus making them the perfect Airbnb consumer as every host can offer a new and unique experience that cannot be replicated elsewhere. In terms of travelling habits Millennials highly value others opinions when booking their holidays, “if hotel websites do not provide comprehensive material on the website, Millennials will turn to review sites such as Trip Advisor.” (hotel-online.com, 2013) This is further corroborated by Expedia’s The Future of Travel Study which states “82% of them rate reviews as very important or important on leisure as opposed to 71% of those aged 46-65” (Expedia Inc, 2013, 10) Therefore this information is beneficial to Airbnb as they already offer this feature combined within their booking service. Perhaps making them more attractive to young customers, as they can search for locations and receive validation on the authenticity of the host’s adverts all at the same time.
Alongside my secondary research I decided to establish a more detailed understanding of Millennials travelling habits by conducting an online questionnaire asking “What type of holiday is your favourite and why?” clarifying that this meant what type of area they could choose to go to. From this questionnaire I discovered that Beach and City Break were the most popular answers. So I then asked participants all within the age range of 18-30 to choose out of ‘City Break’ and ‘Beach Escape’ which travel tribe they would rather belong to and write it down alongside a short reason why. This research would later help to influence my creative concept and visual inspiration. I also conducted further Primary research in the form of another online questionnaire aimed at recipients of all ages as I felt this would help me to contrast and seek out young people’s travelling habits in comparison to other generations. When asked “What home comforts are essential when travelling?” Of the 48 people that responded in total, 82% of those 18-30 (28 participants) selected Internet/Wi-fi as a holiday essential, whereas this figure had dropped to 36% throughout the 31-50 category (14 participants). Other home comforts found from the research included English/recognisable food brands, TV channels, being able to cook own meals, fulfilling specific dietary requirements and being able to bring along pets. All of which can be applicable to an Airbnb holiday through communication with the hosts.
Travel Tribes
Cruise, City Break, Skiing/Snow, Beach, Remote Locaton
82% of 18-30 year 36% of 31-50 year olds olds
Fig 3-4
As well as home comforts, looking for a ‘cool factor’ or experience to share online is a motivation for Generation Y. Maslow’s Hierarchy of Needs (Figure 5) assesses the theory of human motivation with basic needs such as food, water, sleep and safety being the most prominent factors, however for Gen Y it has now been flipped with the smallest of the tiers now becoming the most important; Social Belonging, Esteem and Self-Actualisation. “In modern society we do not have basic physiological needs... consumer motivation is triggered by a diverse set of desires and stimuli. These might relate to social belonging, gaining approval, affiliation with a group”. (Posner, 2011, 116) Airbnb fulfil this need through their unique experiences and community ideals.“Today, so much of the way we travel has been mass-produced and commoditized. Airbnb is just the opposite. We’re a community of individuals” (blog.airbnb.com, 2014)
Fig 5
Furthermore a phenomenon plaguing Generation Y is the social anxiety known as FOMO: fear of missing out. FOMO is exactly what it says on the tin, the fear of missing out on and not being a part of things that you perceive your peers and friends to be doing. “FOMO is a social angst that’s always existed... Social media has amplified FOMO to the nth degree.” (Ann Mack, SXSW, 2012) Within the last 10 years this has been exacerbated by the rise of social media, as now at any moment, you can see what your friends are doing and hence immediately see what you are missing out on. “It’s the fear of missing out and its contagion becomes all the more pervasive within the digital/social realm.” (HuffingtonPost.com, 2014) In turn FOMO can also be viewed as a way that Millennials interpret belonging - through their actions of publishing their lives on social media they show what they are not missing out on. This will then cause more anxiety for those who feel that they are, who will then strive to imitate that individuals or groups lifestyle to belong. So although within the media FOMO mostly has negative connotations, this feeling is used by savvy brands by them implying that you will be missing out if you do not interact with their brand. I feel that Airbnb can use this fear to effectively tap into the Millennial zeitgeist. Alongside the fact that holidays are already a desirable experience that people will document on social media for validation, Airbnb also holds an undeniable ‘cool factor’ via its unique hosting experience. Through Airbnb’s brand message of belonging they can also highlight how with Airbnb you can be part of a new community and experience new things, thus curing your FOMO for a period of time.
Therefore, my campaign will demonstrate Airbnb’s brand mantra of belonging in two ways: through an emphasis on both home comforts and competing groups. By asking consumers which travel tribe they belong to - “City Break” or “Beach Escape” (as concluded from research to be the two most popular types of holiday) and to vote for their group accordingly via a social media campaign. However most importantly, no matter which destination you align with, the campaign will stress that with Airbnb you can still receive all the comforts of home; as this is a top priority of Millennial’s that is also compatible with Airbnb’s ethos. Highlighting how with Airbnb you can travel to alien destinations yet still be in a familiar environment where you feel like you can belong.
Fig 6
Conflicting groups is a concept engrained within UK culture from the histories of Roundheads vs Cavaliers to Mods vs Rockers, so it is a familiar idea for Millennials. Sub cultures now “contain their own hierarchies of what is authentic and legitimate in popular culture” (France, 2007, 143) and are arguably the modern way of expressing our cultural desire to categorise people and feel personally like we belong within a group. This is a phenomenon that I will capitalise on to pit the two locations against each other, with Airbnb consumers debating which team they stand with via social networks. So although not a serious sub culture, an individual’s preference on holiday destinations is definitely an argument that people can relate to and will express their feelings on the matter. This therefore will create a sense of belonging as people will be able to discover others with similar opinions within their tribe and it will create an online community of people discussing their preferences for a perfect holiday. This feature of the campaign will also exploit Generation Y’s complex of ‘fear of missing out’ as Airbnb users will be encouraged to share photos of their holidays on social media using hashtags alongside a reason why their ‘City Break’ or ‘Beach Escape’ is the better of the two tribes. This is not an unrealistic request to ask of Airbnb customers as already “Forty percent of Millennials share a trip on social networks... and 34 percent of them share details of the trip upon their return” (Expedia Inc, 2013, 9)
Furthermore although a clearly one-sided campaign, this idea can also be seen through the series of Get a Mac adverts that debuted in March 2006. The personified Mac and PC characters argued and outline their characteristics to determine which was better. The campaign resulted in the question “Are you Mac or PC?” becoming part of the modern vernacular. Whilst Apple’s success can be measured by their increase in sales“At the end of July, Apple proudly announced that it shipped 1.3 million Macs in the US for a 12% increase year-over-year” (Rhoads, 2007, 10) the success of the campaign also established Apple/Mac as an almost cult brand that people felt like they could belong to. Hence showing how brands can create a sense of belonging by clearly establishing why they are differentiated from the competition. This campaign will differentiate Airbnb from the competition by highlighting the idea that no matter which location you choose, with any Airbnb destination you can still feel at home, unlike a generic hotel experience. Home and belonging is at the core of Airbnb’s big idea “You see, a house is just a space, but a home is where you belong” (blog.airbnb. com, 2014) Therefore this is why I have chosen home comforts to be the focus of the campaign. “You need to show them that you can solve their problems with the products and services you are promoting” (Harrison, 2009, 66) Many travellers may be unaware that they can go away and still have the comforts of home, so through the campaign I will demonstrate how this need and even sometimes potential problem can be solved through Airbnb’s services.
The inspiration for my visual campaign came from the ‘flat lay’ Instagram trend. The photographs involve laying out several related items against a plain or simple background. I felt this would be effective as it is familiar concept for young people using social media; the target consumer. “Flat lay photos have become the new ‘in’ thing on Instagram - they’re classic, simple and chic ways to show off your favourite objects and current addictions in a pretty way.” (Vogue. com.au, 2014) The trend is so popular currently that it has spawned dedicated blog posts “the 30 best Instagram flat lays of the week and the stylish products from each one” (whowhatwear.com, 2014) One flat lay board on Pinterest collates images from magazines and bloggers and has over 96,000 followers, thus showing the sheer scale of the popularity of this trend. Recently businesses have even picked up on the trend. Westfield shopping centre leveraged the flat lay trend to engage women with a promotional event and campaign, asking them to #flatlaythenation and post their photos of purchases with chances to win prizes. The trend is commonly used on most social media savvy brands’ Instagrams, from Topshop to Waitrose to Stella McCartney as a promotional tool.
Print Campaign Visual Inspiration
Fig 7
Further inspiration for my campaign came primarily from my primary research of when I asked people aged 18-30 which of the travel tribes ‘City Break’ or ‘Beach Escape’ they would rather belong to and why. The basis of my print campaign is driven by these responses, which have inspired the settings and storylines. I used this qualitative data to assess what it is people enjoy about travelling to each of these types of locations and to inform the items I used in my flat lay photo. For example, one response was “Beach Escape. Get lost in a good book or two” so I have included books as an item. Whilst another was “City Break. Fast paced. Hidden gems around every corner” so I have included a camera. I have also referenced Airbnb’s tone of voice by making the campaign fun and enticing alongside the use of a similar simple but youthful typeface and use of colour to mirror their brand language.
Fig 8
Creative Research
Print Campaign
#CityBreak or #BeachEscape... Let us be your home away from home. Fig 9
For my video campaign I used the Mac v PC adverts as a key influence. The two personified characters portraying the computer operating systems as they debate each characters attributes, is a style that I want to play on with my two characters being personified as ‘City Break’ and ‘Beach Escape’ through their personalities and styling. I also looked at films within popular culture during the late nineties and early 2000’s as this is a time frame when many of Generation Y would have been in their teenage years. However the films would have to of been successful ones to have transcended and still be relevant within pop culture towards the end of the decade for the younger of the demographic. During this era a popular plot point within films was the idea of characters showing each other their lives so they can gain different perspectives. This can be seen in films such as Freaky Friday, The Parent Trap, The Holiday and Being John Malkovich.
Video Visual Inspiration
Fig10
Therefore I have decided to combine these two ideas in my video campaign, as the two characters after initially arguing, show each other why their destination is better as they go around the world and take part in activities. These activities were the reasons why young people favoured these two destinations as discovered from my creative research. The activities include shopping, culture and food for City Breaks and relaxation on the beach, cocktails and water sports for Beach Escapes. However in the end they are shown in a comfortable, familiar setting of a real Airbnb apartment which allows them to realise that both locations are great and its really how contented they are with their Airbnb home that has made their travel great. The video will also play on the idea that the two characters are siblings as even after agreeing, they begin squabbling again about why they are better, a familiar trait for many people. So with intent to appeal to younger consumers, the campaign will predominantly be presented on social media (Facebook, Twitter, Instagram and YouTube) as it fits the aesthetic of Millennials real online habits and is interactive. “They understand branding and are media and marketing savvy.” (Posner, 2011, 110)An integrated social media strategy is essential to the success of a brand when engaging with younger consumers as it makes the marketing more personalised. Airbnb’s rapid growth is undeniable “at the end of 2011 it had had five million (bookings) and in June 2012 it hit 10 million” (Telegraph. co.uk, 2012) however this success is clearly not being seen by what I feel is a key untapped market with great potential. Which is therefore why my campaign will effectively target millennials with the key aim to increase brand awareness within the demographic.
Video Storyboard
2 personified characters: City Break and Beach Escape. Arguing over which items to take out today.
Each think their location is better. So City Break takes Beach Escape to show the reasons for his choice., as they appear in Airbnb locations around the world doing said activites.
They head back to the apartment for a cuppa, relax on the sofa and update their social media with photos of their day. “Ahhhh wasn’t today great?” “Yeah but my one was better” Squabbling begins again.
Airbnb. Let us be your home away from home
Fig11
36
Questionnaire
This was effective as it allowed me to contrast and extract data on Millennials travelling habits and comparing to other ages groups puts the data into perspective Better than pre-emptive tick box responses within questionnaire as it allowed me to find out more details and specific reasons about their preferences which then informed by campaign
Recieved comparitive data of two separate age groups in relation to their travelling habits
This research effectively informed me as to the content to use within my campaign e.g storyboard activites.
Questionnaire not as specific Only quantitative data
This sample may not be representative of the whole population
To contrast young Allows you to people and older contrast data recepients travelling habits against one another
To recieve more More in detailed qualitative data on responses that why young people specifically answer favour the destina- my question tions of Cities and Beaches. By asking participants to write down on a piece of blank paper which of the two options they preferred and why?
Creative Research 32
Overall this method was the key methodlogy in spurring on my research., as it went on to inspire further research.
Effectiveness of Research Method
This Questionnaire was infact very helpful as it infact became the main influence for my campaign
Weaknesses Outcomes
Easy to put data Questionnaire not together and quick specific enough answers to help my to gage detailed research responses. As only tick box options
Strengths
Questionnaire 48 (Aimed at all ages)
To establish a better understanding of Millennials travelling habits.
Sample Purpose (Aged 18-30)
Research Method
Word Count 2712 References Cited Works France Alan. (2007). Understanding Youth in Late Modernity. Pennsylvania: McGraw-Hill International. 143 Harrison Steve. (2009). How To Do Better Creative Work. London: Pearson UK, 66 Posner Harriet. (2011). Marketing Fashion. London: Laurence King Publishing. 110 Posner Harriet (2011). Marketing Fashion. London: Laurence King Publishing. 116 Cited Reports Expedia Inc. (2013). The Future of Travel, 9 Expedia Inc. (2013). The Future of Travel, 10 Rhoads Kelton, PhD. (2007) Get-A-Mac Campaign Analysis, 10 Cited Speeches Mack Ann, FOMO: How Can Brands Tap into Fears of Missing Out, 10/03/2012, SXSW Festival, Austin, Texas. Available at: http://schedule.sxsw.com/2012/events/event_IAP10651 Cited from Online Blalock Meghan. (2014). Shop the 30 Best Instagram Flat Lays of the Week. Available: http://www.whowhatwear.com/ instagram-flat-lays-shop/ Accessed 11th January 2015 Chesky Brian. (2014). Belong Anywhere. Available: http://blog.airbnb.com/belong-anywhere/. Accessed 8th January 2015 Helm Burt. (2014). Airbnb Is Inc.’s 2014 Company of the Year. Available: http://www.inc.com/magazine/201412/burthelm/airbnb-company-of-the-year-2014.html. Accessed 9th January 2015 Lee Theresa Y (2013). Top 10 Trends of The Next Generation of Travel: The Millennials. Available: http://hotel-online.com/News/PR2013_2nd/Apr13_MillennialTrends.html. Accessed 9th January 2015 Mabel Amanda (2014). Five Tips for Taking the Perfect Flat Lay Instagram Photo. Available at: http://www.vogue.com. au/blogs/spy+style/five+tips+for+taking+the+perfect+flat+lay+instagram+photo+,30509. Accessed 11th January 2015 Otis Tim (2014). A Cure for FOMO. Available: http://www.huffingtonpost.com/2014/06/02/fomo-cure_n_5431131. html Accessed 11th January 2015 Salter Jessica. (2012.) Airbnb: The Story Behind the $1.3bn room letting website. Available: http://www.telegraph.co.uk/ technology/news/9525267/Airbnb-The-story-behind-the-1.3bn-room-letting-website.html. Accessed 9th January 2015 Whitehouse, US. (2014) 15 Economic Facts about Millennials. Available: http://www.whitehouse.gov/sites/default/files/ docs/millennials_report.pdf. Accessed 8th January 2015
Bibliography David Meerman Scott(2013). The New Rules of Marketing and PR. 4th ed. London: John Wiley and Sons France Alan. (2007). Understanding Youth in Late Modernity. Pennsylvania: McGraw-Hill International Frick, Tim. (2010). Return on Engagement: Content, Strategy and Design Techniques for Digital Marketing. Harrison Steve. (2009). How To Do Better Creative Work. London: Pearson UK, 66 Posner Harriet. (2011). Marketing Fashion. London: Laurence King Publishing. 110 Tatler Travel Guide 2014, Conde Nast. Sunday Times on Sunday, Travel Supplement, 11th January 2015
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List of Il ustrations Fig 1: Explore. (Image online) Available at: http://perptual.tumblr.com/post/88201742161/altrimo-on-weheartit (Accessed 12th January 2015) Fig 2: Airbnb Belo. (Image online) Available at: http://skift.com/2014/07/16/airbnbs-new-logo-and-website-want-youto-feel-belonging/ (Accessed12th January 2015) Fig 3: Travel Icons. (Image online) Available at: http://thumb9.shutterstock.com/display_pic_with_ logo/531604/177160076/stock-vector-vacation-and-holidays-icons-set-line-series-177160076.jpg (Accessed 12th January 2015) Fig 4: Own Il ustration, Wifi Data Visualisation, Shannon Lawless, 12th January 2015 Fig 5: Maslow Hierachy of Needs. (Image online) Available at: http://www.mirkocasagrande.com/maslows-hierarchy-of-needs/ (Accessed 12th January 2015) Fig 6: Airbnb Window. (Image online) Available at http://www.theguardian.com/artanddesign/architecture-design-blog/2014/jul/18/balls-vagina-both-airbnb-logo-internet-parodies (Accessed 12th January 2015) Fig 7: Print Campaign Visual Inspiration Waitrose Instagram. (Image online) Available at http://instagram.com/p/xl3b88Kzus/?modal=true (Accessed 13th January 2015) Topshop Instagram. (Image online) Available at http://instagram.com/p/wbQhvoBSqb/?modal=true (Accessed 13th January 2015) Stella McCartney Instagram 2015 (Image online) Available at http://instagram.com/p/V9gOwNLmLe/?modal=true (Accessed 13th January 2015) Westfield #flatlaythenation Point of Sale (Image online) Available at http://www.bnjmn.com.au/flatlay/ (Accessed 13th January 2015) Accessories Flat Lay (Image online) Available at http://www.pinterest.com/pin/550354016938277695/ (Accessed 13th January 2015) Vogue Flat Lay (Image online) Available at http://www.vogue.com.au/blogs/spy+style/five+tips+for+taking+the+perfect+flat+lay+instagram+photo+,30509 (Accessed 13th January 2015) Fig 8: Own Photographs. Travel Tribes research. 10th January 2015 Fig 9: Print Campaign Own Photograph. Home Away From Home Print Campaign. 13th January 2015 Camera and Palm Tree (Image online) Available at http://thumb9.shutterstock.com/display_pic_with_logo/531604/177160076/stock-vector-vacation-and-holidays-iconsset-line-series-177160076.jpg, 13th January 2015 Airbnb Logo (Image online) Available at https://pbs.twimg.com/media/BsvCBeJIEAAGWm6.jpg:large 13th January 2015
Fig 10: Video Visual Inspiration I’m a Mac. I’m a PC (Image online) Available at http://www.technologybloggers.org/gadgets/computing/why-do-we-stickby-google-and-apple-but-not-microsoft/ 13th January 2015 Freaky Friday (Image online) Available at http://www.fanpop.com/clubs/freaky-friday/images/2389595/title/freaky-friday-photo 13th January 2015 Beach City Location (Image online) Available at http://www.travelsupermarket.com/c/cheap-flights/united-arab-emirates/dubai/ 13th January 2015 Being John Malkovich (Image online) Available at http://www.reeldealmind.org/2013/secret-cinema-reel-deal-present-john-malkovich/ 13th January 2015 Fig 11: Own Image. Home Away From Home Print Campaign. 13th January 2015 Madison Avenue (Image online) Available at http://www.pinterest.com/pin/374502525238871478/ 13th January2015 The Louvre (Image online) Available at http://www.pinterest.com/pin/374502525238871452/ 13th January 2015 Gelato (Image online) Available at http://www.pinterest.com/pin/374502525238871574/ 13th January 2015 Bali Beach (Image online) Available at http://www.pinterest.com/pin/374502525238871604/ 13th January 2015 Beach Coacktails (Image online) Available at http://www.pinterest.com/pin/374502525238871687/ 13th January 2015 JetSki (Image online) Available at http://www.pinterest.com/pin/374502525238871615/ 13th January 2015 Relaxing Cuppa (Image online) Available at http://www.pinterest.com/pin/374502525238871804/ 13th January 2015 Cubehouse, Rotterdam, Netherlands (Image online) Available at http://www.buzzfeed.com/danieldalton/amazing-airbnb-locations-in-europe#.ujoW4mY3DB 13th January 2015 Girl using Phone (Image online) Available at http://www.pinterest.com/pin/156359418288168696/ 13th January 2015