How did Airbnb use digital marketing?

Leverage user-generated content (UGC) Giving control to the users is the most creative and effective way to market a business. Airbnb turned to user-generated content wherein they asked a few people who were good at photography to book an Airbnb and submit photos with their friends or family to Airbnb.



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A very successful digital marketing strategy adopted by Airbnb is its referral program. When it was launched, it led to a whopping 900% of annual growth. Referrals are a smart way to utilize your existing users and their audience. They provided rewards to both parties on every successful referral.

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Social media ads can be a powerful tool to promote your Airbnb listing. Platforms such as Facebook and Instagram allow you to target your ads to specific demographics, such as age, location, interests, and behaviors. This means you can reach people who are most likely to be interested in your Airbnb listing.

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?? Big Data Tools Airbnb uses a combination of Presto, Druid, and Airpal to manage its big data management needs. The platform possesses a tremendous volume of user data, so they use various technologies to store, process, analyse, and manage it.

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Promotion. The advertising and promotion strategy of Airbnb needs to promote to both guests and travelers to keep its rental system operating properly. It uses a mix of conventional marketing strategies, including referrals, word of mouth, and paid ad campaigns.

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But the company's marketing strategy still leans in to earned media over performance marketing. Airbnb spent $1.5 billion in 2022, up from $1.2 billion the year before. But as a percentage of revenue, marketing dropped from 20% to 18%, the lowest among the four OTAs analyzed.

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While reducing factors like prices & safety, Airbnb created a ubiquitous availability of home-like experiences. Airbnb's business model was developed on being a low-cost solution for a low-value customer. And using the concept of 'Sharing Economy', they created a newfound supply of income for the hosts.

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Airbnb's content strategy extends to social media, where it embraces visual marketing to attract fans. On Instagram, the brand posts user-generated photos that it curates from its hosts and guests.

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If Airbnb were able to capture stories from both their hosts and travelers about their experience using Airbnb, it would lead to higher brand awareness, stronger relationships with their community, more positive media attention, increased results in the SERPs, wider adoption, and more profit.

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Airbnb Strengths
  • Airbnb Enjoys First-Mover Advantage. ...
  • It Takes Advantage of the Network Effect. ...
  • Innovative Business Model. ...
  • Strong Branding and Effective Marketing. ...
  • They Offer a Unique Traveling Experience. ...
  • The Company Is Publicly Traded. ...
  • Global Expansion. ...
  • Dual Rating System.


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How did Airbnb become a worldwide success so quickly? In part, it's by offering a great product. The business also grows in overseas markets by acquiring rivals and clones. But international expansion is tricky even for the best companies, let alone international expansion that encompasses more than 190 countries.

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What makes an Airbnb truly special is its amenities: things that make guests feel like they're staying somewhere special and aren't just paying for somewhere to sleep at night. Check out our list of 7 unique Airbnb amenities that are sure to secure bookings – and 5-star reviews.

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