Marketing Strategy(Uliana, )·Segmentation Strategy(Uliana) 3pages·Product Strategy(Uliana) 3 pages

Airbnb: Marketing Strategy         2
AIRBNB: MARKETING STRATEGY
Table of Contents
Company Overview    3
Marketing Strategy    3
Segmentation Strategy    3
Demographic Segmentation    4
Geographic segmentation    4
Behavioural segmentation    5
Psychographic segmentation    5
Product Strategy    5
References    8
Company Overview
The present valuation of Airbnb amounts up to 110 billion dollars with more than 4 million hosts in 220 countries. The company was founded in 2007 and stands out as one of the most competitive brands in 2021 with an annual revenue of 5.99 billion dollars. The effectiveness of the brand is more inherently apprehended by its fervent strategy which has brought about stability.
The brand positioning of the company has also involved significant strategies that have been a laudable achievement for the company. The company is known to be a martinet in the industry and has effectively mollified the customers which had been significant in terms of the stability of the company during the massive pandemic era that grounded the global tourism sector. The prolific strategy that has been the most significant aspect has resulted in the prerogative position of the company in the industry. This report shall focus on the segmentation strategy and product strategy of Airbnb.
Marketing Strategy
Segmentation Strategy
The segmentation of the consumers is done on the basis of their purpose of travel. This may also include historical walks, cooking, crafts, walking tours, hiking along with the guides, and much more. It has been obtained that we average Airbnb host answer around 9600 dollars a year the Airbnb listings. The purview of the company maintaining the standard of hospitality is effective which sustains the brand value and the exceptional star rating that the company has. This makes sense to address that the company has earned up to more than 400% of their revenue from the listed properties.
Demographic Segmentation
Among the tourists there are people who are looking for accommodation only. While there is another segment of travellers who not only wants accommodation but also wants to seek experiences. Recent travel itinerary includes more travellers who wants to experience the place rather than the accommodation. In 2021 there has been subsequent rise in the bookings for the experiences rather than accommodation only. The biggest aspect for the company when they are able to stay with the locals and are able to experience the place with the culture and the tradition. In most case it has been witnessed that most of the travellers seek for medium sized homestays and hotels for the stay. This accounted for almost 61 percent of the total booking.
The demographic segmentation focuses on the target audience for the experiences and accommodation for wider range of customers spanning from 18 to 60 years of age. Certain elements also contribute to the pragmatic categorization of the demographic segmentation. The target segments are the students and professionals while it also includes managers and executives. Customers who are older and are more financially established group prefer traditional hotel stays that is still an attractive option. In most cases they are open to several similar experiences by Airbnb (Hong et al., 2020). The target market also focuses on 54% of female users and 46% of male users which focuses that the target market for the company is positively...