Having previously cut marketing spend because it shifted its strategy removed from performance, Airbnb’s marketing expenses have over again increased because the business looks to require an edge in brand building advertising.
Launched within the half-moon of the year within the united kingdom, US, France, Canada, and Australia, the campaign is Airbnb’s first large-scale brand
Campaign in five years
Its objective is to show people the benefits of being hosted and to encourage more people to become hosts. television and digital channels were responsible for launching it, and over the second quarter of 2021 was expanded into markets including Italy and Spain.
How brands are overcoming the ‘artificial division’ of name and performance
Airbnb also claims to possess seen the number of individuals making their first booking on its platform increase faster than returning guests in countries where it ran the campaign.
Similarly, traffic to Airbnb’s host page over doubled, and also the business has ended the quarter with the most important number of active listings in its history. it was concluded that the brand favourability has moved forward positively.
“Now since Q2 is over us, we are sure that say that the travel rebound is upon us and Airbnb is leading the way
The firm posted revenue of $1.3bn (£942m) within the second quarter of 2021, a 300% increase on the identical quarter last year
Cutting performance spend
In February the travel accommodation business stated that it might be making a permanent move in overhauling its marketing investment, having noted that slashing spend during Covid had little impact on traffic.
While the business has now upped its spend yet again, it’s electing to front weight its marketing spend this year, with sales and marketing expenses as a percentage of revenue within half of 2021 expected to be over within the half.
last night stated that Airbnb should continue with this strategy since positive results are already being seen from the shift.