I was recently looking at different Airbnb ads and decided to write a teardown on what I think of it.
Video: If you want to get closer to nature, you might need to get away from hotels. Get an Airbnb and stay in the middle of nowhere.
Why this ad?
- Positioning consumers to think about Airbnb when they want to be in nature or somewhere remote
- Reactivating users to come back on platform — form habit, re-engage
- Programming when not to use a hotel. Sell a good time in a remote place that a hotel can’t offer
- Selling culture, nature, and authentic experience
- Targeting young adults — couples, friend groups
What this ad doesn’t sell: Airbnb’s platform, features, or booking experience. It focuses on reactivating users who already know what Airbnb offers.
What’s the problem with this ad?
- Most hotels are listed on both Booking.com and Airbnb, so the “unique escape” positioning has a leak — the same property is findable elsewhere.
- Booking.com and Expedia can discount loyal customers on the same Airbnb properties, undercutting the value.
Breaking it down
What is Airbnb?
- Air Bed and Breakfast — lets people stay in other people’s homes and hotels
- Situated in cities and remote places
- Hosts rent out their room or apartment for cash, or for social reasons (meeting people, company)
- Consumers book via app or website, pay upfront, sometimes turn to Airbnb when hotels are booked or too expensive
Competitors
- Own the asset: Hotels, motels, homestays, hostels
- Search / aggregators: Booking.com, Expedia
How does Airbnb make money?
- Consumer side: Service fees, cleaning fees, cut of experiences
- Host side: Membership, consultation programs
The flywheel
More consumers → more bookings → more revenue → incentive for more diverse supply → more interest in stays → more consumers.
What does Airbnb actually sell?
- A place to stay away from crowds and busy city centres
- Authentic culture of a city, town, or area
- Home away from home — usually an entire place, not a hotel room
- Identity signal: the off-the-beaten-path traveler, not a generic tourist
Jobs to be Done
- Want to be in nature, solitude, connect with self
- Away from people and noise
- Reconnect with a partner, heal
- Authentic experiences over packaged tourism
- Signal a certain identity: the curious, authentic traveler
I was recently looking at different Airbnb ads and decided to write a teardown on what I think of it.
Video: If you want to get closer to nature, you might need to get away from hotels. Get an Airbnb and stay in the middle of nowhere.
Why this ad?
What this ad doesn’t sell: Airbnb’s platform, features, or booking experience. It focuses on reactivating users who already know what Airbnb offers.
What’s the problem with this ad?
Breaking it down
What is Airbnb?
Competitors
How does Airbnb make money?
The flywheel
More consumers → more bookings → more revenue → incentive for more diverse supply → more interest in stays → more consumers.
What does Airbnb actually sell?
Jobs to be Done