An Analysis of Branding Practices of Airbnb: Implication for Future Strategic Planning
- 10.2991/assehr.k.211209.139How to use a DOI?
- Strategic management; Branding and marketing management; Brand visual design; Airbnb
The purpose of this study is to analyze Airbnb’s branding strategies and compare them with its competitors to discover Airbnb’s areas of improvement and to come up with ensuing strategic plans. The results will help Airbnb have a better understanding of its position in the market, its force of competition, as well as its ability to expand its market share. This paper has researched the key services Airbnb is providing, studied its operating systems, evaluated its brand visual design, dived into its social media performances, as well as analyzed its strengths and weakness in the market. Although Airbnb has shown great potential and a leading role in the lodging industry, one of its key problems is losing its differentiating power among its competitors other than economic hardships brought by the Covid-19 pandemic, complaints brought by local citizens, and privacy issues discovered by its guests. With in-depth knowledge of Airbnb and trends in the lodging market, this article, therefore, advises Airbnb to partner with local travel agencies and undertake event organizing roles to enhance its diversification and differentiate it from other competing companies.
- © 2021 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Yang Ji AU - Hanwen Li AU - Zihan Yang PY - 2021 DA - 2021/12/15 TI - An Analysis of Branding Practices of Airbnb: Implication for Future Strategic Planning BT - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) PB - Atlantis Press SP - 857 EP - 861 SN - 2352-5428 UR - https://doi.org/10.2991/assehr.k.211209.139 DO - 10.2991/assehr.k.211209.139 ID - Ji2021 ER -