Airbnb Inc. is a global hospitality service brokerage company. It is an online marketplace for peer-to-peer lodging, as well as, tourism and experiences services. Founded in 2008 in San Francisco, USA, Airbnb has become a lodging colossus and travel industry disruptor with more than 6 million listings in more than 191 countries and regions worldwide. There are about 100000 cities with Airbnb listings and 500 million Airbnb guest arrivals all-time. Moreover, more than 2 million people on average stay on Airbnb each night and there are more than 30000 Airbnb experiences worldwide. The company employs about 5000 employees worldwide.
Airbnb’s business has doubled almost every year of its existence. It became profitable in 2017, with a profit of USD93 million on revenue of USD2.6 billion. This is a stark contrast from heavily loss-making sharing companies such as Uber and Lyft. It is estimated that in 2018 Airbnb surpassed the performance of the previous year and by 2020, its revenue is projected to be as much as USD8.5 billion. The peer-to-peer lodging company is valued at about USD 31 billion.
The company’s mission is to create a world where anyone can belong anywhere, providing healthy travel that is local, authentic, diverse, inclusive and sustainable.
Airbnb business strategy effectively contributes to this mission. Airbnb business strategy is associated with platform business model and accordingly, instead of owning the services it offers, the company engages as a broker between suppliers and consumers, receiving a commission of 9% to 15%. Moreover, increasing level of technological integration into various aspects of the business can be specified as one of the critical features of Airbnb business strategy. The global hospitality service brokerage company also places its community and trust among organizational stakeholders at the forefront of its business strategy.
The travel industry disruptor has certain weaknesses as well. These include inability to control the quality of services directly and vulnerability of the brand image to various scandals. Moreover, Airbnb business model is replicable and absence of reception, housekeeping and room service with Airbnb alienates certain customer segments.
Airbnb Inc. Report (2019) contains the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S Model on Airbnb. Moreover, the report contains analyses of Airbnb business strategy, leadership and organizational structure and ecosystem. The report also analysis marketing strategy, ecosystem and discusses the issues of corporate social responsibility.
1. Executive Summary
2. Business Strategy
4. Organisational Structure
5. Organizational Culture
6. Airbnb and Ansoff Matrix
7. SWOT Analysis
8. PESTEL Analysis
8.1 Political Factors
8.2 Economic Factors
8.3 Social Factors
8.4 Technological Factors
8.5 Environmental Factors
8.6 Legal Factors
9. Marketing Strategy
9.1 7Ps of Marketing
9.2 Segmentation, Targeting & Positioning
9.3 Marketing Communication Mix
9.3.1 Print and Media Advertising
9.3.2 Sales Promotions
9.3.3 Events & Experiences
9.3.4 Public Relations
9.3.5 Direct Marketing
9.3.6 Personal Selling
10. Porter’s Five Forces Analysis
10.1 Threat of new entrants
10.2 Bargaining power of buyers
10.3 Bargaining power of suppliers
10.4 Threat of substitute products or services
10.5 Rivalry among existing firms
11. Airbnb Value-Chain Analysis
11.1 Primary Activities
11.1.1 Inbound logistics
11.1.3 Outbound logistics
11.1.4 Marketing and Sales
11.2 Support Activities
11.2.2 Human Resource Management
11.2.3 Technology Development
12. McKinsey 7S Model
12.1 Hard Elements
12.2 Soft Elements
13. Airbnb Ecosystem
14. Corporate Social Responsibility
14.1 CSR Programs and Initiatives
14.2 CSR Criticism
List of Figures
Figure 1 Airbnb organizational structure
Figure 2 Airbnb Ansoff Growth Matrix
Figure 3 Average room prices in selected major cities in January 2018
Figure 4 Annual Lobbying by Airbnb
Figure 5 Revenue potential across traditional and Sharing Economy sectors
Figure 6 Porter’s Five Forces
Figure 7 Number of sharing economy users in the United States from 2016 to 2021 (in millions)
Figure 8 Value chain analysis
Figure 9 McKinsey 7S model
Figure 10 Ethnicity representation at Airbnb in the US
List of Tables
Table 1 Airbnb SWOT analysis
Table 2 Airbnb segmentation, targeting and positioning
Table 3 Services within broad Airbnb ecosystem
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- Published: September 2019
- 13109 Words
- 49 Pages