Airbnb Segmentation, Targeting & Positioning
Airbnb segmentation, targeting and positioning consists of a set of consequent activities that divide customers into different groups and identify specific groups to be targeted. The accommodation and experience marketplace positions its services in a way that best appeals to the needs and wants of members of this group.
Airbnb uses the following types of positioning:
1. Multi-segment positioning. The global lodging company uses multi-segment type of positioning targeting more than one segment with different service packages. For example, the company lists cost-effective apartments for rent for cost-conscious customer segment, whereas Airbnb Plus package targets customers who value advanced quality and design and are willing to pay more. Recently, the platform launched its Airbnb Luxe line of premium apartments that has been positioned as ‘extraordinary homes with five-star everything’ targeting premium customer segment.
2. Anticipatory positioning. Airbnb uses anticipatory positioning, launching services for a market segment that has low turnover with the anticipation that the turnover will increase in the future. Adventures services such as ‘Around the World in 80 Days’ and experiences of “Becoming a Beekeeper” can me mentioned as examples of Airbnb services with anticipatory positioning.
The following table illustrates Airbnb segmentation, targeting and positioning:
| Type of segmentation | Segmentation criteria | Airbnb target customer segment | |
| Accommodation | Experiences & Adventures | ||
|
Geographic |
Region | More than 191 countries and regions and about 100000 cities | More than 30000 experiences worldwide |
| Density | Urban/rural | Urban | |
|
Demographic |
Age | 18-45 | 18-60 |
| Gender | 54% Females & 46% Males[1] | Males & Females | |
| Life-cycle stage | Bachelor Stage
Newly Married Couples Full Nest I Full Nest II Full Nest III Empty Nest I Empty Nest II |
Bachelor Stage
Newly Married Couples Full Nest I Full Nest II Empty Nest I
|
|
| Occupation | Students, employees, professionals, | Students, employees, professionals, senior manager, executives | |
| Behavioral | Degree of loyalty | ‘Hard core loyals’
‘Soft core loyals’ ‘Switchers’ |
‘Hard core loyals’
‘Soft core loyals’ ‘Switchers’ |
| Benefits sought | Cost advantage, variety | Uniqueness, variety | |
| Personality | Easygoing, determined, | Easygoing, ambitious | |
| User status | non-users, potential users, first-time users, regular users, | non-users, potential users, first-time users, regular users, | |
| Psychographic | Social class | Lower class, working class, middle class, upper class | Working class, middle class, upper class |
| Lifestyle[2] | Resigned, Struggler, Aspirer, Explorer, Reformer | Mainstreamer, Aspirer, Succeeder, Explorer, Reformer | |
Airbnb segmentation, targeting and positioning
Airbnb Inc. Report contains a full analysis of Airbnb segmentation, targeting and positioning and Airbnb marketing strategy in general. The report illustrates 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 leadership, organizational structure and organizational culture. The report also comprises discussions of Airbnb business strategy, ecosystem and addresses issues of corporate social responsibility.
[1] Airbnb Statistics (2019) Property Management, Available at: https://ipropertymanagement.com/airbnb-statistics/
[2]According to Cross Cultural Consumer Characterization by Young & Rubican