Airbnb Segmentation, Targeting & Positioning

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.

 

Airbnb Inc. Report (2019)

[1] Airbnb Statistics (2019) Property Management, Available at: https://ipropertymanagement.com/airbnb-statistics/

[2]According to Cross Cultural Consumer Characterization by Young & Rubican