How Airbnb is re-engaging consumers amidst the biggest travel rebound.
Airbnb recently announced the launch of their Summer 2022 redesign, introducing an advanced travel experience that allows users to search for holidays based on categories rather than location, split their trips between two different homes with the new feature, Split Stays, and provide comprehensive travel insurance with AirCover.
Airbnb CEO, Brian Chesky, says “We have the biggest travel rebound of the century ahead of us and I hope that when people look at our website or new app that they're reminded that there's this really big world just waiting to be discovered—a world of possibilities,” (Source: CN Traveler)
The Travel & Tourism industry has undoubtedly faced hardship with the Covid-19 pandemic, as well as recent political and social affairs that continue to impact people’s lives. Even with all these factors, there is still a desire to travel and explore but this may not look the same as it did two or three years ago.
This is where the travel industry needs to adapt to accommodate the new behaviours and attitudes of the public, perhaps stop focusing on the major hotspots that once were so popular but look beyond that - what else is out there for people to explore and how do they find it? Something Airbnb seems to be considering with this recent redesign
How technology can advance travel
As the world becomes more digitally savvy, consumers are relying heavily on their mobile phones for searching, purchasing and entertaining, this obviously includes travel bookings. According to Euromonitor’s research, ‘26.8% of all travel sales are expected to be booked via mobile, amounting to USD774 billion by 2026’. Therefore, brands really need to be thinking about how they can reach their customers through apps to stay front of mind, but more importantly give those customers a reason to keep the apps on their phones post-purchase, to incentivise re-engagement and repeat purchase.
One advancement in travel is the use of AI and machine learning to enhance the customer experience. If brands are able to collect data from their customers and users, they can use this insight to hone their offerings by understanding what the current travel trends and interests are.
Airbnb intends to do just this with their redesign; “It represents the ability for Airbnb to start creating custom itineraries with machine learning, artificial intelligence, plus custom curation.” - Airbnb CEO, Brian Chesky, (Source: CN Traveler)
Creating a personalised travel experience
Having missed out on travelling for the past two years, consumers are looking for something different and exciting, the idea of a simple beach holiday doesn’t suit everybody’s needs anymore.
Personalisation is key to creating long-lasting relationships with customers and encouraging searches by interests, instead of destinations, means brands will meet the needs of the customers. ‘85% said personalisation has affected their travel purchase decisions.’
With many customers booking travel themselves, understanding what your customers want and how you can reach them is key to success and keeping ahead in the travel industry. AirBnB is certainly thinking about the next generation of travellers, how they can stay connected and relevant to them, as their audience changes and grows.
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