The Task: Regain consumer trust and communicate that safety is
top-priority to re-establish Airbnb as the first-choice short-term accommodation.
The How: Use trusted community influencers online and in person that are known for their travel tips/hacks.
Team Credits:
Stephana Eghan
Hasib Rashid
THE CONCEPT
The Insight
They will embark on a travel getaway if the experience is a valuable exchange for their personal well-being - happiness and safety.
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Research
Millennial's (25-34)
45M
Primary Target: Female
Target
80% of women research their travel essentials or services offline before they purchase and before they travel.
25% of Brand bookings come from solo travelers.
Airbnb saw a growth in solo travelers by 33%.
While millennial consumers continue to save up for travel and prioritize their vacation, it does not take away from the overarching safety concerns they have.
Influencers
Influencer Power:
50% of consumers follow at least one travel influencer, and in 2022 34% said their travel plans were inspired by TikTok.
44% of Millennial consumers state that influencer recommendations are the important factor in purchase decision.
Social Inspiration:
51% of solo travelers look towards different channels on social media to get travel inspiration.
The mix of social media and influencers has had a big impact on travel decisions, making it the platform to inform consumers of Airbnb’s new safety stance.
Relevance
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Rising Trends
While men lead solo travel, women are on the rise since the pandemic.
City travels has had a strong recovery since the pandemic as a popular destination.
Current Trends
55% Millennial's spend more time planning vacations than retirement.
80% of all travel decisions are made by women regardless of;
Who they travel with
Who pays for the trip
Where they go
While men lead in solo traveling, women still have a large influence in travel decision making (80%).
Airbnb Opportunities:
Airbnb needs to establish their
stance on safety through their
new safety measures.
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Relatability
Market Opportunities:
38% of consumers state the biggest barrier to solo travel is safety, surpassing cost and loneliness barriers.
Airbnb can establish themselves
as the first choice in solo traveling as long as they establish their new safety stance.
THE MEDIA PLAN
IDENTIFY....
Media Objective
Amplify Airbnb’s stance on their new safety precautions in order to encourage short and
long term sign-ups.
Communicate that safety is Airbnb’s top-priority, encouraging consumers to re-establish that trust and book with Airbnb for their next
homely adventure.
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Communications Objective
Reach consumers through social, digital and OOH activations with the use of trusted and authentic travel voices to encourage signs-ups.
Media Strategy
CONNECTION....
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Out-of-Home
Who: 5 Macro Influencers who will host a panel "How to stay safe when traveling' in 5 different popular cities about solo traveling, safety measure and tips hosted by Airbnb.
Where: 5 Popular cities in the US for solo travelers.
How: Creators will host an event hosted by Airbnb to teach consumers about safety precautions when solo traveling, while also providing them details about safety measures Airbnb has developed. Community will be built across these events in order for solo travelers to connect to also combat that loneliness.
Example
Influencer Selection
World of Wanderlust is a known travel influencer who enjoys solo traveling and shares her travels online
42.3k Followers
522kFollowers
501k Followers
42.3k Followers
Across the U.S, Millennial women tend to lean towards traveling to big cities post pandemic;
NYC, NY | San Francisco, California | Seattle, Washington | Austin, Texas | Dallas, Texas
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41% of women worry about not being able to share special travel moments with others.
+60% of Black and Hispanic consumers would like an identity based organization to provide solo travel guides.
Safety remains the #1 barrier for solo travelers and loneliness is within the top 7 barriers at 38%.
Safety remains Solo Travelers top barrier but building community and sharing is engraved into their nature.
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Influencers
Leverages authentic voices that make sense to the brand and community.
Amplifying with Paid Social & Digital
The #Travel on TikTok alone has +229 Billion Views and Airbnb has 8.9 Billion views
Who: Target audience (Millennial's) nationally, with a primary audience focus on women and secondary on men.
Where: Meta, TikTok, Snapchat, Pinterest and YouTube + posts across Airbnb’s socials.
How: Boosting influencer posts to drive organic reach and engagement.
Reels has a 2x higher impression rate compared to its other placements
We will use Facebook to target users within travel blogs
Used for inspiration and planning, the terms ‘900+ Best SOLO TRAVEL ideas’ or ‘Solo Travel Inspiration’ are used to offer additional ideas
Language and Travel videos are amongst the popular creator category on the platform as a form of entertainment
Example
Influencer Selection
reneeroaming
is a known traveler and photographer
398k Followers
944K Followers
10.6k Followers
Chubbydiaries is a known travel influencer who advocates for plus size travelers
87k Followers
146k Followers
Who: Known Travel Millennial Influencers (across Mid Growing Traction and Macro) with an ideal split of 5 Female Influencers and 2 Male Influencers across each city, totaling 25 influencers.
Where: Meta, TikTok, Pinterest and YouTube + posts across Airbnbs socials.
How: Promoting Airbnbs event in ‘How to stay safe when traveling’ through short form content across TikTok, Instagram Reels, Stories, Pinterest and YouTube Shorts. 1 video post per creator.
Millennials require a multi-platform approach as 49% get inspiration for solo travel from YouTube, 47% from TikTok and 41% from Instagram.
Black and Hispanic audiences tend to look at YouTube (47%), Instagram (41%) and TikTok (41%) as their top 3 for solo traveling inspiration.
Travel is in the top 5 categories followed on social media.
Influencer Strategy:
We know that influencers hold a strong influence on solo travelers, but we also know our audience gets inspiration from different areas. We want to make sure we get influencers who have strong presence across multiple channels and still speak on travel.
Social Media Influencers - US - 2022, Mintel
MEASUREMENT
Regain consumer trust amongst travelers through communicating Airbnb's new safety measures and stance, all through the use of trust travel influencers.
Media
Goal
Awareness
Consideration/Engagement
