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UNDERSTAND TODAY. SHAPE TOMORROW.
Airbnb Case Study: Customer Value Proposition
AIRBNB:
CAPTURING
EVERY STEP OF
YOUR TRAVE...
UNDERSTAND TODAY. SHAPE TOMORROW.
INTRODU
CTION.
In our newest Case Study, we would like to present Airbnb and
list it’s s...
CONTENT.
UNDERSTAND TODAY. SHAPE TOMORROW.
CUSTOMER VALUE
CANVAS
TAKE-
AWAYS
ABOUT
AIRBNB
CONTENT
3
Chapter 1 Chapter 2 Ch...
ABOUT AIRBNB
UNDERSTAND TODAY. SHAPE TOMORROW. 4
Chapter 1
LHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
55%
45%
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Number of Airbnb guests
ABOUT AIRBNB
5
100%
60+
million
Source: Airbnb
LH...
55%
45%
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Number of Airbnb hosts
6
100%
640,000
Source: DMR
ABOUT AIRBNBLHBS // AIR...
55%
45%
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Number of countries Airbnb is active in
7
100%
191+
Source: Airbnb
ABOUT ...
8Source:Source:
Airbnb’s summer
reach in 2015 was
353 times
what it was five years
before
Source: Business Insider
ABOUT AI...
55%
45%
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Airbnb’s total valuation
9
100%
$30
billion
Source: DMR
ABOUT AIRBNBLHBS ...
CUSTOMER VALUE CANVAS
UNDERSTAND TODAY. SHAPE TOMORROW. 10
Chapter 2
LHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
11
Driving customer value is becoming the core of the business model and
a profit driver. By delivering superior value to c...
UNDERSTAND TODAY. SHAPE TOMORROW. 12
Core
Product
Shopping
Experience
Added-value
Services
Touch Points &
Communication
Cu...
13
How is Airbnb adjusting their offerings in the four
areas to best meet emerging customer expectations?
CUSTOMER VALUE C...
Airbnb - Customer Value Canvas®
CORE PRODUCT ADDED VALUE SERVICES
COMMUNICATION & CONTENT SHOPPING EXPERIENCE
CUSTOMER
VAL...
CORE PRODUCT
How might your Customer Value Proposition inspire or impact the
performance or quality of your core product?
...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
CORE PRODUCT
Airbnb “Classic”
Peer-to-peer online marketplace and homestay
networ...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
CORE PRODUCT
Airbnb Trips
With the new initiative called Trips the company
expand...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
CORE PRODUCT
Airbnb Business Travel
Portal specifically designed for business trav...
ADDED VALUE SERVICES
How might your Customer Value Proposition inspire or influence
additional services to simplify or enha...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
ADDED VALUE SERVICES
Airbnb & Tesla
Making it easier for Tesla customers to trave...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Airbnb & Nest
Helping Airbnb’s community of hosts and guests
conserve energy and ...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Airbnb Local
Experiences
Tailor-made city tours and exclusive experiences
Explore...
SHOPPING EXPERIENCE
How might your Customer Value Proposition inspire a smoother, more
pleasant customer experience in you...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
SHOPPING EXPERIENCE
Airbnb & Qantas
This partnership between Airbnb and Qantas
ai...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Neighborhood Guides
Feature prefect and useful for visitors unfamiliar
with parti...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
World of Trips
Owning more of the customer journey
Explore Sign
Airbnb has ambiti...
COMMUNICATION
How might you create content that people like to consume and share,
rather than advertising that they want t...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
COMMUNICATION
Airbnbmag
Airbnb teamed up with global publisher Hearst for
their fi...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Airbnb’s Floating
House
Experiential PR with free-floating house in London
Explore...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Airbnb & Berlin Wall
For the 25th anniversary of the fall of the Berlin
Wall, Air...
TAKEAWAYS
UNDERSTAND TODAY. SHAPE TOMORROW. 31
Chapter 3
LHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
UNDERSTAND TODAY. SHAPE TOMORROW.
TAKEAWAYS.
One “Everything what Airbnb does
starts with the community first”
Four Airbnb ...
UNDERSTAND TODAY. SHAPE TOMORROW. 33
Need help in defining emerging
customer expectations & bringing the
Customer Value Can...
UNDERSTAND TODAY. SHAPE TOMORROW.
Discover
ABOUT
LHBS. Define Develop Deliver
We are an unconventional strategy firm that he...
LHBS Put the Title of the Report here
HUB.
UNDERSTAND TODAY. SHAPE TOMORROW.
This case study has been created with the hel...
Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der 

LHBS Consulting Berlin Gmb...
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Case Study: Airbnb - Capturing Every Step of Your Travel

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In our newest Case Study, we would like to present Airbnb and list it’s selected activities aimed at bringing value to their customers - both the hosts and users. Airbnb promises access to unique travel experiences and world-class customer service and experience and it is being manifested through all activities: core product innovation, added-value services, shopping experience and communication. We believe that any business or brand can create value for its customers in those four interrelated but distinctive areas.
Explore our latest Case Study and get inspired on how to deliver a seamless customer experience and innovate on Customer Value Proposition.

Veröffentlicht in: Marketing
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Case Study: Airbnb - Capturing Every Step of Your Travel

  1. 1. UNDERSTAND TODAY. SHAPE TOMORROW. Airbnb Case Study: Customer Value Proposition AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL LHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL 1
  2. 2. UNDERSTAND TODAY. SHAPE TOMORROW. INTRODU CTION. In our newest Case Study, we would like to present Airbnb and list it’s selected activities aimed at bringing value to their customers - both the hosts and users. Airbnb promises access to unique travel experiences and world-class customer service and experience and it is being manifested through all activities: core product innovation, added-value services, shopping experience and communication. We believe that any business or brand can create value for its customers in those four interrelated but distinctive areas. Explore our latest Case Study and get inspired on how to deliver a seamless customer experience and innovate on Customer Value Proposition. Companies tend to act, react and form strategies with their competitors in mind. At LHBS, we believe that companies should pay less attention to the competition and more attention to customer needs. How a company ranks against its competitors, is increasingly being defined by how close a company is to its customers. Fabiola Lewandowska Consultant lhbs.com | fl@lhbs.com INTRODUCTION 2 LHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  3. 3. CONTENT. UNDERSTAND TODAY. SHAPE TOMORROW. CUSTOMER VALUE CANVAS TAKE- AWAYS ABOUT AIRBNB CONTENT 3 Chapter 1 Chapter 2 Chapter 3 LHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  4. 4. ABOUT AIRBNB UNDERSTAND TODAY. SHAPE TOMORROW. 4 Chapter 1 LHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  5. 5. 55% 45% UNDERSTAND TODAY. SHAPE TOMORROW.Source: Number of Airbnb guests ABOUT AIRBNB 5 100% 60+ million Source: Airbnb LHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  6. 6. 55% 45% UNDERSTAND TODAY. SHAPE TOMORROW.Source: Number of Airbnb hosts 6 100% 640,000 Source: DMR ABOUT AIRBNBLHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  7. 7. 55% 45% UNDERSTAND TODAY. SHAPE TOMORROW.Source: Number of countries Airbnb is active in 7 100% 191+ Source: Airbnb ABOUT AIRBNBLHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  8. 8. 8Source:Source: Airbnb’s summer reach in 2015 was 353 times what it was five years before Source: Business Insider ABOUT AIRBNBLHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  9. 9. 55% 45% UNDERSTAND TODAY. SHAPE TOMORROW.Source: Airbnb’s total valuation 9 100% $30 billion Source: DMR ABOUT AIRBNBLHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  10. 10. CUSTOMER VALUE CANVAS UNDERSTAND TODAY. SHAPE TOMORROW. 10 Chapter 2 LHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  11. 11. 11 Driving customer value is becoming the core of the business model and a profit driver. By delivering superior value to customers, companies can better derive value from customers. It’s a simple exchange between value. Companies create value for customers and charge them for the value they create. We believe that any business or brand can create value for its customers in four interrelated but distinctive areas: CORE PRODUCT, ADDED-VALUE SERVICES, SHOPPING EXPERIENCE AND COMMUNICATION. Source: LHBS on Medium CUSTOMER VALUE CANVASLHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  12. 12. UNDERSTAND TODAY. SHAPE TOMORROW. 12 Core Product Shopping Experience Added-value Services Touch Points & Communication Customer Value Proposition Do you facilitate and deliver services that enrich and simplify the lives of customers around your core business? Do you create products that meet a real need? Are your products designed to solve real customer problems? Do you make searching, shopping and interacting with your products and services a uniquely positive experience? Do you create content that people like to consume and share rather than advertising people want to escape from? LHBS Customer Value Canvas The better a company manages the interrelation between their products, services, experience and communication the more value it will create for its customers. CUSTOMER VALUE CANVASLHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  13. 13. 13 How is Airbnb adjusting their offerings in the four areas to best meet emerging customer expectations? CUSTOMER VALUE CANVASLHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  14. 14. Airbnb - Customer Value Canvas® CORE PRODUCT ADDED VALUE SERVICES COMMUNICATION & CONTENT SHOPPING EXPERIENCE CUSTOMER VALUE PROPOSITION CONNECTING PEOPLE TO UNIQUE TRAVEL EXPERIENCES WITH WORLD CLASS CUSTOMER SERVICE AND GROWING COMMUNITY OF USERS This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. - Airbnb “Classic” - Airbnb Trips - Airbnb Business Travels - Airbnb & Tesla - Airbnb & Nest - Airbnb Local Experiences - Airbnb & Qantas - Neighborhood Guides - World of Trips - Airbnb Magazine - Airbnb’s Floating House - Airbnb & Berlin Wall
  15. 15. CORE PRODUCT How might your Customer Value Proposition inspire or impact the performance or quality of your core product? UNDERSTAND TODAY. SHAPE TOMORROW. 15 LHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  16. 16. UNDERSTAND TODAY. SHAPE TOMORROW.Source: CORE PRODUCT Airbnb “Classic” Peer-to-peer online marketplace and homestay network Explore Sign Airbnb trusted community marketplace for people to list, discover, and book unique accommodations around the world — online or from a mobile phone or tablet. Whether an apartment for a night, a castle for a week, or a villa for a month, Airbnb connects people to unique travel experiences, at any price point, in more than 34,000 cities and 191 countries. And with world-class customer service and a growing community of users, Airbnb is the easiest way for people to monetize their extra space and showcase it to an audience of millions. 16 LHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  17. 17. UNDERSTAND TODAY. SHAPE TOMORROW.Source: CORE PRODUCT Airbnb Trips With the new initiative called Trips the company expands towards a full-scale travel agency Explore Sign With Trips Airbnb is expanding it’s short-term rental service and opens up the concept of hosting. The new initiative focuses on three areas: Experience, Places and Homes, with Flights and Services to be added in the future. “Experiences” give hosts who don’t just want to share their flat with travellers but would also like to offer experiences and to share their interests, hobbies and passions. “Places” refers to Guidebooks, that have been curated by cultural experts and neighborhood insiders, to Meet ups that lets fellow Airbnb travellers connect and to Audio Walks that are offered in an exclusive partnership with Detour. 17 LHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  18. 18. UNDERSTAND TODAY. SHAPE TOMORROW.Source: CORE PRODUCT Airbnb Business Travel Portal specifically designed for business travelers Explore Sign Airbnb has created a portal specifically designed to show lodgings that have the necessary amenities for business travelers. For instance, when business travelers search the platform, they will only be shown listings that comprise an entire home or apartment. Those listings will also all have WiFi and be available for instant booking, among other things, and will have to conform to a company’s expense policies to be booked. In order to ensure that listings match a company’s expense policies, Airbnb is partnering with business travel and expense management company Concur. 18 LHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  19. 19. ADDED VALUE SERVICES How might your Customer Value Proposition inspire or influence additional services to simplify or enhance that create added value around the consumption or usage of your product? UNDERSTAND TODAY. SHAPE TOMORROW. 19 LHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  20. 20. UNDERSTAND TODAY. SHAPE TOMORROW.Source: ADDED VALUE SERVICES Airbnb & Tesla Making it easier for Tesla customers to travel Explore Sign Through a new partnership, Tesla will give free chargers to select Airbnb hosts to better accomodate drivers of the electric car. Range anxiety is real, and it is definitely keeping many people from purchasing an electric vehicle. Tesla's recent development of a home charger is a major step in the right direction– and now they are being distributed free of charge to Airbnb hosts willing to pay the installation fee ($200-$900). The partnership with Airbnb should help give Tesla drivers vacationing in the West Coast some peace of mind, as the automaker is giving free chargers to over 100 Airbnb hosts in the region. 20 LHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  21. 21. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Airbnb & Nest Helping Airbnb’s community of hosts and guests conserve energy and continue to have a positive impact on their local environments Explore Sign Airbnb is providing selected hosts in the US with the Nest Learning Thermostat, free of charge. The Nest Thermostat programs itself, automatically turns down the heat when a host or guest is away, and can be controlled from a mobile device. All hosts who participate in the program will have access to MyEnergy, a service that allows you to track your energy consumption, learn how to save energy, and be more efficient as part of their energy plans. 21 ADDED VALUE SERVICESLHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  22. 22. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Airbnb Local Experiences Tailor-made city tours and exclusive experiences Explore Sign The accommodation marketplace is now also a platform for people to host local experiences for travellers. As a host, users can earn extra money by offering activities to travellers to show them the hidden gems and local culture of their home city. Hosted activities are things like “Paris like a Parisian/ Off the Beaten Track” or “Beer and Art with Locals”. The hosts introduce their offered experiences and travellers rate and review them afterwards. 22 ADDED VALUE SERVICESLHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  23. 23. SHOPPING EXPERIENCE How might your Customer Value Proposition inspire a smoother, more pleasant customer experience in your omnichannel touch points. UNDERSTAND TODAY. SHAPE TOMORROW. 23 LHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  24. 24. UNDERSTAND TODAY. SHAPE TOMORROW.Source: SHOPPING EXPERIENCE Airbnb & Qantas This partnership between Airbnb and Qantas airline provides seamless booking experience through Qantas website Explore Sign Airbnb and Qantas teamed up and award loyalty members with Qantas Points for every dollar they spend on Airbnb bookings. To earn points, frequent flyers choose an Airbnb option on the Australian Qantas website, enter their member details and complete their booking. The program is geared towards increasing Qantas passengers' loyalty. 24 LHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  25. 25. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Neighborhood Guides Feature prefect and useful for visitors unfamiliar with particular destination Explore Sign The Neighborhood product and guidebooks is a feature with advice from people who actually live there, not other travelers. Guidebooks show you best spots around the city and the whole content curated by local hosts is focused on making your stay more enjoyable as well as the booking and choosing process easier and more spot- on. 25 SHOPPING EXPERIENCELHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  26. 26. UNDERSTAND TODAY. SHAPE TOMORROW.Source: World of Trips Owning more of the customer journey Explore Sign Airbnb has ambitions of becoming a bonafide “super brand of travel” by combining all of their services into a single travel platform. Airbnb doesn’t just want to be an accommodations provider or even an online travel agency. It wants to be all of the above, as well as your go-to for recommendations, finding new friends, making restaurant reservations, booking car rentals, and even booking flights, down the line. 26 SHOPPING EXPERIENCELHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  27. 27. COMMUNICATION How might you create content that people like to consume and share, rather than advertising that they want to escape from? UNDERSTAND TODAY. SHAPE TOMORROW. 27 LHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  28. 28. UNDERSTAND TODAY. SHAPE TOMORROW.Source: COMMUNICATION Airbnbmag Airbnb teamed up with global publisher Hearst for their first printed travel magazine "Airbnbmag" Explore Sign The cooperation between Airbnb and Hearst is melding old school publishing expertise with new school content generation. The first issue of the magazine has 28 pages and is entirely devoted to Los Angeles. Content includes guides around LA curated from hosts, profiles of Airbnb Superhosts, spotlights on selected LA neighborhoods, and profiles of Airbnb Trips (tours and activities) in the city. Airbnb wants to promote its recent add-on of a trips feature. Airbnbmag is the print embodiment of what Airbnb is trying to do on its app with insider guidebooks. 28 LHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  29. 29. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Airbnb’s Floating House Experiential PR with free-floating house in London Explore Sign Airbnb has sailed a full-size floating house along the Thames to celebrate new rules to support home sharing in London. The publicity stunt followed the passing of the Deregulation Act, which meant Londoners were then free to rent their homes for up to 90 days a year without risk of fines or having to secure planning permission before doing so. 29 COMMUNICATIONLHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  30. 30. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Airbnb & Berlin Wall For the 25th anniversary of the fall of the Berlin Wall, Airbnb cherished this moment with a magical story Explore Sign Since Airbnb realized that great content and storytelling are imperative for brands, the community marketplace decided to dedicate a campaign to the fall of the Berlin Wall. At the heart of it is a 75 second film “Wall and Chain” that tells the true story from two former border guards that met years later thanks to Airbnb. What makes this project truly brilliant is that it goes hand in hand with the core of the platform which is “belonging anywhere.” The little movie is embedded in a charming microsite, that also hosts interviews of the protagonists, as well as three beautiful wallpapers to download. 30 COMMUNICATIONLHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  31. 31. TAKEAWAYS UNDERSTAND TODAY. SHAPE TOMORROW. 31 Chapter 3 LHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  32. 32. UNDERSTAND TODAY. SHAPE TOMORROW. TAKEAWAYS. One “Everything what Airbnb does starts with the community first” Four Airbnb mastered and excels at providing a truly seamless and great user experience Three Airbnb is so much more than renting space - it’s about people & experiences REPORT TITLE // IMPLICATIONS. TAKE AWAYS 32 Two Everything what Airbnb does, gets tested with real users first
  33. 33. UNDERSTAND TODAY. SHAPE TOMORROW. 33 Need help in defining emerging customer expectations & bringing the Customer Value Canvas to life? Get in touch LHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  34. 34. UNDERSTAND TODAY. SHAPE TOMORROW. Discover ABOUT LHBS. Define Develop Deliver We are an unconventional strategy firm that helps clients to better understand today and successfully shape tomorrow. LHBS has extensive experience & expertise in business development, brand building and customer experience. The firm works across all major industries for clients from the FT Global 500, German Mittelstand and fast growing startups. http://www.lhbs.com ABOUT UNDERSTAND TODAY. SHAPE TOMORROW. 34 We work with legacy organisations to adapt their customer value proposition to meet emerging customer expectations. Together with our clients we discover business opportunities and deliver integrated customer offers for products, services, experiences and communication. http://www.lhbs.com LHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  35. 35. LHBS Put the Title of the Report here HUB. UNDERSTAND TODAY. SHAPE TOMORROW. This case study has been created with the help of the LHBS Inspiration-Hub. The Inspiration-Hub is a service that gives marketing teams constant access to the latest insights and inspiration, so that they can develop more relevant marketing ideas. http://www.inspiration-hub.com INSPIRATION-HUB 35 REQUEST A DEMO. LHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL
  36. 36. Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der 
 LHBS Consulting Berlin GmbH und unterliegen den geltenden Urhebergesetzen. Die unauthorisierte Nutzung, 
 die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte ist nicht gestattet. LHBS Consulting Berlin GmbH Köpenicker Straße 154  10997 Berlin Germany   IMPRINT UNDERSTAND TODAY. SHAPE TOMORROW. www.lhbs.com THANK YOU 36 LHBS // AIRBNB: CAPTURING EVERY STEP OF YOUR TRAVEL

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