NEW YORK: Airbnb has announced its newest marketing strategy geared towards bringing in new customers by offering unique experiences as it expands beyond its core business of vacation rentals, the company says.
The San Francisco-based company’s newest category called “Icons” features 11 global experiences – including concerts and celebrity meet and greets – for free or under US$100 to try to attract a larger audience.
“Icons is a compelling new way to do marketing and help shift the brand to be more than just a place to stay and create space to offer new products and services,” chief executive officer Brian Chesky told Reuters, adding that it has reallocated a portion of its marketing budget towards the campaign.
Shares of the company fell 1.5% to close at US$156.
The company’s television ads were over 200% more effective in driving consumer engagement before the pandemic in 2019, according to the television data and analytics company EDO. — Reuters
