Airbnb tests pay-to-play visibility for “best guests” (LOYALTY PROGRAM TEST?)
Summary
Airbnb is testing a pay-to-play visibility model, offering higher search rankings to hosts who offer a 20% discount to guests rated 4.8 or higher. This initiative resembles Booking.com's Genius program, linking discounts with guest segmentation and ranking boosts. If successful, this could reshape how hosts compete for visibility on the platform.
Key Insights
- •The program is compared to Booking.com's Genius program, which uses discounts to increase visibility and conversion rates, and has proven successful.
- •Airbnb is testing a program where hosts offer a 20% discount to 4.8+ rated guests in exchange for higher search ranking.
Action Items
- ✓Monitor whether this test expands beyond the initial markets and whether enrollment becomes formalized.Effort: lowImpact: medium
- ✓Consider the potential impact on your pricing strategy if discounting becomes a structural part of Airbnb's ranking algorithm.Effort: mediumImpact: high
Related Videos
More from Growth & Marketing
Airbnb and Duolingo are teaming up to promote language travel for Gen Z. This initiative aims to inspire younger generations to explore new cultures through language learning and travel, leveraging the platforms' combined reach. The partnership could boost bookings in various destinations.
Vacarya, a short-term rental management company, has expanded its portfolio to 400 properties across North America. This signifies growth in the STR market and demonstrates increasing demand for professional management services. Hosts can consider using professional management as they grow their portfolios.
This article from Condé Nast Traveler announces that Airbnb users can now book hotels through the platform. This presents both advantages and potentially changes the competitive landscape for traditional hotels and hosts. It's crucial for STR hosts to understand the implications of this expansion for guest expectations and marketing strategies.
Curated by Learn STR by GoStudioM