Airbnb tests pay-to-play visibility for “best guests” (LOYALTY PROGRAM TEST?)
Summary
Airbnb is testing a pay-to-play visibility model where hosts offer a 20% discount to top-rated guests (4.8+ rating) for higher search ranking. This resembles Booking.com's Genius program, which successfully boosts visibility in exchange for discounts. This test signals a potential shift towards discount-driven loyalty programs.
Key Insights
- •The structure of the test mirrors Booking.com's Genius model, a successful discount-for-visibility system.
- •Airbnb is testing a program where hosts offer a 20% discount to top-rated guests (4.8+ rating) in exchange for higher ranking in search results.
Action Items
- ✓Monitor whether this program expands beyond the test markets and if Airbnb formalizes enrollment.Effort: lowImpact: medium
- ✓Evaluate how a discount-for-visibility strategy would impact your ADR and overall profitability.Effort: mediumImpact: medium
Tools & Resources
- →Rental Scale-Up: The article is from Rental Scale-Up.(rentalscaleup.com)
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