My Take: A Proposed Airbnb Public Relations Strategy

Founded in 2008, Airbnb aimed to solve the issue of fully booked hotels during major events (Airbnb fourth quarter, 2022). Its platform allows travellers and vacationers to find short-term rentals, making it easier to move between locations. To ensure high-quality accommodations, the company partners with homeowners and property owners. This approach has enabled the business to expand into most countries worldwide, giving it a competitive edge over local competitors.

Core value, mission and annual revenue

The organization’s mission is to build a world where anyone can feel a sense of belonging, allowing people to truly experience living in a place rather than merely visiting it. Airbnb has attracted 150 million users across over 100,000 cities worldwide (Airbnb fourth quarter, 2022). In 2021, the company achieved a 76.6 per cent increase in revenue (Airbnb fourth quarter, 2022), largely due to its 20 per cent market share in the vacation rental sector (Airbnb fourth quarter, 2022). Its core values include supporting its mission, embodying the role of a host, fostering an entrepreneurial spirit, and embracing adventure. Despite its accomplishments, the company has faced criticism for enabling homeowners and landlords on its platform to engage in discriminatory practices against minority groups.

Organization structure and employees

Airbnb operates under an inter-supportive matrix structure, with a Chief Executive Officer at the helm. This organizational model facilitates collaboration among the company’s numerous small teams. Having filled a crucial gap in the housing industry, Airbnb has built a strong brand reputation, further reinforced by its presence in over 220 countries worldwide (Airbnb Q4, 2022). The company employs 6,132 people globally, with women making up 48.3 per cent of the workforce (An Update on Diversity, 2022). In the U.S., 15 per cent of employees identify as underrepresented minorities, and Airbnb aims to increase this figure to 20 per cent by 2025 to promote further diversity (An Update on Diversity, 2022).

Organization philosophy

Airbnb’s innovative business model encourages individuals to share their living spaces, making it an attractive option for travellers and vacationers. The company has secured a 20 per cent share of the vacation rental market by connecting guests with homeowners and landlords. Its website offers unique features that enhance the user experience, fostering customer loyalty. However, the platform faces challenges related to homeowners and landlords who may discriminate against visitors. Major events, such as sporting tournaments, present a significant opportunity for revenue growth as they drive increased travel to cities and towns worldwide (Hati et al., 2021).

Stakeholders

Airbnb relies on various stakeholders who are crucial in its business operations. Guests are a key stakeholder group, as the company meets their accommodation needs through equally essential hosts. Ensuring host satisfaction and continuously recruiting new hosts contribute to Airbnb’s growth. Additionally, prioritizing guest safety by minimizing personal safety incidents is vital. However, the company has faced criticism regarding discriminatory practices by some hosts, including the rejection of Black individuals, members of the LGBTQ+ community, and other people of colour.

Communities are also significant stakeholders, as Airbnb’s presence impacts them in multiple ways. The company has pledged to promote sustainable travel and lower its carbon footprint to address environmental concerns. In terms of ownership, mutual funds represent a large portion of shareholders, followed by institutional investors and individual stakeholders. Management focuses on creating value for investors through strategic planning. However, past allegations of discrimination against women, people of colour, and the LGBTQ+ community have drawn criticism. If left unaddressed, such issues could undermine investor confidence, making public relations efforts essential.

Public audience

Airbnb primarily targets hosts and guests, as they are essential to its business model. The company leverages social media to share updates and engage with customers (Appel et al., 2019). It’s website and mobile app serve as platforms where travellers can find accommodations that meet their needs. With a global audience, any issue or complaint can impact the company’s strategic direction.

Discrimination against minority communities, women, and LGBTQ+ individuals by some hosts and guests based on race, gender, or sexual orientation has been a concern (Clemence, 2022). Addressing these issues is crucial, as they can negatively affect Airbnb’s brand reputation. To reinforce its commitment to inclusivity, the company’s public relations campaign will highlight that Airbnb is a welcoming platform for everyone.

Public relations campaign objective

Airbnb has received numerous complaints regarding hosts who provide poor customer experiences and discriminate against minority groups. The company should implement a five-year strategic plan to restore its public image. The initial step involves launching a public relations campaign to improve Airbnb’s reputation.

Key objectives of the campaign include promoting safety, reassuring customers of their comfort, and fostering trust among minority communities. Additionally, it will highlight positive experiences on social media to address existing concerns (Clemence, 2022). The campaign will primarily focus on host-guest interactions, as guest complaints can lead to a decline in the number of hosts using the platform.

Target Audience

The target audience for the campaign includes people of colour, LGBTQ+ individuals, women, and hosts. The core message will reinforce that Airbnb is an inclusive platform for everyone. The campaign will focus on individuals aged 18 to 40, a demographic with a strong social media presence, which will be key to its success. Additionally, many in this group have faced discrimination at some point in their lives. The company can strengthen its public image by clearly stating that Airbnb does not tolerate discrimination or poor service. These minority groups also have disposable income and a strong interest in travel and vacations.

Studies show that people of colour and LGBTQ travellers have an approval rate of less than 94% when booking on Airbnb (Clemence, 2022). Since these groups are highly enthusiastic about travel, addressing their concerns presents a valuable opportunity for the company. Their preference for high-quality service highlights the need for Airbnb to tackle discrimination and subpar hosting through policy improvements. The campaign’s success will depend on management’s support, while the social media team must consistently reinforce the message to ensure the objectives are met.

Intended message

The campaign’s central message is to reinforce that Airbnb is an inclusive platform for everyone. It will address concerns about poor service and discrimination against minority groups while assuring the audience that policy changes will be implemented to build trust.

As the campaign unfolds, the social media team should share tangible evidence of the actions to drive change. This will help social media users recognize that the company is actively working to address discrimination. Additionally, the message should promote welcoming and hosting all travellers, encouraging guests and hosts to embrace inclusivity.

Purpose of communication

The communication strategy aims to highlight the steps Airbnb is taking to address discrimination and improve service quality. The campaign will serve as a demonstration of the company’s commitment to supporting minority groups.

Additionally, it aims to challenge negative perceptions and stereotypes, ultimately enhancing Airbnb’s public image. This will be accomplished through meaningful interactions with customers across various platforms. Lastly, the initiative seeks to build a strong, positive relationship with the target audience.

Media strategy

The media strategy will incorporate three different channels to drive the campaign effectively. Since many Airbnb users engage on social media platforms like X (formerly Twitter), Facebook, YouTube, and Instagram, the campaign will leverage text and visual content to reach a broader audience.

Another key approach is collaborating with influencers to amplify the message. Maintaining consistency in messaging will foster greater engagement across platforms. Additionally, the team should encourage users to share their positive Airbnb experiences to strengthen the campaign’s impact further.

Media mix

Social media is vital in public relations, as most people actively engage on various platforms. The campaign will primarily utilize Facebook, X, Instagram, TikTok, and YouTube, as these platforms have the highest number of active users, allowing Airbnb to reach a broad audience (Appel et al., 2019). Given that many customers are active on social media, these platforms provide an effective way to engage with users and offer prompt feedback. Maintaining consistent messaging across these channels can strengthen Airbnb’s relationship with key stakeholders and help shift negative perceptions.

In addition to social media, television will reach audiences aged 45 and above. Video content will effectively capture viewers’ attention and showcase Airbnb’s efforts to address discrimination and improve service quality. This medium also allows the company to shape its narrative while incorporating insights from hosts and guests on necessary improvements.

Newspapers will serve as another valuable medium for readers aged 35 and older. Articles will highlight Airbnb’s corporate social responsibility initiatives, detailing the steps taken to combat discrimination against guests by hosts on the platform.

Media timeline chart

The campaign will use three main media: social media, television, and newspapers. The selected social media platforms are Facebook, X, YouTube, Instagram, and TikTok. The primary objective of social media is to launch the campaign and provide detailed insights about its goals. For television, channels like ABC, CBS, and FOX will be used, as they have extensive reach across the United States. The Wall Street Journal and The New York Times will be responsible for publishing the key article, with their online platforms ensuring international accessibility.

The social media campaign will run for six months, with the first week dedicated to establishing the campaign’s foundation. After that, influencers from minority communities will take over, as they are better able to engage with audiences and create more meaningful interactions.

Three separate media elements

One of the media elements will be a video news release. The opening shot will feature a diverse group of people from various races and sexual orientations holding hands, with the Airbnb logo prominently displayed in the centre. This will be followed by a segment where the CEO explains the campaign’s purpose and the measures Airbnb takes to eliminate discrimination. Next, there will be footage of users sharing positive and negative experiences. The following shot will show a bird flying and landing on a house, symbolizing the campaign’s slogan, “Airbnb is for everyone.” The final shot will display this statement.

Another important media component will be a co-ordinated social media event across all the identified platforms. The first step will involve recruiting influencers to promote the event, using the hashtag #AirbnbIsForEveryone. The second step will include changing profile pictures on all platforms to images of people from different races and sexual orientations holding hands, with the Airbnb logo at the center. The third step will be a post emphasizing the importance of diversity and inclusivity. This will be followed by a live interview with the CEO, who will discuss the actions being taken and the expected results of the campaign. Lastly, the campaign will encourage users to share their experiences with the social media team and influencers engaging with some posts.

An additional crucial media tool will be newspaper articles, which will be published in The Wall Street Journal and The New York Times. The article will begin with a description of the campaign’s objectives. The next section will include quotes from the CEO detailing the actions Airbnb is taking to address discrimination. Following this, the article will encourage readers to participate by sharing their own experiences. The conclusion will reiterate the company’s mission to create a world where everyone can belong.

Assessment evaluation

The evaluation of the campaign’s intended outcomes will require a multi-faceted approach. One of the primary methods for measuring success is analyzing media impressions and press clippings. This involves tracking the frequency and context of the campaign’s mentions across various media outlets and assessing its visibility among the target audience. By monitoring how often the media covers the campaign, Airbnb can gauge whether the message reaches the public as intended. It’s also important to consider how the target audience engages with the campaign through media. Understanding how often the campaign is shared, discussed, or referenced on social media will provide insights into the public’s reception of the message. High engagement levels across media platforms will indicate that the campaign has generated significant interest.

In addition to media impressions, another important evaluation metric is analyzing website and application traffic. This will help Airbnb determine whether the campaign has driven traffic to its platform, indicating that people are engaging with the message and taking action, such as browsing listings or signing up to become a host. Increased website visits and app usage would suggest that the campaign positively impacts users’ behaviour, with potential increases in new customer sign-ups, bookings, or interactions with the platform. A sudden surge in online activity could also reveal how successful the campaign motivates people to take tangible steps toward engaging with Airbnb.

Furthermore, the number of new listings, particularly from minority communities, should be closely monitored. The campaign aims to create a more inclusive and welcoming environment on Airbnb, so growth in listings from minority hosts would strongly indicate that the message resonates with the target audience. By focusing on underrepresented groups, the company will allow for greater diversity and create an environment where hosts from various backgrounds feel more comfortable joining the platform. This is a key campaign goal, as it addresses the long-standing issue of discrimination against marginalized groups. Thus, increasing the number of minority hosts would signify success in creating a more inclusive atmosphere on the platform.

Equally important is the need to track the number of new complaints involving discrimination. Although the campaign aims to reduce discriminatory behaviour on the platform, monitoring whether the number of complaints decreases over time or new complaints emerge is crucial. This would involve tracking both formal complaints by guests or hosts and any incidents reported through customer service channels or on social media. An increase in complaints could indicate that while the campaign has helped raise awareness, it may not be enough to eliminate discriminatory behaviour entirely. On the other hand, a decrease in complaints would suggest that the measures taken by Airbnb effectively address the root causes of discrimination, leading to a more inclusive and welcoming environment for all users.

In addition to monitoring complaints, Airbnb should also keep an eye on social media mentions across all platforms. Social media has become an essential tool for both positive and negative feedback, and the company must assess the tone and volume of conversations surrounding the campaign. By tracking mentions, comments, shares, and hashtags, Airbnb can gain a deeper understanding of how users respond to the message. Social media provides real-time insights into customer sentiment, allowing the company to adjust the campaign or address concerns promptly. Positive mentions can provide valuable social proof, while negative comments may indicate areas where further action is required. Regularly monitoring social media can help Airbnb understand the evolving public perception of the company’s commitment to inclusivity and non-discrimination.

Another essential aspect of the evaluation will be analyzing the diversity and inclusivity ratings for Airbnb. These ratings can be sourced from various platforms that rank companies on their inclusivity efforts, such as Glassdoor, Trustpilot, or diversity-related organizations. By examining how Airbnb is rated by employees, customers, and advocacy groups, the company can assess whether its actions are positively perceived. If the company’s ratings improve over time, it would indicate that the public sees a genuine commitment to diversity and inclusivity. Conversely, a decline in these ratings could signal that the public believes the company’s efforts are insufficient or insincere.

While evaluating the intended outcomes is critical, it’s equally important to consider unintended outcomes, which may either benefit or disadvantage Airbnb. Unintended consequences can arise from factors such as backlash from users, ineffective messaging, or misinterpretation of the campaign’s goals. One way to assess these unforeseen outcomes is by conducting an online survey targeted at minority groups, which the campaign aims to support. By gathering feedback directly from these communities, Airbnb can understand how well the message resonates and whether any unanticipated negative reactions have emerged. The survey should focus on their feelings towards Airbnb’s stance on discrimination, the company’s responsiveness to concerns, and whether they feel the campaign addresses their specific issues.

In addition to the survey, Airbnb should also analyze any changes in revenue, as this can provide a clear indication of the campaign’s impact on the company’s financial performance. A significant uptick in revenue could suggest that the campaign has successfully attracted more customers, including those from minority groups, who now feel more confident in using Airbnb’s platform. On the other hand, a decline in revenue could indicate that the campaign has not been as successful in improving customer perceptions or addressing their concerns. Revenue analysis should be coupled with an assessment of user comments on social media to understand whether any shifts in consumer spending align with the campaign’s objectives.

Another important element of assessing unintended outcomes is evaluating the campaign’s negative reaction. This could involve monitoring responses across social media platforms, news outlets, and review sites. If there is a significant backlash, particularly from groups who feel that the campaign misrepresents Airbnb’s commitment to inclusivity or from individuals who disagree with the campaign’s message, the company must act swiftly to address their concerns. Negative reactions can damage a brand’s reputation and undo the progress made through the campaign. Airbnb should be prepared to respond to criticism, correct any missteps, and take corrective action as needed.

Furthermore, it is essential to assess whether there have been any changes in perceptions within the target audience. A positive shift in how minority groups view Airbnb, such as increased trust in the platform or a greater willingness to engage with the company, would strongly indicate that the campaign has altered negative perceptions. On the other hand, if there has been a reduction in the number of minority listings on the platform, it may indicate that the campaign has not been effective in creating an environment where these groups feel supported or welcome.

Based on the evaluation of both intended and unintended outcomes, Airbnb must be prepared to adopt a new direction to ensure that the issues of discrimination and poor service do not persist. This can be achieved by refining the company’s messaging to demonstrate that it fully understands and is committed to addressing the core issues of discrimination. To further this goal, Airbnb should work closely with leaders from minority communities to gain deeper insights into their challenges and the changes that need to be made. Collaborative efforts will ensure that the actions taken align with the needs and concerns of the groups Airbnb seeks to support.

Additionally, Airbnb must regularly review and update its anti-discrimination policies. This process should involve input from both internal stakeholders and external experts, including diversity and inclusion consultants, to ensure that policies remain relevant and effective. The company should also establish clear channels for reporting discrimination, making it easier for hosts and guests to report bias or unfair treatment incidents. Implementing these reporting mechanisms will address issues promptly and prevent them from escalating.

It is also crucial for Airbnb to view the fight against discrimination as an ongoing effort, not a six-month project. The company must continuously communicate its commitment to inclusivity and discrimination-free practices through regular messages, updates, and actions. This commitment should be part of the company’s long-term strategy, with consistent efforts to promote diversity and inclusivity in all aspects of the business. By doing so, Airbnb can create a more welcoming environment for everyone, foster stronger relationships with its customers, and maintain a positive public image in the future.

References

• Airbnb fourth quarter and full-year 2021 financial results. (2022). Airbnb Newsroom. Web.
• An update on diversity and belonging progress at Airbnb. (2022). Airbnb Newsroom. Web.
• Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2019). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. Web.
• Clemence, S. (2022). Black travelers say home-share hosts discriminate, and a a new Airbnb report agrees. The New York Times. Web.Hati, S. R., Balqiah, T. E., Hananto, A., & Yuliati, E. (2021). A decade of systematic literature review on Airbnb: The sharing economy from a multiple stakeholder perspective. Heliyon, 7(10). Web.