Following extensive research and customer journey workshops, our marketing team uncovered the need for many hosts transitioning from side gigs to full-fledged enterprises to consider Airbnb as a valid partner to assist them with running and developing their businesses. Additionally, these hosts faced the challenge of being competitive when Airbnb rose in popularity.
We aimed to challenge these perceptions and define Airbnb as the top-of-mind platform to help professional hosts succeed. To achieve this, we chose to focus on the host community, giving them guidance and education and offering communication platforms to display the potential of the professional rental industry.
By executing these initiatives, we were also able to circulate key messaging about hosting, creating greater familiarity with tools directed at the professional host sector. Each event allowed Airbnb to increase awareness of recent policy updates and create unique interactions with Airbnb management, boosting brand affinity and enhancing mindshare. Our ongoing event platform strategy spanned APAC, North America, Latin America, and EMEA, focusing on tentpole activations on a global level and regional events in conjunction with our sales team.
Furthermore, to amplify the impact of the strategy, we implemented a powerful combination of Airbnb executive and guest keynote speakers, small-group and individual work sessions, discussions to provoke thought, convenings of the Pro Host Advisory Council, and engagement with the Story Studio to tell a variety of host stories.