Three major online travel brands are trying to capture some of the so -called over -demand travel due to simple lockdowns in some markets around the world.
Two out of three – Expedia Group and Booking Holdings – are placing their faith in years -old sales operations that they have served well for more than a decade, although the former are doing it a little differently.
Airbnb, for its part in what is now a huge landscape competition, is all about gender and is very different from its peers.
As many as three publicly listed companies (Airbnb joined the struggle with its IPO in December last year), with numbers and information available.
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The Expedia Group, which operates the Vrbo brand, which competes directly with Airbnb, spent $ 664 million on sales and purchases in the first quarter of 2021 – a 45% decrease year -over -year. , and is 53% of total revenue. according to its Q1 earnings report.
But the company has announced a significant change in its approach to marketing, with the brand name change in an effort to increase its brand “top notch.”
It is consistent with this pulls Vrbo from the Google travel travel metasearch product and other meta -winning games in the past quarter, earning what he called “best” results.
In particular, in April, Vrbo opened a struggle to launch Airbnb Superhosts as part of its new “Quick Start” program. The poster titled “Your Dream Guest Awaits” is also going on to highlight the importance of listing on stage.
Booking Holdings (Booking.com) is undoubtedly not going through the rigorous path with its marketing strategies, having done well for many years with its well -organized algorithms.
In the first quarter of 2021, marketing expenditures were $ 461 million, compared to $ 851 million in the same period of 2020, such as the Q1 earnings report.
But this comes at the same time as the company says it will continue to invest in efforts to strengthen its reputation, the company said recently.Back to travel“The launch in the US is an example of the marketing strategies he will use in the future.
These changes for Booking Holdings and Expedia Group may be in response to their new neighbors on Wall Street.
Airbnb says its marketing spending fell less than 7% year -on -year in the first quarter of 2021 to $ 219 million (see full revenue report).
The company’s progress, he said, is to increase marketing genres and “use the power of our brand to attract more visitors through direct or non -paid means.”
In February of this year, Airbnb unveiled its first major maketiga struggles in five years scheduled in hospitality. The promotional campaign is on TV and digital media in the United States, France, the United Kingdom, Canada and Australia and will expand to Italy and Spain in Q2.
But Airbnb co-founder and CEO Brian Chesky also said, talking on revenue calls for his last weekend, 90% of that type of transaction is either paid or direct.
He also noted: “The way we sell and sell is very different than our competition.
“PR, in addition to word of mouth, is what built our name over the last decade. And since then, Airbnb has been a noun and a verb used around the world.”
He also noted that Airbnb considers the role of marketing as an “education” rather than “buying customers.”