The Ask
Help Airbnb define and target a niche audience that would inherently appreciate the value that the platform brings over its existing competitors.
The Background
As the king of the short-term home rental, Airbnb’s marketing typically targets the everyday vacationer. These consumers are forced to weigh the pros and cons of renting with Airbnb versus one of the hotel chain powerhouses.
The Goal
Make Airbnb the vacation rental option of choice for rural transplants and outdoor enthusiasts.
The Target
The Outdoor Adventurist—those who plan vacations around outdoor activities and prefer to be in close proximity to nature rather than staying at a resort.
This audience prefers an immersive experience where they can enjoy “living” in their desired destination.
Email Interview
The Problem
Most users tend to view Airbnb, at best, as a slightly cheaper option than the average hotel, where guests give up amenities like room service and other complementary accommodations for a lower nightly fee.
Research: Customer Reviews
Source: Reddit
The Insight
Airbnb's advantage is providing stays in locations where hotels simply can't exist.
