Airbnb Tries Flexible Search to Attract Travelers
In an Uncertain World, Airbnb Tries Flexible Search to Attract Travelers
This past summer began with the promise of travel returning to some semblance of normalcy. But the pandemic surges in Florida and Louisiana, as well as massive wildfires in California and Greece, have upended consumers’ itineraries globally.
As Airbnb seeks to maintain its steady growth in bookings during all this upheaval in many key destinations, the company is updating the flexible search features it began rolling out in February.
Flexible dates were the first to be introduced. Rather than view Airbnb stays with specific dates, users can search for places with the promise of “weekend getaways” and choose the timing after. Airbnb members can also search for stays promoting a “weeklong vacation” or even a monthlong stay.
Trip planning for last-minute travelers
Since it debuted, Airbnb claims that flexible dates have attracted over 100 million searches (though it didn’t say how many actual bookings resulted).
While the longevity of a trip was a prime consideration for flexible dates, Airbnb’s flexible matching search function displays rentals based on the best prices. This feature shows a longer list of hosts who may be slightly outside a user’s initial search parameters.
Lastly, flexible destinations reemphasize Airbnb’s focus on “experiences” as opposed to just short-term home rentals. These “one-of-a-kind” listings—over 170,000 of them—include everything from “adobe houses to wagons.” The number of searches for these unique listings has grown 94% so far in 2021 compared to the same period in 2019, according to the company.
In addition to the search processes, Airbnb has also updated its reviews to offer a “fuller spectrum” of experiences at each location, and amended its cancellation policies.
“The flexibility features are also exciting for our hosts, because it actually allows them to reveal their stays that wouldn’t have otherwise come up on the search,” Airbnb’s head of marketing Hiroki Asai told Adweek. “It’s fascinating to see flexible search leading to a redistribution of some of our supply.”
Tools to build the brand
From the perspective of Sol Marketing founder and CEO Deb Gabor, who also hosts several Airbnb property listings, Airbnb’s ability to ride the swings of travel demand rests in its command of its brand identity.
Features such as flexible search help clarify its brand to both its stakeholders—including the hosts—and guests. To Gabor, “branding is the new marketing,” which means that the tools companies use ultimately define how they’re regarded.
“What drives Airbnb’s business is not travelers, it’s the hosts, it’s the experiences.”
“It comes down to having enough inventory and getting it to the right travelers at the right time. Vacationers and discretionary travelers need to feel like they’re seeing everything that’s available to them. Airbnb knows that. And they put their emphasis on that. That’s the foundation of Airbnb’s brand positioning.” Gabor said.