Podcast ¦ Uncensored CMO: AirBnB on their big new innovation, in-housing creativity and brand led communication – Hiroki Asai

Key Take Aways

1. Brand investment during crises can shape a company’s narrative and strengthen its market position.

2. Concurrent design processes enable cross-functional collaboration, leading to streamlined product and marketing strategies.

3. Authentic experiences and human interaction are at the core of the Airbnb model, enhancing customer satisfaction and brand loyalty.

4. Simplifying the customer journey is critical; marketers should focus on making interactions intuitive and easy to navigate.

5. The successful revamping of Airbnb’s offerings reflects a commitment to replanting the brand’s core values centered around community and connection.

6. In-house creative and marketing teams facilitate agile responses to consumer needs and cohesive brand messaging.

7. Hosting offers a new economic opportunity for locals, contributing to community wellness and financial growth.

8. Understanding customer behavior is essential; marketers need to consider their perspectives and their busy lives when crafting communications.

9. Tailoring services and experiences to enhance personalization can significantly improve consumer engagement.

10. Emphasizing the emotional connection between travelers and hosts builds trust and enhances brand credibility.

11. The shift towards services and experiences is reflected in changing consumer expectations for travel, highlighting the importance of convenience and quality.

12. In an increasingly fragmented media landscape, maintaining a human-centric, empathetic approach is vital for successful marketing.

Key Statistics

• 80% of Airbnb’s business was lost during the initial weeks of the pandemic.

• Airbnb plans to launch services in over 600 cities globally.

Key Discussion Points

1. Hiroki’s journey to becoming the CMO at Airbnb and its timing during the pandemic.

2. The strategic decision to halt performance marketing but continue brand investments amidst a financial crisis.

3. The original concept of Airbnb, rooted in personal stories and connections rather than merely accommodations.

4. The importance of design in the Airbnb brand, rooted in its founders’ backgrounds in design.

5. The seamless integration of experiences and services alongside traditional accommodation offerings.

6. The significance of creating authentic experiences that go beyond mere tourist attractions.

7. The role of collaboration between advertising, design, and engineering teams within Airbnb.

8. The impact of real human interactions during travel on building trust and community.

9. The platform’s evolution, reflecting changing consumer interest in experiences over traditional services.

10. The organizational philosophy of encouraging a low-ego, collaborative culture among peers.

11. The marketing strategies aligning with the rise of social media as a primary search tool for travel inspiration.

12. The ease of onboarding for new hosts, reflecting a commitment to accessibility and community engagement.

Podcast Description

In this engaging episode of Uncensored CMO, host John Evans sits down with Hiroki, the CMO of Airbnb, to discuss the company’s transformative journey amidst the pandemic. Together, they explore the strategic shift from performance marketing to brand storytelling, the importance of authentic human experiences in travel, and the innovative expansion into services and experiences. Hiroki shares insights into Airbnb’s design philosophy, the significance of collaboration across teams, and the emerging opportunities for community-hosted services. Listeners will gain valuable perspectives on navigating crises, understanding consumer needs, and fostering meaningful connections in the evolving travel landscape.