Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

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An Analysis of Branding Practices of Airbnb: Implication for Future Strategic Planning

Authors
Yang Ji1, *,a, †, Hanwen Li2, *, b, †, Zihan Yang3, *, c, †
1School of tourism, Xi’an International Studies University, Xi’an Shaanxi, 710128
2Gabelli School of Business, Fordham University, New York 10023, USA
3North Raleigh Christian Academy, North Carolina 27616
†

These authors contributed equally.

*Corresponding author. Email: a107242018002845@stu.xisu.edu.cn
Corresponding Authors
Yang Ji, Hanwen Li, Zihan Yang
Available Online 15 December 2021.
DOI
10.2991/assehr.k.211209.139How to use a DOI?
Keywords
Strategic management; Branding and marketing management; Brand visual design; Airbnb
Abstract

The purpose of this study is to analyze Airbnb’s branding strategies and compare them with its competitors to discover Airbnb’s areas of improvement and to come up with ensuing strategic plans. The results will help Airbnb have a better understanding of its position in the market, its force of competition, as well as its ability to expand its market share. This paper has researched the key services Airbnb is providing, studied its operating systems, evaluated its brand visual design, dived into its social media performances, as well as analyzed its strengths and weakness in the market. Although Airbnb has shown great potential and a leading role in the lodging industry, one of its key problems is losing its differentiating power among its competitors other than economic hardships brought by the Covid-19 pandemic, complaints brought by local citizens, and privacy issues discovered by its guests. With in-depth knowledge of Airbnb and trends in the lodging market, this article, therefore, advises Airbnb to partner with local travel agencies and undertake event organizing roles to enhance its diversification and differentiate it from other competing companies.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
978-94-6239-483-4
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.139How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Yang Ji
AU  - Hanwen Li
AU  - Zihan Yang
PY  - 2021
DA  - 2021/12/15
TI  - An Analysis of Branding Practices of Airbnb: Implication for Future Strategic Planning
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 857
EP  - 861
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.139
DO  - 10.2991/assehr.k.211209.139
ID  - Ji2021
ER  -