WINtern Presentation

We are the WINterns.

#GOAL: Most Innovative Mobile Marketer by 2020

But first...research

1. Mobile competitors2. Mobile audience behaviors3. Mobile landscape4. Mobile innovations 5. Product recommendations6. Advertising recommendations

Mobile competitors

Mobile Competitors● VRBO

○ App does not offer any recommendations of other travel plans-only booking accommodations

● HomeAway○ HA and VRBO, exact website; owned by Expedia

○ Has similar “Live There” concept with “it’s your vacation, why share it?”

● Travelocity○ Focuses on all aspects of planning a trip from flights to hotels/home rentals

○ Includes a built-in camera that recognizes a credit card to speed up transactions

● Booking.com○ Includes travel guides such as: practical tips, transportation, restaurant,

and neighborhoods.

● Kayak○ App includes baggage fees, weather, and destination images.

Additional features includes packing list integrations for trip planning

Mobile Competitors

VRBO + HomeAway

● VRBO uses an interactive map of the US and world● 1 million listings globally ● Annual subscriptions start at $349● Different payment requests by owner (online, paypal, etc)

Mobile audience behaviors

Mobile Audience Behaviors● Planning a trip

○ 47.4% of people research travel via mobile

○ Search engines (61%) and YouTube (42%) are top online sources

of inspiration

○ Internet is top sources for travel planning (74%), followed by

friends and family offline (48%) and friends and family online

(26%)

○ 48% of leisure travelers utilize hotel sites/apps for travel

planning

Mobile Audience Behavior cont..● In trip

○ 83% of people use mobile to get information during their trip.

○ Navigate using GPS, share info and pictures, currency converter, check in via social media,

receive travel notifications, search for stores and restaurants.

● After trip○ 57% of people use mobile to share about trip on return.

■ Social media, messaging, blog posts, email, etc

Take away: Mobile is best used for brand awareness and consideration, not booking.

Mobile landscape

Mobile Landscape

Mobile Landscape

Mobile Landscape● Data and buying mobile advertising space programmatically: It optimizes on

the opportunity to connect the right message to the right consumer at the right time and place through data mining and targeting.

● Through programmatic advertising, advertisers can now connect with their precise audience at any point in the consumer journey across channels, screens and devices.

● Relevant data sources for Airbnb aside from DMPs:○ Google maps and iPhone maps user data

○ Frequent locations on data

○ Credit card data

○ Airlines

○ Frequent travellers: hotels, cruises, RV owners, boat owners, etc.

Mobile innovations

Mobile Innovations● What brands have the best mobile experience and why?

According to 2016 Webby Awards:

○ Tinder Swiping Gesture

○ Boomerang for Instagram Short Videos

○ Yummly Vibrant Colors

Mobile Innovation● What does good mobile advertising look like?

Coca-Cola Zero “Drinkable Advertising”

○ 360° Video

■ Interactive video that puts consumers

right in the scene from all angles.

○ Augmented Reality

■ Using augmented reality to attract

consumers visually.

○ Location-Based

■ GPS, beacons allow brands to personalize

their ads based on consumer’s location.

○ Audio Tagging

■ Shazaam a commercial to earn incentives.

Mobile Innovation

Product Recommendations

Mobile apps are becoming a reflection of our lifestyle.

Personalized Travel Planner● Upload calendar and mark desired “travel weeks/weekends”● Choose favorite locations & vacation activities● Option to connect to Facebook to sync interests or “likes”● Airbnb will recommend places based on ideal travel times and

available weekends● Ex: Interest in white water rafting, open weekend in July -> Airbnb

suggests trip to Colorado

Business Traveler Section● Separate tab for business travelers● Create filters to keep listings consistent (wifi, whole home,

automatic booking, etc.)● Upload calendar or manually insert upcoming trips● Recommend locations and listings suited for business travelers (city

center, nearby airport)

Swipe Feature● Browse listings with the user’s pre-existing filters● Swipe right for interested, swipe left for not interested● Once all listings have been reviewed, the user will be left with every

“right” listing displayed in a favorites page● Used as a source of inspiration for new trips

Fare Split● Users connect through venmo or paypal● Each guest is charged an equal amount to “split the bill”● 4 people staying in Airbnb -> 4 accounts charged equal amounts● Appeal to group travelers

Advertising Recommendations

The future of mobile advertising is

interactive, personalized &multi-device.

Window Beacon● 500 OOH displays (transit shelters) with beacons● Displays will feature an empty window that you can see through● The beacon will prompt the user to scan the window with shazam

and it will bring them to a new destination featuring a scene from a real host’s window

● Users can swipe to view from other windows and can turn to get a 360 degree display of the hosts’ home

● Window can be featured on magazines, TV, etc.● Ex: Stockholm Art Week

Window Beacon Example

Where do you want to go?

Live There

Live There

ShopTV● Viewers who see an Airbnb commercial

on TV can browse listings with their remote

● Mobile users can enter their cell phone number and receive a text with a link to view more listings

● Partner with GoMo or Pure Michigan, option to shazam commercial to view listings in those areas

360° Video via Social Media

● An ad for Airbnb within the snapchat discover feature, Facebook news feed, etc.

● Shows 4 locations and allows the user to chose the listing they would like to go to.

● Brought to a 360 degree video of the location

● Feature trending locations

Interactive Display Ads● Mobile display ad urges user to scan their

thumb to “analyze their mood”

● Scan ‘completes’ and tell the user their

current mood and how to improve it

● Mood “stressed” -> relaxing getaway

(Hawaii, Cancun, etc.)

● Mood “bored” -> cultural exploration

(Thailand, Germany, etc.)

● Weather-based advertisement

● Uses recent info from weather app to

recommend a location

● Ex: Chicago winter, past week has been

under 30 degrees -> Airbnb recommends

listings in Cabo, Florida and California

Pay with a Facebook post● Allow guests to post about their new booking to facebook● In return they will receive a credit to their Airbnb account to use toward future

trips

Pokemon “Go There”● Sponsorship with Pokemon to allow players to “go there” and catch pokemon in

distant locations around the world.

Questions?