Airbnb's search-averse marketing strategy is working

Airbnbis attributing part of its success to its pivot away from search marketing and toward brand campaigns

Nov 8, 2022

In 2019, Airbnb decided to cut back its spending on search and other performance-based marketing and instead focus on bigger, brand-oriented ad campaigns.

Key takeaways

  • In Q1 2021, ad spending fell 28% year over year;
  • 90% of Airbnb traffic happens directly, not through search;
  • The travel industry is generally spending more on search advertising post-lockdown.

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