Background
The biggest challenge to Airbnb’s growth in Australia is supply. Since 2024 the business was experiencing a declining number of new active hosts and homes, as well as accelerating deactivations. Through an integrated marketing plan, we were able to prioritise host marketing in ANZ and set the business up for long-term success.
Supply has a demonstrative impact on experience.
Challenge
When a market is supply-constrained, it causes a myriad of domino effects. From decreasing conversion rates, more expensive inventory and poorer customer experience.
You’re home could be an Airbnb.
Insight
If you’ve got a home, you’ve got an Airbnb.
Podcasts - Local voices lending authenticity.
Solution
We developed an integrated plan for ANZ which not only saw us receive a 30% increase in our media budget to ensure that we were helping to address this business critical challenge, we were also able to expand our channel mix, improve local presence and encourage consideration through local voices. This was accompanied by a bespoke pitch for $6mil in incremental funding to deliver a test and learn pilot program to inform the ROWs host marketing approach for 2026.
Results:
Geoprioritisation of media spend (triangulating booker demand, supply constraint and policy environment), allowing us to redeploy 20% of our spend and put it into critical geographies.
By lending local voices to the campaign through channels such as podcasts and improving overall creative quality, we were able to lift consideration by 25pts.
Developed and got approval for an integrated Q4’25 Campaign, which will test and learn new activities to optimise our 2026 global host marketing approach
Let your Airbnb pay for your vacation, while you’re on vacation.