Airbnb: Agility in Services

Companies and marketers are facing unusual times. Since the coronavirus has impacted global businesses, nearly all companies have had to make pivots in strategy to accommodate the rapidly changing environmental conditions.

One of the industries hardest hit by the coronavirus is travel and tourism. Airplanes are nearly empty as states implement stay-at-home policies. Hotels have empty rooms. Restaurants are restricted to curb-side delivery only. Honestly, it’s a mess and every marketer has to be up for the challenge and demonstrate agility.

Case in point: Airbnb has had to halt its ‘Experiences’ business where local residents provide unique experiences to travelers. It hosts 40,000 events in more than 1,000 cities around the globe. But, due to coronavirus, the in-person experiences are closed until stay-at-home restrictions lift.

Pivoting with the changing environment, Experiences offers online events in more than 30 countries. Experiences include tango lessons with a Latin Grammy nominee, guided meditation with sleepy sheep in United Kingdom, meditation with a Japanese Buddhist monk in Japan, and my favorite – a day in the life of an Olympic bobsledder!

Airbnb provides free experiences for isolated senior, giving them an opportunity to meet new people, but also travel anywhere in the world to learn something new.

Search out new experiences.

Group Activities and Discussion Questions:

  1. Discuss the differences between marketing products and marketing services.
  2. What has been the impact of the coronavirus on the travel and tourism industry?
  3. What are ways that this industry can stay relevant and responsive to a changing marketplace?
  4. View the Airbnb Web site: https://www.airbnb.com/s/experiences/online
  5. A video about the service can also be found at: https://youtu.be/XhaTCzKrEtE
  6. Discuss the Airbnb experiences. Which ones would student try?

Source: Ad Week; Associated Press; other news sources

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