5 Ways Airbnb Landing Pages Generate Massive Revenue

Last updated on by Ted Vrountas in Landing Page Examples

Nearly ten years ago, Joe Gebbia, the founder of hotel-alternative service Airbnb, unknowingly let a kidnapper spend the night in his home.

Well… at least he thought he did.

As it turned out, his visitor was no such thing. He was an average guy, headed into the Peace Corps, looking for a place to stay during a cross-country road trip he was taking before his term of service began. And while he didn’t kidnap Joe that night, what he did do was spark an idea that would revolutionize the way we travel the world today.

It was the idea that strangers weren’t as dangerous as we were all raised to believe they were — that they are, in Joe’s words, “actually friends waiting to be discovered.”

Operating under that belief, soon, a broke Joe and his roommate Brian Chesky would open up their home to three designers traveling to San Francisco for a business conference, all in the name of making a few bucks.

And the rest is history.

Today, over 70 million guests have spent time in homes scattered across more than 34,000 cities around the world. Now valued at over $25 billion, in less than a decade Airbnb has become a globally recognized brand.

Its growth can be attributed to a great idea, and great content marketing. Airbnb’s storytelling ability rivals that of many of today’s most popular brands.

But how much of the content they create is for post-click landing pages?

We set out to discover just that, and we were surprised at what we found. Read on to see how the most recognized home-sharing service in the world leverages post-click landing pages to grow its business.

5 Ways Airbnb marketing campaigns use post-click landing pages

1. To convince people to become hosts

Persuading homeowners to open up their personal spaces to strangers is no easy task. You know what might help, though? Showing them just how much they could earn by doing it.

This Google Ads post-click landing page has a unique feature that takes advantage of our desire for monetary gain – a simple calculator that displays the earning potential of your home or apartment based on:

Apparently by renting out a private room that accommodates one in San Diego for a week, you could make up to $422. Not too shabby.

While the calculator might have you seeing dollar signs, it likely won’t convince you to let a stranger into your home. That’s why Airbnb includes some extra copy below their CTA button — to quell homeowners’ anxieties about hosting. It guarantees that:

But is that enough to convince you? Let’s dissect.

Who this page is for: Potential hosts

Why this page works:

Why it doesn’t work:

Here’s another Airbnb post-click landing page focused on the same goal:

This one, however, uses different persuasive elements to make the same case for becoming a host. Let’s look at them individually.

Why this page works:

Why it doesn’t work:

2. To promote specific listings

This one goes out to everyone who never got the treehouse of their dreams as a kid. For a limited time, Airbnb advertises a $100 coupon off treehouse stays and private island getaways.

We found out after watching a short, but engaging video that uses clips from the new Jungle Book movie as a primer to get travelers interested in spending a night in a treehouse.

And while Airbnb did a great job by closing the video with a clickable call-to-action (which, as we found recently, is something most marketers skip out on), the page it led us to was full of holes:

There were links everywhere to dozens of other Airbnb pages and even one to a service called “OpenWeatherMap.” When your prospect has clicked on a call-to-action like “Book now” at the end of a YouTube video, your focus on the following page should be to get them to book now. Here’s how this page did that, and how it didn’t.

Why this page works:

Why it doesn’t work:

Always remember: every promotion needs a page. For this one, we would’ve created two separate post-click landing pages: one for treehouses, and one for private islands. The more focused your page is, and the more tailored it is to the prospect’s interests, the more likely it will produce conversions.

3. To entice business travelers to use their service

As much as we all dream of exploring the world for pleasure, many of us will do most of our traveling on our employer’s dime.

For those traveling for work-related reasons, Airbnb offers businesses the opportunity to set teams up in spaces that are conducive to being productive.

After clicking a Google ad for “Airbnb for business,” we arrived at the page below:

Again, while we landed here after clicking a Google ad, it still can’t be considered a true PPC post-click landing page. However, it does display some elements that give it that appearance.

Why this page works:

Why it doesn’t work:

4. To encourage people to buy gift cards

Here’s an Airbnb “post-click landing page” (more on those quotations in a minute) we reached after clicking through from Twitter:

The social media headline read “Say #HappyHolidays to your favorite traveler with an Airbnb gift card.” So we figured, of course this link will take us to a focused Airbnb post-click landing page.

Not the case.

While it might be considered by some to be a true post-click landing page, since you “land” there after clicking through from Twitter, it’s not for one big reason (and a couple of other smaller ones). Here’s what they are:

  1. The biggest reason this isn’t a true post-click landing page is because it doesn’t have a singular goal. If the point of that Twitter post was to get me interested in purchasing a gift card for a travel enthusiast, the point of the page it’s linked to should be to convince me to do it. Why is there a CTA on this page to “Redeem a Gift Card”? We know — because it hasn’t been created specifically for buyers. One focused page with a single CTA would likely produce more conversions than this one for both purchasers and redeemers.
  2. It’s connected to Airbnb’s main navigation. That means if you get distracted by the little red number in the upper right-hand corner of the page, which indicates you have a new message, you could very well end up leaving this page and never coming back.
    Creating a separate, standalone page for buyers with only one CTA would likely produce more conversions than the current one.

5. To prepare people for an upcoming conference

This “coming soon” post-click landing page for Airbnb’s “Open” conference starting in November has a few things going for it.

First, the fact that it’s even live drums up interest in the event nearly eight months ahead of time, and two months before registration opens.

Second, the beautiful photo alone is enough to convince me to travel to LA for the conference. Who doesn’t want to visit sunny Southern California?

But, what AirBnB’s team may have forgotten here is that post-click landing pages can be a great way to engage your audience. Right now it’s just a photo with minimum text that informs visitors when the next Airbnb Open is happening.

What it’s capable of doing is drawing prospects into the business’s sales funnel.

Here are two ways the page could accomplish that:

While it’s great Airbnb is even leveraging “coming soon” post-click landing pages (most businesses don’t), there are certainly a few missed opportunities on this one.

Your turn

True post-click landing pages or not, Airbnb has used them in conjunction with great storytelling to create a powerful global brand.

Always connect all your ads to personalized post-click landing pages to lower your cost per customer acquisition. Start creating your dedicated post-click pages by signing up for an Instapage Enterprise demo today.

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