Individual Case Airbnb: Background

• Airbnb has been a global marketing success, with 750,000 all time guest property arrivals
• An Average 2 million individuals are staying at a property on any given night prior to COVID-19
• 100,000 plus cities with available properties.

The Airbnb Story from their Website

• FALL 2007
• During a weekend when hotels are sold out for a design conference, Brian Chesky and Joe Gebbia host the first guests of Airbedandbreakfast.com to make rent money
• MARCH 2008
• Airbed & Breakfast officially launches during SXSW 2008 and makes two bookings
• EARLY AUGUST 2008
• The formal Airbed & Breakfast website launches for the Democratic National Convention to offer a solution for hotel room shortages and makes 80 bookings
• FALL 2008
• Brian and Joe come up with the idea for Obama O's and Cap'n McCain's and sell $30K worth

• MARCH 2009
• Airbed & Breakfast changes its name to Airbnb and expands beyond just rooms to apartments, houses, and vacation rentals
• SEPTEMBER 2009
• First international meetup in Paris

• NOVEMBER 2010
• Airbnb launches the iPhone app and Instant Book feature
• UMMER 2011
• Airbnb begins international expansion with opening of German office
• MAY 2012
• Airbnb introduces the $1M Host Guarantee
• JUNE 2012
• Airbnb launches the Wish Lists feature
• NOVEMBER 7, 2012
• Airbnb offers free listings for Hurricane Sandy in partnership with the city of New York - the official launch of the Disaster Relief tool
• SUMMER 2013
• Airbnb moves headquarters to 888 Brannan Street in San Francisco
• JUNE 2014
• Airbnb hosts more than 100,000 guests during the Rio World Cup
• JULY 2014
• Airbnb launches rebranding and introduces the Belo
• NOVEMBER 21 - 23, 2014
• Airbnb Open in San Francisco- 1,500 hosts attend
• 2015
• MARCH 27, 2015
• Airbnb becomes the official alternative accommodation services supplier for 2016 Rio Olympic Games
• APRIL 7, 2015
• Airbnb launches in Cuba
• MAY 25, 2015
• The White House appoints Brian Chesky as Presidential Ambassador for Global Entrepreneurship
• NOVEMBER 12 - 14, 2015
• Airbnb welcomes 6,000 hosts at the Airbnb Open in Paris
• 2016
• NOVEMBER 17 - 19, 2016
• At the Airbnb Open in LA, Airbnb announces the launch of Trips and welcomes 7,000 attendees from over 100 countries
• 2017
• FEBRUARY 5, 2017
• Airbnb launches the #weaccept campaign in response to the refugee ban
• MARCH 2017
• Airbnb executives travel the globe meeting with the host community and world leaders to expand Trips to 20 more cities
• MARCH 21, 2017
• Airbnb Launches their Chinese brand, Aibiying
• FEBRUARY 22, 2018
• Airbnb launches new categories, Airbnb Plus, and Airbnb Concerts.
• AUGUST 2018
• Airbnb celebrates 10 years.

• FEBRUARY 7, 2019
• Fred Reid joins as Global Head of Transportation.
• MARCH 7, 2019
• Airbnb signs agreement to acquire HotelTonight.

1. From the timeline of the development of the company, what benefits are being provided to all of Airbnb customers, that has caused the rapid expansion?

What is the customer, the benefits delivered, and explain and support with facts

2. Using the classic one sentence consumer positioning statement format including Brand, target customer segment, benefits delivered, and unique supported point of difference.

What are two positioning statements for Airbnb for each unique customer target segment.