Airbnb Marketing Strategy

During the Fall 2023 semester, I took Consumer Buyer Behavior at The University of Georgia. For our final, integrative project for the course my team and I were challenged to select a company and present a marketing proposal for that company based on principles from the class and consumer insights that we generated. Through this, we gained experience applying what we’ve learned in class to propose and defend a real-world marketing strategy. We had to imagine that our team, either as internal employees or as consultants, had been tasked with identifying a growth opportunity for our company, Airbnb. We then, identified an untapped opportunity for growth: long-term rentals targeted to remote professionals. Tactically, this involved introducing a service to a new customer segment and changing communications strategies..

Although this was a group project, I designed the presentation, conducted consumer insight research, and created the campaign proposal: “Stay to Play: Test the City Before You Call it Home.”