Challenge

Airbnb sought to expand the reach of its activities business, known as “Experiences.”

They wanted to start offering their live and online experiences as corporate events to companies rather than just catering to people on vacation.

The pandemic made companies completely re-think how they engage their workforces, which presented an opportunity for Airbnb.

Solution

I led a team of strategists, researchers, marketers, and designers to build foundational insights to shape the growth strategy for Experiences, including:

• Business/corporate buyer analysis, need states, and archetypes.

• Market sizing, positioning, and competitive analysis.

• Lead generation recommendations and unique selling propositions.

• Initial concept to adapt the platform + inventory to sell to businesses.

Impact

• Launched the company’s new “Experiences for Teams” offering.

• Surpassed launch goals by 50x to sell over 500K seats to companies across the US in just the first year.

• Raised average customer spend on Experiences by 8x.