Speaking on an earnings call last night (13 May), Airbnb’s co-founder and CEO Brian Chesky confirmed this trend has remained consistent during the first quarter of 2021, with 90% of traffic to the brand’s digital platform either unpaid or direct. We take a very different approach to sales and marketing than our competition. ![]() The travel accommodation business said in February it would be making a permanent cut to its overall marketing investment, having noted that slashing spend during Covid had little impact on traffic. The business says this “primarily” reflected a decrease in performance marketing expenses. ![]() ![]() Over the first quarter of 2021, Airbnb cut its sales and marketing spend by 28% year on year to $229m (£163m). Airbnb claims to have seen promising early results from its new marketing strategy, which has involved a substantial cut to performance marketing spend and increased focus on brand building and PR.
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