Airbnb’s new booking policy is smart. How the company advertised it is awesome


Airbnb recently announced a host of new features in its Summer 2022 press release. Airbnb categories are most prominently featured in the article, a feature that makes it easy to discover unique spaces that can transport you to a different time, place or reality. You can live like royalty in a 15th century castle, go Dutch in a windmill, or even sleep in a six-ton ​​potato or maybe a shoe.

The categories aren’t the real star of the show, however, as Airbnb wanted you to believe. That honor belongs to AirCover, which was announced with much less fanfare. It’s a feature that could really change the way we travel, as well as increase Airbnb’s market share and generate millions of dollars in additional revenue every year. But the $113 billion home-sharing platform didn’t necessarily want AirCover to be front and center for a good reason, but rather for a brilliant reason that companies often overlook.

Reduce risk, reduce reluctance

The new policy helps protect clients and provide free assistance to find new accommodation or a refund if they encounter a problem with their reservation, for example, if a client gets stuck after a host has canceled the last minute or does not deliver the keys. recording. Or, maybe the guests register to find the place in disrepair or just completely different from its list of pictures.

As a P2P marketplace, Airbnb cannot eliminate these types of issues. The new coverage helps, but it doesn’t completely eliminate the risks of booking with Airbnb rather than a traditional hotel. In other words, it shines a light on Airbnb’s shortcomings, reminding the world of its dark side.

Avoid advertising defects as selling points

Airbnb has changed the way we travel. This opened the door to a dream vacation where you can feel at home away from home. This made most versatile market and with more handy options, travel has become a little easier on the wallet. But as great as it is, anyone who has already booked Airbnb also knows that every book has a certain degree of risk. An accident Airbnb and can quickly become a headache or an absolute nightmare.

But as clearly necessary as AirCover protection is for travelers, Airbnb had to address a challenge that many companies face: how to effectively promote change that highlights a glaring problem facing the company. After all, by announcing that updating its terms reduces risk to customers, it sends the message that its bookings are risky – something some may not have considered and no company wants to do. of advertising.

The great part of the ad strategy Airbnb is how it combines with AirCover brightest features that capture more effectively the public’s attention. It focuses on the exciting changes that focus on its main selling point – global access to incredibly unusual places. In doing so, it induces excitement while mitigating doubts or friction around the fact the leap to stay in a potato. After all, you can not be left in the dirt, but you can live an experience like no other.

The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.

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