Make Marketing History

The views of a marketing deviant.

Sunday, November 20, 2016

Sharing The Sharing Economy.



In anticipation of an imminent IPO and with an eye on the myriad regulatory threats to its original business model, Airbnb have announced Trips. Guests will now be offered guided tours by local hosts.

You can argue that these will be personalised, authentic and non-corporate versions of existing tours that might expose the guest to the benefits of truly local knowledge. I wouldn't be surprised if that's how the management rationalised this brand extension. But, as an outsider, it also looks like they think package tours will paradoxically appeal to independent travellers and that's just odd.

I'm not saying they won't be popular. I'm also sure there will be regulatory issues (tour guides in many countries are required to be licensed) but I'm not sure that Airbnb have put themselves in their users' shoes.

Have they asked what could our users do with what we offer or have they asked what can we offer our users? They are very different questions and, I imagine, existing hosts who've already been doing this as an adjunct to their hosting might not be pleased to give up a share of that income. That's not what they understood by the sharing economy, but it is what the platforms mean.

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