Airbnb mulls ‘marketing payback’ as localised approach pays off
CFO Ellie Mertz tells analysts the business analyses “marketing paybacks” over days, weeks, months and years depending on whether the objective is short- or long-term growth as profit falls after softening demand in US.
Airbnb claims taking a more localised marketing approach across its “under-penetrated markets” is delivering, as the business acknowledges it can take time for marketing spend to “reaccelerate growth”.
As part of its “global expansion playbook”, Airbnb ramped up marketing investment in areas such as Latin America and Asia, focusing efforts on expanding outside its core markets of the US, UK, France, Australia and Canada.
“We continue to see great results from our brand marketing across all key markets as we optimise the channel and audience mix, including in those areas where we are less penetrated,” CEO Brian Chesky told investors overnight (6 August).
