How Airbnb Solved Solved Discrimination through We Accept Campaign

Introduction:

Airbnb, a leading online marketplace for lodging and tourism experiences, launched its “We Accept” campaign in 2017. The campaign aimed to promote diversity and inclusion by showcasing Airbnb hosts who welcomed guests regardless of race, gender, sexual orientation, or any other characteristic. This case study delves into the history, challenges, market strategy, market research, business lessons, marketing lessons, and the successful outcomes of the campaign.

History and Problem:

Before the “We Accept” campaign, Airbnb faced significant backlash regarding discrimination on its platform. Reports surfaced of hosts rejecting potential guests based on race, ethnicity, or other discriminatory reasons. This tarnished Airbnb’s reputation and threatened its core values of inclusivity and belonging. Consequently, Airbnb recognized the urgent need to address these issues and rebuild trust among its user base.

The problem of discrimination on Airbnb’s platform was a significant challenge that threatened the company’s reputation and core values of inclusivity. Discriminatory incidents, where hosts rejected guests based on race, ethnicity, gender, or other characteristics, were widely reported and deeply concerning. These incidents not only harmed affected users but also tarnished Airbnb’s brand image and undermined trust in its platform. To address this issue effectively, Airbnb needed to understand the scope and impact of discrimination, identify underlying causes, and implement strategies to combat it.

Scope of the Problem:

Discrimination on Airbnb’s platform manifested in various forms, including:

1. Racial Bias: Numerous reports and studies documented instances of racial discrimination, where guests with African American-sounding names faced higher rates of rejection compared to guests with White-sounding names.

2. Gender and LGBTQ+ Discrimination: Some hosts displayed bias against guests based on their gender identity or sexual orientation, leading to discriminatory treatment and exclusion.

3. Ethnic and Cultural Bias: Guests from certain ethnic or cultural backgrounds encountered discrimination, with hosts expressing preferences for guests from specific nationalities or cultural backgrounds.

4. Implicit Bias: In many cases, discrimination was unconscious or unintentional, stemming from implicit biases and stereotypes that influenced hosts’ decision-making processes.

Impact of Discrimination:

The prevalence of discrimination on Airbnb’s platform had several detrimental effects:

1. Negative User Experiences: Discriminated guests experienced feelings of rejection, humiliation, and alienation, leading to negative user experiences and emotional distress.

2. Damage to Brand Reputation: Discriminatory incidents garnered negative media attention and damaged Airbnb’s reputation as a welcoming and inclusive platform. The company faced criticism for failing to address systemic issues of bias and discrimination effectively.

3. Loss of Trust: Discrimination eroded trust among users, leading to decreased confidence in Airbnb’s ability to provide fair and equal treatment for all guests. This loss of trust threatened customer retention and loyalty.

4. Legal and Regulatory Risks: Discrimination exposed Airbnb to legal and regulatory risks, with potential lawsuits and sanctions for violating anti-discrimination laws in various jurisdictions.

Quantifying the Problem:

While precise quantification of discrimination on Airbnb’s platform was challenging due to underreporting and data limitations, several studies and analyses provided insights into its extent:

1. Harvard Study: A Harvard University study in 2016 found that guests with African American-sounding names were 16% less likely to be accepted for booking compared to guests with White-sounding names.

2. Airbnb’s Internal Data: Airbnb’s internal data analysis revealed disparities in booking acceptance rates among guests from different racial and ethnic backgrounds, indicating the presence of racial bias among hosts.

3. User Surveys and Feedback: User surveys and feedback consistently highlighted instances of discrimination and bias experienced by guests, corroborating anecdotal evidence with qualitative data.

4. Media Reports and Public Discourse: Media reports and public discourse surrounding discrimination on Airbnb’s platform underscored the widespread nature of the problem and its impact on affected users and the company’s reputation.

Market Research:

Airbnb conducted extensive market research to understand the root causes of discrimination on its platform and to devise effective strategies for combating it. This research included:

1. User Surveys: Airbnb surveyed hosts and guests to gather insights into their experiences with discrimination and their expectations for a more inclusive platform.

2. Data Analysis: The company analyzed data on booking patterns, host behaviors, and user feedback to identify instances of discrimination and areas for improvement.

3. Focus Groups: Airbnb organized focus groups with diverse participants to gather qualitative feedback and ideas for addressing discrimination.

Market Strategy:

Airbnb’s market strategy for the “We Accept” campaign encompassed several key elements:

1. Repositioning the Brand: In response to challenges related to discrimination, Airbnb sought to reposition its brand as a champion of diversity and inclusion. The campaign aimed to shift perceptions of the platform from a simple accommodation service to a community-driven platform that embraces people from all backgrounds.

2. Targeted Messaging: The campaign targeted both hosts and guests, emphasizing the benefits of diversity and acceptance for all users. By tailoring its messaging to different segments of its user base, Airbnb aimed to foster a sense of belonging and inclusivity among all stakeholders.

3. Partnerships and Advocacy: Airbnb partnered with advocacy groups, influencers, and community organizations to amplify the campaign’s message and reach a wider audience. These partnerships provided credibility and authenticity to the campaign while extending its reach into diverse communities.

4. Integrated Marketing Communications: The campaign utilized various marketing channels, including social media, digital advertising, PR, and events, to create a cohesive and integrated marketing communications strategy. Consistent messaging across multiple touchpoints reinforced the campaign’s core message of acceptance and inclusivity.

Challenges:

Despite its success, Airbnb faced several challenges in implementing the “We Accept” campaign:

1. Addressing Systemic Issues: Discrimination on the Airbnb platform stemmed from deep-rooted societal biases and prejudices. Addressing these systemic issues required more than just a marketing campaign; it necessitated systemic changes within the organization and broader societal efforts to promote equality and inclusion.

2. Managing User Expectations: While the campaign aimed to promote acceptance and inclusivity, it also raised user expectations regarding the platform’s ability to eliminate discrimination entirely. Managing these expectations and implementing effective mechanisms to address instances of discrimination posed significant challenges for Airbnb.

3. Navigating Controversy: The campaign sparked debate and controversy, with some individuals questioning Airbnb’s motives or criticizing the company for not doing enough to combat discrimination. Navigating these controversies while staying true to the campaign’s message required careful communication and strategic decision-making.

4. Measuring Impact: Assessing the impact of the campaign beyond traditional marketing metrics posed challenges. While Airbnb could track metrics such as brand sentiment and user engagement, measuring the campaign’s effectiveness in reducing discrimination and fostering inclusivity on the platform was more complex and required ongoing evaluation and analysis.

Strategy Execution:

Airbnb executed the “We Accept” campaign through a carefully planned and multifaceted approach, leveraging various strategies and channels to amplify its message of diversity and inclusion:

1. Inclusive Messaging: The campaign centered on the theme of acceptance, emphasizing Airbnb’s commitment to inclusivity. Clear and concise messaging communicated the company’s values and vision for a welcoming community.

2. User-Generated Content: Airbnb leveraged user-generated content to showcase authentic stories of acceptance and belonging. Real hosts and guests shared their personal experiences, creating relatable narratives that resonated with audiences.

3. Partnerships and Advocacy: Airbnb collaborated with advocacy groups, influencers, and community organizations to amplify the campaign’s reach and credibility. Partnerships with organizations promoting diversity and inclusion helped extend the campaign’s impact to diverse communities.

4. Social Media Engagement: The campaign utilized social media platforms to engage with users and spark conversations around acceptance. Hashtags such as #weaccept encouraged user participation and facilitated community engagement.

5. Events and Initiatives: Airbnb organized events and initiatives focused on promoting inclusivity and celebrating diversity. These activities provided opportunities for real-world interactions and further reinforced the campaign’s message.

6. Integrated Marketing Communications: The campaign employed an integrated marketing communications strategy, ensuring consistency across various channels and touchpoints. This cohesive approach helped reinforce the campaign’s message and maximize its impact.

7. Measurement and Optimization: Airbnb continuously monitored and evaluated the campaign’s performance, using data analytics and feedback mechanisms to assess effectiveness and make informed adjustments. This iterative process allowed the company to optimize campaign tactics and achieve desired outcomes.

By executing the “We Accept” campaign through a combination of inclusive messaging, user-generated content, partnerships, social media engagement, events, and integrated marketing communications, Airbnb effectively communicated its commitment to diversity and inclusion, fostering a sense of belonging and acceptance within its community.

Results and Successful Metrics:

The “We Accept” campaign yielded impressive results:

Increased Trust: Airbnb saw a significant increase in trust and positive sentiment among users, as evidenced by surveys and social media engagement metrics.

Improved Reputation: The campaign enhanced Airbnb’s reputation as a socially responsible company committed to diversity and inclusion.

Business Growth: The positive perception resulting from the campaign contributed to continued business growth, with increased bookings and revenue.

Metrics: Key metrics used to measure the campaign’s success included user engagement on social media (likes, shares, comments), sentiment analysis of user feedback, and quantitative measures such as booking volume and revenue growth.

Increase in Booking Volume: Following the campaign launch, Airbnb likely experienced a notable increase in booking volume as a result of improved brand perception and trust among users. A percentage increase in bookings compared to pre-campaign levels could be a significant indicator of the campaign’s success.

Revenue Growth: The campaign likely contributed to revenue growth for Airbnb, with more bookings translating into higher revenue. An increase in revenue from bookings during the campaign period and subsequent quarters would demonstrate the campaign’s positive impact on Airbnb’s financial performance.

Positive Sentiment Metrics: Airbnb likely tracked sentiment analysis metrics, such as sentiment scores derived from user feedback and social media mentions. An increase in positive sentiment, reflected in higher sentiment scores or sentiment analysis metrics, would indicate improved brand perception and customer satisfaction resulting from the campaign.

Engagement Metrics: Airbnb likely measured engagement metrics on social media platforms, such as likes, shares, comments, and mentions related to the campaign hashtag (#weaccept). A significant increase in engagement metrics would demonstrate the campaign’s effectiveness in driving user interaction and conversation.

Customer Surveys: Airbnb may have conducted customer surveys to gather feedback on the campaign’s impact and effectiveness. Positive responses indicating increased trust, perception of inclusivity, and likelihood to recommend Airbnb to others would validate the success of the campaign.

Media Coverage and PR Impact: The campaign likely garnered significant media coverage and positive press, contributing to enhanced brand visibility and reputation. Tracking media mentions, articles, and editorial coverage related to the campaign would provide insights into its overall reach and impact.

Business Partnerships and Collaborations: The campaign may have led to new business partnerships, collaborations, or sponsorships with organizations aligned with Airbnb’s values of diversity and inclusion. The number of new partnerships established during or following the campaign would indicate its success in fostering strategic alliances.

These measurable outcomes, along with qualitative feedback and anecdotal evidence, would collectively demonstrate the success and impact of Airbnb’s “We Accept” campaign in promoting diversity, inclusion, and acceptance within its community and driving positive business outcomes.

Why the campaign was successful:

The “We Accept” campaign was successful for several reasons:

1. Alignment with Core Values: The campaign aligned with Airbnb’s core values of inclusivity and belonging, reinforcing the company’s identity and resonating with its user base.

2. Effective Communication: Airbnb effectively communicated its message of acceptance through compelling storytelling and user-generated content, fostering emotional connections with the audience.

3. Actionable Solutions: In addition to raising awareness, Airbnb implemented tangible solutions to address discrimination on its platform, demonstrating a commitment to real change.

4. Community Engagement: By involving the community in the campaign, Airbnb fostered a sense of belonging and collective responsibility, driving positive outcomes and reinforcing brand loyalty.

Customer Reaction:

The customer reaction to Airbnb’s “We Accept” campaign was generally positive, although there were diverse responses from different segments of the audience.

1. Support and Appreciation: Many customers, particularly those who valued diversity and inclusivity, expressed support and appreciation for Airbnb’s initiative. They applauded the company’s commitment to addressing discrimination and promoting acceptance on its platform. Customers who had experienced discrimination or felt marginalized in the past also welcomed the campaign as a step towards creating a more welcoming and inclusive community.

2. Emotional Connection: The campaign resonated emotionally with many customers, eliciting feelings of empathy, compassion, and solidarity. By sharing personal stories of acceptance and belonging, Airbnb forged deeper connections with its audience, strengthening brand loyalty and fostering a sense of community among users.

3. Increased Trust: The campaign contributed to increased trust and positive sentiment towards Airbnb among customers. By taking a proactive stance against discrimination and showcasing real-life examples of acceptance, the company demonstrated its commitment to its values and earned credibility with its audience.

4. Criticism and Skepticism: Despite the overall positive reception, the campaign also faced criticism and skepticism from some customers. Some individuals questioned Airbnb’s motives, accusing the company of using the campaign as a PR stunt to improve its tarnished reputation. Others expressed doubts about the effectiveness of the campaign in addressing systemic issues of discrimination on the platform, calling for more concrete actions and accountability measures.

5. Call for Accountability: The campaign prompted discussions about accountability and responsibility, with some customers urging Airbnb to implement stronger measures to prevent discrimination and ensure equal treatment for all users. This included calls for transparent reporting on instances of discrimination, enhanced anti-discrimination policies, and investments in diversity training for hosts.

Overall, while the “We Accept” campaign generated a largely positive customer reaction, it also sparked important conversations about discrimination, inclusion, and corporate responsibility within the Airbnb community and beyond. By engaging with customer feedback and continuing to prioritize diversity and inclusivity, Airbnb aimed to build upon the momentum of the campaign and drive meaningful change within its platform and

the broader hospitality industry.

Business Lessons:

The “We Accept” campaign taught several valuable business lessons:

1. Authenticity Authenticity is crucial in addressing sensitive issues like discrimination. Airbnb’s genuine commitment to diversity and inclusion resonated with its audience.

2. Proactive Approach: Rather than ignoring or downplaying the issue, Airbnb took a proactive stance in addressing discrimination head-on, demonstrating its commitment to positive change.

3. Community Engagement: Engaging the community in the campaign fostered a sense of ownership and solidarity among users, strengthening Airbnb’s brand reputation.

Marketing Lessons:

The campaign also offered valuable marketing insights:

1. Storytelling: Effective storytelling humanizes the brand and creates emotional connections with the audience. Airbnb’s use of real-life stories was compelling and relatable.

2. Social Media Amplification: Leveraging social media platforms helped Airbnb reach a broader audience and spark meaningful conversations around inclusivity.

3. Partnerships: Collaborating with advocacy groups and influencers extended Airbnb’s reach and lent credibility to its message.

Conclusion:

Airbnb‘s “We Accept” campaign stands as a testament to the power of inclusive marketing in addressing societal issues while driving business success. Through strategic planning, authentic communication, and community engagement, Airbnb not only tackled discrimination on its platform but also strengthened its brand reputation and achieved significant business growth.