Welcome to Day 10 of "25 Brands Unwrapped." Throughout this campaign, we are utilizing synthetic personas generated from U.S. government data to conduct deep-dive audits into major global brands.
Today, we analyze Airbnb!
The following data represents the responses from 1,000 synthetic respondents. The survey covers brand perception, leadership sentiment, product value, and competitive threats.
What is the first word that comes to your mind when you hear Airbnb?
Travel: 38.8%, Rental: 16.2%, Vacation: 4.6%
How would you describe the "typical" customer of Airbnb?
"Mostly younger travelers or couples looking for a cheap, local place to stay — people who prefer a homey feel instead of a hotel and use their phones to book."
"People looking for short stays or vacation rentals — often tourists, young travelers, or remote workers who want cheaper or more unique places than hotels."
If you could rename Airbnb to describe what they actually are, what would you call it?
HomeShare: 62.5%, HomeShare Marketplace: 3.4%, ShortStayHomes: 2.9%,
Describe Airbnb in exactly three words.
Convenient, Unpredictable, Inconsistent
If you could fire the CEO of Airbnb, would you? (Yes/No)
No: 97.3%
Yes: 2.7%
If you met the CEO of Airbnb, what is the first question you would ask them?
What are you doing to ensure guest safety and consistent quality across listings?
How do you make sure guests and hosts are safe and treated fairly?
What are you doing to make stays safer and more affordable for regular people?
What is the maximum price (in dollars) you would pay for Airbnb before walking away?
Average Score: $171.24
If you could change one thing about the service, what would it be?
Clearer, more transparent pricing and consistent cleanliness standards across listings.
Stronger vetting of hosts and clearer, faster customer service when problems arise.
Lower service fees and clearer, enforced cleaning and safety standards for listings.
Who is the biggest threat to Airbnb?
Hotels
VRBO
Why haven’t you switched to a competitor yet?
"I haven't needed to — I use whatever is cheapest and reliable when I travel, so I don't stick to one service."
"Because Airbnb often has more listings and options in the places I look, and I already know how to use it."
On a scale of 0-10, how much do you trust Airbnb?
Average Score: 5.5
Do you think Airbnb’s best days are ahead of it or behind it?
Ahead: 74.2%
Behind: 25.8%
If Airbnb went out of business tomorrow, would you care?
No: 97.2%
Yes: 2.8%
Does Airbnb actually care about its customers?
No: 95.4%,
Yes: 4.6%
Do you know the name of Airbnb’s CEO?
No: 75.8%
Yes: 24.2%
Does the CEO’s public behavior make you less likely to buy from Airbnb? (Yes/No)
No: 78.5%
Yes: 21.5%
Do you think the leadership at Airbnb is competent? (Yes/No)
Yes: 52.0%
No: 48.0%
Is the leadership of Airbnb a liability to the company? (Yes/No)
Yes: 50.8%
No: 49.2%
Do you think the CEO uses their own product? (Yes/No)
Yes: 80.8%
No: 19.2%
Do the executives at Airbnb seem out of touch with reality? (Yes/No)
Yes: 70.5%
No: 29.5%
If a competitor offered a similar stay at a slightly lower price, how likely would you be to switch? (Likert Scale: Very Unlikely to Very Likely)
Average Score: 3.8
Has the quality of Airbnb declined recently? (Yes/No)
Yes: 86.7%
No: 13.3%
Is Airbnb too "woke"? (Yes/No)
No: 95.0%
Yes: 5.0
Are you loyal to Airbnb because you like it, or because you’re stuck?
Not loyal: 49.2%
Like it: 48.6%
Stuck: 2.2%
Do you think Airbnb will exist in 10 years? (Yes/No)
Yes: 100.0%
How likely are you to use Airbnb in the next 6 months?" (Likert Scale: Very Unlikely to Very Likely)
Average Score: 2.52
See you tomorrow for Day 11!