How To Write an Airbnb Marketing Plan + Template & Examples

Written by Dave Lavinsky

airbnb marketing plan

In this article, we will describe what should be included in each component of your marketing plan and provide some marketing strategies that can help you generate leads, build credibility, and strengthen the brand of your Airbnb.

What is a Marketing Plan for an Airbnb?

An Airbnb marketing plan is a written document that outlines the specific actions you’ll take to generate leads, convert prospects into customers, and retain customers over time. This document is a crucial component of your larger airbnb business plan, as it details how you’ll attract and retain customers.

Your marketing plan should be built around your unique selling proposition (USP), which is the one thing that sets you apart from other Airbnb businesses in your market. From there, you’ll need to develop targeted marketing campaigns, create compelling offers, and craft a promotions strategy that will reach your ideal customers.

For example, if your Airbnb is located in a popular vacation destination, your marketing plan may focus on targeting families and offering them discounted rates for longer stays. On the other hand, if your Airbnb is situated in a bustling city, you may want to target business travelers and offer them amenities such as high-speed internet and conference rooms.

Once you have all of the pieces in place, you’ll need to track your progress and adjust your plan accordingly. The best way to do this is to set measurable goals and track your results regularly.

Why You Need an Airbnb Marketing Plan?

There are many reasons why you need a marketing plan to start your airbnb. First and foremost, it will help you focus your efforts and ensure that you’re making the best use of your time and money.

With a well-crafted marketing plan in place, you’ll be able to track your progress and make necessary adjustments along the way. This will help you fine-tune your marketing efforts and eventually achieve the results you’re looking for.

In addition, a marketing plan will also give you a written record of your marketing activities. This can come in handy if you ever need to justify your marketing expenditures or report on the success of your campaigns.

Finally, a marketing plan can help you avoid common mistakes that many Airbnb businesses make. By taking the time to develop a comprehensive marketing plan, you’ll be in a much better position to avoid these pitfalls and set yourself up for success.

Marketing Plan Basics

A typical marketing plan includes the following components:

  1. Executive Summary
  2. Target Market Segments
  3. Unique Selling Proposition (USP)
  4. Pricing and Positioning Strategy
  5. Offers
  6. Marketing Materials
  7. Promotions Strategy
  8. Digital Marketing Plan
  9. Conversion, Referral, and Retention Strategy
  10. Financial Projections

How to Write an Airbnb Marketing Plan

Executive Summary

The first section of your Airbnb marketing plan should be written as the final section of your marketing plan.

In two or three pages, summarize all of the information you have presented in the other sections and include a summary version of any graphs or charts you have included.

You should also include your marketing goals, objectives, and success metrics for the first year of operations.

Target Market Segments

Begin by dividing your potential customers into segments based on their demographics, geography, lifestyle, behavior, or any other factors that are relevant to your organization’s cause. Be sure to explain how you determined these target market segments.

For example, an Airbnb business that specializes in luxury vacation rentals might target high-income families, while a business that caters to budget travelers might focus on young adults and backpackers.

Once you have identified your target market segments, you’ll need to create buyer personas for each one. A buyer persona is a fictional character that represents a specific type of customer that you’re trying to reach.

When creating buyer personas, be sure to include detailed information about their demographics, behaviors, needs, and goals. This will help you develop targeted marketing campaigns that are more likely to resonate with each segment.

Unique Selling Proposition (USP)

Your USP is the one thing that sets you apart from other Airbnb businesses in your market. It’s what makes you unique and it’s what will make prospective customers want to do business with you.

To develop your USP, start by brainstorming a list of all the things that make your Airbnb business unique. Then, narrow down this list to the one or two things that are most important to your target market segments.

Pricing and Positioning Strategy

This section should cover your pricing strategy, how you determine pricing, and what sets your prices apart from those of competitors. If there are specific circumstances that might affect your pricing strategy for certain types of customers or in certain market conditions, be sure to mention them here.

For example, an Airbnb business that caters to business travelers may offer higher rates during weekdays and lower rates on weekends when there is less demand. This strategy would be different for an Airbnb business targeting families who are more likely to travel on weekends.

You should also include your positioning strategy in this section. Positioning is how you want your Airbnb business to be perceived by potential customers. For example, you may position your business as a luxury option for travelers seeking a high-end experience or focus on affordability and convenience for budget-conscious travelers.

To develop your positioning strategy, start by thinking about the things that are most important to your target market segments. What needs do they have that you can address? What are their pain points? How can you position your business as the best choice to meet their needs?


Describe your company’s products and services in this section. Include any special offers, seasonal promotions, or plans to expand into new goods or services in the future. You will also want to include information about prices, discounts for bulk purchases, payment options, how frequently you offer sales, etc.

For example, an Airbnb businesses might offer a discount for guests who book multiple nights, or they may offer packages that include additional services like airport transportation or guided tours.

Marketing Materials

In this section, you’ll want to include information about the marketing materials you use to promote your business. This might include your website, brochures, business cards, email newsletters, and social media accounts.

You should also include information about how often you update your marketing materials and what kinds of content you include in them. For example, an Airbnb businesses might regularly update their website with new property listings, or they might use social media to showcase guest reviews and promote special offers.

Promotions Strategy

Your promotions strategy should detail how you plan to generate interest in your products and services. This might include trade shows, webinars, speaking engagements, press releases, or social media campaigns.

You should also include information about how often you run promotions and what kind of marketing budget you have for them. For example, an Airbnb business might run a social media campaign promoting a limited-time discount for bookings made during the holiday season.

Digital Marketing Plan

In this section, you’ll want to detail your plans for reaching potential customers online. For a comprehensive digital marketing strategy, you should include search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, and email marketing.

You should also include information about how often you’ll update your website, blog, and social media accounts. For example, an Airbnb might commit to posting two blog articles per week and updating its social media accounts daily.

Conversion, Referral, and Retention Strategy

Your conversion, referral, and retention strategy should detail how you plan to turn potential customers into paying customers and keep them coming back for more.
This might include:

  • A user-friendly and visually appealing website that encourages conversions
  • Encouraging satisfied customers to refer their friends and family to your business through incentives or referral programs
  • Providing excellent customer service to ensure a positive experience for all guests, leading to increased retention rates.

Finally, it might include a loyalty program or other perks to thank your most loyal customers and keep them coming back.

Financial Projections

In this section, you should include your plans for generating revenue and growing your Airbnb business. This might include information about your target customers, pricing strategy, distribution strategy, and promotions strategy. They should also include your airbnb startup costs.

You should also include financial statements for your Airbnb business such as your income statement, balance sheet, and cash flow statement.

Common Marketing Strategies for an Airbnb Business

Although every Airbnb business will need to develop a marketing plan that meets its own unique needs, here are some common strategies you may choose to implement.

  • Use Social Media to Connect with Potential Customers: Social media platforms like Facebook, Instagram, and Twitter can be great tools for connecting with potential customers and showcasing your unique offerings. Share high-quality photos of your properties, engage with followers by responding to comments and messages, and run targeted ad campaigns to reach new audiences.
  • Partner with Other Businesses: Partnering with other businesses in your area can be a great way to reach new customers and offer unique packages or promotions. For example, you could partner with a local tour company to offer discounted vacation packages that include both accommodations and activities.
  • Leverage Influencer Marketing: Partnering with influencers who have a large following on social media or within your target market can help you reach a wider audience and build credibility for your brand. Consider offering a free stay at one of your properties in exchange for social media posts or reviews from the influencer.
  • Optimize Your Listing for Search Engines: With so many Airbnb listings out there, it’s important to make sure yours stands out. This includes using relevant keywords in your listing title and description to help improve its ranking on search engines and show up in relevant searches.
  • Offer Special Deals or Promotions: Everyone loves a good deal, so consider offering special promotions or discounts to attract new customers. This could include discounted rates for longer stays, seasonal promotions, or referral programs that reward current guests for bringing in new customers.
  • Encourage User Reviews: Positive reviews can go a long way in building trust and credibility for your Airbnb business. Encourage satisfied guests to leave reviews on your listing page, and respond promptly and professionally to any negative feedback or concerns.
  • Utilize Email Marketing: Regularly sending out email newsletters with updates, promotions, and other valuable content is a great way to keep your brand top-of-mind for potential customers. This can also help drive repeat bookings from previous guests who have already had a positive experience with your business.
  • Attend Events and Conferences: Attending relevant industry events and conferences can be a great way to network and learn from other successful Airbnb hosts. You may also have the opportunity to showcase your properties and services at these events, reaching potential customers in person.

The marketing strategy that you choose will strictly depend on the ideal customer and where you are most likely to reach them.

Sample Marketing Plan for an Airbnb Business

Example – The Urban Lodge

Executive Summary

The Urban Lodge offers unique and personalized accommodations for travelers seeking comfortable and affordable options. Our USP is providing an unforgettable experience for our guests, catering to their specific preferences and needs. With a competitive pricing strategy and strategic distribution plan, we aim to position ourselves as the top choice in the market. Through targeted promotions, exceptional service, and a focus on customer satisfaction, we aim to achieve financial success and establish a strong reputation within the first year of operations.

Our measurable marketing objectives will guide our progress and ensure a successful launch and growth in the competitive hospitality industry. In conclusion, The Urban Lodge is committed to providing exceptional accommodations and creating unforgettable experiences for our guests, while also achieving financial success through strategic marketing efforts. Keep an eye out for our upcoming promotions and deals, and join us on our journey to becoming the go-to choice for travelers looking for a unique and personalized stay.

Target Market Segments

  • Travelers looking for unique and affordable accommodations
  • Business travelers seeking alternative housing options
  • Families or groups traveling together

Travelers looking for unique and affordable accommodations:

  • Young adults, ages 18-35
  • Budget-conscious individuals or couples
  • Urban dwellers seeking a break from city life

Business travelers seeking alternative housing options:

  • Professionals in their 30s-50s
  • Frequent travelers or those on extended stays

Families or groups traveling together:

  • Parents with young children
  • Multi-generational families
  • Groups of friends seeking a vacation rental

Travelers looking for unique and affordable accommodations:

  • Value experiences over material possessions
  • Adventure-seekers or thrill seekers
  • Appreciate local culture and authentic experiences

Business travelers seeking alternative housing options:

  • Busy professionals with limited time for leisure activities
  • Prefer convenience and comfort while traveling for work
  • May have specific preferences or requirements for their accommodations (i.e. quiet work space, access to amenities)

Families or groups traveling together:

  • Value family time and creating memories
  • Seek spacious and comfortable accommodations
  • May be looking for child-friendly options or activities

Unique Selling Proposition (USP)

Our Airbnb business offers unique and personalized accommodations that cater to the needs of our guests, providing them with an unforgettable experience.

Pricing and Positioning Strategy

Our pricing strategy will be competitive, offering a range of options for different budgets. We will position ourselves as the top choice for travelers looking for unique and affordable accommodations with exceptional service and amenities.

Distribution Strategy

We will primarily distribute our listings through Airbnb’s platform, utilizing their wide reach and established reputation. Additionally, we may explore partnerships with other travel websites or agencies to expand our distribution channels.


To attract new customers and retain loyal ones, we will offer the following promotions and deals:

  • Seasonal discounts and promotions
  • Referral program for current guests to earn rewards by bringing in new customers
  • Special packages or partnerships with local businesses for unique experiences

Marketing Materials

  • Professional and eye-catching photos of our properties
  • Descriptive and informative listing titles and descriptions with relevant keywords
  • Social media posts showcasing guest experiences, promotions, and updates from our business
  • Email newsletters with valuable content, promotions, and deals for subscribers
  • Brochures or flyers to distribute at events or local businesses

Promotions Strategy

Our promotions strategy will primarily focus on targeting potential customers through social media and email marketing. We will also attend relevant events and conferences to network and showcase our properties. Additionally, we may collaborate with influencers or offer free stays in exchange for social media posts to reach a wider audience.

Digital Marketing Plan

Our digital marketing plan will include the following tactics:

  • Search engine optimization (SEO) to improve our visibility on search engines and attract organic traffic.
  • Pay-per-click (PPC) advertising to target specific demographics and drive more traffic to our listings.
  • Social media marketing to engage with potential customers, showcase our properties, and promote promotions or deals.
  • Email marketing to reach out to previous guests and potential customers with valuable content, updates, and promotions.
  • Content marketing through blog posts or guest posts on other travel websites to showcase our expertise and attract more traffic to our website.

Conversion, Referral, and Retention Strategy

Our conversion, referral, and retention strategy will focus on providing exceptional service and creating a memorable experience for our guests. This includes:

  • Prompt and helpful communication with potential customers to assist them in booking their stay.
  • Personalized recommendations and suggestions for local experiences or activities that align with the interests of our guests.
  • Excellent customer service during their stay, addressing any concerns or issues promptly.
  • Creating a positive and welcoming atmosphere to encourage favorable reviews and referrals from satisfied guests.
  • Special offers or rewards for returning customers to encourage repeat business.

Financial Projections

Our conservative financial projections for the first year anticipate the following:

  • Revenue of $250,000, based on an average nightly rate of $100 and a target occupancy rate of 68%.
  • A growth rate of 20% in revenue for the second year, aiming for an expanded reach and improvements in customer satisfaction.
  • Marketing and advertising expenses not exceeding 10% of total revenue.
  • Operating costs, including maintenance, utilities, and supplies, projected to be around $50,000 annually.
  • Net profit margin estimated at 40%, factoring in all expenses and capital investment for property enhancements.
  • Break-even point to be achieved within the first six months of operations, following the initial investment and set-up costs.
Marketing Objectives:
  • Increase brand awareness by 25% within the first year of operations.
  • Achieve a 50% occupancy rate within the first six months of operations.
  • Increase customer satisfaction ratings to an average of 4.5 out of 5 stars within the first year.
  • Generate at least 20 positive reviews on Airbnb and other review platforms within the first year.


Free Airbnb Business Plan Example PDF

Download our airbnb business plan pdf here. This is a free airbnb business plan example to help you get started on your own airbnb plan.

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