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Mayan ruins, margaritas and AirBnB engagement
How to turn your customers into dreamers
Let’s start with something good. Here comes AirBnB! 🏡
Yeah, I’ve made a trip recently and reconnected to this great app.
As a user, I intentionally come to AirBnB to find a proper place to stay in a specific location. I go to ‘Explore’, choose ‘Where to’ and type my destination there.
Note that ‘Where to’ is located at the very top of ‘Explore’ page. I mean… the most part of the screen shows me places at absolutely random locations. All over the world! 🌎
Yeah, they look breathtaking but c’mon, AirBnB, do you really think I’m the type of the person who closes their eyes, twists the globe and goes to a place where my blind finger points to randomly? (I wish I was but I’m not that rich yet).
Do you really think I’ll go to Mexico just because I discovered this stunning glass-ceiling jungle cottage from my dreams?
Nonsense! I’d visit Mexico to see Mayan ruins and drink margaritas. Finding a place to stay is just a minor activity on my trips. 🌵
… However, I realize it’s been a while and I’m still scrolling through the craziest, most luxurious and creative homes, domes and villas. At the countries I wasn’t even intended to go. 🤔
You see? I’ve skipped quickly from attention to interest and from interest to a desire to go to a far-away place just to experience a stay at an OMG lodge. So Maya and margaritas turn to be just secondary trip decisions.
Even if I don’t go to Mexico in the coming future… I’ve definitely got a solid idea in my head that there may be a cool place to stay in any city I’m going to — which may become another sight I’ll enjoy. Almost equal to visiting a landmark, a museum or a panorama view.
Result? I plan a trip → I go to AirBnB. Pattern. Period.
A great example of retention. 🔥
1. Turn a basic and even regularly boring job to be done (e.g. finding a place to stay in a new city) into an exciting adventure.
2. Catch users’ curiosity → nudge them to do a new unintentional discovery. Evoke desire to turn this action into an intentional one for the future.
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