Airbnb has unveiled a significant marketing initiative in Japan, emphasizing domestic travel within the country. The campaign, which commenced on Friday, encompasses advertisements across television, online platforms, and print media, targeting Japanese travelers, according to Dave Stephenson, Airbnb’s Chief Business Officer.
“Historically, Airbnb has primarily focused on inbound travelers to Japan or Japanese tourists heading abroad to destinations like the U.S. or France,” Stephenson explained. “This campaign shifts the focus to Japanese travelers exploring their own country, which represents the bulk of the travel market in Japan.”
Stephenson acknowledged that Airbnb’s growth in Japan would be a gradual process, stating, “It takes time, it takes persistence.”
The company views international expansion as a crucial opportunity, with Japan being just one of several key markets. In addition to Japan, Airbnb is also targeting growth in Mexico, China, and Brazil, among others.
During the company’s second-quarter earnings call, CEO Brian Chesky discussed the challenges of entering various global markets. He highlighted the distinct preferences of consumers in countries like South Korea and Japan, where users tend to browse rather than conduct direct searches. “We’ve had to retool our product, and that has led to significant increases in conversion rates,” he noted.
Chesky also emphasized the potential for growth in Japan, describing it as a long-term endeavor. “Japan is going to be a longer game, but it’s one of the largest travel markets in the world,” he added, underlining the strategic importance of the region for Airbnb’s future plans.
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