Has anything truly reframed how we travel in recent years like Airbnb? The vacation rental company has been a popularalternative to hotels (usually cheaper ones, at that) for 14 years now, and it doesn’t intend to slow down soon. Of course, as with practically every industry, the COVID-19 pandemic significantly impacted the company’s revenue, especially with travel taking a nosedive during its height.

The Wall Street Journal reported earlier this month that Airbnb’s pre-pandemic marketing strategy is paying off. Instead of relying on search engine marketing, it has been focusing on branding, a move the company made in 2019. This includes broad marketing campaigns and PR designed to build its brand. In addition, it slashed its marketing spending drastically, which will prove helpful if there’s an economic downturn next year.

Despite inflation, this new pivot shows evidence that folks still want to travel (Who doesn’t?), with Airbnb turning in its “most profitable quarter to date.” In fact, the first quarter of 2021 saw its marketing spending drop by 28 percent.

Here’s an example of Airbnb’s new marketing strategy in action. This eye-catching, wholesome ad for the rental company shows two women vacationing in Berlin, Germany, and taking in the city thanks to their excellent Airbnb accommodations. It’s simple, with minimal dialogue, utilizing visuals to persuade prospective customers to trust Airbnb for their travel needs. “Belong anywhere” is the company’s slogan, and this ad encompasses that message. Check it out here.

All this to say, while yes, it’s vital that you rank highly in search engines (SEO, baby!) because many folks still rely on them to find what they want, your brand marketing strategies should take precedence. People are investing in you as the brand – who you are and your values. That makes more of an impression than what your consumers see on a search engine.

Build the brand, make your mission as specific as possible, bolster it with a human connection, and the customers will come. This will yield the most bang for your buck and help you establish a strong, secure client base that’ll keep coming back for more of what you bring to the table.

Here’s a Prime Example of Why Focusing on Brand Marketing Is Important