✈️ Engagement & Retention project | Airbnb

✈️

Engagement & Retention project | Airbnb

Overview

What does Airbnb do?

Airbnb is a marketplace connecting travelers looking for places to stay with property owners who want to rent out either a part or whole of their space out in small periods.

Airbnb caters to these two broad segments by offering them unique services -

For travelers: Airbnb offers a variety of accommodation options that can be cheaper and more unique than traditional hotels. Travelers can search for rentals based on location, price, amenities, and other criteria.
For hosts: Airbnb allows people to earn extra income by renting out their space. The platform provides tools for listing properties, managing bookings, and communicating with guests.

What started off as two guys renting out air-mattresses from their apartment (that's the "air" in Airbnb) has now expanded into a full-fledged hospitality giant with a revenue of $10.24B (2024) and a market cap of $93.5B.

Airbnb is growing at a rate of 17.60% year-over-year, with the revenue majorly coming from the service fee that they make on every stay/experience offered on the platform.

Infographic: Airbnb Bookings Already Past Pre-Pandemic High in 2023 | Statista

Understanding Airbnb

What is their core value proposition?

Like we discussed earlier, Airbnb has two separate propositions for two segments of users. However, for this exercise, we will choose our core offering as -

Airbnb for Travellers

A snapshot from Airbnb's "Belong Anywhere" campaign

Airbnb's core value proposition is captured succinctly by this campaign -

Airbnb offers travelers unique, affordable accommodations that provide a more authentic and local experience.

Airbnb aims to offer something refreshing, a renewed experienced compared to what travellers get in hotels. They don't want to compete against hotels & resorts for mind-share, they are trying to define a new category.

How do users experience this core value proposition?

Users experience this core value prop when they complete the below steps -

User creates their own account on Airbnb & signs on to the platform. 🔓
User searches for a stay/experience which fits their requirements (price, location, views & other salient features). 🔎
User finds a stay/experience of their choice, and books it via the platform. 💼
User travels to the location and completes the trip, having experienced the experience they signed up for. 🤩

By completing this user journey, the user experiences the core value of Airbnb, and can be considered as an activated user.

What is the natural frequency of usage?

Casual users - Makes an Airbnb booking roughly 1-2 times a year, based on their unique requirements for each travel.

Core users - Makes an Airbnb booking 4-6 times a year, using Airbnb as their preferred form of stay.

Power users - Makes an Airbnb booking 10+ times a year - experiencing different Airbnbs is in itself a core interest for such users.

Does Airbnb have sub-products? What do they look like?

Airbnb can be categorized to have the below sub-products -

Sub-product	Core Value Prop	Casual User Frequency	Core User Frequency	Power User Frequency
Homes	Interesting stays on local properties for an authentic experience	1-2 times a year	4-6 times a year	10+ times a year
Experiences	Unique activities & sight-seeing led by locals	1-2 times a year	4-6 times a year	10+ times a year
Icons 🆕	Exclusive limited experiences focusing on pop-cultural icons from music, cinema etc.	Likely never	Once-in-a-lifetime	Once-in-a-lifetime

Sub-product

Core Value Prop

Casual User Frequency

Core User Frequency

Power User Frequency

Homes

Interesting stays on local

properties for an authentic

experience

1-2 times a year

4-6 times a year

10+ times a year

Experiences

Unique activities & sight-seeing

led by locals

1-2 times a year

4-6 times a year

10+ times a year

Icons 🆕

Exclusive limited experiences

focusing on pop-cultural icons

from music, cinema etc.

Likely never

Once-in-a-lifetime

As we can see, there are 3 sets of sub-products here, with Homes being the clear primary offering with Experiences being a secondary sub-product. Icons, by virtue of being once-in-a-lifetime limited experiences is a rare offering that will not be experienced by a majority of Airbnb users.

What is the best engagement framework for Airbnb?

We will use the below decision matrix to decide on the right engagement framework

Engagement Framework	What does it mean for Airbnb?	Decision
Frequency	Number of trips/stays booked per year	Primary
Depth	Average amount spent per trip booked	Secondary
Breadth	Number of sub-products and features used	❌

Let's dive into these in detail to understand the choices -

🥇 Frequency - Users who like the service prefer to book on Airbnb ahead of other places. This is an important success lever for retention, and a key indicator to track retained vs churned users.

🥈Depth - Simply put, customers who enjoy Airbnb services spend more time & money staying at the properties or using the experiences. They integrate deeply with the platform, using the features effectively and creating user flows that are personal to them.

❌ Breadth - While being a useful factor by itself, this does not drive Airbnb's revenue in the longer run as effectively as frequency & depth.

Customer Segmentation

Usage-based segmentation

User type	Frequency	Depth	Breadth	Typical ICP
Casual 🚶‍♂️	1-2 times a year	Stays for 2-3 days at a time Travels in small groups Spends the least money possible Does not add other travellers to the trip Does not engage in conversations with the host on the platform	Uses only the stay feature Has not explored the platform fully Is not aware of many of the features	The Budget-Conscious Traveller
Core 🏃	4-6 times a year	Stays for anywhere between 2-3 days to a week at a time Brings his/her group together & books for them Willing to spend on the right stays/experiences Adds all his/her co-travellers into the trip on Airbnb Tries to get to know the host better before going on the trip	Has used both Stays & Experiences Knows the platform in-and-out Is aware of the features but may not be using all of them	The Unwinding Explorer
Power 🧗	8+ times a year	Stays for anywhere between days to multiple weeks Strongly prefers Airbnb & champions it within his/her group Spends liberally on the right stays/experiences Adds co-travellers and ensures they are all tracking their experiences on Airbnb Interacts with the host a lot, may be a host/has considered being one themselves.	Has used Stays & Experiences extensively Evangelizes the platform publicly Extensively uses all the features on Airbnb	The Digital Nomad

User type

Frequency

Depth

Breadth

Typical ICP

Casual 🚶‍♂️

1-2 times a year

Stays for 2-3 days at a time
Travels in small groups
Spends the least money possible
Does not add other travellers to the trip
Does not engage in conversations with the host on the platform

Uses only the stay feature
Has not explored the platform fully
Is not aware of many of the features

The Budget-Conscious Traveller

Core 🏃

4-6 times a year

Stays for anywhere between 2-3 days to a week at a time
Brings his/her group together & books for them
Willing to spend on the right stays/experiences
Adds all his/her co-travellers into the trip on Airbnb
Tries to get to know the host better before going on the trip

Has used both Stays & Experiences
Knows the platform in-and-out
Is aware of the features but may not be using all of them

The Unwinding Explorer

Power 🧗

8+ times a year

Stays for anywhere between days to multiple weeks
Strongly prefers Airbnb & champions it within his/her group
Spends liberally on the right stays/experiences
Adds co-travellers and ensures they are all tracking their experiences on Airbnb
Interacts with the host a lot, may be a host/has considered being one themselves.

Has used Stays & Experiences extensively
Evangelizes the platform publicly
Extensively uses all the features on Airbnb

The Digital Nomad

ICP/Persona based Segmentation

Attribute	ICP 1	ICP 2	ICP 3
Persona	The Budget-Conscious Traveller	The Unwinding Explorer	The Digital Nomad
Age	25-40	25-35	25-40
Gender	Male/Female	Male/Female	Male/Female
Annual Income	10-30 lacs	10-30 lacs	20-40 lacs
Marital Status	Married	Single/Married	Single/Married
Do they have kids?	Yes	Yes/No	Yes/No
Salaried/Self-employed	Salaried	Salaried/self-employed	Self-employed
Do they work remotely?	No/Partially	Partially	Mostly
Most used messaging app	WhatsApp	WhatsApp	WhatsApp
Most used social media app	Facebook, Instagram	Instagram	Instagram
Other travel apps used	Booking, Agoda, GoIbibo	MakeMyTrip, StayVista, Booking	MakeMyTrip, StayVista
How frequently do they travel?	2-4 times a year	5-6 times a year	8+ times a year
How many people do they usually travel with?	1-5	1-4	2-6
How many days do they spend on a typical trip?	3-4	5-6	10+
How frequently do they use Airbnb?	1-2 times a year or less	2-3 times a year	6+ times a year
How many people do they usually stay with in an Airbnb?	3-5	1-4	2-6
How many days do they spend in an Airbnb trip?	3-4	5-6	Sometime up to a month
How much do they spend per night on an average Airbnb trip?	Single/couple - 2000-3000 INR Family/group - 10000-12000 INR	Single/couple - 3000-4000 INR Family/group - 15000-25000 INR	Single/couple - 2000-3000 INR Family/group - 10000-30000 INR
What is their favourite Airbnb feature?	Budget stays, unique stays, listing of amenities	Unique Stays, Host profiles, Experiences	Budget Stays, Host profiles, Experiences
What do they dislike about Airbnb?	Unable to talk to hosts effectively, not always value-for-money, cancellation policies	Sub-par maintenance & experiences, safety & security concerns	Wants better pricing for longer stays, finds the options too limiting
Casual/Core/Power	Casual	Casual/Core	Power

Jobs to be Done

JTBD/Persona	The Budget-Conscious Traveller	The Unwinding Explorer	The Digital Nomad
Primary Goal	Personal - Want to have a getaway with my family to decompress and spend quality time	Personal - Want to travel to different places and get a taste of local cultures & experiences	Social - Want to travel to places which I can showcase on social media
Secondary Goal	Financial - Want the pricing to be appropriate and value-for-money	Social - Want to stay & travel to places I can showcase on my social media	Personal - Want to have a comfortable and safe stay

Engagement Campaigns

Campaign #1 - Weekday boost! Get more out of your weekend getaway!

Attribute	Description
Segmentation	Casual users (primary) Core users (secondary)
Goal	Targeted Movement - Casual to Core, Core to Power Goal - Increase duration of stay by highlighting work-friendly stays & offering free days. Nudge users into booking weekend getaways on Airbnb.
Metric targeted	Depth
Pitch/Content	Weekends can't get longer, but your getaways sure can! Book a 3-day weekend getaway on Airbnb, and get 2 days on the house. Applicable on select work-friendly Airbnb's.
Offer	A 3+2 days offer on booking a weekend getaway, to extend into the weekdays.
Frequency & Timing	Timing - Starting two weeks ahead of long weekends Placement - On app open, notification on weekday evenings Frequency - Once a week during campaign duration (2-4 weeks)
Channel(s)	In-app, push notifications, email
Success Metrics	Increase in trip duration from 2-3 days to 5+ days Increase in trip bookings during long weekends
Additional Metrics to track	Weekday occupancy on work-friendly Airbnb's Ratings on individual stays
Thesis - Why will this work?	Casual & some core users typically weigh Airbnb's against other options when booking, and sometimes prefer hotels due to better service. When they experience a long stay at a work-friendly Airbnb, it builds trust & nudges them towards viewing Airbnb's as a better work-cation choice.

Campaign #2 - Airbnb Timeline

Attribute	Description
Segmentation	Core users (Primary) Casual users (Secondary)
Goal	Targeted Movement - Core to Power Casual to Core Goal - Motivate users to book more stays with a gamified calendar year timeline of all Airbnb's you booked and stay in and adding offer for a milestone.
Metric targeted	Frequency
Pitch/Content	Introducing Airbnb Timeline - Your own personal map of Airbnb stays for each calendar year. Surprise stays - One free stay gets unlocked after 5, 10 and 12 paid stays in a year.
Offer	A tailored free stay (user gets 3 options to pick from) after 5/10/12 paid stays in a calendar year. Airbnb algorithmically suggests stays you'll enjoy for a 2N/3N/4N booking based on your spend pattern in that year.
Frequency & Timing	Timing - Campaign starts around early December Placement - On app open, push notification Frequency - Once a week during first 3-4 weeks of campaign, monthly/bi-weekly once afterwards
Channel(s)	In-app, push notifications, email, social media
Success Metrics	Increase in trip bookings by 30% Increase in NPS by 10-20% Surprise stay recommendations should be rated thumbs up for at least 7/10 recommendations
Additional Metrics to track	App ratings Ratings on each stay to model probability of user getting to milestones Recommendation algorithm feedback
Thesis - Why will this work?	Users enjoy gamified experiences, especially when bundled with offers. "Not finding the right Airbnb" was a concern shared by many, which a well-designed algorithm should help solve.

Campaign #3 - AirPass - Waive/reduce your service fee with Pass!

Attribute	Description
Segmentation	Core users
Goal	Targeted Movement - Core to Power Goal - Increase frequency of stays by addressing per-unit pricing concerns Incentivize booking on Airbnb ahead of other platforms by creating a loyalty/membership plan
Metric targeted	Frequency Breadth (secondary)
Pitch/Content	Introducing AirPass - your very own Airbnb membership! Avail discounts & waivers on your Airbnb service fee, with special prices on selected stays & experiences! Choose between 3-month, 6-month and annual plan.
Offer	A membership plan that offers fee waivers for & discounted rates on Airbnb's
Frequency & Timing	Timing - Ideally start during a lean season to improve traction Placement - On viewing a stay (show different prices for AirPass & regular members) Frequency - Once a fortnight initially, once a month later
Channel(s)	In-app, push notifications
Success Metrics	% of targeted users availing membership Increase in trip bookings Re-purchase & upgrade rates on 3-month & 6-month plans.
Additional Metrics to track	Frequency of experiences booked by users Occupancy rate on Pass-enabled discounted stays
Thesis - Why will this work?	Core users tend to prefer & book more Airbnbs, but still weigh other options on price & availability. Offering them a membership plan that gives discounted rates & service fee waivers ensures that the price concern is removed, and users come directly onto Airbnb.

Campaign #4 - Airbnb Leaderboard - Highlight your top travellers with feature & gamification

Attribute	Description
Segmentation	Power users
Goal	Targeted Movement - Motivate power users Goal - Motivate your power users to keep championing Airbnb by adding monthly showcases on the top travellers/hosts and a leaderboard to track power users who travelled to the most number of Airbnb's/spent most days in Airbnb's
Metric targeted	Frequency
Pitch/Content	Airbnb Leaderboard - Where the top travellers meet their match! Travel more, climb the leaderboard and build your own tribe! Airbnb Showcase - Every month, we feature a set of travellers who have climbed new trails, broken boundaries or just became one with the local culture of a new place.
Offer	A leaderboard and showcase that boost power users and help them gain more followers
Frequency & Timing	Timing - After completion of 3-4 trips in a year, show them climbing the leaderboard Placement - After trip completion
Channel(s)	In-app
Success Metrics	% of power users increasing their frequency % of power users booking longer trips
Additional Metrics to track	Impact on follower count for top travellers Number of times user tracks their leaderboard
Thesis - Why will this work?	Power users are typically travel vloggers & ardent travellers who want to build a following for themselves using their Airbnb experiences. Both the leaderboard and showcase help them build this following & incentivize stronger usage of Airbnbs.

Campaign #5 - Complete your trip on Airbnb & get rewarded!

Attribute	Description
Segmentation	Casual users
Goal	Targeted Movement - Casual to Core Goal - Increase depth of usage by gamifying the trip completion experience - Add your co-travellers, add to calendar, book an experience, leave a detailed review, add images & help out the community to achieve 100% completion on trips & get rewarded with Airbnb points that can be used on the next trip.
Metric targeted	Depth Frequency
Pitch/Content	Complete all the steps on your trip experience to get rewarded! Once you collect enough reward points, you can use them on a subsequent trip!
Offer	A reward points mechanism that incentivizes users to deepen their travel integration with Airbnb
Frequency & Timing	Timing - Starts when you complete your booking, with a guide on all the next steps to achieve trip completion. Placement - On the booking completion screen Frequency - Reminder to complete booking twice a week from trip booking until 2-3 weeks after trip completion (only if user has not taken the next steps)
Channel(s)	In-app, push notifications (reminders)
Success Metrics	% of users completing all the steps of Airbnb booking % of casual users increasing their frequency of booking
Additional Metrics to track	Drop-off rates NPS/user feedback on the campaign
Thesis - Why will this work?	Core users typically mentioned knowing & using most features of Airbnb, and agreed that this helped them gain more confidence in booking & preferring the platform. With this campaign, we attempt to get casual users to have a similar experience, which helps them gain more trust in the platform, which was a concern with many casual users.

Retention Design

Bird's eye view

Airbnb is a part of the Travel & Hospitality category, which is notorious for lower retention & usage rates -

Source: Statista

As we can see here, travel resides amongst the lower end of the retention spectrum, with a mediocre retention rate curve.

However, as Airbnb hugely publicised during their IPO, their user retention rates across 5 years is much higher than hotels & resorts in the travel space, making them the valuable company that they are today.

Airbnb retains 40% of customers from the first year into the next, which continues down to 28% by the end of five years.

Second Measure on Airbnb IPO: 40% of Airbnb’s 2017 customers booked again within a year.

Using these metrics as a guideline, with Airbnb having generally better retention rates than other travel apps, we will plot the below retention -

As we can see, the retention curve starts flattering around Month 12, with users retaining on the platform consistently after 24 months.

Closer Look

Which ICP's drive the best retention?

Looking at Airbnb's Quarterly Report for Q1 2024, long-term stays of 28 days or more accounted for 17% of gross nights booked, and is constantly increasing.

Urban Travel remains one of the strongest levers driving both growth & retention, with customers also starting to move towards the non-urban travel destinations (increasing by 10% YoY).

In our user surveys as well, we find that the wi-fi wayfarers, the digital nomads, the freelancing, remote-working & travel vlogging community continues to love Airbnb for the convenience & facilities they offer. With Airbnb focusing on better pricing for long-term occupancy, this is a huge retention lever and a major ICP for retention.

This is followed by the community of active part-time travelers & weekend explorers who are trying to travel to interesting places within their busy schedules, making the most of each experience.

With this, we are able to conclude that the best retention is driven by ICP 3 - The digital nomad closely followed by our ICP 2.

Which acquisition channels drive users that retain better?

Based on conversations with users, the best retention is driven by -

Referrals (corroborated by 50% of retained active users surveyed) - Users that were referred by their friends/family and started using Airbnb end up liking the product much more.
Organic Search (corroborated by 40% of retained active users surveyed) - Users

What features drive the best retention?

Budget Stays (corroborated by 80%+ of retained active users surveyed)
Host profiles (corroborated by 75%+ of retained active users surveyed)
Safety features (corroborated by 60%+ of retained active users surveyed)

Interestingly, "safety & security" has been identified as a feature that both drives retention and churn!

We need to find the correct levers to ensure this achieves the desired outcomes for both sets of customers.

Churn - how does it look for Airbnb?

To understand churn, we go back to our user interviews & surveys where we tried to understand and focus on the reasons for user churn & significant reduction in usage frequency.

Top churn reasons

We asked churned & at-risk users for their top 2-3 reasons why they either dramatically reduced their usage frequency or stopped using Airbnb. Below is the distribution of responses -

Churn Bifurcation

Bifurcating this into voluntary & involuntary churn -

Highlighting our top 4 churn drivers, we find that two of them are voluntary churn reasons, while the other two are involuntary.

"I find Airbnb options too limiting" was classified as an involuntary churn, after discussions revealed that users did not find properties in desired remote locations & had other criteria that are beyond the purview & control of a marketplace.

What are the negative actions users take while transitioning to at-risk or churn?

Negative Action	Most Applicable Segment	Why does it matter?
Significant reduction in trip frequency	Core & power users	Users typically start using Airbnb lesser when they find other options, displaying a clear dip in frequency.
Highly negative/critical reviews on the stay/experience	All users	Users having bad experiences is one of the leading reasons for churn.
Safety-related support ticket raised	All users	Safety & security is a common concern raised especially by casual/sections of core users that needs immediate addressing.
Bad reviews on Play Store/App Store	Casual users	New & casual users instinctively respond negatively on the App/Play store when they have a negative experience.
Fewer app opens	All users	When users stop opening the platform as much as they used to, it signals a mental shift to other products & competing services.
Cancellation of booked trips	All users	Users spoke about potentially booking the same properties directly with the hosts, which is one of the involuntary churn reasons.
Inactive Wish lists	All users	Users spoke about using the wishlist feature a lot when they are shortlisting properties, so inactivity on this section is a signal for future churn.
Non-renewal of expired cards/payment options	All users	Committed users usually go ahead and renew expired payment options. Hibernating users may not do the same.
Removal of saved cards/payment options	Core/casual users	This is a clear sign of lowering commitment, which needs to be tracked strongly.
Removal of profile images/other information	All users	Another clear sign of lowering commitment.

Resurrection Campaigns

Campaign #1 - Start again, Start small.

Attribute	Description
Segmentation	Segment - At-risk users Ideal cohort - Users who have expressed concerns on the pricing in reviews, not booked a trip for close to 12 months
Goal	Goal - Restart trip activities by suggesting discounted nearby budget stays for users who have not booked for >6-8 months after expressing concerns on price in older reviews.
Pitch/Content	Start again, start small! Look at cozy budget stays right next to <user city/town>. Your weekend getaway beckons! 🚗
Offer	Discounted nearby stays for an easy weekend getaway
Frequency & Timing	Fortnightly notifications on Thursday/Friday evenings
Channel(s)	Push notifications
Success Metrics	% of users booking trips within the next 30 days % of users booking trips in the suggested stays % of users who book another trip within the next 90 days
Thesis - Why will this work?	Users expressed that they did not find properties at a good price when they were looking for nearby stays, and this caused them to go for hotels/other platforms. Identifying the ideal stays & nudging at-risk users when these stays are unoccupied will drive delight for both travellers & hosts.

Campaign #2 - Clean House Campaign

Attribute	Description
Segmentation	Segment - Churned users Ideal cohort - Users who have expressed concerns on safety & security or have had bad experiences in their last stay.
Goal	Goal - Resurrect users who have churned due to negative experiences with their hosts/stays.
Pitch/Content	We've cleaned house! Come back and experience the charm! We heard you - stays that posed safety & hygiene concerns have been removed from the platform. To ease you back in, we've added two discount vouchers that can be used on your upcoming trips.
Offer	Discount vouchers for 2 upcoming trips (valid for 180 days)
Frequency & Timing	Fortnightly notifications, at least 2 weeks after user has been considered as churn
Channel(s)	E-mail, push notifications
Success Metrics	% of users reinstalling/reopening the platform % of users returning & booking trips within the next 30-60-90 days % of users availing both vouchers on time.
Thesis - Why will this work?	Users expressed concerns on security/hygiene especially when they wanted to book a family trip. They wanted to be "safe" with their choices, which we solve for by telling them explicitly that certain stays have been removed**

**Airbnb have actually removed stays for these reasons, and have published it as part of their investor report.

Campaign #3 - Cancel with confidence!

Attribute	Description
Segmentation	Segment - Users who transitioned down from Core to Casual or Casual to At Risk Ideal cohort - Users who have reduced their bookings dramatically, potentially due to inflexible cancellation policies
Goal	Goal - Incentivise users to start booking more confidently as we have better cancellation policies now.
Pitch/Content	Not sure of your trip dates? Worry no more! With our free cancellation, you can cancel any trip with a complete refund.
Offer	Free cancellation up to 72 hours before trip start on all stays booked during offer period.
Frequency & Timing	Frequency - Twice a week. Timing - Few months after booking frequency has reduced
Channel(s)	Push notifications, in-app while browsing options
Success Metrics	% of at-risk users returning to book trips again. % of core-to-casual users returning to their core trip velocity % of cancellations that are availed without any hassle Net Promoter Score
Thesis - Why will this work?	Users reduced their booking frequency due to the inflexible cancellation policies, which when reversed (even briefly), will motivate them to start booking again. When these users are back to their original cohorts, we can continue to support free cancellation with updated terms to ensure a fair marketplace for both hosts & travellers.

Campaign #4 - Stay Longer campaign.

Attribute	Description
Segmentation	Segment - Users who transitioned down from Power to Core or even further Ideal cohort - Users who were regularly using long-term stays but have stopped recently
Goal	Goal - Bring back power users who were using long-term stays by offering more competitive longer-stay pricing
Pitch/Content	We've missed you! Come back for another long-term stay with Airbnb, now at prices never seen before. We listened - Long-term stays are now more competitively priced, to ensure our wi-fi wayfarers are charged up, all month long.
Offer	Discounted long-term stays
Frequency & Timing	Weekly notifications, once power user has been identified as being at risk.
Channel(s)	Push notifications
Success Metrics	% of targeted users who book a long-term stay within the next 30-60-90 days % of casual/core users who book a long-term stay for the first time NPS
Thesis - Why will this work?	Power users mentioned that they would like to see better long-term pricing to help them make such bookings. This is a targeted campaign aimed at bringing them back to the platform, as they have already engaged deeply with Airbnb & only need validation that their concerns are heard.

Campaign #5 - Let Airbnb serve you better.

Attribute	Description
Segmentation	Segment - At-risk users (preferably from core) Ideal cohort - Users who have expressed concerns on high service & cleaning fees in reviews
Goal	Goal - Resurrect users who found the service fees too high, by providing a milestone-based fee discounting mechanism
Pitch/Content	Exclusively for you! We're discounting your service fee for the next three trips. How to avail the offer - Waiver on the first trip, with two discount coupons unlocked after first trip completion
Offer	Waiver on first trip and 50% discount on the next two trip service fees (to be used in 6 months)
Frequency & Timing	Weekly notifications, 2-4 weeks after user has been deemed at-risk.
Channel(s)	E-mail, push notifications
Success Metrics	% of users booking a trip within the next 30 days % of users availing all three discounts
Thesis - Why will this work?	Users were unhappy with the value provided vis-a-vis the service & cleaning fees, which caused them to go back to hotels. By reducing this burden, we help them start viewing Airbnb positively again, and start using the platform for their trips.