Campaign of the Week: Airbnb Louisiana Flood Relief Highlights Philanthropy

Airbnb has made a huge impact on the travel industry over the last few years. But now the vacation and home rental service is trying to make an impact in another area, by helping people affected by the recent flooding in Louisiana find places to stay. The service activated a special section of its site to let people offer their homes free of charge to those who have been impacted by the flooding. Aside from the obvious potential benefits to members of the community, a move like this could also potentially help Airbnb’s image among consumers. We asked 1,000 respondents on August 22-32 what they think about the Airbnb Louisiana flooding relief efforts.

airbnb louisiana flood relief

Accommodation Providers

In Ask Your Target Market’s latest survey, 10% of respondents said that they’ve traveled within the past week. 22% have traveled in the past month. 25% have done so in the past year. 26% last traveled more than a year ago. And 18% said that they are not travelers.

In general, it seems like traditional hotels are more popular than new services like Airbnb. Just 9% overall said that they’ve tried using Airbnb, while 4% said that they use it regularly. While that’s a fairly decent rate of regular users, especially when compared to the actual hotels on the list, one of Airbnb’s actual competitors boasted a better rate. Just 7% of respondents said that they’ve used HomeAway, while 6% said that they use it regularly.

Airbnb Louisiana Flooding Relief

Overall, 3% of respondents said that they would be practically certain about choosing Airbnb the next time they book travel accommodations. And 7% said it would be very probable. 3% also said that they would be practically certain about choosing HomeAway for their next travel accommodations purchase.

Of those who viewed the Airbnb page offering the ability for people to offer their spaces for free to flood victims, 3% still said they would be certain or practically certain about choosing Airbnb for their accommodations the next time they travel, and a slightly higher 9% said it would be very probable that they’d choose Airbnb. Additionally, just 3% said they would be practically certain about using HomeAway. The hotels and motels listed were also largely unaffected by respondents viewing the flood relief page.

Brand Attributes

In addition, respondents as a whole tend to see Airbnb as a brand that is trendy and popular. But they rated the company’s closest competitor, HomeAway, higher in terms of attributes like respectability, quality and trustworthiness. Those who viewed the Airbnb Louisiana flood relief page were slightly more likely to rate Airbnb as a trendy or popular brand. But it didn’t significantly impact any other factors or any of the site’s competitors.

Key Takeaways

Airbnb’s Louisiana flood relief campaign didn’t make consumers any more certain about choosing Airbnb for their upcoming travels. It did have a small impact on people saying they’d be at least more open to using Airbnb, but the results were mostly negligible. Of course, an immediate surge in sales isn’t usually the main goal for a campaign like this. So if Airbnb can simply improve its brand image slowly but surely as consumers become more open to using services like Airbnb, the brand could benefit. But overall, it seems that the benefits of this particular campaign mostly go to the residents who are able to find free or affordable places to stay – a result that Airbnb is likely quite happy with.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: OuiShare Summit 2012 by OuiShare under CC BY-SA 2.0

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on August 22-23 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.