Key Takeaways

• The user experience on short-term rentals is better than 90% of other websites. AirBnB and VRBO have better SUPRQ scores, a smoother booking process, and better usability scores than HomeAway.
• However, HomeAway has a better trust score than AirBnB and VRBO as it is more transparent with its pricing.

• HomeAway sends too many promotional emails even before it sends a welcome mail and also when users save a future trip.

Introduction

Pros

• SUPRQ scores, "a standardized measure of the quality of a website’s user experience:"
• VRBO: 83rd percentile 
• AirBnB: 96th percentile 
• Average of AirBnB, VRBO, and HomeAway: 90th percentile 
• The booking process accounted for 18% of SUPRQ score variation, followed by a wide selection of vacation rentals (12%), easy-to-understand prices and fees (12%), and "listings that were accurate depictions of the properties (11%)."
• Smooth booking process:
• AirBnB: 93% users found the booking process smooth
• VRBO: 91% 
• HomeAway: 83% 
• Usability score, a measure of how easily users can navigate through short-term rental websites and apps:
• AirBnB: 95th percentile 
• VRBO: 95th percentile 
• HomeAway: 81st percentile 

• The NPS scores are a good measure of user experience. "Vacation rental websites have an average NPS of about 38%."
• VRBO has launched "Fast Start, a new program that increases the visibility of new properties in the first 90 days and displays a review score based on reviews from other travel sites."

Cons

• Trust score:
• VRBO: 48 percentile 
• HomeAway: 70 percentile 
• VRBO's trust score is below average "most likely due to prices and fees being unclear at the start of the booking process."
• AirBnB also has misleading fees as they do not include service fees etc. in the initial search.
• HomeAway bombards users with unwanted emails/ contact on saving a future trip.
• AirBnB users get frustrated with the indecisiveness around "price, accommodation, facility, dates etc. when doing group bookings. 70% of users find booking group trips less than easy" on AirBnB.
• AirBnB does not offer unique search filters, and is therefore, not all encompassing of user requests.
• Map locations on AirBnB may not be the precise location that a user searched for.
• There is no provision to plan and discuss trips with friends and family over the AirBnB app.

AirBnB Vs. HomeAway Emails (Pros & Cons)

• AirBnB onboarding emails comprise an e-mail id verification mail, a welcome email, and an onboarding email. While the emails have minimalistic copy, a clear objective, fresh colors, and a clean design, there are none educating users on website/app features. AirBnB limits the number of mails sent by prompting users to complete their profile on the website (instead of sending e-mails prompting them to complete their profiles).
• HomeAway educates users of features on its website/app and what can be achieved using them. However, the mails are cluttered and unengaging. And, they send too many promotional emails before sending the welcome mail.
• AirBnB's "abandoned cart follow-up emails" are sent the very next day with a subtle reminder to complete booking and with recommendations of alternatives. They are simple and minimalistic.
• HomeAway does not send any abandoned cart messages.
• AirBnB's booking confirmation emails have complete information about the user's booking. The information is well organized and feels uncluttered despite providing complete booking details.
• While HomeAway misses out on providing certain booking details about the listing and how to contact the host, it "uses the confirmation receipt as a chance to entice users to download their app or purchase trip insurance."

AirBnB Landing Page Design Elements

• AirBnB uses simple, clear and minimalistic design that reduces the cognitive load.

 

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• AirBnB uses a Z pattern layout to "establish a concise visual hierarchy."

 

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• AirBnB website attention heat maps. 

 

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• AirBnB uses priming effectively. They use relevant imagery that matches the target group well.

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• AirBnB uses "simple, strong, and effective language" on their websites and apps.

 

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• AirBnB tweaked its price setting layout to make it easier for new users to navigate that section of its website.

 

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Research Strategy