Belong anywhere - what's next Airbnb?
Nikki Neale • August 8, 2024

When I found myself in Amsterdam, at least twice a month, back in the days of pre-pandemic frequent travel, a saviour of my sanity was without a doubt Airbnb. More space, less formality, the chance to really know a city and cook your own food; made being away from home that little bit better. Their brand differentiator ‘belong anywhere’ was writ large in the end-to-end experience.


With shares dipping significantly this week and a disappointing outlook predicted thanks to a soft consumer market in the US, it really got me thinking about Airbnb’s stellar achievements, its ability to survive a global pandemic and what their truly epic brand differentiation might allow them to do next.


A little history

Airbnb, founded in 2008 by Brian Chesky, Joe Gebbia, and Nathan Blecharczyk, has grown from a small start-up into a global powerhouse and that’s a fact. Its inception was a masterclass in branding and differentiation, positioning itself uniquely in a saturated market. Airbnb's concept was revolutionary: an online marketplace for short-term lodging in private homes. The idea stemmed from the founders' personal experience of renting out an air mattress in their living room to make extra money. This simple, yet innovative idea tapped into the existing but underutilised inventory of spare rooms and entire homes, offering travellers a unique, local experience that hotels could not provide.


Branding strategy

From the outset, Airbnb’s brand emphasised community, belonging, and unique experiences. The positioning ‘belong anywhere’ encapsulated its mission to create a sense of home for travellers wherever they went.


Practically that meant:

  • Building a focus on user generated content, capitalising on and moving beyond the successful model created by TripAdvisor - guest reviews and host profiles built trust and authenticity throughout the experience (when an estimated 91% of consumers trust online reviews as much as personal recommendations, it was a strategy grounded in success)
  • Creating localised and personal experiences, which was driven by consumer demand in the emerging Instagram era – want to go to a little-known bar? A beach that’s undiscovered? Your host, knows better than the best-of-the-best concierges
  • Community building – the creation of forums and digital events allowed consumers to begin the experience before they left home and continue way past the end of the holiday – extending good vibes and elongating loyalty


Dark clouds on the horizon

It’s rarely all plain sailing, even with the best strategy and positioning businesses need to occasionally pivot and let’s face it, COVID was the pivot to end all pivots (PIVVVVOOOOOTTTT – admit it, that Friends reference was in your head too!)


COVID dealt a severe blow to travel and hospitality and Airbnb was no exception. Global lockdowns, travel restrictions, and health concerns led to a drastic decline in bookings. In response, Airbnb had to lay off 25% of its workforce and halt non-core projects to conserve cash - brutal.


Despite these challenges they adapted quickly, they pivoted to local stays (with global travel restrictions), they rented to remote workers and encouraged long term lets in a better lockdown environment than your own – brilliant! This was supported by enhanced cleaning protocols and a continued commitment to digital innovation and online experiences – everything changed, but nothing changed, when the brand differentiator ‘belong anywhere’ remained steadfast.


A new world

Now, in a post-pandemic world, market influences continue to be factored, they have to be. Our habits, our desires, our needs, have all been somewhat altered.


Work from home (or work from anywhere) policies are a dream for the brand – honestly, why are you looking at your spare bedroom wall, when you could be sitting on a riverbank or in a buzzing city? The consumer push towards greener more sustainable travel, is also a win, supporting eco-friendly hosts and shunning the approval of planning permission for a ‘mega-complex’.


Though green is good, there’s undeniably a backlash in ‘real’ communities, where tourism is becoming less popular with the locals.


Local homes, for local people

In the UK and other regions, there is growing backlash against Airbnb. Communities are concerned about the proliferation of short-term rentals transforming neighbourhoods into transient areas, leading to serious long-term issues:


  • Housing Shortages - The conversion of long-term rental properties into short-term lets reduces the availability of housing for local residents, driving up rent and property prices highlighted by a study by the Economic Policy Institute
  • Community Disruption - High turnover of guests can disrupt the social fabric of communities, with increased noise, litter, and security concerns – The Guardian even reporting on full social movements in local communities attempting to oust the renters
  • Economic Displacement - Despite many towns and cities benefitting from the tourist pound, the truth is local businesses often suffer as tourists frequenting short-term rentals do not contribute as much to the local economy as long-term residents.


In response to these issues, many government organisations are imposing stricter regulations on short-term rentals, including caps on rental days in cities like Amsterdam and Barcelona, alongside increased licencing requirements and the imposition of a tax burden on the short term let.


Current Earnings Crisis in the USA

And clearly this kick back isn’t the only issue. The broader economic context, particularly the earnings crisis in the USA, is having an impact on the organisation. With many Americans facing stagnant wages and rising living costs, discretionary spending on travel may well continue to decline. This could very easily lead to decrease in bookings and a shift in travel patterns.


There’s also a question about the Airbnb model, could they begin to damage themselves with their own positioning? Could the economic strain in the US lead to more homeowners listing properties on Airbnb to generate additional income, increasing supply, and potentially driving down prices? Who knows…


Future Outlook

When your brand positioning is so unbelievably, spectacularly right and connected so deeply with human need, the answer is to forge on and keep the core.


To navigate the challenges, perhaps Airbnb should double down on ‘belong anywhere’ – diversifying the offering even further, expanding beyond short term rentals, into co-living spaces, working spaces or travel experiences? But this can only be achieved by working on and in local communities to address concerns and support the experience for permanent residents as well as those of us who are more nomadic.


One thing’s for sure, no matter the future for Airbnb, the next pivot, the next tax bill, or the next undiscovered beach or restaurant – their journey from a novel idea to a global brand is a testament to the power of brand differentiation.


New Paragraph

A little more reading.

What Tomatoes Can Teach Us About Growing a Business

By Nikki Neale • April 28, 2025
I grow tomatoes. Among other things (courgettes, beans, the occasional reckless attempt at a loofah), but tomatoes are the ones that get me every year. There’s something about being in the greenhouse, musing about life while eyeing up the first tiny shoots, that feels strangely close to running a business. You start with a simple idea: you want something to grow. More customers. More revenue. More impact. But real growth doesn’t happen by accident. It’s not about hoping, or liking the idea, or having the best intentions. How you grow, why you grow, and where you’re heading, that’s where the real work begins. It’s exactly like deciding you want tomatoes. The idea’s easy. The outcome sounds delicious. But wanting tomatoes isn’t the same as growing them. And wanting a successful business isn’t the same as building one with real vision. The Dream Without the Doing Some people say they want tomatoes, but they don’t do anything about it. They like the idea. They read articles. They watch inspirational reels. But they never plant anything. They haven’t prepared the soil or even visited the garden centre. The idea just sits there, quietly doing nothing. In business, it’s no different. Teams say they need a vision but carry on exactly as before, too busy, too distracted, always pushing it to 'later' when the mythical perfect moment appears. No tomatoes. No vision. Just another missed opportunity by next season. The Token Effort Others go one step further. They throw a seed into the soil, feel quietly pleased with themselves, and then walk away, expecting nature to do the rest. Sometimes a fragile shoot appears. Most times, nothing much happens. It’s the same when a leadership team sets a vision once, shares it in a PowerPoint deck, and expects the culture to shift by itself. A month later, they’re wondering why nobody seems particularly energised. Because seeds (and people) need more than a one-off announcement to grow. Losing Focus Along the Way Even when you start strong, the danger isn’t over. You water the seed, you watch it sprout, you admire your own commitment, and then life gets busy. You forget. The plant struggles without you. Businesses do the same. They launch a bold vision, full of energy, and then get distracted by the noise of everyday operations. Decisions drift away from the big goal. Growth slows. The energy leaks away. And everyone who was promised an abundant tomato season starts to feel quietly cheated. The Hard Part No One Tells You About Sometimes you stick with it longer. The plant grows tall. It looks healthy. Then the weather turns. Pests arrive. Maybe a bit of blossom end rot sets in (yes, it’s a thing) or your bush is massive but there’s no fruit (insert own juvenile joke here). It all feels harder than it should. And giving up starts to look like the simpler, more sensible option. In business, this is the moment when external pressure, internal politics, or simple fatigue start testing your leadership. This is where a real vision either holds or folds. The Reality of Real Growth Proper growing isn’t glamorous. You don’t get quick wins or shortcuts. You show up consistently. You water carefully (not too much and not too little). You adapt when the weather shifts. You prune back the parts that don’t serve the bigger goal. You don’t just act when it’s exciting. You act when it’s tedious, inconvenient, or frankly, the last thing you want to deal with. And that’s exactly how real business vision works too. Not as a slogan. Not as a launch event. As quiet, steady leadership, lived out when it matters most.

You’re not in control when socials manage sales

By Becci Pell • February 19, 2025
Is social your main channel for sales? It’s big trouble for small businesses. Instagram, TikTok, Facebook. They’re visually appealing, where everyone seems to be, and they feel like the perfect place to showcase your amazing products. It’s no wonder that in recent years, small businesses have faithfully jumped headfirst into social as their primary (or even only) sales platform. While each platform can be a powerful tool, relying solely on social for sales is like putting all your eggs into one filter-heavy basket, where your business is the only element at risk of getting scrambled. Here’s why: 1. You're not (and NEVER will be) in control of the algorithm The social algorithms are fickle beasts. They change constantly, so what worked last week might be invisible to your followers today. In the most recent Instagram change, our feed was flooded by posts from small business owners, apologising for not ‘being present’ as they grappled to find extra hours for re-sizing grid images from square to rectangle (P.S. If you haven’t resized your grid images yet, don’t bother because no-one cares anyway.) One change to the algorithm can mean that overnight, your beautifully crafted content isn’t reaching your target audience anymore, and the impact on sales is noticeable. You're at the mercy of a system you don't control, making consistent revenue generation a real challenge. When unpredictability rules over cash flow, financial forecasting and future business planning become the stuff of nightmares. 2. Platform Dependence - what if it disappeared? What nonsense, we hear you mutter… well, the truth is that social media platforms come and go. While social platforms seem dominant now, there's NO guarantee it will be the same for your target audience in five years (Facebook falls behind TikTok, Instagram and SnapChat across the 16-24 age bracket compared to 5 years ago, for instance). Building your business on a platform you don't own is incredibly risky. If that platform were to disappear or drastically change its functionality, your business could be severely impacted.

Why the hustle needs to stop

By Nikki Neale • February 6, 2025
This week, we have spent time with small business owners and startups - people brimming with ambition and a vision to create brilliant, bespoke experiences through their businesses. These are not cookie-cutter enterprises; they’re driven by passion, artistry, and a deep desire to deliver something meaningful. Yet, we’re increasingly noticing the business owners we’re working with are trapped in the relentless grip of ‘hustle’. They’re constantly challenged by the pressure to do more, to expand faster, to keep pushing without pause. It’s exhausting. In these conversations, we’ve asked a powerful and deceptively simple question: ‘What feeds your soul?’ It’s a question that demands reflection beyond profit margins and growth strategies. Ambition is important - but whose terms are you building on? Are you chasing someone else’s version of success, or are you shaping a vision of richness and ambition that aligns with your values and your life? The Problem with More Psychologists have long studied the phenomenon of how quickly we adapt to material gains. You’ve probably experienced it yourself: after a big purchase, you feel a rush of excitement. But within days or weeks, that excitement fades. The new car, the luxury watch, or even a business milestone, all begin to feel ordinary. This phenomenon is known as hedonic adaptation, and it can be one of the most insidious traps in business and life. For instance, we probably feel elated after securing a major client but soon find that excitement replaced by new stressors as the business puts pressure on for yet another win. The constant push for ‘more’ never truly satisfies because the goalposts keep moving. Hedonic adaptation happens because our minds normalise both positive and negative circumstances. Once something becomes part of our daily life, our expectations shift, and the novelty wears off. This explains why career achievements, like promotions or hitting revenue targets, may bring fleeting joy but quickly give way to new pressures and desires. The cycle continues unless we take steps to break free. It’s not just expectation shifts that contribute to this treadmill effect. Our tendency to compare ourselves to others erodes appreciation for what we already have. It’s easy to feel dissatisfied when success is measured against someone else’s highlight reel. You know the ones: ‘I make six figures a month and you can too.’ These messages creep into our mindset, subtly planting the idea that if we’re not there yet, we’re somehow falling short. Thankfully there is there are ways to slow the treadmill and shift focus back to what really matters. Gratitude, practised regularly, is a powerful tool. It reorients our minds to appreciate what we have instead of what we’re missing. Similarly, focusing on experiences rather than possessions can create more lasting joy. Unlike material things, experiences become more meaningful over time as they shape our memories and identity. Pursuing goals that are intrinsic, tied to personal growth or connection rather than external validation, also helps break the cycle. Mindfulness, too, plays a role by bringing awareness to the present moment, grounding us in appreciation and reducing the relentless chase for ‘more’. Reconsidering Richness and the Journey So, what does richness mean if not in terms of wealth or accolades? For some of us, it’s time - time to be present with family, time to create without deadlines looming, time to savour life. For others, it’s the quality of experiences: supporting brands that reflect their values, building a business that nurtures rather than drains, spending energy on meaningful connections instead of grow at any cost. This isn’t just a personal issue. We’re seeing this pattern magnified on the world stage. Billionaires like Elon Musk seem trapped in an endless loop of ambition, unable to rest despite having achieved more than most people can even imagine. Space, social media platforms, AI - it’s as if ruling the world isn’t enough anymore. The same mindset infects business culture everywhere: the idea that success means never stopping, is fundamentally flawed. So, when will it stop? When will we finally breathe and say, “Enough is enough”? When will we allow ourselves to dream a vision that is not about domination or endless expansion, but about creating something that’s fulfilling and sustainable? It’s crucial to recognise that the journey itself is just as important as the goal. Often, we become so focused on achieving milestones that we forget to enjoy and learn from the process. Reflecting on the journey allows us to appreciate growth, resilience, and the relationships we build along the way. Celebrating milestones, such as completing a significant project or receiving positive client feedback, can provide renewed motivation and a sense of accomplishment. There’s richness in these moments that hustle culture tends to overlook.

The silent growth killer in 65% of small businesses

By Nikki Neale • December 20, 2024
It’s a staggering paradox: research shows that 70% of businesses that survive beyond five years attribute their success to having a strategic plan, yet 65% of SMEs admit they don’t have one. This glaring disconnect raises an important question: why do so many businesses avoid writing business plans, even when the evidence overwhelmingly supports their value? For many, running a business without a plan is like diving into the unknown without a map or compass. While the initial leap may feel exciting, the lack of direction quickly turns into uncertainty, wasted effort, and missed opportunities. THE MYTHS AND MISCONCEPTIONS ABOUT PLANNING For many, the reluctance stems from common myths about the planning process: “It’s Too Time-Consuming” Entrepreneurs often see business planning as an overwhelming task that will consume precious time. With so many pressing priorities, creating a formal plan is perceived as a luxury rather than a necessity. “It’s All in My Head” SME owners frequently claim their goals and strategies are clear in their minds. However, without formalising these ideas, they risk overlooking blind spots and missing opportunities. A written plan provides clarity and structure, turning abstract ambitions into actionable strategies. “Planning Is Only for Startups Seeking Investment” While business plans are commonly associated with funding pitches, they serve a far broader purpose. A strategic plan acts as a roadmap, helping businesses align teams, prioritise goals, and maintain focus during periods of growth, change, or challenge. “Planning Can’t Predict the Future” While it’s true that no plan can anticipate every scenario, planning is about preparation, not prediction. By identifying risks and opportunities in advance, businesses can navigate uncertainty with confidence. THE COST OF NOT PLANNING Businesses with a written plan are 30% more likely to achieve growth than those without one. So why take the risk of operating without a clear strategy? The lack of a strategic plan can lead to a myriad of challenges including: Leadership burnout Wasted time and resources Missed opportunities as teams operate without clear direction Difficulty adapting to changes or measuring progress Misalignment across teams, causing inefficiency and frustration Poorer profitability Erosion of the founding company culture PERSPECTIVE ANALYSIS - BREAKS DOWN BARRIERS For those overwhelmed or underwhelmed by traditional planning methods, Perspective Analysis from Equipt offers a fresh approach. Tailored specifically for SMEs, it’s designed to overcome the obstacles that prevent many businesses from planning effectively. Tailored Simplicity Rather than burdening you with complex frameworks, Perspective Analysis focuses on what matters most: your goals, resources, and vision for the future. By breaking the process into manageable steps, it makes planning approachable, actionable and agile. Engaging and Actionable This isn’t a one-size-fits-all solution. Perspective Analysis delivers strategies uniquely tailored to your business. Through workshops and collaborative sessions, the process ensures every step is focused on achieving clarity and driving action. Empowering Insights By encouraging deep reflection, Perspective Analysis uncovers hidden opportunities and risks. This allows businesses to move beyond surface-level plans and develop strategies that deliver meaningful results. A Collaborative Roadmap The process fosters team alignment and shared ownership. By involving key stakeholders, Perspective Analysis ensures everyone is working toward the same objectives, strengthening buy-in and accountability. The Competitive Advantage In a world where only half of businesses survive beyond five years, having a strategic plan can be the difference between thriving and failing. With Perspective Analysis, you can bridge the planning gap, creating a dynamic roadmap that evolves with your business. More than just a plan, Perspective Analysis embeds strategic thinking into your organisation, equipping you to tackle challenges, seize opportunities, and outpace competitors. GET STARTED TODAY If you'd like to join us for a one day Business Plan Bootcamp designed for businesses ready to accelerate their growth - get in touch. The real question isn’t whether you can afford to plan - it’s whether you can afford not to.
Show more