Airbnb | Arunima's Portfolio

introducing airbnb's reward and loyalty program.

hats worn

UX, Visual Designer

Business Strategist

Information Architect

team

Arunima Walimbe

Anurag Bhavsar

mentor

Jason Chan

Head of Design, Quora

timeline

3 weeks

September 2023

context

Airbnb, a leading platform for unique travel experiences, lacks a reward and loyalty program to incentivise frequent use and enhance user engagement. The challenge was to create a program that would benefit both guests and hosts, encouraging loyalty and consistent high-quality experiences.

how might we improve user retention & loyalty
for airbnb’s guests and hosts?

here's what brian chesky has to say -

we spoke with few guests & hosts, here's what they said -

"A reward program would be fantastic and make me choose Airbnb more often, if I can earn discounts on future bookings."

Guest, 32

"A loyalty program would make me feel appreciated and I'd love to earn points for unique stays."

Guest, 26

"A reward program would motivate me to maintain high standards and provide even better experiences for our guests."

Host, 42

"I would love to see a loyalty program that recognizes my efforts and would make me feel more connected to Airbnb."

Host, 38

key insights from our 1:1 interviews -

quests

introducing

curious to know what quests are?

Quests take you on a real life exploration that only existed in your imagination, until now...

The best way to experience quests is not on a screen, it’s by traveling globally to different parts of the world and experiencing places.

let's take a look at quests for guests -

feeling valued & connected

Guests expressed that a loyalty program would make them feel valued and appreciated, enhancing their overall connection to Airbnb.

motivation for  future bookings

The potential to earn rewards would motivate guests to choose Airbnb more frequently for their accomodation needs.

quality engagement for hosts and guests

Both hosts and guests indicated that a well-designed loyalty program would foster higher quality engagement on the platform.

Introducing limited edition and category based quests to incentivize guests to explore unique stays and build their travel personality. Quests keep on changing every travel season ensuring engagement and surprise of new upcoming quests.

Each completed quest will be rewarded with unique badges that represent travel pins and they will be added digitally to your profile. Badged will be sent physically on completion of limited edition quests as key chains or fridge magnets.

here are some cool air badges -

image credits: prompts were written to create these renders from imagine.ai

upcoming quests -

quest banner

Home page will have a banner to promote upcoming quests and nudge users to explore out of the box destinations and promote off-season booking.

settings profile

A new category for challenges is introduced where guests can find their upcoming quests and earned rewards.

browse quests -

quests page

Quests page will showcase all of the available challenges with progress bars to indicate your level. Each quest card can be clicked and the details for that will be displayed to increase visibility for unique listings.

digital badge rewards -

discover airbadges

Air Badges page will showcase a collection of the unique travel personality badges the guest has earned by completing quests thereby making user experience personalised and increasing user retention.

introducing airpoints -

profile screen

Each stage of a completed quest will reward guests with 20 Air Points which can be redeemed after reaching a certain milestone.

let's switch sides & understand quests for hosts -

the superhost sage

Maintaining superhost status for five consecutive years and receive exceptional reviews from guests

the eco compress

Awarded for prioritising eco-friendly practices in their listings, such as sustainable amenities and energy-efficient features.

the pet friendly pioneer

Awarded for warmly welcome pets and provide pet-friendly amenities, garnering praise from pet-loving guests.

the luxury luminary

Awarded for offering high-end luxury accomodation and recieve top-notch ratings from guests.

the design diva

Hosts who offer beautifully designed and curated spaces, receiving praise for their attention to detail.

the regal maestro

Awarded for providing an exceptional stay that immerses guests in a palace or cultural heritage experience.

browse quests -

image credits: prompts were written to create these renders from imagine.ai

browse airbadges

Air Badges will showcase a collection of unique badges which are earned for different parameters like exceptional reviews, high-end luxury accommodations, pet-friendly property, sustainable amenities, etc.

superkeys for superhosts -

Superhosts will receive superkeys for their hard work, making them feel valued for strengthening the Airbnb community. These superkeys will be physically shipped to the host and can be mounted on their property door/walls as a trophies.

oh & there's one more thing...

future scope includes Airbnb collaborating with Lego for exclusive rewards -

introducing airmemoirs

Awarded to hosts who have consistently offered unique stays for more than 10 years, have improved their services consistently and maintained a superhost status by receiving 150 five star ratings. This could be a collaboration between Airbnb and Lego. The host will receive physical miniatures of their properties.