Gideon Spanier Editor-in-Chief, Campaign UK

Airbnb addresses its $100million cut in performance marketing

The online rental company has said it plans to leverage the strength of its brand to attract customers via direct or unpaid channels.

Airbnb roughly halved its performance marketing spend in the first three months of 2021 as the impact of its permanent shift towards brand marketing took effect.

The online holiday and property rentals company said in a stock market filing that it cut its total marketing spend, which includes both brand and performance marketing, by $98.6million (£70million) – or 45% – to $119.2million in Q1, while revenues rose 5% to $887million.

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