Airbnb's IPO Filing Proves How Little It Needs to Advertise

Performance marketing is less of a priority after a brand becomes a verb

Confirmed by its IPO filing for prospective investors, Airbnb is more than a brand—it’s a verb.

Despite a year that has decimated the travel industry, a look under Airbnb’s financial hood showed a company that turned a profit in Q3, has enviable brand recognition with little advertising, and could serve a short-term rental market worth more than $1 trillion.

In its IPO prospectus, filed on Monday, Airbnb stated that in 2020, about 91% of its online traffic has come through the brand’s owned or unpaid channels.

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