This post was originally published on www.webintravel.com on 20th October 2015
It was interesting for me listening to Julian Persaud of Airbnb simply for the number of times he used the word ‘experience’. He had a lot to say, of course, about the company and his last role with Google. But that word kept cropping up – he even used the phrase ‘touching the Airbnb experience’ when describing what the rest of us might call ‘using the app’.
One could be cynical of course and imagine that this phrase is drummed in to him as part of some sophisticated internal PR drive. But that doesn’t really matter because calling a person’s interaction with Airbnb – with any of their touch points –is that person’s brand experience. And a company that really understands that (even if it’s ingrained as part of internal brainwashing as some cynics might have it) is a company that is riding the proverbial wave of contemporary consumer-centric thinking.
Julian talked about the experience as it pertains to the actual stay of course, citing his 1,000 nights of hotel stays when at Google as a bit of a blur.
But crucially what Julian and Airbnb understand is that ‘experience’ is not just about the stay. It’s not just about the holiday or the flight. I would go as far as to stay that, in some senses, those obvious aspects of the experience – the stay or the flight – are almost trivial. What Airbnb does is focus on every touch point – on every interaction someone might have with the brand over and above the actual thing itself.
And I can pay personal testament to this. A year or so ago I applied for a job with Airbnb (I didn’t land it). And even the job application process with them is a delightful experience and that’s something I can say even though the ‘experience’ was ultimate unsuccessful. The email I received from them when making my application was simply a ‘nice’ email. Most of you reading this I’m sure will have had job applications with other companies where your application wasn’t even acknowledged.
So I’m prepared to look past any cynicism. Julian works for a company that understands the importance of experience when it comes to job candidates. It’s no surprise that they totally get it when it comes to ‘touching the Airbnb experience’ on a mobile device. You know: using the app.