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To what extent does a market-oriented approach give Airbnb a competitive advantage in the global hospitality industry?

This IB Extended Essay in Business Management analyzes Airbnb’s shift to a market-oriented strategy and its impact on the company’s competitive advantage in the global hospitality industry. The study applies Porter’s Five Forces, SWOT analysis, perceptual mapping, and financial ratios to evaluate Airbnb’s positioning against competitors.

August 20, 2025

* The sample essays are for browsing purposes only and are not to be submitted as original work to avoid issues with plagiarism.

May 2025 Extended Essay

Word count: 3993

"To what extent does a market-oriented approach give Airbnb, Inc. a competitive advantage in

the global hospitality industry?"

Subject - Business Management

Abstract

The current analysis investigates the degree to which a market-based strategy provides Airbnb,

Inc. a competitive edge in the international hospitality market. The study shows that strategic

transformation of Airbnb into market-oriented operations that occurred in 2016-2017 has

considerably improved company positioning within the international hospitality market. Using

Porter Five Forces analysis, the following study finds that although Airbnb encounters fair

threats in most competitive factors, strong competition demands constant innovation and

platform investment. Through market-based action, the company has positioned itself in a better

in the market. The market-based strategy has assisted Airbnb in developing sustainable

competitive advantage by differentiating and building communities as opposed to cost-based

competition. Future success will however be based on the ability to offer sustainable service

standards with rising mercies as well as take advantage of what is termed novelty in the real

travel experiences, thereby diversifying services and selling to all business societies. The

capacity of the company to find a balance between investment in growth as well as operational

efficiency will ultimately decide the long-term competitiveness of the company in the fast-

depreciating hospitality environment.

Keywords: Competitive advantage, Airbnb, Global hospitality industry, Strategic

transformation

3
Contents 
Introduction   ....................................................................................................................................................4
Methodology   ..................................................................................................................................................5
Porter's Five Forces Analysis   .........................................................................................................................6
The Threat of New Entrants (Moderate)   ....................................................................................................6
Power of Buyers (Moderate)   ......................................................................................................................6
The threats of substitute products (Moderate)   ...........................................................................................7
Power of Suppliers (Moderate)   ..................................................................................................................7
Competitive Rivalry (High)   .......................................................................................................................8
SWOT Analysis   .............................................................................................................................................9
Figure 1: SWOT Analysis for Airbnb, Inc   ...............................................................................................10
Strengths   ..................................................................................................................................................10
Weaknesses   ..............................................................................................................................................11
Opportunities   ............................................................................................................................................12
Threats   ......................................................................................................................................................13
Figure 2: Global Market Share of the hospitality industry   ......................................................................14
Figure 3: perceptual map   .........................................................................................................................15
Financial analysis   .........................................................................................................................................17
Efficiency Ratios Analysis   .......................................................................................................................17
Liquidity Ratios   .......................................................................................................................................18
Conclusion   ...................................................................................................................................................18
References   ....................................................................................................................................................20
Appendix ......................................................................................................................................................24

Introduction

Airbnb is one of the most successful hospitality companies globally due to its

transformation of accommodations search and travelling processes worldwide. The company was

officially launched in August of 2008 in San Francisco, California in the United States. The

company was founded by Brian Chesky together with Joe Gebbia and Nathan Blecharczyk

(Airbnb Newsroom, 2024). The platform offers millions of unique accommodation solutions in

220 countries and territories due to the fact that it retains its capability of attracting increasing

volumes of owners and guests (Kruger, 2025). After a few years of fast growth in the early 2010s

in a growth-first approach, the company faced some incidents connected to trust and safety, as

well as a mixed experience, as it focused on growth metrics rather than customer needs (Airbnb

Newsroom, 2024). The adoption of a new customer-centric strategy in the period 2016-2017

following the lessons learned marked a change of direction in the business strategy of the

company (Airbnb, Inc., 2024). Consequently, the company has witnessed a remarkable change in

its market performance and organization behavior since then by managing to sustain its market

position during the pandemic effects on the travel industry, which served as its first significant

challenge after over ten years of operation.

The paper explores the transition of business strategy to customer-focused approach and

the changes it brought to the competitive positioning of Airbnb, particularly in the context of

global hospitality business market scales. The study is essential since it will show the extent to

which strategic orientation change can influence organizational performance. Consequently, the

research question, "To what extent does a market-oriented approach give Airbnb, Inc. a

competitive advantage in the global hospitality industry?" is designed to evaluate the various

ways the market strategy affect satisfaction of customers, involvement of hosts, and the overall

competitiveness of Airbnb in the hospitality industry.

Methodology

The research on a strategic transformation of Airbnb largely relies on secondary

resources. Secondary data sources, like official Airbnb annual reports, Forbes business analysis

and Journal of Hospitality Management, among others will be used to gather the necessary

information. This shall be supplemented with peer-reviewed journal articles in academic

databases on the topic of research of sharing economy and the hospitality industry. In answering

the research question, the study employs three important tools. It will utilize SWOT analysis

framework comparing the development-oriented and customer-centric strategies of Airbnb, and

deploy Porters Five Forces model to discuss competition positioning in the hospitality industry.

This is complemented by the perceptual mapping analysis to give us insights on how these

strategic changes influenced customer perception and market positioning compared with

competitors.

However, the methods of research have certain limitations. Among the limitations is the

use of the public information as internal records of the company are confidential and could not

have been disclosed to the public to be used in the research. Moreover, the data provided can be

biased or exclusive information with a specific focus that is made prominent by corporate

communications is shared. The SWOT analysis does not have priority ranking, hence it becomes

impossible to judge what is of criticalities in relation to other areas of strategy. Moreover, the

information delivered with the help of Porter Five Forces is not valid in the long-term because of

the active development rate in the field of the sharing economy. The research addresses these

shortcomings by citing numerous sources and providing preferences to peer-reviewed scholarly

sources when interpreting the patterns of strategic transformation and organizational changes.

The credibility of data is guaranteed by cross-verification using different additional sources of

data and minimizing the improperness of the data due to the limitations of one of the sources.

Porter's Five Forces Analysis

The Five Forces model offers fundamental strategic analytical strengths to assess the

industry attractiveness and rivalry. This analysis allows checking the structural characteristics of

the industry along with quantifying the strength of competitor forces (Pangarkar and Prabhudesai,

2024).

The Threat of New Entrants (Moderate)

Airbnb exhibits moderate barriers to entry, as it’s a platform based business model which

demands large numbers of customers on both ends. Major hospitality and technology firms have

the benefits of having large customer bases, so they can easily enter the market without much

trouble (Wachsmuth & Weisler, 2019). Technological needs are still high but can be assumed by

well-financed operations. For instance, such powerful tech companies as Google or Amazon

might potentially undermine Airbnb market niche by harnessing existing ecosystems and much

better financial support. This compels Airbnb to have to find a balance between growth

investments and profitability pressures, which may hamper strategic flexibility substantially and

necessitate continuous platform upgrades to preserve competitive edge.

Power of Buyers (Moderate)

Airbnb allows users to make a decision on several different options such as the usual

hotels, alternative home-sharing systems, and the direct booking to property owners. The system

allows rapid transitioning between alternative platforms without causing too much inconvenience

(Hati et al., 2021). Airbnb applies security in the form of property collections, customer review

systems that can be trusted, and corporate strategies of unique branding by offering real

experiences (Kruger, 2025).

As such, the moderate power of buyers is a strength and a weakness at the same time.

Even though differentiation based on genuine experiences results in customer loyalty, low

switching costs imply that pricing pressure will always be present (Gilbert-Jones, 2024). This

requires investment in customer retention programs and platform functionalities and that could

cut into profit margins. Further, a shift in consumer preferences to sustainability or safety may

quickly change the buying decisions leading to expensive strategic shifts.

The threats of substitute products (Moderate)

The conventional accommodation establishments, such as hotels, hostels, and B&Bs,

continue to represent suitable substitutes to the services offered by Airbnb. The subscription

rental models offered by Sonder and Blueground are examples of modern travel accommodation

(Kalyanaraman, 2024). In addition, the emergence of hybrid models such as Sonder indicates that

the traditional hospitality operators are effectively responding to compete head-on with the value

proposition offered by Airbnb. However, Airbnb continues to differentiate itself by providing

unique, authentic accommodations and offering better value as well as suits groups interested in

long-term stays (Na et al., 2019).

The moderate threat of substitutes shows that Airbnb is successful in the strategy of

differentiation but shows continuous weaknesses. The venture into Experiences and luxury

services demonstrates adaptive capacity, although the diversification is a natural trade-off that ties

up a lot of resources potentially at the expense of core platform operations.

Power of Suppliers (Moderate)

Hosts who list their properties with the Airbnb platform form the main suppliers in the

Airbnb ecosystem. Airbnb derives significant power through the synergy of its hosts since their

ability to offer high-quality services and attractive listing defines how appealing this platform is

to travelers (Jang, 2022). A listing site exists as well as other opportunities independent

operations and use of multiple platforms by hosts. Airbnb offers hosts global access to travelers

who may not have been formerly attracted individually because of its high guest user base (Hall

et al., 2022). Equilibrium but delicate relationship is established between the two parties of active

participants.

Such moderate to high supplier power poses both strategic strengths and major

weaknesses to the competitive standing of Airbnb. Although the vast guest network enjoyed by

the platform offers hosts an outreach to the world that they cannot attain on their own, this

interdependence creates dangerous dependency issues. The platform is highly dependent on host

satisfaction and retention, which makes it vulnerable to changes in quality and possible departure

of the host to rival platforms like VRBO or Booking.com. This dependence makes Airbnb

constantly invest in host support initiatives and reward mechanisms, which increases expenses of

running operations and can deteriorate profitability. Moreover, any regulatory shifts in property

rental sectors would decimate the supplier pool quickly. This precarious balance implies that

without the ability to identify improved opportunities elsewhere or regulatory compliance, the

core value proposition of Airbnb will not stand the test of time or marketplace competition,

risking its competitive advantage in the international marketplace.

Competitive Rivalry (High)

The hospitality industry is developing with an increased rivalry in the short-term rentals

sector. Properties offered by VRBO, Booking.com, and local experts have advanced into the

markets in an aggressive manner (Schaal, 2025). The leaders of the hotel industries have

responded with countermeasures by opening apartment style accommodations, creating richer

experiential services. The objects of competition are pricing systems, service attributes, design

features on an interface, and various trust assurance mechanisms (Ahmed, 2021)..

This level of competitive rivalry has significant effects on Airbnb strategic resources and

profitability. Such intense competition means that they must constantly invest in innovation and

platform improvement, which may result in inefficient and cost structures (Zervas et al., 2017).

This pressure to create a competitive advantage by creating superior user experiences could be

causing feature bloat and operational complexities. Moreover, Airbnb faces existential threats to

its long-term competitiveness stance because well-capitalized rivals with deep customer

relationships are gaining traction.

SWOT Analysis

Figure 1: SWOT Analysis for Airbnb, Inc

Strengths

Airbnb has positioned itself as a serious player in the hospitality industry due to solid

foundations at its core that offer significant competitive advantages and stimulate long-term

market expansion. The greatest strength of the company is the brand identity and a wide global

presence. Airbnb has over 4 million properties dealing with 1.5 billion guests worldwide which

show incredible market penetration which is quite impossible to achieve by other competitors

(Curnes et al., 2023). This brand awareness generates value by providing immense competitive

benefits in customer loyalty and indefinite growth of market share. The growth of the inventory

and a workforce is positively mutual and promotes the growth of the traveler base creating a self-

reinforcing cycle of growth. Yet, this advantage raises customer expectations, which when not

consistently achieved throughout the platform, may cause greater brand harm.

Further, Airbnb offers unique products. The competitive differentiation created and

maintained by the broad range of unique properties it offers on the platform is difficult to recreate

by the traditional hotel industry. Airbnb has unique accommodations that are utilized by travellers

who want an authentic and memorable experience, like treehouses, castles, and yurts. This variety

generates a great competitive advantage and helps increase customer acquisition with a great

word-of-mouth marketing. Nonetheless, this strength also creates quality control issues, as

uniform service procedures are hard to achieve and may limit the ability to attract business

travellers who are focused on consistency, rather than unusual experiences.

Technology platform is also another important competitive advantage that Airbnb enjoys

over conventional hospitality providers. The company allocates significant resources toward

artificial intelligence and machine learning so that it can improve its search capabilities, offer

recommendations, and streamline the process of matching guests to a suitable place of

accommodation. This technology-based model makes it possible to achieve excellent market-

based performance by forecasting and meeting the needs of the user more efficiently than

traditional chains of hotels. However, the technology dependence demands a consistent effort in

upgrading it and maintaining cybersecurity at a time when existing platforms such as

Booking.com and Expedia are also developing comparable technological solutions.

Weaknesses

Although successful in the market, Airbnb has some critical internal weaknesses that

could limit its sustainability and future scalability, which should be addressed within the strategy

to stay competitive. The main weakness of the platform is the decentralized structure that brings

about unstandardized accommodation offers across the international network (Magistretti., 2019).

The varying degree of professionalism in the host and differences in service provision often

results in unsatisfied customers and poor brand image. This inconsistency makes customer

experience highly unpredictable posing great risk to brand reputation. Despite the decentralized

nature helping to scale up quickly without requiring extensive capital investment and enabling

price competitiveness with traditional hotels, great care must be exercised to complement the

balance with thorough quality assurance strategies, to sustain the satisfaction of the consumers

and the identity of the brand.

Regulatory barriers are another key operational weakness that influences the performance

of Airbnb in various foreign markets. The cities all over the world impose a different range of

restrictions on short-term rentals, such as the full operational ban, complicated licensing process,

and numerous limitations on the period of rent. These changing laws severely limit the

availability of inventory and the ability to grow the market, especially in dense population, high-

value markets Airbnb makes the most money ((Trentin et al., 2024). Nevertheless, the ability of

the company to quickly adapt to different regulations presents organizational resilience as well as

courage the company on its future to impact positive changes in regulation going forward.

Moreover, security and trust issues pose significant functional weaknesses that hurt the

platform creditability (Curnes et al., (2023). Although there has been an introduction of

comprehensive screening procedures, cases of unauthorized third parties, property damage, and

other safety threats keep happening within the network. Every negative case damages general

platform trust and puts off potential users, leading to harmful feedback loops that can badly hurt

growth. On the other hand such inescapable issues have led Airbnb to invent thorough safety

measures and insurance frameworks that in many cases surpass longstanding hospitality sector

norms that could help germinate a long-term stakeholder trust in the brand once well relayed to

its audiences.

Opportunities

Airbnb has immense growth prospects that have the potential of increasing its customer

base as well as revenues dramatically but these opportunities must be strategically implemented

to achieve maximum benefits. The increased interest in more realistic local travel experiences,

especially with millennial and Gen Z consumers, opens up a new growth opportunity for Airbnb

business (Sánchez-Franco & Aramendia-Muneta, 2023). This new trend fits well within the value

proposition of the platform and uses this to their advantage when compared to old-style hotel

chains which are failing to deliver truly authentic local experiences to visitors. The changing

nature of this demographic especially in terms of traveling experimentally forms a natural

protection that suits the strength of Airbnb. Nevertheless, this opportunity has a risk of being a

victim of market saturation as real travel becomes even more of a mass trend and other players in

the market manage to develop comparable products that will undermine the advantage of Airbnb

through differentiation.

Moreover, horizontal diversification of adjacent services has fundamental strategic

implications on extensive development in addition to core accommodations. Airbnb has already

introduced Experiences, as well as actively testing transportation services, thus positioning as an

integrated provider of travel solutions instead of just an accommodation portal ((Tan et al., 2023).

This diversification strategy has the potential to substantially boost customer lifetime value and

provide a coherent ecosystem that boosts user engagement and retention. However, growth comes

with significant execution risks and difficult resource utilization issues that prove to diffuse

management attention on core accommodation services, and introduce operational complexities

that undermine current strengths.

Corporate travel is an area that has yet been fully utilized, even with Airbnb developing

its own Airbnb for work program, which is a massive growth opportunity. The increased business

travel trends after the pandemic have moved to longer stays and business-life mixed journeys,

which represent a lucrative market space that well-aligned with Airbnb services (Kruger, 2025).

This segment would give long-lasting valuable revenues with standardizable booking patterns.

Nevertheless, to effectively seize this opportunity, the rigorous corporate demands of

standardization, complex billing, and detailed compliance reporting which are not necessarily

well met by the current model of Airbnb operations are critical to be ensured by Airbnb without

major adjustments.

Threats

External risks of Airbnb are high and may affect its market performance and performance

capabilities profoundly necessitating caution and responsiveness. The greatest threat to the

Airbnb business model in any market around the world is regulatory restrictions. There are new

regulations in different regions to govern short-term rental business and this has severely limited

availability growth and market expansion possibilities. Such regulatory restrictions have a direct

effect on the ability to generate revenue and market penetration. Nevertheless, the positioning of

Airbnb in relation to local economies as income generators to hosts and as drivers of tourism in

their communities provides political incentive to act positively in terms of regulation.

Further, the rising competition amongst the players in the hotel industry and online

platforms still pose a challenge to the market of Airbnb. Booking sites such as Booking.com and

Expedia are becoming more and more like house-like experiences, along with other

accommodation opportunities available to consumers, with Booking.com still managing to be the

market leader globally as its market share stands at 26% against 19% of Airbnb (Curnes et al.,

2023). Although this puts pressure on the competitive segment, the customer-focused Airbnb

platform and host-guest-direct interface result in the formation of community-based loyalty,

which is difficult to reproduce on conventional platforms.

Figure 2: Global Market Share of the hospitality industry

Additionally, business shocks have high negative consequences to the operations of

Airbnb as it has been shown during the COVID-19 pandemic, which made it very difficult due to

the travel restrictions. Though the business has executed this business model change and now

concentrates in domestic and rural travel, there are always unpredictable economic shocks.

Equally, the decentralized structure of Airbnb means that it has flexibility in its operations, and

has had much lower expenses in terms of fixed costs, a factor that would put it in a better position

of riding on economic uncertainties, even better than the conventional players in the hospitality

industry.

Positioning map

Figure 3: perceptual map

The perceptual map of user experience and price value positioning draws important

strategic implications as to the competitive advantage of Airbnb as a company in the domain of

accommodation booking. This positioning analysis explains how the market oriented approach of

Airbnb translates to better competitive positioning over key rivals based on survey feedback of

one hundred users (Filieri et al., 2023).

The upper-right quadrant, which Airbnb is in, is ideal strategic positioning in the sense

that it allows offering good user experience and at the same time, allowing exceptional price

value. This positioning is an indicator of an effective market-oriented strategy of Airbnb aimed at

the value of creation of customers in terms of authentic experiences and community-based

relationships. Airbnb realises this distinctive positioning over their conventional opponent by

having exceptional accommodation services offering authentic local experiences with

advantageous cost models. The differentiation in value pricing points and delivery of leading

service perceptions indicates that the company is adequately implementing differentiation

strategies.

The competitive analysis also shows varied competitive forces among key industry

players. The middle-left location represents the equal values of Booking.com user experience and

a low price value perception, reflecting the commoditization of service provided without

differentiation. The lower-left posturing of Expedia reflects that it performs poorly on either

aspect of competition, that it seriously competes at disadvantages with regards to delivering

customer value. The lower-right location of VRBO indicates high value in terms of price and

lesser value in terms of user experience, indicating more emphasis on cost-effectiveness as

opposed to experience.

There are however some limitations inherent in this perceptual map analysis which a

critical study must consider. The two dimensional illustration is too simple a depiction of

complicated market dynamics where they condense multidimensional user experiences to single

metrics, which may mask significant elements by obscuring the consumer decision making

process. The instrument does not include such essential variables like regulatory stability, safety

issues, and service consistencies that significantly influence long-term competitive positioning.

Furthermore, the fixed group of this analytical framework fails to record movement in

competitive positioning as market environments change and competitor strategies adjust.

Financial analysis

Efficiency Ratios Analysis

The efficiency ratios of Airbnb provide essential information on how the market

orientation approach translates into the financial performance. Return on Capital Employed

(ROCE) of 20.2% in 2024 (Operating Income ($2.5B 2024) divided by Capital Employed

($12.359B 2024)) illustrates the healthy level of operational efficiency, which however conceals

troubling volatility patterns. This number is a rebound of the negative ROCE reported due to the

pandemic in 2020 and shows that the efficiency of Airbnb is quite precarious when the market is

challenged (Muldoon, 2020).

On the other hand, the asset utilization ratio of 53.4% ( Revenue $11.1B/ Average Total

Assets $20.802B) illustrates the natural benefits of asset-light nature of the Airbnb business

model relative to conventional hospitality players. Nevertheless, this apparent good performance

needs scrutiny. The marginal fall since 2023 to 54.0 can be considered as reduced returns on

assets deployment, possibly steepness of the market or declining flexibility in capital deployment

even with incremental revenue.

However, the small increase in Airbnb ROCE of 18.4% in 2023 to 20.2% in 2024 despite

massive market expansion is indicative of scalability risks, and the flat asset turnover reflects the

risk of decline in quality due to lack of standardization in accommodations. The extraordinary

fluctuation in the ROCE between 2019-2020 highlighted how it is dependent on external market

factors, with structural weaknesses lurking under such shifting conditions. As such, these

indicators are strong in the prevailing context but they might not maintain amid tightening

controls or economic crashes. Therefore, the focus of the market-oriented strategy on user

experience implies an active investment in technologies and the expenses on customer

acquisition, which may undermine future efficiency rates and provoke long-term unprofitability.

Liquidity Ratios

The current ratio of 1.80 (Current Assets 15. 5B/ 60 Current Liabilities 8. 6B)

demonstrates decent short-term liquidity of the Airbnb company but the company has strategic

tensions in its market orientation strategy. The positive change, to 1.70 in 2023, indicates better

management of working capital, but this conservative stance could reflect poor use of capital. As

a platform company focused on high speed market expansion, such high levels of liquidity may

reflect a lost growth potential or a risk aversion attitude by management after the pandemic

volatility.

Further, the 1.20 cash ratio indicates that there are high levels of financial reserves that

represent strategic flexibility to adapt to market changes with globalization efforts. Nevertheless,

this highly cash-intensive position does not reflect theoretical asset-light efficient benefits.

Although it allows an organization to respond promptly to market shocks, such as during the

COVID-19 acquisition of domestic travel, bulging cash positions indicate an inefficient capital

allocation that threatens to damage the ability to create shareholder value over time.

Conclusion

This analysis shows that the strategic shift of Airbnb towards a market-driven, rather than

growth-centric strategy, has resulted in considerable improvement of its competitiveness in the

international hospitality market. This trend of becoming more customer-centric in has created

significant advantages to the company, as it finds itself in a far better location in the user

experience-price value quadrant than competitors. According to the Porter Five Forces analysis,

although Airbnb is exposed to moderate threats in most aspects, the stringent competitive rivalry

will require it to be subjected to unceasing innovation as well as platform investment. The

competitive advantages derived by the strengths of the company such as global brand

recognition, unique offerings in properties and technology platforms are also strong. Financial

measurements suggest robust operational performance and robust liquidity ratios, but the high

positioning in cash are no doubt exhibited poor capital allocation. Further, weaknesses such as the

inconsistency of the service quality, vulnerability to regulations and safety issues represent long-

term threats to sustainable growth. However, the SWOT analysis identifies strong opportunities

in the area of genuine travel experiences, service diversification, and corporate travel markets,

which should be balanced with the potential of regulatory risks and the growing competition.

In conclusion, the market-based approach has given Airbnb a sustainable competitive

advantage based on differentiation and community building. The key to success is the ability to

ensure that the standards of service are met in the context of regulatory constraints and the use of

new opportunities in a dynamic hospitality environment. Hence, the capacity to strike the right

balance between investment in growth and operational efficiencies will define the long term

market position of the company.

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Appendix

Airbnb Inc., consolidated income statement (Stock Analysis)

Airbnb Quarterly Revenue (Stock Analysis)

Airbnb Profit Trends

Airbnb vs Competitors: Market Share (Skift)

August 20, 2025

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Academic level:

High school

Type of paper:

IB Extended essay

Discipline:

Business and management

Citation:

APA

Pages:

15 (3993 words)

Spacing:

Double