If something is marking 2020 it is the avalanche of IPOs being produced. After the number of failures that occurred in 2019 (Uber, Slack, WeWork …) there are many companies that were eager to make the jump to the stock market and it seems that the global pandemic has given them the perfect opportunity. One of the most anticipated is Airbnb.
The popular digital platform specialized in the offer of accommodation to individuals and tourists is going to jump into the pool in a very difficult year, marked by a historical drop in tourism due to confinements. So much that in early May he announced that he would lay off 20% of its staff due to the impact of Covid-19. However, experts are betting on Airbnb, so much so that there are those who say that "it will be one of the most successful IPOs of 2020."
This is Scott Galloway, Professor of Marketing at New York University. Despite the difficulties that the virus has caused the Airbnb business, the expert see the current situation as an opportunity for the company.
In fact, Airbnb has managed to weather the storm quite well. Despite the fact that until June the housing reservations through its portal fell by 70%, in the second half of the year it has managed to reduce this figure to 30%. Users have found individual apartments safer than massive hotels. But what makes the Aribnb IPO so attractive?
Galloway is clear about it, it has managed to attract traffic to its website in a completely different way than its competitors, in addition, it generates many more visits. “The number of people searching for Airbnb is greater than all other hotel or airline searches combined"
Although the aspect that really stands out Galloway is that it has been able to avoid the networks of the giant Google. More than 90% of the traffic you receive is organicIn other words, "you don't have to pay search engines for visibility."
This would make Airbnb the first unicorn (technology company that has reached 1 billion) "in escaping the absolute domain that are Google and Facebook, which charge a price for all traffic ", qualifies the expert.
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