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Airbnb launched a new brand identity yesterday centered around their new Bélo logo. Reaction from the community was mixed — I personally thought the previous branding was great — but the vacation rental company thinks that the new strategy will help instill a sense of belonging among its users.
Whether that will happen through the Bélo is a long shot. Problem is, every brand wants to have their iconic logo imprinted onto your subconscious. It’s legendary. It’s tectonic. It’s vain. Adding a weird logo to a service that’s already uncomfortable and foreign for the lion’s share of its new customers is just going to create further confusion and chiding.
Settle. Down. Airbnb. You’ve got gobs of money and an enormous volume of properties — on your current course it’s almost impossible to fail. The vacation rental industry is yours to screw up.
With loyalty programs on the lamb these last few years, there’s plenty of space for disruption in the industry, so I give Kimpton full credit for overhauling their InTouch program this week.
The new program called Karma rewards uses a model that works well for the boutique customers that Kimpton really targets, taking advantage of both the number of stays accrued by a visitor and also social and interactive elements. Visitors who mention their stay on social media, for example, can earn extra loyalty points and the variety of in-house redemptions (including spa visits and mini-bar rewards) is much higher.
Business travelers looking for some variety away from the droll suite upgrades or free wifi may find some fresh angles in Karma Rewards as well, though it may be difficult to pull them away from their elite status and massive hotel networks. At the least, this should pump some nice innovation into the industry at large.
SOCIAL QUOTE OF THE DAY
The best (and filthiest) tweets about Airbnb’s new logo http://zite.to/1mWulLS << in case you need a good laugh. :)
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