Since 2008, Airbnb has been the go-between for people seeking lodging, and a variety of different types of premises offering short term accommodation. These include apartments, houses, hostels, hotels and even houseboats.

The company has developed itself as a brand that represents modernity – something that comes with both adoration and scorn. The self-serve style website and app allow guests to tailor their lodging to suit their needs, and the platform allows people to make money from their spare room or empty property, even if it is only vacant for a short amount of time.

However, while the site allows convenience for both guest and host, the company has run into some controversy with legality, safety and discrimination. The short term lodging contravenes laws in some cities, where permits may be required, or a tax should be paid. There have also been issuing with hosts rejecting guests based on race, gender identity or sexual orientation. There have additionally been issues of safety for guests, and risk of vandalism or illegal activity in the premises for hosts. Airbnb has tried to get around risks of safety and crime by allowing guests and hosts to engage, and by ensuring that identities are verified as much as possible. It also allows both guests and hosts to rate their experiences to show a level of reputation and trustworthiness for each.

But, Airbnb has provided a useful service for many. For some, renting out a spare room on Airbnb has made the difference for being able to stay in their own home and afford to pay the bills. It also enables many people to cover the cost of travelling. The site has also offered free accommodation during times of crisis such as after Hurricane Sandy, and those needing housing due to the ban on refugees entering the US.

Whatever your opinion on Airbnb, the service has become very popular, rivalling hotels on pricing and convenience. A lot of this is due to clever marketing.

The site includes ‘stories from the Airbnb community’, with stories from guests and hosts about their experiences with the service. These evocative tales function as elaborate testimonials. The company is also ever-present on social media, with visually-heavy posts showing off the various locations Airbnb operates. The company also shows it’s more unusual accommodations, such as a floating house on the Thames in London.

They have worked on video ad campaigns that feature on TV and YouTube, including their ‘Live There’ campaign.

A further reason for their success is the ease of use on their website and app. All the information is made available, and it is easy to navigate. You can find photos of the property, location information, learn about nearby places of interest, find out a breakdown of costs, availability, how many beds there are, what facilities are available and so on.

Airbnb’s marketing ensure that they appeal to all types of people – from small groups travelling together, to families. From older people to younger people, people on holiday to those travelling on business. Airbnb has made its success on providing a custom experience for guests, ensuring they have a home away from home, and providing hosts with an income from renting out their property with minimal hassle.