Case Study · Learning Program · Airbnb
The data showed hosts were leaving money on the table by not pricing their listings dynamically. An earlier education push tried to fix it, but it didn't move the needle. Host interviews showed why: hosts needed the right content, delivered at the right moment in their hosting lifecycle.
The Problem
Good pricing content already existed. It just wasn't reaching hosts at the moment they needed to act on it. I ran host interviews to test that theory before touching any content, and it held up: hosts wanted the guidance, but only when their calendar or season made it relevant. So the fix wasn't a rewrite. It was a new way to reach hosts, matched to where they were in their hosting lifecycle.
Role
I owned the end-to-end strategy: diagnosing the timing problem, segmenting Host Resource Center content by lifecycle stage, and linking each article to a specific action in the product. I presented leadership three trigger options for how to segment hosts; they chose segmenting by tenure.
Approach
Every article ties to a real trigger, not a generic send. A market moving into low season, for example, sets off a push notification and email pointing hosts to the specific article and action that fits that moment, like shortening a trip minimum to catch last-minute bookings.
Collaborators
Built with Product, UX, Legal, Data Science, and an editorial writer. I set the strategy and the segmentation logic; each partner owned the execution in their area.
Artifacts
Outcome
Started in January 2023, launched in May 2023, and still live today.
29%
Of the addressable host population reached (5.5M+ hosts, 9M+ listings)
31%
Conversion into the intended pricing behavior
$24M+
Gross booking value generated
