Plan a Threefold Increase in Airbnb's New-User Acquisition

You are a product manager at Airbnb, and the company wants three times as many new users. How would you get there? ```hint Break the multiple apart Tripling is too big for any single feature. Decide what counts as a new user, split that number into where new users come from and where they drop off, and look for the pieces that could plausibly grow several times over. ``` ### Clarifying Questions - Does "new user" mean a new sign-up, a first-time guest who completes a booking, or a new host, and does the target cover both sides of the marketplace? - Over what time frame should the number triple, and compared with which baseline period? - Is the goal global, or focused on particular countries or traveler segments? - Are there limits on spending, such as a cap on discounts or paid marketing? ### What a Strong Answer Covers - A precise definition of a new user and a baseline, plus a check on whether tripling is realistic and what it implies. - Segments of people who do not use Airbnb today, grouped by why, and a reasoned choice of where to focus. - Growth levers across reach, conversion to a first booking, and host supply, prioritized by impact and effort. - Metrics that count quality new users (completed first stays, repeat bookings) with guardrails for acquisition cost, trust and the host experience. - Risks of growing a two-sided marketplace quickly, such as supply shortages, incentive abuse or lower-quality stays. ### Follow-up Questions - Halfway through, sign-ups are on track but first bookings are flat. What do you do? - How would you keep host supply from falling behind a much larger flow of new guests? - If the paid marketing budget were frozen, which of your ideas would you keep?