brand positioning
market research

Airbnb is a trusted online marketplace for people to list, discover, and book unique accommodations and experiences around the world. With 4,500,000 listings in over 65,000 cities in 191 countries, Airbnb offers the widest variety of unique spaces for everyone, at any price point around the globe.


Airbnb decided to launch its website in 31 new languages. The project took around a year and Translated, one of the biggest translation agencies in the world, managed all the process.

As a result, Airbnb boosted its ranking from 17th to number 1 in the Travel & Hospitality sector, becoming the “most improved” across all global companies, according to the authoritative 2020 Bytelevel Web Globalization Report.


I worked with Translated on this project and realized lots of fantastic stuff together. As most of them are confidential, I’ll only share some excerpts of it here.

I’ve created a Brand Identikit and listed some Elective Targets in the Azerbaijan market based on personal research and analysis.


It demonstrated the general view of Azerbaijanians’ thoughts and values on the notion of Home, Travel, and being a host. I came up with three different customer personas for each main audience types, Hosts and Guests, six in total. The Elective Target overview clearly presented these personas’ characteristics, lifestyles, values, feelings, and purposes creatively and conceptually. 


Besides the analysis of such details, I’ve also considered the big picture: I took a look at Azerbaijan as a person and described it and its characteristics. “Who is he/she?”, “Is it he or she?”, “How old is he/she?”, “How does he/she look like?”, “How does he/she behave?”, “What is he/she saying?” are types of questions I’ve answered.

April 2019

I’ve worked with Kamran on an exciting localization project for a global client and appreciated his approach to strategy and creative thinking. He opened up new perspectives, designed new strategic tools and collaborated with the group in a brilliant way.

Patrizia Boglione

Creative Director, Translated

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