Airbnb has excelled at digital marketing because of its dedication to getting the basics right. By leveraging hosts' and guests' feedback, Airbnb communicates the authentic experiences it can deliver to travelers of all stripes. To accelerate your digital marketing capabilities, take a few pages from Airbnb's playbook: 1. Optimize your site with A/B testing. Let's be honest: A lot of hotel websites need work. That's a problem, considering that Google found 74 percent of leisure travelers and 77 percent of business travelers plan trips online, beating out all other sources of information. Leverage A/B testing like Airbnb to build a site customers love. The home-sharing giant tests everything from site layouts to slider bars for price filters to determine customers' preferred configuration. You might not have the resources of Airbnb, but constantly improving conversion rates is key to online marketing. Try Google Analytics Content Experiments or the Visual Website Optimizer to get started. Get the full story at Hospitality.Net