How an organization communicates during a crisis can significantly impact its reputation. In some cases, it can even determine whether the organization survives the fallout. That’s why crisis communication strategies are so important; they’re the methods organizations use to communicate clearly, quickly, and empathetically during challenging situations.
Take Airbnb’s reaction to the COVID-19 pandemic, for instance. When the start of the pandemic seemingly shut down the world (including everyone’s vacation and travel plans), Airbnb lost around 80% of its bookings.
However, thanks to maintaining open lines of communication and showing empathy to all stakeholders involved, the company wrote its own narrative. This effectively saved Airbnb from going under while also garnering renewed loyalty and respect from hosts and travelers alike.
In this article, we’ll use Airbnb’s example to explain three of the most effective ways to handle crisis communication: social media, press conferences, and empathy.
Social media is often the fastest and easiest way for organizations to respond during a crisis. It gives them a chance to:
In 2020, as Airbnb’s bookings rapidly declined amid the uncertainty of the COVID-19 pandemic, the company used digital platforms to deliver fast, empathetic messaging. This helped the public understand what was happening and why. The use of social media also made it clear that Airbnb wasn’t hiding from the problem.
Here are a few ways Airbnb used social media effectively:
Platforms like X (formerly Twitter) and Facebook allow companies to respond quickly. In a fast-moving situation, that speed matters—especially when people are looking for answers.
As hosts began losing bookings and guests wondered whether they’d be eligible for refunds, Airbnb shared updates on its evolving policies. This gave all stakeholders peace of mind and showed that Airbnb had a plan in place—instilling confidence in how the company was handling the situation.
Tone can make or break a message, and CEO Brian Chesky’s communication leaned toward comfort and honesty. With a human, empathetic tone, his letters and emails openly expressed regret for the pain caused by mass cancellations—even while explaining why they were necessary.
Social media gives organizations the chance to respond to questions and clarify concerns in real time. With both hosts and guests worried about losing money, Airbnb announced it would spend $250 million to partially reimburse hosts for canceled bookings. That strategy was shared across social media, blog posts, and through Chesky himself—keeping the messaging consistent and personal.
For more serious or complex situations, like impending host refunds and companywide layoffs, Airbnb needed to communicate directly and clearly to everyone affected. CEO Brian Chesky did just that.
Here are a few ways he effectively used virtual press-style communication during a time when in-person meetings weren’t possible:
When times were hard, Chesky made the difficult decision to let 25% of his company go. But he didn’t do so quietly or impersonally. Rather, he sent open letters to employees, letting them know the why behind the what and making sure to outline how the company would support them both financially and emotionally.
Seeing a CEO like Chesky address the issue head-on in a public statement, rather than hiding behind a stale press release, helped the message feel more sincere. It also showed that the company was taking the matter seriously.
In the midst of COVID-19, Chesky wasn’t able to host in-person press conferences, but he gave the public the next best thing: virtual briefings. He invited questions and shared regular video messages to clarify policy changes and the company’s latest strategies.
He also appeared on podcasts, news broadcasts, and livestreams to explain Airbnb’s decisions in real time, making space for transparency and public dialogue when it mattered most.
What tied Airbnb’s crisis communication together wasn’t just speed or transparency: It was heart. Across social media, blog posts, and executive statements, the company communicated with real emotional intelligence.
CEO Brian Chesky summed it up best in the closing lines of one of his open letters:
“Our mission is not merely about travel. When we started Airbnb, our original tagline was, ‘Travel like a human.’ The human part was always more important than the travel part. What we are about is belonging, and at the center of belonging is love.”
That mindset shaped how Airbnb handled the pandemic: with compassion for employees, understanding toward guests, and meaningful support for hosts. It’s a reminder that when a company leads with kindness, people remember not just what happened but how they were treated.
Crisis communication isn’t just about damage control. It’s a valuable professional skill that can make a real difference across industries. If you want to sharpen your communication skills and learn how to respond with clarity and confidence, consider the online Bachelor of Arts in Communication from The University of Texas Permian Basin.
Courses are asynchronous and delivered in eight-week sessions, so you can work at your own pace. With six start dates a year, it’s easy to find a time that fits your schedule.
Your future starts today. Explore the program, and when you’re ready, reach out for more information or fill out an application.
Sources:
https://finance.yahoo.com/news/airbnb-lost-80-business-march-105004047.html
https://community.withairbnb.com/t5/Community-cafe/Key-takeaways-from-CEO-Brian-Chesky-s-message-to-our-hosts/m-p/1272203
https://www.prnewsonline.com/airbnb-ceo-delivers-empathetic-transparent-message-regarding-layoffs
AI is now an inseparable part of our classrooms, homes, and offices. Capable of performing trillions of calculations in a second, AI-powered machines dredge the depths of the internet to find and convey information in any style, language, or difficulty level. But don’t worry, AI is only here to lend a hand. At least, that’s…
Picture this: A TV meteorologist warns about a brewing hurricane, the storm’s cone of uncertainty and spaghetti models streaking all over the screen. As you quietly regret moving to the coast and plan for gas, water and higher ground, you hear the harried meteorologist explain which hurricane category will destroy your home—and which will wash…
If you asked a coworker, “What did you think of the meeting?”, a female colleague’s response might come across differently than a male colleague, even if they convey the same meaning. Your female coworker might say, “I think the meeting went well, and it seemed like everyone had a chance to share their thoughts. What…