Plus, 61% will click “Don’t Allow” on Apple’s tracking prompt Carolyn Lyden on March 8, 2021 at 10:00 am More Good morning, Marketers, and have you been following the Airbnb conversation? It centers around the vacation home rental service revealing that their business dropped by 80% at the beginning of the pandemic, so they pulled back ALL marketing spend. However, even with this drastic reduction in spend, they were able to get back to about 95% of their previous traffic levels. “We don’t intend to ever again spend the amount of money as a percentage of revenue on marketing in the future as we did in 2019,” said Brian Chesky, Co-Founder and Chief Executive Officer. They discovered 90% of their traffic was direct or unpaid, and “the top of the funnel is actually PR.” But was that really the case?