The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Airbnb demand increasingly hitting hotels, not online travel agencies

Airbnb demand increasingly hitting hotels, not online travel agencies | The Insight Files | Scoop.it

The use of Airbnb is growing faster than industry commentators predicted, with hotels the main losers in the new accommodation war. A large survey and follow-up analysis by global financial services giant Morgan Stanley says that Airbnb penetration of the accommodation sector is hitting somewhere in the region of 18-19%, up from 12% last year. This marked increase in the space of just 12 months is being felt in both leisure and corporate travel, with nearly a fifth of both types having been hosted by an Airbnb member. Although growth is forecast to slow slightly over the course of the next year, penetration is likely to be at around 23-25%. Driving this still-rapid increase in usage is a combination of high traveller awareness (75% of consumers) and even higher user satisfaction rates (93%). Find out more.

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Airbnb and female business travellers: the challenge

Airbnb and female business travellers: the challenge | The Insight Files | Scoop.it

Airbnb’s strengths can also be liabilities for many solo female business travellers. The platform has grown increasingly popular every year because of its ability to connect travellers to local communities by offering a more immersive, authentic and affordable travel experience for business and leisure travellers. It's also a portal for self-discovery because it offers access into so many varied neighbourhoods around the globe. Airbnb is about experiencing the destination on your own terms - it's about freedom, personalisation, choice and self-determination but it also requires a degree of flexibility and independence on the part of the individual traveller. This very lack of structure is what causes concerns among many females travelling alone to business meetings and conferences. Find out more.

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Airbnb encourages experiences, not just destinations

Airbnb encourages experiences, not just destinations | The Insight Files | Scoop.it

Airbnb has announched a new revamp that offers an alternative to mass produced tourism, encouraging people to travel with experiences in mind rather than detinations. Sydney and Melbourne will be included in a new innvoative matching system designed to understand travellers' preferences and then match them with the homes, neighbourhoods and experiences that meet their needs. In an online poll of US travellers commissioned by Airbnb, it becomes clear how much modern tourism misses the mark when it comes to globe-trotting. Respondents said they feel overwhelmed with the crowds at tourist attractions, with people finding it as stressful as going to the dentist (48%) or doing their taxes (52%). Only one quarter of travellers felt their last holiday exceeded their expectations. Find out more.

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Airbnb: the changing face of accommodation booking

Airbnb: the changing face of accommodation booking | The Insight Files | Scoop.it

While online accommodation booking sites have been mainstream for many years, the meteoric rise of online accommodation marketplace Airbnb is changing the playing field. So how does Airbnb stack up in an Australian context? In the six months to December 2015, 27.1% of Australians 14+ (or 5.3 million people) reported having heard of Airbnb. While this is a substantially lower recognition rate than more established tourism industry players such as Flight Centre and Webjet, it puts Airbnb ahead of well-known operators like STA Travel, Lastminute.com.au and Stayz. Recognition rates for Airbnb are elevated among the 25-34 and 35-49 year-old age brackets and lowest among the 65-plus demographic. Meanwhile, 7.7% of Australians say they would consider using Airbnb for their next holiday, making it the fifth-most considered travel agent/booking site after Flight Centre, Booking.com, Wotif and Webjet.com.au. Find out more.

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Airbnb finding favour with German and Spanish travellers

Airbnb finding favour with German and Spanish travellers | The Insight Files | Scoop.it

A snapshot of travel booking habits across Europe by Rocket Fuel, has a few eyebrow-raising findings, specifically around the popularity of Airbnb. According to the study, travellers from Germany and Spain are the most frequent customers of Airbnb, with 35% having used the service in the last year, followed closely by 34% of French and Italians. The take-up from UK travellers is one in four. The sample and methodology which generated these surprisingly high figures is a study of Rocket Fuel EMEA & US hotel and accommodation campaigns between June and August 2015 and a consumer survey of 1,500 travellers from the US, Ireland, Germany, France, Spain, Italy and the UK in August 2015. Find out more.

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Airbnb emphasises its host community as its primary value proposition

Airbnb emphasises its host community as its primary value proposition | The Insight Files | Scoop.it

In the past, much of the discussion around Airbnb's unique selling points has focused on the room sharing model's affordable price point and direct access to local neighbourhoods. The concept of community, however, connotes a certain level of trust, familiarity and security, which helps allay the uncomfortable nature of the guest experience for more conservative travellers who are unsure of staying with a stranger. The sense of community surrounding Airbnb is becoming its greatest differentiator in the travel marketplace. Moving forward, the company is prioritising its ecosystem of hosts above everything else to further cement its relationship with those hosts and address the concerns of people who have not tried room sharing. Find out more.

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Eve-Line Boulle's curator insight, January 7, 2016 7:58 AM

"During the annual Airbnb Open 2015 conference in Paris last week, there was a clear shift toward a greater emphasis on the Airbnb host community as the primary value proposition for the brand."

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Building a tours and activities business on the back of Airbnb

Building a tours and activities business on the back of Airbnb | The Insight Files | Scoop.it

Tours and activities startups that work with Airbnb guests themselves have also originated from the home-share company's model. These include I Bike Harlem, which offers bike tours of Harlem that expose travellers to the history and food of the neighbourhood. Less than a year old, it has already developed numerous relationships in the local Airbnb community, aided by the fact that founder Maxine Daniels is a host herself. Daniels' decision to start a bike tour company coincides with a trend - the steady rise in popularity of bikes as an efficient way for tourists to see and experience a city, paling in comparison to bus tours or even walking. According to Daniels, "Harlem is Manhattan's largest neighbourhood and biking is a great way to cover a lot of ground and get you close to the sites and people that make it special. The Airbnb traveller is someone who's very adventurous and biking is a great combination for that."

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What modern hotel brands can learn from Airbnb

What modern hotel brands can learn from Airbnb | The Insight Files | Scoop.it

Airbnb is a game changer. What is most interestng is the knock-on effect that Airbnb and other home share services like One Fine Stay are going to have on traditional hospitality. Airbnb is preaching membership to a like-minded community, making users feel like they are the in-the-know local. Their user experience, content and hyperlocal recommendations all reflect this. To counter, traditional hotels need to raise their respective games and remember what the core of their business is: service, grace and providing comfort for guests. This article lists recommendations that hotel brands should leverage in order to reinvest and reinvigorate the magic of hospitality:


  1. Improve neighbourhood diplomacy
  2. Strive for the perfect lobby
  3. Remember the magic of the right scene
  4. Use data for a better human touch
  5. Break up the scar tissue
  6. Revel in the blank slate


Find out more.

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The rise of the sharing economy in 2015

The rise of the sharing economy in 2015 | The Insight Files | Scoop.it

Even beyond the world of travel, it is hard to argue with the statement that 2014 was the year of the sharing economy. From Uber’s $40 billion valuation, to Airbnb being named Inc.’s Company of the Year, it was difficult to avoid coming across the sharing economy world no matter where you looked this past year. 2015 will be the year the sharing economy space becomes even more mainstream, providing a better, more curated and professional experience. Early on it was enough for sharing economy companies to operate as siloed marketplaces. They brought parties together enabling them to transact, but after that initial introduction the companies in the middle had little to do with the actual experience. As 2014 ended and 2015 is beginning we are seeing a shift away from the amateurism that has defined the sharing economy to date, and towards the curated professional experience that will be required going forward. Click here to learn more.

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Alternative accommodation held back by fears over trust

Alternative accommodation held back by fears over trust | The Insight Files | Scoop.it

Nearly 9 out of 10 travellers have rented or stayed in a stranger's property for a trip, with concerns over identity of owners cited as significant factor. Over 2,000 consumers in the US and UK were interviewed for the report from HooYu, with only 12% of Brits and 15% of Americans saying they have used an alternative accommodation option for their travels. The figures are lower, 6% and 10% for the UK and US respectively, for those specifically renting a room for a trip in somebody's home. Some 29% of Brits would never rent someone else's property for a trip with assurance over the owner's identity (the figure is 24% for Americans). Find out more.

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Sharing economy to triple by 2020

Sharing economy to triple by 2020 | The Insight Files | Scoop.it

According to Juniper Research, the sharing economy is set to triple in value, to over $20 billion a year by 2020. This revenue growth will be driven by the sectors of transport, goods, services, music and video and space. Among its predictions, Juniper has identified that ride-sharing (largely led by Uber) will be worth $6.5 billion by 2020. Additionally, space rental, including the likes of Airbnb, is tipped to be worth more than ridesharing by 2019. Find out more.

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Study reveals habits of highly successful Airbnb hosts

Study reveals habits of highly successful Airbnb hosts | The Insight Files | Scoop.it

According to a new study, the most efficient way to find the best Airbnb hosts is to count user reviews. The study took a sample of 20% of U.S. activity - about 430,000 listings and nearly six million bookings - to create its market snapshot. Key findings include:

 

  • The top 1% of Airbnb hosts significantly outperform the bottom 99% by earning 19% of the overall rental revenue.
  • As the rating of a listing goes up, so does its overall rental revenue.
  • Top 1% of hosts make 19% of the overall bookings revenue while owning 8% of the listings.
  • Only 7 out of every 1000 hosts have 10+ units and only 1 in 1000 hosts have 40+ units.
  • Superhosts on average make almost twice that of a regular host, but own the same number of listings as regular hosts.
  • Most listings (3 out of every 4 listing) earn modest total rental revenues of approximately $10K or less in a year.
  • Most hosts (8 out of every 10 hosts) have just 1 listing and earn a very modest extra income from hosting on Airbnb.
  • The number of reviews a listing has is a significant indicator of its occupancy rate. Even 1-3 star rated listings outperform unrated listings.
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Airbnb's fastest growing market

Airbnb's fastest growing market | The Insight Files | Scoop.it

Since Airbnb launched in Cuba, the number of accommodation listings in the country has more than tripled. According to a source at Airbnb, it took some of the home-sharing company's biggest markets - including San Francisco and Berlin - three years for the community to grow to 1000 listings. In Cuba it took just two months. About 40% of Airbnb listings in Cuba are for Havana properties, with the rest spread out over 30 locations including the UNESCO World Heritage-listed town of Trinidad and the beach haven of Varadero. The existing network of private home rentals make Airbnb a natural fit for Cuba. Locals have a reputation as warm and welcoming hosts and visitors to the Caribbean island nation often report the best Cuban food to be served straight out of home kitchens. Find out more.

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Airbnb announces Australia's most popular areas for Valentines Day

Airbnb announces Australia's most popular areas for Valentines Day | The Insight Files | Scoop.it

From strangers to soul mates, Airbnb is all about bringing people together. This article lists Australia and New Zealand's top five destinations for couples this Valentine's Day:


  1. Blenheim, NZ - 88% growth in guests that are couples this Valentine's Day.
  2. Coffs Harbour, AU - 69% growth in guests that are couples.
  3. Launceston, AU - 67% growth in guests that are couples.
  4. Whitsundays, AU - 54% growth in guests that are couples.
  5. Queenstown, NZ - 40% growth in guests that are couples.


Find out more. 

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Airbnb to top one million guests in a single night on New Year's Eve

Airbnb to top one million guests in a single night on New Year's Eve | The Insight Files | Scoop.it

Airbnb has over one million guests booked for this upcoming New Year's Eve, up from 550,000 last year. It will be the first time the room sharing company has ever booked one million people in a single night, surpassing the previous record on August 8, 2015, which was just shy of seven digits. The five cities with the highest booking volumes on December 31, 2015 are: New York, Paris, London, Sydney and Berlin. The five destinations with the biggest jump in bookings over 2014 include three cities in Japan, plus Cuba and Acapulco. Three cities in France were also among the top 10 destinations with the highest surge year-over-year. The three most well-travelled routes from point A to point B are: Singapore to Tokyo, Buenos Aires to Rio de Janeiro and Hong Kong to Osaka. Find out more.

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How AirBnb is using content marketing to stay on top

How AirBnb is using content marketing to stay on top | The Insight Files | Scoop.it

In the business of connecting travellers with affordable, memorable and sometimes unusual rooms, Airbnb rules the roost. But for the brand that revolutionised the hospitality industry and kick-started the sharing economy's P2P marketplace model, storytelling is proving to be among its greatest strengths. What started out as AirBedAndBreakfast.com in 2008, which its co-founders rented out air mattresses in the living room of their San Francisco loft, has grown into a multi-billion dollar company with more than 800,000 listings in close to 200 countries - but maintaining a brand community is still paramount. Airbnb may not be supplying the end product but it is selling an experience, and when a brand facilitates a P2P service it has to gain the trust of users on all sides. Its method of choice has been rich, community-centric storytelling. Find out more.

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New Airbnb campaign creates #OneLessStranger

New Airbnb campaign creates #OneLessStranger | The Insight Files | Scoop.it

Airbnb has jumped into 2015 with a new campaign that hopes to bring people around the world a little closer. The challenge comes out of the #OneLessStranger hashtag, and brings its first ever television and cinema campaign down under to life, with the title 'Never a Stranger.' While it took four years for Airbnb to gather one million guests, it's a testament to how much travellers are growing accustomed to staying with strangers that the company now has some 30 million guests, and over one million listings globally. The campaign will be featured across the US, UK and Australia, with media buys in broadcast, digital, cinema and social. Click here to watch the clip.

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Lien Le's curator insight, May 4, 2015 3:31 AM

The campaign is such a good idea. Even though staying with strangers is not a comfortable thing to do, it’s a good way to bring people closer. This is also one way that Airbnb promote themselves via word-of-mouth or Internet. If you watch the  advertising of Airbnb on YouTube, you’ll understand why you would rather be in stranger’s house than a hotel or a motel. Airbnb started as a small website connecting people for shared residential rentals and now it has become one of the most popular companies in term of travelling and accommodation. They are clear about “why” and “purpose” and creating a community where we “belong anywhere”. They show the world what it’s really like staying in another person’s home.

It’s a good move from Aibnb since people nowadays are prone to experience the local life and have more friends from all over the world, which they cannot have in a hotel. This is a good way to engage people from everywhere in the world.

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How social media is changing the way we travel

How social media is changing the way we travel | The Insight Files | Scoop.it

An array of collaborative websites is making life easier and cheaper for travellers seeking authentic experiences, and cutting out the middleman.

Sleep in a stranger’s house, join a dinner party where you know no one, hire a bike from a local...The boom in collaborative social travel continues apace, with locals catering directly for travellers wanting a more real (or cheaper) deal.


Via Julien Dos Reis Pedro
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