Airbnb consumer perceptions

(Netnography Airbnb). The user is becoming increasingly skeptical and notes that booking private apartments might not always be the best choice and that hotels in fact become interesting again.

Switching to other p2p platforms could be induced by simply offering the same services as Airbnb at a lower price, meaning less service fees (“At the moment I wouldn’t try it, only if it were cheaper“ (Interviewee Airbnb)). One interviewee also stated additional features, such as showing the best location, as enticing. In general, which platform is used in the end largely depends on their ability to better serve the interviewee’s individual needs, as evidenced in “depending on which one can provide what I need in a specific situation“ (Interviewees Airbnb).

5.3.2.2 Brand associations

Airbnb is associated mainly with innovation and creativity, cosmopolitanism and open-mindedness, reliability, and to a lesser extent with authenticity and credibility (Interviewees Airbnb). Airbnb interviewees named attributes such as modern, visionary and creative, and one interviewee stated that Airbnb was “a leading brand”. Typical Airbnb users are perceived as “globetrotters”, “cosmopolitan” and “open for new things and prepared to take risks”. Additionally, Airbnb interviewees stated that they have never experienced problems and thus perceive the brand to be reliable. When it comes to authenticity and credibility, responses were varied. While Airbnb interviewees acknowledged that accommodations they booked have so far been as described and that they thus perceive the brand as authentic and credible, others raised credibility issues in regards to accommodations diverging from what was promised via the platform, and tax and legal considerations.

By contrast, Airbnb was not associated with competence and experience, eco-friendliness or community. Community was found not to be applicable as interviewees stated that they had never been in contact with anyone for other reasons than directly booking an accommodation and one interviewee said that the main aim was “to use the platform” (Interviewees Airbnb).

Concerning Airbnb’s vision, it was found that focus group participants had never heard of it, however, thought that it was rather suitable as “you can see how the locals live”

(Participant focus group). Among Airbnb interviewees, only one had previously heard about Airbnb’s slogan and the concept of belonging. While interviewees acknowledged that Airbnb was a good alternative if one “wants to notice more from a normal life in another city”, that Airbnb “gives you the feeling that you have actually lived in a city for a short period” and that “you’re more integrated in the culture”, they connected these statements to sharing as opposed to booking a whole apartment. When booking an accommodation as a whole, it “doesn’t make a difference since you usually only get to meet the hosts twice” (Interviewees Airbnb). Thus, Airbnb interviewees do not feel like they belong, as “it doesn’t matter whether you’re staying at a hotel or an apartment”.

Online, a user states enjoying staying at an Airbnb apartment, as during previous stays

hosts joined for dinner, offered city tours or gave valuable information. Another says that Airbnb is a good opportunity to travel on a budget while feeling at home. In this user’s opinion, the apartments offered are nice and the possibility to get to know people from other countries and cultures is valuable. It was also mentioned that the

“opportunity to live in a new city as if i was a local which is the best added benefit i have now found in traveling“ (Netnography Airbnb). Another user admits being satisfied with the platform, but not being able to talk about social inclusion as a whole apartment was booked (Netnography Airbnb). Another user also thinks that when traveling with other people, socializing with the host is not the most important part (Netnography Airbnb). This user primarily values the fact that one does not have to live in the typical hotel districts with all the tourists but can experience the places where locals live. This thought was shared by another user, thanking Airbnb for allowing travelers to avoid typical hotel districts filled with “monocultures” existing of business travelers or tourists (Netnography Airbnb). One interviewee noted that as more and more people are participating in the platform, the concept of belonging is becoming increasingly commercialized. As a result, the concept of belonging is perceived as “a sweet initial thought, but it’s been going somewhere else” (Interviewee Airbnb).

5.3.2.3 Adaptability, transparency & satisfaction

Airbnb interviewees perceive the platform to be suitable to their needs, as evidenced in “what I need it for, it is a very good platform”. Additionally, the level of transparency is found to be sufficient, as “the basic functions are there“ and interviewees have been able to find their way around the platform easily. One interviewee raised concerns about the transparency concerning information provided by hosts, as these can largely decide on their own what information to provide and how to present it. This in turn leads to great variance in basic information from one listing to another. In this interviewee’s opinion, hosts should “be forced“ to give and present basic information in the same way. Additionally, getting into contact with a host could be improved, as sometimes it can take “2-3 days until I get an answer from a host“ (Interviewee Airbnb). Otherwise, interviewees stated that they were rather satisfied with the platform in general (Interviewees Airbnb). A user states online that the website is designed in a clear and pleasing manner and highlights the interactive map showing where the

accommodations are. Yet another user values the feedback from other users and states that one can quickly realize which eventual negative feedback is relevant to one’s own. Another user notes that identity verification, possibilities for self-presentation and evaluations make the platform particularly transparent (Netnography).

5.3.2.4 Disruption

With regards to Airbnb’s disruptive effect on the hospitality industry, Airbnb interviewees are aware but state that it does not directly influence them in their decisions, as expressed by one interviewee as “I’m a little selfish, if I want a better price, I use Airbnb”. An interviewee also notes that it would be good if Airbnb showed some commitment to solve the problem and engaged in cooperation with the industry.

Another interviewee is not worried about the effect at all; the interviewee’s opinion is

“if hotels want to survive, they have to react” (Interviewees Airbnb). A user states online that Airbnb is primarily a free rider, using its digital advantage to intermediate in the hospitality industry and cash in on profit (Netnography Airbnb).

5.3.2.5 Effect on housing market

Users online state that more and more people are renting apartments primarily in order to list them on Airbnb, thus diminishing the offers available on the housing market. One user mentions that many apartments are bought as investment in property and are then rented out via Airbnb throughout the year. The user acknowledges the value inherent in Airbnb’s business model (“the basic idea is good”), however, states that there are Airbnb “chains”, consisting of a network of people who rent apartments in different cities in order to circumvent paying taxes (Netnography Airbnb).

5.3.2.6 Legal issues

Concerning legal issues, focus group participants mentioned that taxes need to be paid and that Airbnb’s activities are located in a “legal twilight zone“. They acknowledge that regulation is needed, but are unsure of whether “it’s on the brand or on the state to regulate“. One participant also noted that it is not “the fault of the companies“

(Participants focus group). Airbnb interviewees are also highly aware of the problems but still continue using the platform, as apparent in “if it’s about taxes (...), I don’t think

it’s okay. But I would still continue using Airbnb”. While they are concerned with hosts not paying taxes and think that better regulation is needed, one interviewee would only consider not using Airbnb any longer if the issues got worse and the company actively fought against being regulated. The interviewee also noted that even if accommodations then became “5-10% more expensive, it wouldn’t be a problem for me” (Interviewees Airbnb). Additionally, a user notes online that Airbnb should “not be banned, but better regulated” (Netnography Airbnb).