Qualitative study finds boutique properties could help hotels chains bridge the gap with Airbnb
Airbnb is growing at an explosive rate and gunning to become a full-blown hospitality brand, putting even more pressure on large hotel chains to hold onto their customer base. A new research study by iModerate, a progressive insights firm, reveals the consumer preferences behind this growth and details the personas and different expectations of guests who stay at each type of property.
Airbnb Guests Seen as Risk-Taking Extroverts, Hotel Guests as Conservative Introverts
iModerate asked 1,500 consumers nationwide to describe their preferences for staying at an Airbnb rental versus a hotel, their expectations of both experiences and the types of people who prefer to stay at each. Read full report here.
Airbnb patrons were described as adventurous, open and often younger travelers who are willing to take a risk booking a place in the hopes of having a unique, localized experience for a reasonably low price. Location is paramount for these visitors who like to stay in the heart of neighborhoods that often don’t have commercial lodging options and get a “locals” experience. In terms of amenities, WiFi is a must-have, kitchens are a nice bonus and hosts who are helpful, but otherwise leave them alone, are appreciated.
By stark contrast, hotel guests are described as conservative, private and introverted. They value predictable processes and consistent amenities over location, and seek the trust that comes with staying with an organization rather than an individual. They also still appreciate an experience, but instead of venturing out, they consider the hotel itself as a destination and seek relaxation and pampering on property, as well as a set of amenities that meets the brand standard.