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. We have released a new research study that reveals the consumer preferences behind this growth and details the personas and different expectations of guests who stay at each type of property. We also uncovered a potential opportunity for large hotel chains to take on Airbnb at its own game through their boutique offerings.

Airbnb Guests Seen as Risk-Taking Extroverts, Hotel Guests as Conservative Introverts
We 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.

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. Hotel guests are also mildly obsessed with towels, linens and, in particular, pillows – an item that wasn’t called out when discussing Airbnb stays.

In short, we found that, while there is considerable contrast between the personas and preferences of Airbnb and hotel guests, it’s a gap that’s getting smaller by the day. We see an opportunity for Airbnb to lure more traditional hotel guests by focusing on the trust factor, and hotels can compete by adding more localized and distinctive experiences.

Can Boutique Properties Help Hotels Bridge the Gap?
Major hotel chains have expanded to include smaller, boutique brands with the potential to compete more directly with Airbnb by offering localized experiences and personal touches that break the mold of traditional hotel stays. The study found consumers expect boutique hotels to deliver a smaller footprint with unique, local flair and a sense of luxury, which are similar to the characteristics they seek from Airbnbs.

These chains not only have the potential to succeed, but could have a very strong foothold in the travel industry, as they offer the best of both worlds by uniting the more localized aspect of Airbnb with the trust and security that comes with staying at a hotel chain.

Three Ways Hotels Can Fend off Airbnb
With Airbnb and other lodging providers in the sharing economy luring more guests to their doors, hotels must take proactive steps to fend off the competition. We have identified three areas where hotels can focus to maintain and grow their customer base.

1. Don’t dwell on digital – Study participants didn’t mention cool digital services or devices when talking about their ideal lodging experiences, so consider funneling budget into other areas where there will be a bigger impact.
2. Promote trust that comes from an organization – More people are putting their trust into peer-to-peer accommodations such as Airbnb, but hotels still have a leg up and they should continue to emphasize that they’re they most secure and trusted hospitality choice.
3. Get personal – More travelers are seeking out the unique and personal experiences that Airbnb can offer, but even large hotels don’t have to sit on the sidelines. Hotels can play host by crafting personalized recommendations for guests, such as sharing what staff members like most in the area.

Source: http://www.hospitalitynet.org/news/global/154000320/4076856.html