Home Sharing: The Positive Impacts on Dublin

Transcription

1 Home Sharing: The Positive Impacts on Dublin Welcome from Airbnb / 2 Executive Summary / 3 Airbnb Community Overview / 4 Increasing Tourism to all of County Dublin: Guest Overview / 9 Helping Dubliners Make Ends Meet /12 Utilising Resources / 13 Generating Economic Activity throughout Dublin / 14 Creating Pride and Positivity in Neighbourhoods - Making Dublin Happier / 15 Easing Capacity Challenges / 16 Environmental Benefits / 17 Case Study: Dublin City Economic Impact of Home Sharing / 18

2 Introduction by Aisling Hassell, Site Lead and Global Head of Customer Experience Home sharing is bringing immense value to towns and cities around the world and Dublin is no exception. Dubliners opening up their homes to guests visiting Ireland are not only earning a little extra cash; they are opening up their neighbourhoods and communities to people looking to explore all that Dublin has to offer. Dublin has such a deep cultural history and unique offering for visitors. I am delighted that hosts on Airbnb are bringing their areas to life by sharing the best of what makes this City so special. Dublin is a city with vibrant communities, and with Airbnb hosts right across the County, visitors are getting to see and bring positive economic impacts beyond Dublin 1 & 2, to every community. This study contains great insights into the unique value being generated by our community in Dublin, and the excellent opportunities that home sharing is bringing to the City and County. 2

3 Executive Summary: Dublin Airbnb Hosts in Dublin have been welcoming guests into their homes since Over the past seven years, a vibrant Airbnb community has developed across the City and County, who are creating and sharing unique experiences with visitors from around the world. Airbnb s community in Dublin has made significant positive economic, social and environmental impacts on the County. These benefits reach far beyond Dublin 1 and Dublin 2, to suburban villages and neighbourhoods. The Airbnb community is building tourism and economic development in areas beyond the main hotel districts to areas where accommodation options were limited. Beyond the City Centre, there is so much to offer with local businesses and cultural offerings that showcase the best of the county s unique history. Airbnb and our community are part of the new Collaborative or Sharing Economy, a movement that enables people to access new economic opportunities, promotes entrepreneurship, strengthens communities and conserves resources. Residents can share their underused assets with others looking to experience life like a local. The Sharing Economy improves how resources are used, how hospitality is exchanged, how people are empowered, and how economic opportunities are more evenly distributed across communities. The development of the Sharing Economy presents unique opportunities for Ireland as a global technology hub. The collaborative sharing of assets which typifies this growing economy is seeding micro-entrepreneurship and innovation across the country, and across the world. In Dublin, the growth of the Sharing Economy has become the catalyst for developing the spread of tourism across the city, allowing Dubliners to earn extra income, generating economic activity beyond the city-centre, creating greater pride in local communities, supporting local businesses and easing accommodation capacity constraints. This analysis is based on all travel to and within Dublin City and County during

4 Overview of the Airbnb Community in Dublin Founded in August 2008, Airbnb is a trusted community marketplace for people to list and book accommodation in more than 35,000 cities around the world. Airbnb connects travellers to unique, local experiences, at any price point. In Ireland in the past year, 12,000 unique hosts welcomed over 800,000 guests to their homes. The figures below refer to activity taking place in Dublin City and County. Hosts 6,100 Hosts who have hosted in the past year 4,900 Annual earnings for a typical host 50 Days hosted annually per typical listing Guests 169M Estimated total spent by Airbnb guests in Dublin 3.2 nights Average length of stay per Airbnb guest 403,500 Inbound guests to Dublin in the past year 4

5 Overview of the Airbnb Community in Dublin Airbnb Listings AIRBNB LISTINGS VISITED IN THE PREVIOUS YEAR IN DUBLIN BOOKED AIRBNB LISTINGS IN DUBLIN BY TYPE 5

6 Airbnb Host Profile Hosts on Airbnb in Dublin are continuing to bring great value to the city and county they call home. By occasionally sharing their homes with visitors from around the world they are earning additional income which helps make ends meet and enabling more guest spending and foot-traffic in neighbourhoods right across Dublin. Airbnb hosts in Dublin know their neighbourhoods best. Outside of Dublin, 64% of hosts share their primary residence. In Dublin, this figure is higher with 88% of hosts sharing their primary home, an increase of 5% from the previous year. Host Demographic Profile Hosts 39 Average host age 88% Hosts who share their 1 primary home 16 Average number of years a host has lived in their neighbourhood 1 1 Data from the Dublin City host compact survey 6

7 Host Quotes For many small business owners like myself, Airbnb has been a vital financial support while I've built my therapy practice here in Dublin. It's extremely flexible and has proven to be a great supplement to our household income while my therapeutic work continues to grow. Paul, Airbnb host in Dublin Aside from obvious benefits to both the local community and travel industry, Airbnb represents key elements that society craves - authenticity and autonomy. As an Airbnb host I can safely say that we all walk away from our shared experiences feeling transformed. Clodagh, Airbnb host in Dublin 7

8 Airbnb Guest Profile Developing the Spread of Tourism Homes on Airbnb are located across Dublin City and its suburbs, whereas hotels are mainly concentrated on main routes, close to the Airport, and in the City Centre. Many cities around the world have found benefits in bringing tourists into neighbourhoods that don t normally see visitors, with new revenue and revival following as a result - Dublin is no exception. Because of capacity challenges in hotels, Airbnb is helping to keep Dublin visitors in County Dublin. Visitors are increasingly staying in neighbourhoods and communities outside of Dublin 1 and Dublin 2, facilitating new economic activity. The nature of Airbnb is that hosts encourage visitors to spend time in their local area, recommending local cafes, services and beauty spots. GUEST MOTIVATIONS FOR TRAVEL 83% of Airbnb guests visit Dublin for vacation 2 and leisure 2 Data from the Dublin City host compact survey 8

9 Increasing Tourism to all of County Dublin: Guest Overview In Dublin, as in other cities, Airbnb guests are staying longer, on average 2.1 times longer and spend 1.8 times more than hotel guests. With accommodation available throughout Dublin City and County, visitors are more likely to go off the beaten track to find something unique, or to stay near key attractions outside of the centre of Dublin. Pull-Out Facts: 403,500 Inbound guests to Dublin 3.2 nights Average length of stay per Airbnb guest 23% Guests would not have gone on their trip, or would not have stayed as long without 3 Airbnb 3 Data from the Dublin City host compact survey 9

10 Guest Quotes Airbnb gave us a home away from home and made our trip very enjoyable. Joanne, Airbnb guest Travelling while using Airbnb has been very enjoyable. I have met some wonderful hosts and have enjoyed staying in their homes and living as a local would. Dawn, Airbnb guest 10

11 Guest Origin Airbnb attracts visitors from all around the world, all year round. With 403,500 inbound guests to Dublin in the last year, North America and Europe represent the regions with the highest visitor rate. However, Dublin welcomes a higher percentage of Asian visitors in comparison to the rest of Ireland. 11

12 Helping Dubliners Make Ends Meet Generating extra income in the Sharing Economy has alleviated the pressure on many Dubliners who have faced unemployment and a rise in the cost of living. Many have used Airbnb to share extra space in their homes for a few nights a month, to share their entire home when they are out of the city, or when major events provide a spike in visitor accommodation needs, helping them earn a little extra to help pay the bills. Pull-Out Facts 53% Hosts who use Airbnb 4 income to make ends meet 39 Average age of a typical host in Dublin 4,900 Annual earnings for a typical host Airbnb has pulled me out of a hole: financially it has helped me keep my home, personally it has provided much missed human interaction, and socially I am more aware and appreciative of my city and all it offers. Barry, Airbnb host in Dublin 4 Data from the Dublin City host compact survey 12

13 Utilising Resources Airbnb and other Sharing Economy businesses are encouraging people to think about assets that they don t use often, and how they can be better utilised. Retirees or those whose children have left home and only visit occasionally, are sharing a room for a few days a month on Airbnb, making extra income, and creating more spending power in their local area. Pull-Out Facts 50 Number of nights a typical listing is booked per year 88% Of hosts in Dublin share 5 their primary residence 50% Of listings are private rooms in homes Hosting on Airbnb has been life transforming for me. Being retired I have time to host guests. I've met incredible and interesting people from all around the world. I've also been able to generate income which has allowed me travel and explore places I never thought I would see. Clare, Retired Airbnb host in Dublin 5 Data from the Dublin City host compact survey 13

14 Generating Economic Activity Throughout Dublin Research internationally confirms that visitors who travel with Airbnb spend more than those who stay in more traditional accommodation. They also spend a higher proportion of that money locally, in the communities in which they stay. 39% of Airbnb guest spending is spent in the neighbourhood they stayed in. By encouraging residents outside of Dublin 1 and Dublin 2 to share their home occasionally and supporting the local cultural tourism offering in each neighbourhood, economic activity is stimulated in those areas, which offers new opportunities for more services like cafes and restaurants to develop. Pull-Out Facts 169M Estimated amount spent by Airbnb guests staying in Dublin 52M Total income earned by host community 273M Total Economic Impact* 77% Guests in Dublin who stayed on Airbnb 6 to explore a specific neighbourhood 6 Data from the Dublin City host compact survey * Economic Impact measures both direct and indirect contributions 14

15 Creating Pride and Positivity in Neighbourhoods - Making Dublin Happier With hosts on Airbnb across the wider City suburbs, visitors are exploring a variety of neighbourhoods. This encourages hosts to share the best of their area, stay engaged in what is happening culturally and drive foot traffic to support local events, businesses and activities. Because hosts are more likely to research and engage with what is going on in their immediate community, and drive visitors to support it, this is building positivity in communities. 7 57% of hosts in Dublin said that hosting has positively affected their outlook on life. Airbnb also encourages Dubliners to be creative in uncovering or creating opportunities for visitors to stay in unique places. Unusual or historic buildings not being used as permanent homes are finding a new lease of life, in some instances, through being shared on Airbnb for guests to experience. Historic, unused or unusual spaces, such as this Coach House from the 1860s in Dalkey, South Dublin, can make desirable Airbnb destinations for visitors looking to explore villages outside of the City. 8 Pull-Out Facts 57% Hosts in Dublin that said hosting has positively affected their outlook on life 16 Average number of years a typical host has lived in their neighbourhood 43% Hosts in Dublin that said hosting has positively affected the way they interact with their community 7 Data from the Dublin City host compact survey 8 Data from Dublin City host compact survey 15

16 Easing Capacity Challenges During major events such as St Patrick s Day, New Year s Festival, the Six Nations Championship, Dublin Theatre Festival, Dublin Tech Summit and other major conventions, match-finals and conferences, Airbnb helps the City provide extra accommodation capacity for visitors. A typical Dublin listing was booked for 50 nights last year, creating additional capacity at peak times. This was clearly seen in 2016, with bookings on New Year s Eve up approximately 40% on 2015, and a 60% rise in guests arriving for St. Patrick s Day. Airbnb also supports Dublin s bids for major events, such as for Rugby World Cup 2023, committing to drive extra capacity in the City as accommodation creates capacity challenges. Pull-Out Facts 4,800 Guests stayed in Dublin over the St Patrick s Day period, 9-14 March 60% More guests arrived for St Patrick s Day compared to the same period the previous year 2.4M Total economic activity over St Patrick's Day period 16

17 Environmental Benefits By helping residents share their homes, Airbnb promotes the efficient use of existing resources as well as a more environmentally sustainable way of travelling. This type of travel results in significant reduction in energy and water use, greenhouse gas emissions, waste generation, and also encourages sustainability awareness among both residents and visitors. This resource efficiency is further enhanced as because guests stay in more residential neighbourhoods, they tend to be more likely to use public transportation, walk or cycle as their primary mode of transportation, than if they stayed in a hotel. 79% Hosts who provide 9 recycling for guests 23% Hosts who use green cleaning supplies By staying in properties available on the Airbnb platform instead of traditional accommodation options, Airbnb guests in Dublin City in 2016 resulted in an estimated: Pull-Out Facts Energy savings equivalent of up to 9,200 homes Greenhouse gas emissions equivalent to 24,400 cars Water reduction equivalent of up to 130 Olympicsized pools Waste reduction of Up to 600 tons 9 Data from Dublin City host compact survey 17

18 Case Study: Dublin City Economic Impact of Home Sharing As in any city, the concentration of both host capacity and guest focus for Dublin accommodation is weighted towards the main city. This case study looks specifically at the impact of home 10 sharing in Dublin City. Although 48% of hosts share a private room in their home, data shows that 88% are hosting in their primary residence. This means that many hosts share their entire home when away or otherwise not being used. 5,200 Hosts who have hosted in the past year 5,000 Annual earnings per typical host 51 Days hosted annually per typical listing 358,300 Inbound guests to Dublin City in 2016 Pull-Out Facts 46M Total income earned by host community in Dublin City 196M Economic activity generated by Airbnb hosts and guests 88% Of hosts in Dublin share their primary 11 residence 48% Of listings in Dublin City are private rooms in homes 10 Covering the neighbourhoods within the administrative area of Dublin City Council, allowing for a small margin of error. 11 Data from the Dublin City host compact survey 18

19 All Definitions Annual Earnings (Typical Host): Median value of total income earned by host during the one-year study period. Annual earnings are presented for typical hosts. Average Length of Stay: The average length of stay per guest, rather than per trip. Guest: Airbnb community members who stay in Airbnb listings. Host: Airbnb community members who rent space on Airbnb. Inbound Guest: All guests visiting a particular location. Inbound guests includes guests who live in the same location they may have stayed in. Listing (Active): A property listed on Airbnb. Listings may include entire homes or apartments, private rooms or shared spaces. Active Listings are all listings that appear on the website during a search. Active listings do not necessarily have availability on a particular date or at all. Listing Types: Airbnb classifies listings as three different types: Entire Home / Apartment listings, Private Room Listings, and Shared Room Listings: Entire Home / Apartment Listing - A listing where the guest can rent the entire home from the host. The host is not present in the home during the guest s stay. Private Room Listing - A listing where the guest can rent a private bedroom within a home. The host may be present in other parts of the home during the guest s stay, and the guest may share common spaces like the kitchen, living room, and/or a bathroom with the host. Shared Room Listing - A listing where the guest can rent a communal space, such as a shared bedroom or a living room sofabed, within a home. The host may be present in the home during the guest s stay, and the guest may share common spaces like the kitchen and/or a bathroom with the host. Nights Hosted (By Listing): Total number of nights a given listing is rented through Airbnb in the study period. Only listings that were active as of the start of the study period, and had at least one booking during the study period are included, in order to present the most representative annual values for Airbnb hosting activity. Nights Hosted (Typical Host): Median value of total nights hosted per host during the one-year study period. Nights Hosted are presented for typical hosts. Outbound Guest: All guests from a particular location who booked an Airbnb listing, regardless of where the listing is. There may be some minor overlap between Inbound Guests and Outbound Guests. All guests associated with a particular reservation are attributed to the location of the booking guest. 19

20 Total Economic Impact: The direct, indirect, and induced economic impact supported in a community directly related to Airbnb host and guest spending. This number is an estimate, calculated based on host earnings from Airbnb bookings data, guest spending estimates based on external data sources, and an economic multiplier range of 1.0 to 1.5. Typical Host: The median host for all hosts who had at least one active listing as of the start of the study period and at least one booking during the study period. Typical host definitions are used to calculate Annual Earnings and Nights Hosted. Presenting the median value for all hosts who were active as of the start of the study period provides the most representative values for the Airbnb host community. Photo Credit Front cover image: Cycling the Bull Wall. Photograph by Rob Durston. Creating Pride and Positivity in Neighbourhoods - making Dublin Happier: The Coach House, Dalkey, South Dublin. Easing Capacity Challenges: photos left and middle: St Patrick's Day celebrations in Dublin; photos right: Launch of The Gathering 2013, New Year's Festival celebrations. Environmental Benefits: photo left: Wildlife at Three Rock Mountain, photo middle: Dublin, Sandymount Beach, Dublin, photo right: Phoenix Park, Dublin. Photos courtesy of Failte Ireland. 20