The Airbnb Community: Denmark

Transcription

1 The Airbnb Community: Denmark

2 Introduction by Sara Green Brodersen, co-founder of Sharing Economy DK, CEO of Deemly, and thought leader on the sharing economy Home sharing is bringing immense value to countries, regions and cities around the world and Denmark is no exception. Danes are not only opening up their homes to guests, but also their neighbourhoods and communities to people looking to explore all that Denmark has to offer. This study contains great insights into the unique value being generated by the Airbnb community in Denmark, and the excellent opportunities that home sharing is bringing to the country.

3 The Airbnb Community in Denmark Hosts in Denmark have been welcoming people into their home since Since then, there have been 1.5 million Guest arrivals in Denmark. The following data provides a snapshot of the Airbnb community in Denmark from April 2016 to April The Host Community Airbnb Hosts in Denmark are a great asset to the Danish tourism landscape. By occasionally sharing their homes with visitors from around the world they are earning additional income which helps make ends meet and are enabling more Guest spending. 31,000 Active Hosts 22 Nights hosted per year for a typical listing DKK 14,600 Annual earnings for a typical host Host Profile 38 Average host age 21 Average number of years living in hometown 4.7 out of 5 Average Host rating by their Guests HOST AGE GROUPS HOST GENDER

4 Host Profile - continued 84% Sharing permanent home 94% Hosts who engage in eco-friendly practices 95% Hosts who recommend local business to their Guests

5 Airbnb Guests Hosts on Airbnb welcomed over 730,000 Guest arrivals to Denmark between 1 April 2016 and 1 April This has grown from 28,000 Guests arrivals on Airbnb in percent of these travellers are Danish. Inbound Guests 732,000 Inbound Guests 2 Number of people in the average party size 4 nights Average length of stay per Guest TOTAL GUEST ARRIVALS Guest Profile DKK 1,700 Average Daily Spending 4.9 out of 5 Average Guest rating by their Danish Host 90% Who saved money by staying with Airbnb

6 Guest Motivations TRAVEL REASONS 31% of guests would not have travelled or not have stayed as long without Airbnb WHY DID GUESTS CHOOSE AIRBNB?

7 Where do Airbnb Guests go? While Guests initially chose to travel with Airbnb to visit popular cities, Guests are now increasingly using Airbnb to discover places beyond the tourist hotspots. BOOKED LISTINGS

8 Where do Guests come from? Airbnb attracts visitors from all around the world, all year round, with Europe and North America representing the regions with the highest visitor rate. Almost 1 in 5 Guests travelling on Airbnb in Denmark is Danish. 35% OF DANISH GUESTS WHO STAYED IN DENMARK ARE FROM COPENHAGEN

9 Economic Activity Research internationally confirms that visitors who travel on Airbnb spend more than those who stay in more traditional accommodation. They also spend a higher proportion of that money locally - the average Airbnb Guest spends 38% of their money at local businesses in the neighbourhoods in which they stay. The Airbnb community generated DKK 5.18 B in total economic activity in Denmark during the study period, which is the sum of guest spending and host income. National Economic Activity DKK 680 M Total host income + DKK 4.50 B Estimated Guest spending in Denmark = DKK 5.18 B Total economic activity

10 Case Study: Copenhagen Hosts 19,300 Active hosts DKK 14,700 Typical annual host earnings 23 Nights hosted per year for a typical listing Guests 471,000 Inbound Guests in the past year 4 nights Average length of stay per Guest 279,000 Outbound Guests in the past year

11 Methodology and Definitions Methodology Data is drawn from Airbnb proprietary bookings data between 1 April 2016 and 1 April 2017 and data collected from surveys sent to hosts and Guests in Total economic activity is estimated based on host earnings and Guest spending estimates based on Guest survey. 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 on 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.

12 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. Total Economic Activity: The sum of host earnings from Airbnb bookings data and Guest spending estimates. 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.