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Executive Summary / 2Overview of the Airbnb Community in Scotland / 3Airbnb Host Profile / 5Airbnb Guest Profile / 6Airbnb and Tourism / 8Tourism and the Local Economy / 9Case Study: Edinburgh / 10Airbnb and Events / 11

Overview of the Airbnb Community in Scotland

2Overview of the Airbnb Community in Scotland

Executive Summary: Scotland

802,000 Inbound guests in the past year

£361M Economic activity generated by hosts and guests on Airbnb

Economic Impact

Communities, local businesses and cultural venues across Scotland are seeing benefits from Airbnb. Bringing both an increase in sustainable tourism and economic development, home sharing helps hosts, families and individual households generate a little extra income to make ends meet.

This totals to an impressive set of figures, contributing to the tourism pie of one of Scotland’s most important industries.



12,600 Hosts who have hosted in the past year

£3,600 Annual earnings for a typical host

Hosts

40Nights hosted per year for a typical listing

802,000 Total inbound guests

2.8 nightsAverage length of stay per guest

Guests

452,000Outbound guests in the past year

Hosts on Airbnb in Scotland have been welcoming guests into their homes since 2009. The following page captures the Airbnb community in Scotland between March 1, 2016 to March 1, 2017.



CURRENTLY ACTIVE LISTINGS BY TYPE

Airbnb Listings

ACTIVE AIRBNB LISTINGS IN SCOTLAND

Hosts on Airbnb are opening up their homes to visitors right across the country. It is incredible to see hosting activity both within popular urban destinations and also in surrounding neighbourhoods and remote new destinations. Hosts are sharing both their spare rooms whilst at home and also their entire homes when otherwise might be left empty.

Shared Room1%

Private Room41%

Entire Home58%


Airbnb Host Profile

Hosts on Airbnb in Scotland are regular community members who rent their homes occasionally throughout the year, earning modest but significant supplemental income to help make ends meet.

44Average host age

76%Hosts who rent their primary or secondary homes

Host Demographic Profile

22 Average number of years a host has lived in their hometown

41%Hosts rely on Airbnb income to make ends meet

£68MTotal income earned by host community

Female64%

Male36%

HOST GENDER


Airbnb Guest Profile

Guests using Airbnb in Scotland predominately travel for vacation and leisure. Guests chose to stay in Airbnb properties because they were looking for an authentic, local experience.

Guest Profile

87% of Guests using Airbnb visit Scotland for vacation and leisure.

2.5 Number of people in the average travel party size

£293MEstimated total spent by Guests using Airbnb in Scotland

85%Guests who chose Airbnb so they can

“live like a local”

GUEST TRAVEL MOTIVATIONS


Guest Origin

Airbnb attracts visitors from all around the world, all year round. With 802,000 inbound guests to Scotland in the last year, North America and Europe represent the regions with the highest visitor rate.


Airbnb and Tourism

Tourism

81% Choose Airbnb because they want to explore a neighbourhood

30% Guests who would not have come or not have stayed as long without Airbnb

83% Guests for whom Airbnb makes them more likely to return

Responsible home sharing is a new engine for Scotland tourism and the economy. Airbnb grows the tourism pie, attracting many guests who might otherwise not have come, or been able to stay as long.

Airbnb Guest Experiences

4.7 Average host rating (out of 5)

86% Guests who chose Airbnb because of the amenities

Guests using Airbnb in Scotland are often looking for more than traditional hotels offer. Staying in a home provides them with the amenities they want, and results in positive experiences that make them want to return.


Tourism and the Local Economy

47 percent of guest spending is done in the neighbourhoods in which they stay.

GUEST SPENDING

Food35%

Groceries9%Shopping

16%

Culture15%

Leisure8%

Transport16%

Other1%


Case Study: Edinburgh

Hosts

5,400 Active hosts

£3,900 Annual earnings for a typical host

Hosts on Airbnb in Edinburgh have been welcoming guests into their homes since 2010. The following page captures the Airbnb community in the neighbourhood between March 1, 2016 and March 1, 2017.

40 Average host age

Guests

411,000 Inbound guests in the past year

90% Inbound guest growth in the past year


Airbnb and Events

Airbnb helps cities cover increased demand in lodging from big events. Hosts often make their home available for key events to cover lodging needs and also make some extra income. The graph below shows spikes in nights booked in Edinburgh in August 2016 around the Fringe Festival 2016.


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 / Apart-ment 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 oth-er 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 sofa-bed, 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 book-ing guest.

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 representa-tive values for the Airbnb host community.

Download - Overview of the Airbnb Community in Scotland - Airbnb … · Case Study: Edinburgh / 10 Airbnb and Events / 11 Overview of the Airbnb Community in Scotland . ... Overview of the Airbnb

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