It is no longer headline news that private accommodations are an
integral part of the travel landscape. Airbnb, the sharing economy pioneer, has
been around for nearly a decade, and scores of other home-sharing websites
around the world are changing the way consumers think about where to stay. Now
that renting is mainstream, all travel brands must understand the droves of
travelers powering the rising home rental market. American and European renters
stand out not only among themselves, but from the broader traveler population
as well. Travel marketers in particular must pay close attention to the rise of
rentals, as more and more of these coveted frequent travelers opt for a home
over a hotel.
- Methodology for U.S. Survey
- Methodology for European Survey
- Key Insights
- Private Accommodations in the U.S. and Europe
- Alternative No More: Rentals Rise in Europe, U.S.
- The Rental Traveler: A Coveted Consumer Segment
- Accommodation Selection: How Rentals Stack Up Against Hotels
Methodology for U.S. Survey
Phocuswright fielded an online consumer survey between March 17-24, 2016, through Global Market Insights, Inc., targeting the general U.S. adult population that has Internet access and travels for leisure.
To qualify for participation in the U.S. Consumer Travel Report Eighth Edition, respondents had to indicate they had taken at least one overnight leisure trip at least 75 miles from home in the past 12 months that included paid lodging and/or air travel. An additional screener required consumers to have played an active role in planning their leisure trips. Respondents who qualified are referred to as "U.S. travelers."
Phocuswright received 1,862 qualified responses, and the weighted respondent pool can be projected with confidence to the U.S. adult population with Internet access. A total of 3,718 respondents were surveyed to obtain baseline metrics about travelers and non-travelers within the general online population. The error interval for analysis of the U.S. traveler population is ±2.3% at a 95% confidence level.
Methodology for European Survey
Phocuswright fielded an online survey on April 4-18, 2016, through Global Market Insights, Inc., targeting the general French, German and U.K. adult populations that have Internet access and travel for leisure.
To qualify for participation in the European Consumer Travel Report Sixth Edition, respondents had to indicate they had taken at least one overnight leisure trip that included paid accommodations at least 100 kilometers from home and/or taken flights/rail for leisure travel in the past 12 months. An additional screener required consumers to have played an active role in planning their leisure trips. Respondents who qualified are referred to as "French/German/U.K. travelers."
Phocuswright received 3,159 qualified responses (France 1,042; Germany 1,071; U.K. 1,046), and the respondent pool can be projected with confidence to the adult population with Internet access. Travel incidence levels were calculated based on the responses of 5,736 adults. The error interval for analysis of the traveler population for each country is ±3% at a 95% confidence level.
Note that European consumer spend figures are expressed in dollars in both charts and text for comparative purposes.