Boosting capacity and accommodating crowds. A look at how hosts on Airbnb are supporting Ireland's cultural and sporting events

Transcription

1 Boosting capacity and accommodating crowds A look at how hosts on Airbnb are supporting Ireland's cultural and sporting events

2 People across Ireland are known for their incredible hospitality so it's no surprise that sporting and cultural tourism are really thriving thanks to hosts in Cork and Dublin. During landmark events in music venues, parks and sports arenas across Ireland, Airbnb is opening up new benefits to those who use the travel platform. Events present a great gateway for first-time hosts listing their spare room or home during an event, and we re seeing more and more hosts join the community via this entry point. What we re hearing is that it s a great way for users to get a feel for how the platform works and what it s like for guests to stay in your space over a relatively short period of time. Senior hosts are part of the host community who are reaping the most benefits through hosting on Airbnb during key events throughout the year. Senior hosts in Cork earned 19% of total earnings during events like the Ed Sheeran concert at Pairc Ui Chaoimh. Women who host on Airbnb represent another thriving aspect of the community in Ireland who significantly benefit from hosting. In all case studies outlined in the pages which follow, women hosts represent the highest number of hosts across Ireland during key events. We have outlined 14 case studies which illustrate the benefits of hosting during key events. In welcoming a group of music lovers or sports fans to stay, the benefits of Airbnb in Ireland to local hosts are clear, as are the knock-on benefits to the event organisers and the local business communities surrounding them. Read through and learn how Airbnb is benefiting all involved from locals to guests and hosts. 2

3 Seniors A sometimes overlooked value which Airbnb brings to communities across the world is the ability the platform has to uplift some of the most vulnerable members of society. In 2017, CEO of Alone charity said the number of isolated and lonely older people seeking support in Ireland had risen by 40 percent. He also outlined that more than a quarter of people over 65 live alone in private housing with one in ten suffering from chronic loneliness which can lead to depression % Percentage of senior hosts during key events across Ireland Airbnb represents a welcome alternative by giving senior hosts an opportunity to utilise underused space in their homes by welcoming guests during events throughout the year. In the case studies outlined in this report, senior hosts represented between 7% to 19% across major events, festivals and concerts. In Cork, during the Ed Sheeran concert in particular, senior hosts represented 19% of all booked listings. Women hosts Women who host on Airbnb across Ireland in the case studies we ve outlined within this report, represented the overwhelming majority. While the gender pay gap is still a reality for women in several professional industries the world over; thanks to the flexible nature of hosting and the ability to set your own prices, the Airbnb platform has actually opened a space for women to earn extra income by hosting in their homes. In Cork, 65% of hosts on Airbnb who welcomed guests to stay with them during the Ed Sheeran concert were women. During the three-day Cork Jazz Festival, 57% of hosts on Airbnb who opened their doors in the city to welcome guests from across the world were also women % Percentage of women hosts during key events across Ireland In the case studies evaluated, typical women hosts on Airbnb earned a high of 460 during the Taste of Dublin Food Festival which welcomed over 23,000 guests to the city. The final home game of the Six Nations tournament brought over 13,000 guests to Dublin and saw typical women hosts earn Ageing Irish population leading to greater isolation of over-65s, Irish Times, (2017) 3

4 First-time Hosts Hosts who earn money by listing their space on Airbnb use those earnings to do a number of things, from making modest home improvements to going back to school. In analysing the 14 case studies in this report, we ve noticed events are a popular way for hosts across Ireland to trial the benefits of Airbnb. By hosting for a weekend, hosts get to put any would-be fears to bed by seeing exactly how flexible the platform is and see how well it worked for them. 3-14% Percentage of first-time hosts during key events across Ireland St. Patrick s Day was an example of how first-time hosts used the occasion to trial the platform. In Dublin during Paddy s Day, 14% of first-time hosts typically earned 220. In Cork, 11% of listings booked during the Ed Sheeran concert were with first-time hosts, who typically earned 130 for their efforts. Family Travel Families using Airbnb is on the uptick, especially during events outlined in these case studies. Because listings on Airbnb offer more flexibility in terms of amenities, space and customisation, it s easy to see why families and even larger groups might be happy to use the platform to stay during key events. In Cork, families represented 9% of total guest arrivals during the Cork Jazz Festival with 4.9 guests per stay. In Dublin during the Longitude Festival, families accounted for 11% of total guest arrivals with an average of 4.3 guests per booked listing. 1-12% Percentage of family arrivals during key events across Ireland 4

5 Case studies at a glance Festivals and Events Taste of Dublin Food Festival (2017) / 6 St. Patrick s Day (2017) / 8 Longitude Festival (2017) / 10 Music U2, Dublin (2017) / 12 Cork Jazz Festival (2017) / 14 Rolling Stones, Dublin (2018) / 16 Ed Sheeran, Dublin (2018) / 18 Ed Sheeran, Cork (2018) / 20 Taylor Swift (2018) / 22 Sport Six Nations Home Game (2017) / 24 All Ireland Hurling Final (2017) / 26 Six Nations Home Games (2018) / 28, 30, 32 5

6 The following pages capture the activity of the Airbnb community in the region between June 8-17, Taste of Dublin Food Festival Highest number of total host earnings The Taste of Dublin is a four-day food and drink festival held at Iveagh Gardens to connect an array of restaurants with food lovers, giving them an opportunity to sample food from restaurants, browse artisan stalls and enjoy other food themed attractions. Hosts on Airbnb have been key to bringing food lovers to the city represented a 66% increase in hosting activity with 7% of first time hosts using the opportunity to join the community. By the numbers: 23,200 3, Total guest arrivals Total listings booked Family size per booking Number of nights a typical listing is booked 3, M 66% 6% Number of cities of origin guests Total host earnings increase from previous year Percentage of family bookings 6

7 Women hosts 51% 460 First-time hosts 7% 170 Senior hosts 8% 580 Guest arrival trends Top origin cities 1. London, England 2. Dublin, Ireland 3. New York, NY 4.Paris, France 5. Vienna, Austria Top origin countries 1. United States 2. United Kingdom 3. Germany 4. Ireland 5. France

8 Photo by Miguel Mendez from Malahide, Ireland (St Patrick's Parade Dublin) The following pages capture the activity of the Airbnb community in the region between March 15-17, St. Patrick s Day, Dublin Highest percentage of first-time hosts St. Patrick s Day is arguably one of the most recognised cultural celebrations across the globe and thousands of people return to Ireland in order to celebrate the patron saint of Ireland. Over 10,000 guests visited the capital last year, an 82% increase from the previous year. St. Paddy s Day also represented a key moment for new hosts to trial Airbnb, with 14% of first-time hosts welcoming guests into their homes for the first time ever, typically earning 220, the second-highest total across events analysed. By the numbers: 10,700 3, Total guest arrivals Total listings booked Family size per booking Number of nights a typical listing is booked 1, M 82% 1% Number of cities of origin guests Total host earnings increase from previous year Percentage of family bookings 8

9 Women hosts 51% 230 First-time hosts 14% 220 Senior hosts 7% 230 Guest arrival trends Top origin cities 1. London, England 2. Paris, France 3. New York, NY 4. Chicago, IL 5. Madrid, Spain Top origin countries 1. United States 2. France 3. United Kingdom 4. Germany 5. Canada

10 The following pages capture the activity of the Airbnb community in the region between July 14-16, Longitude Festival, Dublin (Marlay Park) Third-highest percentage of family guest arrivals The Longitude Festival is a three-day outdoor music festival which brings approximately 9,500 people a day to Marlay Park in Rathfarnham. By attracting some of the biggest names in music, the event has served to attract a wide range of people to Dublin from both near and far with Dublin and Cork appearing in the top five origin cities. In the case studies evaluated, the Longitude Festival welcomed the third-highest percentage (11%) of family arrivals, illustrating how Airbnb has been a favoured alternative for locals who want to share space and celebrate with friends and family, or those who would rather stay local to enjoy events instead of commuting. By the numbers: 12,200 3, Total guest arrivals Total listings booked Family size per booking Number of nights a typical listing is booked 1, M 51% 11% Number of cities of origin guests Total host earnings increase from previous year Percentage of family bookings 10

11 Women hosts 51% 250 First-time hosts 4% 170 Senior hosts 8% 310 Guest arrival trends Top origin cities 1. Dublin, Ireland 2. London, England 3. New York, NY 4. Paris, France 5. Cork, Ireland Top origin countries 1. United States 2. United Kingdom 3. Ireland 4. France 5. Germany

12 The following pages capture the activity of the Airbnb community in the region between July 20-23, U2, Dublin (Croke Park) Second-highest percentage of family guest arrivals Hometown favourites U2 returned to Dublin last summer as part of the Joshua Tree Tour and as a result, Airbnb in Dublin saw the second-highest percentage of family guest arrivals (12%). The concert also represented the second-highest number of booked listings (3,900) and fourth-most guest arrivals (14,100). 53% of hosts on Airbnb who welcomed guests during this event were women, which was fifth-highest among all those analysed. By the numbers: 14,100 3, Total guest arrivals Total listings booked Family size per booking Number of nights a typical listing is booked 2, M 60% 12% Number of cities of origin guests Total host earnings spike from previous year Percentage of family bookings 12

13 Women hosts 53% 300 First-time hosts 7% 200 Senior hosts 7% 200 Guest arrival trends Top origin cities 1. London, England 2. Dublin, Ireland 3. Madrid, Spain 4. Paris, France 5. New York, US Top origin countries 1. United States 2. United Kingdom 3. France 4. Germany 5. Spain

14 The following pages capture the activity of the Airbnb community in the region between October 27-30, Cork Jazz Festival Highest family size per booking Last year Jazz festival lovers ventured to Cork from as far as Canada and as near as Dublin to enjoy the Cork Jazz Festival. The event represented a surge in guest activity in the city, as 900+ guests represented a nearly 466% growth from the previous year. The Cork Jazz Festival saw the third highest number of family bookings (9%) across events measured in this report with the highest average of family size per booking (4.9). It s a strong indication that families who appreciate Jazz music are using Airbnb to travel together, perhaps enhancing their festival experience. The event was popular among senior hosts in Cork, 15% of whom represented the second-highest percentage across events assessed. By the numbers: Total guest arrivals Total listings booked Family size per booking Number of nights a typical listing is booked K 466% 9% Number of cities of origin guests Total host earnings increase from previous year Percentage of family bookings 14

15 Women hosts 57% 120 First-time hosts 5% 90 Senior hosts 15% 140 Guest arrival trends Top origin cities 1. Dublin, Ireland 2. London, England 3. Paris, France 4. Vancouver, Canada 5. Munich, Germany Top origin countries 1. United States 2. Ireland 3. United Kingdom 4. France 5. Germany

16 The following pages capture the activity of the Airbnb community in the region between May 16-18, Rolling Stones, Dublin (Croke Park) Fifth-highest increase in guest arrivals As one of the biggest bands in the world, the Rolling Stones certainly need no help in drawing a crowd. However, their concert in May of 2018, illustrated a 74% increase in bookings (the fifth-highest increase in events we measured) from the previous year. Guests came from North America and other countries in Europe with the United States topping the list. The top origin city was London, with some guests making a short trek across the pond to catch the concert. By the numbers: 6,400 2, Total guest arrivals Total listings booked Family size per booking Number of nights a typical listing is booked 1, K 74% 3% Number of cities of origin guests Total host earnings spike from previous year Percentage of family bookings 16

17 Women hosts 48% 160 First-time hosts 3% 140 Senior hosts 9% 200 Guest arrival trends Top origin cities 1. London, England 2. Paris, France 3. New York, NY 4. Chicago, US 5. Madrid, Spain Top origin countries 1. United States 2. France 3. United Kingdom 4. Germany 5. Canada

18 The following pages capture the activity of the Airbnb community in the region between May 16-19, Ed Sheeran, Dublin (Croke Park) Second-highest number of total guest arrivals Ed Sheeran s concert series in Dublin resulted in the second-most guest arrivals in the capital for events assessed. Impressively, the most guests arrivals for the concert were travelling from elsewhere in Ireland while the top city for guest arrivals was Dublin. Ennis and Cork also drove a considerable number of guests to town for the event, suggesting in-demand concert tickets fuel a considerable amount of domestic tourism for fans who might not be able to catch the musical act closer to home. The event also drove the second-highest total in host earnings, with hosts across Dublin earning 1.78M. By the numbers: 18,000 3, Total guest arrivals Total listings booked Family size per booking Number of nights a typical listing is booked M 76% 3% Number of cities of origin guests Total host earnings spike from previous year Percentage of family bookings 18

19 Women hosts 52% 340 First-time hosts 4% 170 Senior hosts 9% 390 Guest arrival trends Top origin cities 1. London, England 2. Dublin, Ireland 3. Belfast, N. Ireland 4. Paris, France 5. New York City, US Top origin countries 1. United States 2. United Kingdom 3. Germany 4. France 5. Ireland

20 The following pages capture the activity of the Airbnb community in the region between May 4-6, Ed Sheeran, Cork (Pairc Ui Chaoimh) Second-highest gain in guest arrivals across events measured When Ed Sheeran performed in Cork earlier this summer, women who host on Airbnb represented the overwhelming majority (65%) of hosts who welcomed guests to town. Interestingly, keeping in line with similar trends noticed in the report, events are great at promoting domestic tourism. The majority of guests originated from elsewhere in Ireland including Dublin (top origin city ) while Ennis and Galway were fourth and sixth in top origin cities respectively. By the numbers: 2, Total guest arrivals Total listings booked Family size per booking Number of nights a typical listing is booked K 218% 7% Number of cities of origin guests Total host earnings spike from previous year Percentage of family bookings 20

21 Women hosts 65% 240 First-time hosts 11% 130 Senior hosts 19% 280 Guest arrival trends Top origin cities 1. Dublin, Ireland 2. London, England 3. Paris, France 4. Ennis, Ireland 5. Cork, Ireland Top origin countries 1. Ireland 2. United Kingdom 3. United States 4. France 5. Germany

22 The following pages capture the activity of the Airbnb community in the region between June 15-17, Taylor Swift, Dublin (Croke Park) Highest number of booked listings When Taylor Swift stopped in Ireland for the Dublin leg of her Reputation World Tour, guest arrivals soared to 15,200 staying in 3,900 booked listings the highest among events measured in this report to accommodate fans of the superstar. 8% of those bookings represented families with an average of 4.2 guests per booking. Guests visited Dublin from over 2,400 cities (thirdhighest among events measured), including the capital itself, which ranked second on the list of Top origin cities. By the numbers: 15,200 3, Total guest arrivals Total listings booked Family size per booking Number of nights a typical listing is booked M 22% 8% Number of cities of origin guests Total host earnings spike from previous year Percentage of family bookings 22

23 Women hosts 51% 310 First-time hosts 4% 180 Senior hosts 9% 330 Guest arrival trends Top origin cities 1. London, England 2. Dublin, Ireland 3. New York City, US 4. Paris, France 5. Madrid, Spain Top origin countries 1. United States 2. United Kingdom 3. Ireland 4. Germany 5. France

24 The following pages capture the activity of the Airbnb community in the region between March 17-19, Six Nations Ireland v. England (Aviva Stadium) Second-highest total host earnings In the last match of the 2017 Six Nations Championship, Ireland hosted England at Aviva Stadium where a thrilling match ended England s chance for a grand slam and snapped a world-record win streak. Still, over 13,000 guests from more than 2,200 cities were in Dublin for the event, which brought in 1.93M in earnings second-most across events measured. The event also represented a boost in first-time hosts, 8% of whom used the weekend to open their doors for the first time, typically earning 300 by doing so. By the numbers: 13,400 3, Total guest arrivals Total listings booked Family size per booking Number of nights a typical listing is booked 2, M 12% 1% Number of cities of origin guests Total host earnings increase from previous year Percentage of family bookings 24

25 Women hosts 51% 390 First-time hosts 8% 300 Senior hosts 9% 380 Guest arrival trends Top origin cities 1. London, England 2. New York, US 3. Paris, France 4. Dublin, Ireland 5. Los Angeles, US Top origin countries 1. United States 2. France 3. United Kingdom 4. Germany 5. Canada

26 Photo by Irish Defence Forces from Ireland (Defence Forces Vs BOI Hurling (138)) The following pages capture the activity of the Airbnb community in the region between March 17-19, All-Ireland Hurling Championships, Dublin (Croke Park) Fifth-highest percentage of family guest arrivals Galway beat Waterford in the All-Ireland Hurling Championships final which was hosted at Croke Park in Dublin. Across the event, Airbnb saw 9,500 guest arrivals including the fifth-highest percentage of family guest arrivals (7%). Hosts brought in 776K across the weekend, of whom 51% were women and 9% were seniors. Visiting guests came from more than 1,600 cities around the world and the event represented an 18% increase in guest arrivals from the previous year. By the numbers: 9,500 3, Total guest arrivals Total listings booked Family size per booking Number of nights a typical listing is booked 1, K 18% 7% Number of cities of origin guests Total host earnings increase from previous year Percentage of family bookings 26

27 Women hosts 51% 200 First-time hosts 4% 120 Senior hosts 9% 220 Guest arrival trends Top origin cities 1. London, England 2. Dublin, Ireland 3. New York City, US 4. Paris, France 5. Madrid, Spain Top origin countries 1. United States 2. United Kingdom 3. Germany 4. France 5. Canada

28 The following pages capture the activity of the Airbnb community in the region between February 9-11, Six Nations Ireland vs. Italy (Aviva Stadium) Second-highest average number of guests per family booking Sporting events like the Six Nations Championship illustrate how significantly sports play a role in bringing people together from across the world, introducing them to cities they might not otherwise have visited. Ireland ranked third on top origin countries while Italy was sixth, illustrating the affinity fans have for travelling to see their team. On its way to winning the 2018 Championship for its third-ever Grand Slam, Ireland s first home contest against Italy saw 51,700 fans attend the match at Aviva Stadium. 2,200 listings were booked over the weekend with 6,900 total guest arrivals. Airbnb saw 6% of family bookings with the second-highest average number of guests per family booking (4.5) within the case studies, enabling more friends and families to appreciate a weekend together. By the numbers: 6,900 2, Total guest arrivals Total listings booked Family size per booking Number of nights a typical listing is booked 1, K 50% 6% Number of cities of origin guests Total host earnings increase from previous year Percentage of family bookings 28

29 Women hosts 48% 190 First-time hosts 3% 140 Senior hosts 9% 220 Guest arrival trends Top origin cities 1. London, England 2. Dublin, Ireland 3. Paris, France 4. Madrid, Spain 5. Glasgow, Scotland Top origin countries 1. United Kingdom 2. United States 3. Ireland 4. France 5. Germany

30 The following pages capture the activity of the Airbnb community in the region between February 23-25, Six Nations Ireland vs. Wales (Aviva Stadium) Third-highest average number of guests per family booking Ireland s second home game of the Six Nations Championship saw 8,700 guest arrivals on Airbnb in Dublin, 3% of which were family bookings. Those family bookings included 4.4 guests, the third highest average number of guests per family booking across all events analysed. While Ireland ranked sixth on top origin countries, the United Kingdom was first, with London and Cardiff ranking first and fifth respectively in terms of top origin cities, again indicating fans willingness to travel and support their teams. By the numbers: 8,700 2, Total guest arrivals Total listings booked Family size per booking Number of nights a typical listing is booked 1, K 24% 3% Number of cities of origin guests Total host earnings increase from previous year Percentage of family bookings 30

31 Women hosts 50% 200 First-time hosts 5% 160 Senior hosts 9% 220 Guest arrival trends Top origin cities 1. London, England 2. Dublin, Ireland 3. Paris, France 4. Madrid, Spain 5. Cardiff, Wales Top origin countries 1. United Kingdom 2. United States 3. France 4. Germany 5. Spain

32 The following pages capture the activity of the Airbnb community in the region between March 9-11, Six Nations Ireland vs. Scotland (Aviva Stadium) Highest gain in guest arrivals across sport events When Ireland welcomed Scotland during round four of the Six Nations Championship, Airbnb saw 9,000 guest arrivals in Dublin, marking a 66% increase in guest arrivals from the previous year. Once again, families comprised 3% with an average of 4.3 members per booking. Fans came from as far as California but Dublin and Edinburgh ranked second and fifth respectively on top origin cities. Once again, this illustrates how helpful Airbnb is as a resource for fans near and far with Ireland ranking fifth on top origin countries. By the numbers: 9,000 2, Total guest arrivals Total listings booked Family size per booking Number of nights a typical listing is booked 1, K 66% 3% Number of cities of origin guests Total host earnings increase from previous year Percentage of family bookings 32

33 Women hosts 49% 200 First-time hosts 5% 140 Senior hosts 9% 210 Guest arrival trends Top origin cities 1. London, England 2. Dublin, Ireland 3. Paris, France 4. New York City, US 5. Edinburgh, Scotland Top origin countries 1. United Kingdom 2. United States 3. France 4. Germany 5. Ireland

34 Methodology This report uses internal Airbnb data covering periods indicated in the case studies across 2017 and Data points were calculated using self-reported age and gender, as well as booking-specific information such as typical host earnings and booked listings. Earnings were converted from USD to Euros using a conversion rate of.849 taken on July 5,

35 All Definitions Family Size Per Booking: Any booking which includes a child 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 users who stay in Airbnb listings. Host: Airbnb users who rent space on Airbnb. Guest Arrivals: 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: There are three listing types entire home/apartment listings, private room and shared room. Entire Home/Apartment: 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: 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: 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 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 hosting activity on Airbnb. 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 a 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. 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. 35