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Product Insights for Airbnb

Edwin Chen
February 09, 2015

Product Insights for Airbnb

Evaluating the Airbnb booking experience.

Edwin Chen

February 09, 2015
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  1. A Human Touch
    Evaluation Insights for Airbnb
    Edwin Chen
    @echen / echen.me

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  2. Overview

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  3. Building a Search and Discovery platform is
    hard.
    Building it for an expensive travel experience,
    when most people only make a few trips each
    year, is even harder.

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  4. How well does Airbnb do?

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  5. Is it easy to find a good listing?
    How about if I want to stay near the Eiffel Tower?
    What are problems with its “Similar Listings”
    algorithm?
    Where else could the experience be improved?

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  7. Where is Disneyland?
    Why am I being shown locations so far away?

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  8. Horrible result. The room is pretty and quaint and the price
    is right. But again, it's just not what I'm looking for. This room
    is near downtown Madison, it's not a secluded place and
    there's no skiing. (from a search keyworded on “skiing”)

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  9. Click logs in a dynamic marketplace
    can be sparse and difficult to interpret.
    Did users skip this listing because it was too expensive, or was it just
    not relevant?
    Was this search result page bad because of poor ranking or because
    all the good listings were already taken?

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  10. Let’s grab additional data.

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  11. Human
    Evaluation

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  12. Tell me about an upcoming
    trip you’d like to make.
    “We love going to Disneyland and would like to go
    back sometime this year around the beginning of the
    summer. Ideally we would go for a week but it
    depends on price. I would want to go with my
    husband and kids because it's a really fun and
    special experience for all of us.”

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  13. Now try to find a place to stay on Airbnb.

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  14. Rate the first listing
    Fairly bad result. It looks like a nice play to stay but I don't like that
    it's actually part of another house. I would want to feel like we have
    total privacy instead of sharing certain areas. There are also an
    awful lot of rules about when and what you can do. I understand
    to an extent but seeing it all written out comes across as kind of
    negative. It's also not really that close to Disneyland.

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  15. “It’s also not really that close to Disneyland.”
    Can we show how far listings are from nearby tourist attractions and landmarks?
    Why are locations that are so far away from Anaheim being shown?

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  16. Many travelers are tourists unfamiliar
    with where they’re traveling.
    Why not make it easier for them?

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  17. “There are also an awful lot of rules… I understand to an
    extent but seeing it all written out comes across as kind of
    negative.”

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  18. Other users mention disliking rules
    as well
    “I try to stay away from hotels. I find that they are overpriced and dirty. I would rather rent a room
    in a house, if I couldn't find an entire house, than stay in a hotel. You would think that renting a
    room or house from someone there would be more rules than a hotel but it is not been my
    experience. Hotels impose silly rules, and I don't mean standard things like not destroying
    the room and noise, I mean like not allowing you to open windows or keep a door open to
    the outside. No thanks! I prefer Airbnb by far.”
    “It looks like a decent place and how when you first step outside you can see the water and it looks
    like you can go straight down to the ocean. The price is great for the amount of days I am staying
    as well and it looks a little homey… The seller also does not seem to have any rules that may
    complicate me in any way.”
    “From the pictures, I don't think it would be the kind of place that I would necessarily feel at home
    in… I don't like the fact that shoes have to be removed before entering the house, since I
    don't like walking around barefoot. Overall, I just don't think that this room would be the right fit
    for me.”

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  19. Users turn to Airbnb for its
    friendliness and home-like feel.
    Would it help to boost listings with a
    friendly tone, and penalize listings with
    long lists of rules?

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  20. Rate the second listing
    Horrible result. The 500 dollar security deposit puts me off
    immediately. We are looking for something affordable and while the
    nightly rate is okay the security deposit would just put it over the top. I
    would be worried we wouldn't get it back no matter how good of a
    shape we left the house. Also they seem particular about how
    everything is treated and we have two kids so it just wouldn't work
    well.

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  21. Are security deposits a feature
    in the ranking models?
    Security deposits are a common gripe.
    New Airbnb users may be especially worried that an unscrupulous host will keep a
    security deposit without good reason.

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  22. Rate the third listing
    Fairly bad result. I love that the price is so low. Plus there is room for
    my husband and two kids to sleep. However I don't like that you
    would be staying in an RV in someone's driveway. There isn't much
    privacy that way. Plus the distance is reasonable to San Diego
    and LA which means it's not really close enough to either one.

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  23. Rate the fourth listing
    Fantastic result. If I'm understanding correctly, you get the entire
    house which is great. It looks beautiful on the outside and looks like
    there is a garage where we could hopefully park our van. The security
    deposit is not too high. The location isn't perfect but it's pretty
    good because the drive to Disneyland wouldn't be too long.

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  24. Rate the fifth listing
    Pretty good result. The house looks nice outside and in. I like that
    you get the entire house to yourself. The security deposit is high
    so that makes me hesitant to want to book it. There is plenty of
    room for my husband and two kids. I like that we would be able to
    park in the driveway as we will have our own vehicle.

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  25. Takeaways
    • How can we make it easier to gauge the
    distance to nearby attractions?
    • Should we penalize strict-looking listings with
    many rules?
    • Can we add security deposits as a feature in
    the ranking models?

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  26. Search

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  27. Note: may be a biased sample, from a set of 100 raters.

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  29. How can we make
    search results better?

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  31. This listing is a little too cutesy for me. I am not a fan of the room in terms of decoration. It
    looks very clean though, and I wouldn't be too upset if I was "stuck" there. It looks like a really nice
    space. I would definitely look around a little more to find something that might be more
    comfortable in terms of style. (from a male user)

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  32. This place is more in line with what i am looking for. Good decor and furnishings. The place looks
    modern and very HIP. Has a nice amount of space and nice windows and glass doors. It is
    almost ideal to what i pictured.

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  33. Style matters
    Male users may not want pink, fluffy rooms.
    Younger users may want hipper, more modern listings.
    Some places just feel old and dingy.
    Can we learn the style of a listing, and match it against
    user demographics?

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  34. Horrible result. I'm not entirely impressed with the host's response rate/time. It
    makes me think they would be hard to get in touch with if something were to occur or
    we needed something. The house itself is nice, but it doesn't look quite as good
    as other ones that are cheaper. I would pass on this one.

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  35. Fairly bad result. This place looks a little bit bland. I think it's a little too
    expensive for what you get as well. I don't really think I would choose this place. It
    doesn't stand out to me.

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  36. Cost is relative
    Some listings are on the higher end of the price range,
    but others may simply be overpriced.
    Price is probably already a ranking feature, but should
    overpricedness be as well? Airbnb already has a price
    prediction algorithm; can we use the residual as a
    measure of whether a listing is priced too high or too
    low?

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  37. From the pictures, I don't think it would be the kind of place that I would necessarily feel at home in.
    The late check in also worries me, since I like to get on the road early. I don't like the fact
    that shoes have to be removed before entering the house, since I don't like walking around
    barefoot. Overall, I just don't think that this room would be the right fit for me.

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  38. The pictures look nice, and it's appealing that it is near to the beach. However, this is a room, and I
    actually wanted a whole space to myself. Also, there are restrictive hours on when to arrive,
    and that's difficult for me. Plus the price is a bit more than I was hoping to pay for. I don't need
    bed and breakfast, just a bed.

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  39. Check-in and check-out
    times can be problematic
    Are restrictive arrival and departure times used as a
    feature?

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  40. This is the best one yet. The view from the patio is amazing. The price is the cheapest.
    The amenities are spot on. No need for a television when you have a place like this. We
    talked about going to Sardinia, and this would be a great reason why, just to spend a night at
    this place. This place is gorgeous.

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  41. It looked acceptable. The location just wasn't as good and there weren't spectacular
    views. If I was going to settle for something that wasn't pretty then it would need to be very
    convenient, which this isn’t. (from a search whose other results had good views)

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  42. Can we figure out from a listing’s
    description, reviews, and pictures whether
    it’s in a location with great views?

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  43. This place looks beautiful! It is a little big, however, the price range is not too bad. It has
    romantic in the title and that is what caught my eye first. I am looking for a
    romantic vacation with my SO.

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  44. The room is not ideal, it's not romantic at all. The location is unappealing, it is near an
    urban area and there is no mention of skiing. I'm looking for a place near a skiing area, I
    don't have a specific location, because I don't know where they are. The price is okay, it's just
    not what I want at all.

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  45. Many vacations revolve around romance:
    honeymoons, weddings, anniversaries, and special
    dates.
    Can we detect which listings and trips are more
    romantic in mood?
    What are the other canonical reasons for travel?

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  46. Based on all 21 pictures shown, it is an extremely attractive place and looks very clean. My
    girlfriend is particularly picky about living in hotels in regards to hygiene and only
    wants places that are squeaky clean and have proper mosquito nets. In addition, she
    wants a bed with enough space for two people and has an air conditioner so that we
    don't sweat during the nighttime. This location fits the bill for all the conditions, as well as
    my preferences and looks rather pleasing. (for a trip to Penang)

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  47. I really would want something different with a different style, as well as a pool, we are really
    looking for a place with a pool because of the hot sun, in Vegas. It also seems a bit for
    small we like to have more room that this listing has in it.

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  48. Certain amenities are more important,
    depending on the location and time
    Mosquito nets are important in Malaysia.
    Listings with air conditioning units are often a necessity in the
    summer.
    Is it worth learning these context-dependent preferences?

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  49. Similar
    Listings

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  50. “I would like to go to Las Vegas, Nevada. I would like to go with
    my girlfriend to see all the attractions of the city. I would also
    like to go hiking in the canyons nearby and visit Lake Mead.”
    Tell me about an upcoming trip
    you’d like to make.

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  51. Fantastic result. This listing appeals to me because of it's location close to the action of
    the city. The price is very appealing because it is cheaper than the nearby hotels. The
    main reason I want to stay here instead of a hotel is is because this has cooking
    facilities- because of my diet I have to prepare my own special meals. I also like that the
    place is not fancy or pretentious, it is very basic and fits my needs well.
    Find a place you’d love to stay at.

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  52. Bad result. The original search was for a whole home, so I don't like that I would
    be sharing with other people. I want my own private bathroom and space. I
    would be worried about making too much noise and disturbing roommates. I do like the
    location, though, and the room is quite nice. I would stay here as a last resort option.
    If this listing were unavailable, would you want to
    stay at Similar Listing #1 instead?

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  53. The original listing was for the Entire Home. Why
    is a Private Room being shown as a similar listing?
    Adding a filter for the same listing type should be
    pretty simple.

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  54. Pretty good result. I think the place looks nice and it is in a nice location. I do not like that
    it looks like someone is currently living there, with family photos on the wall and things like
    that. It would make me feel like i'm in someone elses space. The reviews are not very
    good, there are lots of complaints about smoke and noise and problems with the
    gate.
    If this listing were unavailable, would you want to
    stay at Similar Listing #2 instead?

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  56. Horrible result. Again, I do not want to stay in a place with others, I want my own space. I
    also liked the original listing because it was close to everything, but this location is too far
    from the strip and downtown, and I would need to rent a car to get around. I don't like that
    the home is in a golf community, because I don't like being in areas with stuck up people. I need to
    be closer to the city and all the fun attractions of Vegas, not in a residential area.
    If this listing were unavailable, would you want to
    stay at Similar Listing #3 instead?

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  57. Why is a location so far away being suggested?
    Is distance from the original listing a feature?

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  58. from a different set of 100 raters.

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  60. A great deal of Amazon purchases and YouTube
    watches come from Related books and videos.
    Would bookings similarly increase if Airbnb’s
    Similar Listings were boosted from their
    backwater status at the bottom of the page?

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  61. New
    Experiences

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  62. Neighborhood
    Discovery

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  63. Travelers are often unfamiliar
    with the neighborhoods of a city.
    Can Airbnb design an experience
    that helps them pick which to
    stay in?

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  64. While there's nothing at all wrong with this listing (and the price is fantastic), I'd just want to
    check that there's nothing better. Also, I'd want to research whether or not it's a safe
    and nice area. I might also decide to expand my search to include more expensive options.
    This way, I can weigh up whether the benefits of a more expensive option warrant the cost
    compared to a place like this.

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  65. It looks great, and I'd definitely want to contact the host so long as I do some research and
    remain as enthusiastic. The price is reasonable and the apartment looks great. The main
    thing I would want to check is the area it's in, Lisburn. I don't know how convenient
    that is compared to the rest of Belfast and the Titanic quarter. If it was convenient, I
    would probably go for this.

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  66. Helpful Reviews

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  67. Would showcasing helpful
    reviews increase bookability?

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  68. “This property is stunning! The pictures are beautiful and I like the proximity to
    Dublin. Reading the user reviews, it seems the hosts are gracious and
    warm, but don't get in your way unless you want them to. I like that. I
    could just sit in a lawn chair outside this building for the entire vacation and be
    content.”
    “It's a really well-decorated and lovely space. I also like that it's in Soho. The
    price is a little more than we'd like to spend ideally, but for the right place we'd
    make the sacrifice. Biggest worry I'd have is that this property only has
    two reviews. I'd be a little scared about committing more money than I
    would normally on a property with 2 reviews.”
    “Everything I said about the first rental applies to this one as well. The
    apartment is very modern and looks very clean (almost clinical). Though I
    always prefer design that is antique and warm in style, it is almost impossible to
    find and a clean, modern design is always nice as well. I can't think of much
    more to say about this apartment except that I notice it is missing half a
    star in the location category, so I would definitely have to read some of
    the reviews before I would consider booking it.”

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  69. Useless reviews

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  70. Helpful reviews

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  71. View Slide

  72. View Slide

  73. View Slide

  74. Can we crowdsource training data for building a
    “helpful reviews” classifier?
    Review-level features (host friendliness, cleanliness,
    location, etc.) would also be useful in ranking.

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  75. Activity-Based
    Search

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  76. Let’s try to book a
    skiing trip on Airbnb.

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  77. “Within the next 2 months, I'd like to go to the
    northern part of my state (WI) to a skiing resort. I
    want to go for the weekend with my husband. I want
    to do this because we need a getaway and it would
    be romantic and we would still have plenty to do.”

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  78. Horrible result. The room is not ideal, it’s not romantic at
    all. The location is unappealing, it is near an urban
    area and there is no mention of skiing. I'm looking for
    a place near a skiing area, I don't have a specific location,
    because I don't know where they are, just that we have
    them. The price is okay, it's just not what I want at all.

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  79. Bad keyword matching
    Can we learn whether a keyword is about the host or the listing,
    and limit matches to the appropriate sections?

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  80. Horrible result. The room is pretty and quaint and the price
    is right. But again, it's just not what I'm looking for. This room
    is near downtown Madison, it's not a secluded place and
    there's no skiing.

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  81. Pretty good result. The house is beautiful and Lake Geneva is one of the nicest
    places in the state. I was looking to go up North is the only reason this isn't a
    good fit, this is in the southern part of the state. Otherwise it is beautiful
    and the price is great. It also lists skiing and other winter activities nearby. I
    would consider it if I couldn't find anything near where I want to go.

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  82. “I didn't find anything that really fit what I was looking for. I
    think that had more to do with the search than what is
    available. If I don't have a specific location in mind, like
    I wanted a Northern retreat near skiing or winter
    activities, it's hard to find places. I think being able to
    pick a general geographical area could be a good thing to
    add. I think having tags of things to do (skiing didn't really
    work well as a tag for me) or activities near the places
    might make it easier as well.”

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  83. It’s difficult to book a place when you
    know what you want to be doing, but
    not where you should be staying.
    How can Airbnb make this experience
    easier?

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  84. Traveler
    Types

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  85. Why do users travel, and
    with who?
    Twitter has news junkies and Beliebers.
    Dropbox has photo takers and collaborators.
    What are Airbnb’s clusters of travel types, and how can it design a
    better experience for them?

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  86. from a sample of 100 respondents on Google Consumer Surveys

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  87. View Slide

  88. Hotels

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  89. Many users turn to Airbnb as a
    replacement for hotels.
    So when do users still prefer to
    book a hotel and why?

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  90. View Slide

  91. 65% of users mentioned
    a quality control problem
    with Airbnb

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  92. Users have had bad experiences
    with their hosts and listings
    “We've only ever used Airbnb once, and we had mixed feelings. The pricing was
    quite reasonable compared to a hotel (it was in Manhattan). On the other hand,
    the host was not very good. We walked into a very messy place with no
    clean sheets or towels, dirty dishes, and old food in the fridge.”
    “It can also be the case that the person's house is not very nice or they are
    unfriendly. This could be a detriment to the vacation experience. Indeed
    airbnb's fluctuating quality can be bad.”

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  93. They often don’t trust hosts and
    descriptions as a result
    “Well, it's not so much that it's bad about Airbnb, in and of itself, but there are a
    few unscrupulous types who misrepresent their properties, and you don't
    really have any easy time getting reparations, from what I've heard.”
    “Also, it can sometimes be difficult to trust some of the people listing their
    places to stay. Its not an insured hotel. Is the unit safe to stay in? Did they
    wash the sheets? is the room clean? Are they really the owners? They could be
    scamming you or try to rob you while you are there.”

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  94. Reviews and pictures can help, but
    they’re often not detailed enough (and
    pictures can be misleading too)
    “Airbnb also can be a crap shoot in terms of quality. Sometimes the physical
    place is not as good as it was advertised. Although this is usually reflected
    in the reviews of the place, sometimes they are not accurate or
    comprehensive enough.”
    “I wish it had more picture requirements. That way I could see what I was
    going to see what I got there more clearly. A clearer view of what I am going to
    be experiencing is it. Someway to make me feel more secure in a way.”

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  95. In contrast, hotels are a more trusted
    brand that provide a standard level of
    quality
    “Sometimes it's hard to know what to expect with Airbnb. You never really know for
    certain that it'll be a good experience. The people renting out might be rude or overly
    anal. It's something that you can't really be 100% sure about. Hotels are almost
    always guaranteed to have good service. If not you can complain (and it's not like
    they'll kick you out). With Airbnb there's a greater chance for awkward interactions.”
    “You're also relying on reviews of others to make a decision to book a stay or not. You
    can do the same with hotels as well, rely on reviews, but with hotels, there also
    typically comes a standard of service that you come to expect from certain
    established hotel names. With renters you can hope to expect what a renter lists,
    sometimes expectations may not be met and that's a risk you take. Booking a hotel is
    usually a guarantee.”

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  96. How could this improve?
    Amazon and Yelp allow user-submitted pictures. Should Airbnb?
    Can Airbnb highlight useful reviews?
    The personal, human interaction makes users more reluctant to
    leave negative feedback. Would anonymous reviews help?

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  97. 45% of users found
    online booking on
    Airbnb a hassle

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  98. Hotels, without the overhead of dealing
    with a host, are just simpler and faster
    “Also a hotel can be better in the fact that it can be booked on a moments notice without
    prior contact. I sometimes just simply want to deal with the simplicity of using a hotel.”
    “While you can instantly make a booking on airbnb you have to contact the host
    beforehand, and make arrangements whereas hotels nowadays you're practically
    guaranteed/hassle free booking from the convenience of an app without much discussion
    needed between you and the hotel.”
    “It can be hit or miss, sometimes you really don't want to have to deal with the host. In a hotel
    you can just check in very fast, and not have to deal with the social aspect of it. I like to have a
    consistent experience as well, I just want to have a no fuss experience. The booking process is
    easy on the site, but you still have to discuss things with the host whereas with a hotel
    you can just show up and check in.”

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  99. It’s also difficult to book Airbnb
    at the last minute
    “I find a hotel more convenient. If you're traveling and don't book ahead you can
    probably find a hotel and book it easier than trying to find an airbnb listing near
    where you're traveling last minute.”
    “Airbnb does not offer a lot of options if you are looking for a short stay. It also doesn’t
    seem to be as useful if you’re looking for something last minute… I think there
    should be a section for last minute reservations. Also there should be an alternative
    available like an insurance just in case things are not as they were advertised. “

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  100. It’s especially annoying when you
    have to contact multiple hosts
    “I found it difficult to book a room on the specific date that I
    wanted. I was not able to book one place and had to look
    for another place that was available.”
    “My host canceled on me and I had to find another place
    to stay.”

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  101. Airbnb has an Instant Booking feature
    already, but many users didn’t even
    realize it
    (Some users thought the lightning bolt indicated a hot listing about to be
    booked, or a flash sale.)
    Can Airbnb market the feature better to users, and increase adoption
    among hosts?

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  102. 30% of users found the
    forced human interaction a
    turnoff

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  103. Part of this stems from a
    worry of disturbing the owner
    “Also, in a hotel there is a sense you can get a little wild. You can order
    pizza and leave it out on a table, for example, without worrying I might
    bring bugs into this nice couple's house or make their guest room
    smell funny.”
    “I felt weird coming home late from a wedding and fearing that I was
    disturbing the owner. “

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  104. Meeting with the host can be difficult,
    and especially annoying after a long
    travel
    “I had to wait a few minutes to meet the landlord. It was cold out and
    didn't appreciate that. We couldn't reach the landlord, heard different stories,
    then we were told the key was under the doormat. So checkin was strange. ”
    “My flight arrived early and the host was at a party, so I felt awkward asking
    him to leave to meet me and give me the keys. I ended up just going to a
    movie theatre while I waited for him to come back, even though I wanted to
    sleep.”

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  105. Some people also want to be left
    alone, without awkward interaction
    “There was some lack of privacy. In a hotel, I feel more anonymous. I felt obligated to
    talk to the apartment owner a lot.”
    “I think possible intrusion on the host part as they do have access to the room, apartment,
    house. It can be messy, and not cleaning properly. Not having standards and someone to
    complain about the place. Perhaps communication problems with the owner. It
    frustrates me when I have to call, email, and spend time arranging a place to stay.”
    “Hotels are almost always guaranteed to have good service. If not you can complain (and
    it's not like they'll kick you out). With Airbnb there's a greater chance for awkward
    interactions.”

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  106. Companies like Uber grew in large part by
    removing the bothersome part of human
    interaction (calling a taxi), and making the rest
    (chatting with your driver) optional.
    Could Airbnb do the same?

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  107. Summary

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  108. Growth on Airbnb comes from two ways:
    1. Making it easy for users to travel more.
    2. Getting users to replace hotels or the
    accommodations they’d use otherwise.

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  109. To encourage users to travel
    more, Airbnb could make the
    entire travel process easier.
    Where should I vacation if I want to go skiing?
    What neighborhood should I stay in?
    What should I do once I’ve arrived at my listing?

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  110. I want to go skiing in Wisconsin. Where
    should I stay? This is impossible to figure out
    right now, and deters me from booking.

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  111. I’m going to Paris for the first time. What neighborhood
    should I look under if I want to stay somewhere artsy with
    great food?
    This may be a great listing, but is it close to the Eiffel Tower
    and great restaurants? Is the neighborhood even safe?

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  112. To replace existing accomodations,
    Airbnb needs to make a better online
    and offline booking experience.

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  113. I want to spend my trip having fun, not navigating
    directions. Can Airbnb make it easier to find
    listings close to the attractions I plan to visit?

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  114. Part of Airbnb’s appeal is its lower price. So why am I
    worrying about expensive security deposits that may cost
    more than my stay?
    Can features like these be incorporated into Airbnb’s
    discovery models?

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  115. I want a host and listing I can trust. Can
    Airbnb surface more helpful reviews?

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  116. What other problems does Airbnb need to fix?

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  117. What types of users does it need to fix them for?

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  118. What are the advantages of its competition?

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  119. Airbnb knows more about me than a hotel.
    It knows where I’ve searched. I’ve left reviews of
    what I liked. I’ve booked multiple listings on the
    platform. I’ve even connected my Facebook account
    Taking a trip shouldn’t be a stressful chore.
    Can Airbnb use all this information to give me the
    ultimate travel experience?

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  120. Homes are sweet.
    Let’s make travel even sweeter.

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