Come on, Airbnb – consumers want you on online travel agencies
The people have spoken – Airbnb listings should be integrated into traditional hotel search results.
This is the view of the majority of 2,500 travellers in the US that were polled by travel industry analytics and information provider OAG between December 2016 and January this year.
Just over half (54%) say they would “find it valuable” if online travel agencies offered Airbnb accommodation in their search results.
Just a few percentage points more (56%, rising to 68% of millennials) would book an Airbnb property on an online travel agency if they had the option, the survey says.
Just over two-thirds (69%) were leisure travellers, with the remainder taking trips for business.
Within the business traveller segment, just 4.6% claim their company offers Airbnb as an option for trips.
A third of those would take an advantage of Airbnb if it was available.
Pondering how this might change, OAG says:
“With a massive (and still growing) inventory, possibilities include the acquisition of its own OTA technology or integration with third-party booking platform.”
Such a move on the latter would require a reasonably sizeable change in strategy, with just a handful of third-party websites allowed to officially include Airbnb content in their listings for bookings.
These include Travel.co.jp and Travelko, both of which were included in a deal signed in Japan in December 2017, below the glare of publicity that usually surrounds Airbnb.
Still, Airbnb says integration with others sites is “definitely a possibility”.
In December 2015, around 100 third party websites lost their ability to showcase Airbnb content when the company axed its affiliate programme (although a deal with Hipmunk remained in place).
Kevin is senior editor and a co-founder at Tnooz. He was previously editor of UK-based magazine Travolution and web editor of Media Week UK from 2003 to 2005.
He has worked in regional newspapers (Essex Enquirer) and started his career at the Police Gazette at New Scotland Yard in London. He has a degree in criminology, a postgraduate diploma in magazine journalism and publishes his first book - a biography about Depeche Mode - in early-2017.