Airbnb hosts are motivated, community-oriented self-starters. Here’s how we’re learning about them.
The Host HQ is a Chicago-based independent media outlet to help Airbnb hosts navigate rules and taxes, learn from each other, and optimize their business. Visit us at thehosthq.com and follow us on Medium to see what we’re doing behind the scenes.
News companies historically pitched themselves on an “eat your vegetables” mentality: They expected people to subscribe because it benefited them to be informed. But after bearing the consequences of this failing business model for more than a decade, many now recognize that finding sustainable models is mission critical.
At the International News Media Association’s 2018 Consumer Engagement summit, New York Times columnist and Pulitzer Prize winner Charles Duhigg spoke on the relationship between reader engagement and sustainable business models. “For the health of the nation and the world, the vegetables are important. I am not saying we shouldn’t do vegetables. But for the financial health of our organizations, the rewards are candy,” he said. “If we’re not taking the vegetables and dipping them in caramel, we’re making some hard choices.”
Personally, I don’t think we need to dip the vegetables in caramel, which sounds pretty gross. We simply need to ask people which vegetables they want and serve them.
That’s why we at The Host HQ are committed to putting our users first. We have embraced Agile development practices and user-centered design methodologies to create a content-based solution for Airbnb hosts in Chicago.
In doing so, we have spent the past several weeks getting to know our users and brainstorming solutions to serve their needs. We’ve talked to several Airbnb hosts in the Chicago area, each with their own motivations, goals and pain points around the hosting experience. Here’s what we’ve learned:
Hosts are self-starters
“I’m a fiercely independent person.”
Hosts have likely done their research before becoming a host, but they’re also willing to learn by trial and error. As a result, they often find themselves in new territory.
“I was naive about how hotels really worked. … We’re going into a mini hotel business.”
Hosts are motivated to be good at it
“If you’re going to do it successfully, you need to treat it as a business and put your heart into it.”
Hosts take pride in giving their customers great experiences and strive for continuous improvement.
“Every time I get a good review, I text it out to my family.”
Hosts lean on their community
Hosts rely on Facebook groups and community discussion boards when they need answers to their questions. Local Facebook groups seem to offer the most relevant information, but hosts find it challenging to search for specific information in these groups.
“I talk to other hosts, we share information, but a lot of it is me just figuring things out here in the trenches.”
Hosts want transparency
“I don’t think the algorithm is smarter than me.”
Hosts have been keen to point out any of Airbnb’s practices that they perceive to be unclear or deceptive. For instance, they questioned Airbnb’s Smart Pricing algorithm.
“Suggested prices are ludicrously low.”
Our research helped us narrow down to three areas for opportunity:
1. How might we make it easier for hosts to understand their associated costs and reliably forecast income for their Airbnb listings?
2. How might we help Airbnb hosts effectively manage their listings in the face of changing local regulations?
3. How might we empower Airbnb hosts to engage in their community?
Driven by our insights, we’ve been hard at work brainstorming possible solutions. We’ve already tested some of the most promising ideas with hosts in the spirit of user-centered design and iterative development. As I write, our reporters are out in the field, working on their first stories for the publication. We’re excited to share them with you and, of course, to get your feedback.
Visit us at thehosthq.com.
