Home-Sharing: Empowering Regional & Rural Ireland Welcome from Airbnb / 2 Introduction by Minister Heather Humphreys TD / 2 Executive Summary / 3 Airbnb Community Overview / 4 Airbnb and Tourism / 10 Case Studies / 13 Definitions / 20
Welcome by Global Head of Customer Experience and Ireland Site Lead at Airbnb, Aisling Hassell Airbnb creates the opportunity for regular people, who have spare space in their homes, to welcome and connect with visitors from around the world, sharing their local experience beyond the typical tourist path. We are delighted to see that people across Ireland have joined the growing home-sharing movement, which reflects the way that people live and travel in the 21st Century. People of all ages and walks of life are recognising that there is great value in sharing a spare room, or your home when you're away. They are opening up new experiences to visitors and showcasing the best of local Irish hospitality that is so special to us all. I am delighted to share this report, which gives you an insight into the great places and people behind the Irish Airbnb community and the value they are creating through sharing their homes across the country. We really believe in the immense opportunity for everyone across Ireland to open up their neighbourhoods, no matter how remote, and put themselves on the map.
Introduction by Minister for Arts, Heritage, Regional, Rural and Gaeltacht Affairs, Heather Humphreys TD I want to congratulate Airbnb on the publication of this report, which clearly illustrates the positive impact which the sharing economy is having on rural Ireland. As part of my work to rejuvenate rural Ireland, I want to help create sustainable communities which focus on promoting their individual strengths. The benefit of the Airbnb model is that it can bring new visitors to remote and perhaps previously undiscovered locations, providing a new potential source of revenue for communities which might be otherwise off the beaten track. This report shows that the home-sharing economy is opening up unique places and generating economic value in regional locations. By providing alternative accommodation options for visitors in rural villages and towns, we can help to grow tourism and have a positive knock-on impact on other businesses in rural Ireland. Airbnb has shown how innovation and new ways of offering customer service can stimulate economic activity across the country, fostering entrepreneurship and opening up new opportunities for people in rural Ireland.
The Airbnb Community in Regional and Rural Ireland 2
Executive Summary: Regional & Rural Ireland Airbnb hosts around Ireland have been welcoming guests into their homes since 2009. Over the past seven years, a vibrant Airbnb community has developed across Ireland, who are creating and sharing unique experiences with visitors from around the world. Airbnb’s community in Ireland has significant positive economic, social and environmental impacts. That community is seeing specific benefits, particularly in the regions and rural Ireland, through building tourism and economic development in places where hotel or other accommodation is not available. Beyond Dublin, Ireland has so much to offer with festivals and vibrant cultural offerings in every month of the year, and landscapes and hospitality famous the world over. Airbnb and our community are part of the new Collaborative or Sharing Economy, a movement that enables people to access new economic opportunities, promotes entrepreneurship, strengthens communities and conserves resources. Residents can share their underused assets with others willing to pay to use them. The Sharing Economy is about how resources are used, how hospitality is exchanged, how people are empowered, and how economic opportunities are more evenly distributed across communities. The development of the Sharing Economy presents unique opportunities for Ireland, as a global technology hub. The collaborative sharing of assets which typifies this growing economy is seeding micro-entrepreneurship and innovation across the country, and across the world. In Ireland, the growth of the Sharing Economy has become the catalyst for diverse and important new economic activity. As people have begun to share their homes, bringing visitors to their community, this is supporting the lengthening of the tourist season in many places. We’re seeing evidence of seasonal tourism-related businesses staying open longer, new food offerings opening in rural areas, and investment and pride in the natural assets and amenities of a community. Micro-businesses and micro-entrepreneurs are not tied to cities and towns, but can grow anywhere, leveraging the natural, geological, cultural, historical and social assets of their community. Outside of Dublin, many rural communities shrink outside of traditional holiday periods, as people with holiday homes close them up for winter and depart for cities. This latent asset and potential is being harnessed to continue to use those properties in those dormant weeks, for short-term holiday rentals, helping keep those communities vibrant. The following report examines the impacts of Airbnb and its community in the regions and rural Ireland. The analysis is based on all travel to and within Ireland during the year-period from September 2015 through August 2016.
The Airbnb Community in Regional and Rural Ireland 3
Overview of the Airbnb Community: Home-sharing in Regional and Rural Ireland Founded in August 2008, Airbnb is a trusted community marketplace for people to list and book accommodations in more than 35,000 cities around the world. Airbnb connects travellers to unique, local experiences, at any price point. In Ireland in the past year 11,000 unique hosts welcomed over 650,000 guests to their homes. The figures below refer to activity in regional and rural Ireland, that is, outside Dublin City and County.
Hosts
6,000
€2,700
28
Hosts who have hosted in the past year
Annual earnings for a typical host
Days hosted annually per typical listing
331,000
2.6 nights
328,000
Inbound guests in the past year
Average length of stay per guest
Outbound guests in the past year
Guests
The Airbnb Community in Regional and Rural Ireland 4
Overview of the Airbnb Community in Ireland Airbnb Listings
AIRBNB LISTINGS VISITED IN THE PREVIOUS YEAR
BOOKED AIRBNB LISTINGS IN REGIONAL & RURAL IRELAND BY TYPE
The Airbnb Community in Regional and Rural Ireland 5
Airbnb Host Profile Hosts represent the diverse communities across Ireland. Although the average host age in Ireland is 42, in regional and rural Ireland the average age is 47, with many more women hosting outside of Dublin (67% in rural Ireland, against 60% in Dublin). 8% of hosts in the regions are retired. It is worth noting that in Dublin, 88% of hosts share their primary residence. Outside of Dublin this figure is 64%, indicating the number of people who share their second or holiday home when not using it for family, or when it otherwise would be empty.
Host Demographic Profile
Hosts
47
HOST GENDER
Average host age
20
64%
Average number of years a host has lived in their hometown
Hosts who rent their primary home
The Airbnb Community in Regional and Rural Ireland 6
Airbnb Guest Profile The average length of stay per guest is 2.6 days, and with 90% of guests staying on holiday, this suggests that guests are visiting a number of locations or regions on any trip to Ireland.
Guest Profile
2.6
2.6
Average length of stay per guest
Average number of guests per stay
GUEST TRAVEL MOTIVATIONS
90% of Airbnb guests visit Rural Ireland for vacation and leisure.
❝ Airbnb was a delightful surprise - we loved each of the four properties in Ireland that we stayed at. The special part of the Airbnb experience is the relationships you build with your host and the locals. This was an experiment for us but Airbnb is not an experiment any longer, it’s our way of travelling internationally!” Bob Tut, Airbnb guest
The Airbnb Community in Regional and Rural Ireland 7
Guest Origin
The Airbnb Community in Regional and Rural Ireland 8
Host Quotes
❝ I've been lucky to have hosted guests from all corners of the world and it's great to see more and more travellers experiencing places like West Cork.” Rory Jackson, Airbnb host in West Cork
❝ For me, hosting is about sharing. It's about sharing your local knowledge and insight with your guests, helping them experience the best of what's around them.” Eugene Burke, Airbnb host in Galway
❝ What makes Airbnb such a great asset is that I get to meet fantastic people from all backgrounds and cultures. It’s also a tremendous way for overseas visitors to get a real flavour of a place and its community.” Elizabeth McGuinness, Airbnb host in Monaghan
The Airbnb Community in Regional and Rural Ireland 9
Airbnb and Tourism The level of cultural activities, festivals, events, and visitor attractions in every region in Ireland ensures that visitors leave determined to come back and discover more of what is on offer.
Tourism
2.6 nights
27%
82%
Average length of stay per guest
Guests who would not have come or not have stayed as long without Airbnb
Guests for whom Airbnb makes them more likely to return
Airbnb Guest Experiences
With homes in almost every village in Ireland, guests who chose Airbnb can travel more widely than those who chose to stay in hotels. This is growing tourism and economic impact across the country, and supporting the development of micro-businesses in food, craft, hospitality and culture. Ireland’s famous welcome is reflected in the high ratings that hosts receive from visitors.
4.7
85%
Average host rating (out of 5)
Guests who chose Airbnb because they wanted to live like a local
The Airbnb Community in Regional and Rural Ireland 10
Tourism and the Local Economy 44% of hosts in regional and rural Ireland on Airbnb report that they are using the income to make ends meet. Sharing their home on Airbnb is helping them stay in their home, but also bringing important economic activity to their villages and communities. An estimated €47m was spent by visitors in communities around Ireland in the past year. This spending was with local cafes, food producers, visitor attractions, craft makers, transport providers and so on.
Total Economic Activity
€27 M
€47 M
€74 M
Total income earned by host community
Estimated visitor spending at local regional Irish businesses
Estimated total economic activity
The Airbnb Community in Regional and Rural Ireland 11
Tourism and the Local Economy, continued GUEST SPENDING
The average Airbnb guest spends 42% of their money at local businesses in the communities in which they stay. Airbnb guests ate almost 1 million dinners in regional and rural Ireland.
The Airbnb Community in Regional and Rural Ireland 12
Regional Case Study: North-West The North-West Region comprises the counties of Cavan, Donegal, Leitrim, Monaghan and Sligo. This region is unique as it spans across both Ireland’s Ancient East and the Wild Atlantic Way in terms of geography and the unique cultural offering. Monaghan is known for traditional lace-making and its “stony grey soil” immortalised and made famous by the poet Patrick Kavanagh. Leitrim’s waterways and Cavan’s natural landscape of drumlins and loughs attract walkers, sailing and fishing enthusiasts. Sligo is WB Yeats country, with numerous relevant points of interest made famous by his poetry, and Donegal is famous for rugged landscape, fishing ports and tweed textiles. Those hosts on Airbnb occasionally sharing their home have welcomed in new visitors and strong spending in the local economy.
Hosts
800
€1,800
€12 M
Hosts who have hosted in the past year
Annual earnings for a typical host
Estimated total economic activity
30,000
2.8
19
Inbound guests in the past year
Average length of stay per guest
Total number of nights booked annually in a typical listing
8
440
€800
Average length of stay per guest in Cavan
Hosts who have hosted in Donegal in the past year
Annual earnings for a typical host in Leitrim
Guests
Pull-Out Facts
The Airbnb Community in Regional and Rural Ireland 13
Regional Case Study: West The West Region covers the counties of Galway, Mayo and Roscommon. Galway and Mayo have significant coastal length on the Wild Atlantic Way, creating demand on amenities for watersports and tourism activities around the islands off-shore. Within the region, Connemara is an area of unique beauty, wild and rugged, described by Oscar Wilde as a “savage beauty”. Galway has numerous festivals of international standing, such as the Galway Races, Volvo Ocean Race, the Oyster Festival and Galway International Arts Festival. Roscommon is known for its Lakelands, and the river Shannon has created tourism around cruising and fishing. Mayo has unique archaeological and religious sites that attract visitors, and its towns are known for music. It is no wonder that so many Airbnb guests have sought this area out to stay here.
Hosts
1,200
€2,500
€30 M
Hosts who have hosted in the past year
Annual earnings for a typical host
Estimated total economic activity
80,000
2.5
20
Inbound guests in the past year
Average length of stay per guest
Total number of nights booked annually in a typical listing
55
52
2.6
Hosts who have hosted in the past year in Roscommon
Average host age in Mayo
Average number of guests per trip in Galway
Guests
Pull-Out Facts
The Airbnb Community in Regional and Rural Ireland 14
Case Study: Midland Region
The Midland Region covers the counties of Laois, Longford, Offaly and Westmeath, home to castles, monasteries and ancient sites. The Hill of Uisneach in Westmeath is said to mark the centre of Ireland and the coming together of the four provinces. The low-lying midlands of Ireland has significant land given to agriculture, with some State lands given to sculpture parks and eco-tourism. With the great Shannon river bordering the Midlands to the west, bogs, lakes and wetlands mean that Laois, Longford, Offaly and Westmeath are popular for cruising, angling and walking. For the adventure-driven Airbnb guests, knowing a local helps you explore further.
Hosts
180
€1,000
€2 M
Hosts who have hosted in the past year
Annual earnings for a typical host
Estimated total economic activity
5,500
2.3
10
Inbound guests in the past year
Average length of stay per guest
Total number of nights booked annually in a typical listing
4
37
€750
Total number of nights booked annually in a typical listing in Longford
Hosts who have hosted in the past year in Offaly
Annual earnings for a typical host in Laois
Guests
Pull-Out Facts
The Airbnb Community in Regional and Rural Ireland 15
Regional Case Study: Mid-West
The Mid-West Region spans the counties of Clare, Limerick and Tipperary, home to uniquely stunning topography including The Burren and the Cliffs of Moher. The Cliffs have famously appeared in movies such as Harry Potter, The Princess Bride and Ryan’s Daughter. Clare is popular with surfers, and a destination for fans of traditional Irish music. Tipperary is home to the Rock of Cashel, along with six walled towns. Limerick’s Medieval and Georgian architecture will impress in a city dominated by the great Shannon Estuary. The unique stories and recommendations from local hosts on Airbnb opens up the rich history to be found.
Hosts
800
€2,100
€15 M
Hosts who have hosted in the past year
Annual earnings for a typical host
Estimated total economic activity
42,000
2.4
26
Inbound guests in the past year
Average length of stay per guest
Total number of nights booked annually in a typical listing
51
30
500
Average host age in Tipperary
Total number of nights booked annually in a typical listing in Limerick
Hosts who have hosted in the past year in Clare
Guests
Pull-Out Facts
The Airbnb Community in Regional and Rural Ireland 16
Regional Case Study: South-West The South-West Region captures the large counties of Cork and Kerry, with significant coastline as part of the Wild Atlantic Way. Cork city has a busy cultural calendar including high-profile film and jazz festivals. Popular with tourists, West Cork is famous as a spot for food lovers and sailors, and Kerry is a haven for golfers and cyclists with Ireland’s highest mountains and the scenic Ring of Kerry. The annual Rose of Tralee Festival brings visitors from around the world, and Kerry boasts Ireland’s UNESCO World Heritage Site, Skellig Michael, which was recently a location for the Star Wars movies. Being able to experience the local elements to an area which set it apart from others has made the South-West a trending and highly popular destination for Airbnb guests.
Hosts
1,700
€3,900
€42 M
Hosts who have hosted in the past year
Annual earnings for a typical host
Estimated total economic activity
108,000
2.7
37
Inbound guests in the past year
Average length of stay per guest
Total number of nights booked annually in a typical listing
960
38
2.7
Hosts who have hosted in the past year in Cork
Total number of nights booked annually in a typical listing in Kerry
Average number of guests per trip in Kerry
Guests
Pull-Out Facts
The Airbnb Community in Regional and Rural Ireland 17
Case Study: South-East Region
The ‘sunny’ South-East Region covers the counties of Carlow, Kilkenny, Waterford and Wexford, which are known for their wealth of festivals spanning opera, street performance, comedy, visual arts, music and more. There are a number sea-side towns in Wexford and Waterford which are popular with visitors, and Carlow and Kilkenny have a number of historic sites making them a key destination on Ireland’s Ancient East trails. By occasionally sharing their homes, local hosts on Airbnb have not only earned extra income directly but generated it for their local economy as well.
Hosts
600
€2,300
€10 M
Hosts who have hosted in the past year
Annual earnings for a typical host
Estimated total economic activity
28,000
2.5
22
Inbound guests in the past year
Average length of stay per guest
Total number of nights booked annually in a typical listing
50
11,000
3
Hosts who have hosted in the past year in Carlow
Inbound guests in the past year in Kilkenny
Average length of stay per guest
Guests
Pull-Out Facts
The Airbnb Community in Regional and Rural Ireland 18
Regional Case Study: Mid-East The Mid-East Region covers the counties of Kildare, Louth, Meath and Wicklow, all neighbouring Dublin, and part of Ireland’s Ancient East. Wicklow is known as the Garden of Ireland, and is popular with hill-walkers. Meath is home to numerous sites of ancient ritual, including the UNESCO World Heritage Site Brú na Bóinne. Kildare is the centre of the horse-breeding industry in Ireland and is home to historic planned settlements and canal villages. Alongside its historic sites, Louth has long sandy beaches to attract visitors, and is, for many, the gateway to Northern Ireland. With so much to explore, and in such close proximity to Dublin, Airbnb guests are recognising this excellent region for all it’s historic value.
Hosts
600
€2,300
€12 M
Hosts who have hosted in the past year
Annual earnings for a typical host
Estimated total economic activity
28,000
2.9
27
Inbound guests in the past year
Average length of stay per guest
Total number of nights booked annually in a typical listing
3.7
14
240
Average length of stay per guest in Kildare
Total number of nights booked annually in a typical listing in Louth
Hosts who have hosted in the past year in Wicklow
Guests
Pull-Out Facts
The Airbnb Community in Regional and Rural Ireland 19
All Definitions 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 community members who stay in Airbnb listings. Host: Airbnb community members who rent space on Airbnb. Inbound Guest: 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: Airbnb classifies listings as three different types: Entire Home / Apartment listings, Private Room Listings, and Shared Room Listings: Entire Home / Apartment Listing - 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 Listing - 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 Listing - 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 through 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 Airbnb hosting activity. 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 an Airbnb 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.
The Airbnb Community in Regional and Rural Ireland 20
Total Economic Impact: The direct, indirect, and induced economic impact supported in a community directly related to Airbnb host and guest spending. This number is an estimate, calculated based on host earnings from Airbnb bookings data, guest spending estimates based on external data sources, and an economic multiplier range of 1.0 to 1.5. 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.
Key to front cover images, clockwise from top left: Avoca Village on the Avoca River, downstream of the Meetings of the Waters, County Wicklow; Galley Head Lighthouse, an active 19th century lighthouse, Rosscarbery, Co Cork ; Lullymore Heritage & Discovery Park in the Bog of Allen, Rathangan, Co Kildare; Blacksod Pier situated in the Southern end of the Mullet Peninsula, Co Mayo, image by Alison Crummy; Carrowbeg River, Westport, Co Mayo, image by Arthur Ilkow; View across Aughrim Valley towards Ballycoog, Co. Wicklow; View of pathway walk on Sheep's Head Peninsula in Co Cork, on the WIld Atlantic Way, image by George Karbus. Photo credit: Failte Ireland.
The Airbnb Community in Regional and Rural Ireland 21
