{"id":1004198401,"date":"2017-11-28T02:36:33","date_gmt":"2017-11-28T10:36:33","guid":{"rendered":"https:\/\/www.commercialsearch.com\/news\/?p=1004198401"},"modified":"2022-12-08T09:40:28","modified_gmt":"2022-12-08T17:40:28","slug":"airbnb-faces-adoption-slowdown","status":"publish","type":"post","link":"https:\/\/www.commercialsearch.com\/news\/airbnb-faces-adoption-slowdown\/","title":{"rendered":"Airbnb Faces Adoption Slowdown"},"content":{"rendered":"<p>By Razvan Cimpean<\/p>\n<p><a href=\"https:\/\/www.commercialsearch.com\/news\/wp-content\/uploads\/sites\/46\/2017\/11\/hotel-room.jpg\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"1004198403\" data-permalink=\"https:\/\/www.commercialsearch.com\/news\/airbnb-faces-adoption-slowdown\/pixabay-room\/\" data-orig-file=\"https:\/\/www.commercialsearch.com\/news\/wp-content\/uploads\/sites\/46\/2017\/11\/pixabay-room-e1511532323938.jpg\" data-orig-size=\"1689,1267\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;4&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;Canon EOS 750D&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;24&quot;,&quot;iso&quot;:&quot;320&quot;,&quot;shutter_speed&quot;:&quot;0.033333333333333&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"pixabay-room\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/www.commercialsearch.com\/news\/wp-content\/uploads\/sites\/46\/2017\/11\/pixabay-room-e1511532323938.jpg?w=1024\" class=\"alignright wp-image-1004198403 size-medium\" src=\"https:\/\/www.commercialsearch.com\/news\/wp-content\/uploads\/sites\/46\/2017\/11\/pixabay-room-e1511532323938.jpg\" alt=\"hotel-room\" width=\"300\" height=\"225\" srcset=\"https:\/\/www.commercialsearch.com\/news\/wp-content\/uploads\/sites\/46\/2017\/11\/pixabay-room-e1511532323938.jpg 1689w, https:\/\/www.commercialsearch.com\/news\/wp-content\/uploads\/sites\/46\/2017\/11\/pixabay-room-e1511532323938.jpg?resize=300,225 300w, https:\/\/www.commercialsearch.com\/news\/wp-content\/uploads\/sites\/46\/2017\/11\/pixabay-room-e1511532323938.jpg?resize=768,576 768w, https:\/\/www.commercialsearch.com\/news\/wp-content\/uploads\/sites\/46\/2017\/11\/pixabay-room-e1511532323938.jpg?resize=1024,768 1024w, https:\/\/www.commercialsearch.com\/news\/wp-content\/uploads\/sites\/46\/2017\/11\/pixabay-room-e1511532323938.jpg?resize=1536,1152 1536w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a>In its third consecutive annual <em>Internet, Lodging, Leisure<\/em>\u00a0report, Morgan Stanley researchers say that Airbnb absorption slowed down in 2017 and the trend is expected to continue in coming years. As awareness reaches a critical point and online travel agencies (OTAs)\u00a0are becoming\u00a0stronger competition, Airbnb struggles to maintain the significant increase in usage it witnessed in 2015 and 2016. Morgan Stanley\u2019s report is based on a survey made with 4,000 consumers from the U.S., the U.K., France and Germany.<\/p>\n<p>After suggesting that the <a href=\"https:\/\/www.commercialsearch.com\/news\/hotel-chains-adopt-room-sharing-strategy\/\">room-sharing platform<\/a> presents a greater-than-expected threat to traditional hotels\u00a0in its report last year, Morgan Stanley\u2019s new research shows\u00a0that Airbnb\u2019s growth rate has dropped significantly. Airbnb adoption is still high (25 percent), but its growth (3.3 percent) is nowhere close to where it was in 2016 (roughly 8 percent). The 28 percent adoption rate\u00a0predicted for 2017\u00a0could probably be reached only by the end of next year. The financial services company has also updated its forecast for coming years, reducing the expected absorption rate for 2020 from 43 percent to 31 percent.<\/p>\n<h2>Possible explanations<\/h2>\n<p>Morgan Stanley analysts consider that the slowdown\u00a0was caused, in part, by the fact that the platform\u2019s awareness nears saturation in the U.S., the U.K., Germany and France. Roughly 80 percent of respondents say they have heard of Airbnb, 54 percent more than in 2015. Airbnb awareness is higher in France, where it reached 87 percent this year, up by almost 15 percent from 2016 and by more than 65 percent from 2015. Awareness was lowest in Germany,\u00a0up from 62 percent\u00a0in 2016 to 73 percent this year (45 percent in 2015). Meanwhile, the U.S. (81 percent) and the U.K. (79 percent) are on par with the overall average.<\/p>\n<p>An unexpected growing concern regarding privacy and safety has also pushed down Airbnb\u2019s potential growth, as more than 35 percent of respondents say these are important issues. This represents a 63 percent increase from the\u00a0ratio in 2015.<\/p>\n<h2>Things looking up for OTAs<\/h2>\n<p>After a flat growth rate in 2016, OTA usage is on the rise again. About 58 percent of respondents\u00a0used this channel in 2017, up\u00a0roughly 2 percent\u00a0year-over-year. Researchers suggest that going further, OTAs are becoming threats\u00a0to Airbnb, not the other way around, as OTAs offer users the\u00a0possibility to select from both hotels and alternative accommodations.<\/p>\n<p>Meanwhile, hotel websites aren\u2019t doing so well. The usage growth rate has leveled off in recent years. With 66 percent of travelers visiting up to three websites before booking their online travel, the competition between Airbnb, hotel websites and OTAs couldn\u2019t be higher.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A recently published report by Morgan Stanley shows that Airbnb&#8217;s initial utilization rate prediction for 2017 will only be reached by the end of next year. In the light of the platform&#8217;s struggles to maintain the momentum gained in 2015 and 2016, online travel agencies gain significant ground.<\/p>\n","protected":false},"author":753,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[21751,16,23891,21742],"tags":[33035,32774],"class_list":["post-1004198401","post","type-post","status-publish","format-standard","hentry","category-hotel","category-international","category-national","category-latest","tag-airbnb-inc","tag-morgan-stanley"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Airbnb Faces Adoption Slowdown - Commercial Property Executive<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.commercialsearch.com\/news\/airbnb-faces-adoption-slowdown\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Airbnb Faces Adoption Slowdown\" \/>\n<meta property=\"og:description\" content=\"A recently published report by Morgan Stanley shows that Airbnb&#039;s initial utilization rate prediction for 2017 will only be reached by the end of next year. In the light of the platform&#039;s struggles to maintain the momentum gained in 2015 and 2016, online travel agencies gain significant ground.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.commercialsearch.com\/news\/airbnb-faces-adoption-slowdown\/\" \/>\n<meta property=\"og:site_name\" content=\"Commercial Property Executive\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/CPExecutive\" \/>\n<meta property=\"article:published_time\" content=\"2017-11-28T10:36:33+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-12-08T17:40:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.commercialsearch.com\/news\/wp-content\/uploads\/sites\/46\/2017\/11\/pixabay-room-e1511532323938.jpg\" \/>\n<meta name=\"author\" content=\"Razvan Cimpean\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@cpexecutive\" \/>\n<meta name=\"twitter:site\" content=\"@cpexecutive\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/airbnb-faces-adoption-slowdown\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/airbnb-faces-adoption-slowdown\\\/\"},\"author\":{\"name\":\"Razvan Cimpean\",\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/#\\\/schema\\\/person\\\/694c0c0a53e89aa8de1e53ff8201b3b6\"},\"headline\":\"Airbnb Faces Adoption Slowdown\",\"datePublished\":\"2017-11-28T10:36:33+00:00\",\"dateModified\":\"2022-12-08T17:40:28+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/airbnb-faces-adoption-slowdown\\\/\"},\"wordCount\":419,\"image\":{\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/airbnb-faces-adoption-slowdown\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/wp-content\\\/uploads\\\/sites\\\/46\\\/2017\\\/11\\\/pixabay-room-e1511532323938.jpg\",\"keywords\":[\"Airbnb Inc.\",\"Morgan Stanley\"],\"articleSection\":[\"Hotel\",\"International\",\"National\",\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/airbnb-faces-adoption-slowdown\\\/\",\"url\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/airbnb-faces-adoption-slowdown\\\/\",\"name\":\"Airbnb Faces Adoption Slowdown - 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