"Want to Stay Again" is Determined More by "People" than Facilities? Six Years of Research Reveals the Key to Repeat Stays in Vacation Rentals

Specifically, in Study 1, 1,170 reviews were analyzed (using reviews obtained from Inside Airbnb) to extract "experience types."bura.brunel.ac.uk

Next, in the Study 2 survey, 478 responses were used to confirm the model's validity.bura.brunel.ac.uk
And in Study 3, 47 follow-up interviews were conducted with some of the respondents from Study 2 after the pandemic to capture changes.bura.brunel.ac.uk

(Note: While the abstract of the paper clearly mentions a "second survey," details such as sample size were difficult to discern from the published PDF, so this article refrains from making definitive statements beyond what is mentioned in the abstract.)bura.brunel.ac.uk

3. Three Types of Experiences Beyond "Satisfaction": The Value of Airbnb is Not Monolithic

The keywords presented by the study are the division of guest experiences into three types.

• Con­genial (Friendly and Cozy) Experience: Warmth of the host, sense of welcome, and homely comfort.Phys.org

• Affective (Emotional) Experience: Enjoyment, good mood, ambiance, and comfort during the stay.Phys.org

• Intellectual (Cognitive and Value) Experience: Cleanliness, safety, convenience, and value for money, leading to a sense of satisfaction.Phys.org

The important point is that these three do not all contribute to the same goal. According to the summary by ARU/Phys.org, "Warmth and a sense of belonging strengthen loyalty (revisits), but they do not necessarily lead directly to recommendations (word of mouth)."Phys.org

4. "Repeat Visits" and "Recommendations" Are Different Games — This is the Biggest Discovery

Many hosts tend to think "good reviews = return visits." However, the study delves deeper.

• What strongly encourages **repeat bookings (loyalty)** is the warmth, friendliness, and sense of belonging provided by the host.Phys.org

• On the other hand, what influences recommendations, word of mouth, and high ratings are the elements of **Affective (emotional) and Intellectual (value) experiences**, such as "it was fun," "it was worth it," and "it had value."Phys.org

In other words, there isn't just one "winning strategy" in Airbnb.

"Designing for revisits" and "designing for spread" may seem similar but are different.
Misunderstanding this can lead to discrepancies like "a nice host but not growing" or "popular but not gaining regulars."

5. Even After COVID, "Human Touch" Hasn't Disappeared. But Balancing It with "Safety" is Essential

Since the pandemic, what is required of accommodations has changed: safety, hygiene, trust, and reduced face-to-face contact. The paper also considers the impact of COVID on P2P accommodation usage and evaluation criteria, emphasizing "pre- and post-comparison" as an important theme.bura.brunel.ac.uk

What should not be misunderstood here is that the study does not say "as long as there is human touch, it's okay." Phys.org/ARU states that guests evaluate their stay based on both **emotional cues (warmth, atmosphere, aesthetics)** and **cognitive cues (cleanliness, safety, convenience)**.Phys.org

The conclusion is rather the opposite,
to make the most of the charm of "people," do not neglect the foundation of operations (cleaning, safety, clarity of information).

6. More Importantly: The Quality of the Platform (Site/App) Also Influences Behavior

The study not only focuses on hosts but also on the reservation site. According to ARU/Phys.org, while the quality of the site does not directly change the "perception of the accommodation itself," a trustworthy and easy-to-use site directly boosts loyalty and word of mouth.Phys.org

In other words, even with the same property and host,

• if the display is unclear

• if the rules are opaque

• if the support is unreliable

• if the communication lines are weak
  , the experiential value diminishes. Because Airbnb is a business that competes on "people," a trustworthy UI/UX becomes effective.

7. Practical Implementation: Designing "Human Touch" That Hosts Can Start Today (The Key is Not to Be Overbearing)

Translating the study's insights into on-the-ground actions looks like this.

(1) Right After Booking: "Personalization" with a Template + One Extra Line
Template responses are efficient. However, adding a line at the end like "Feel free to arrive at your convenience" or "Since it's a cold season, I'll guide you on how to use the heating first" can enhance the impression of "warmth."

(2) Before the Stay: Provide Local Information in a "Selectable Form"
Instead of imposing a recommended store list, offer options like "for those who want to spend quietly," "for families with children," or "for rainy days," allowing guests to "choose their own experience." This approach can effectively address both Affective (enjoyment) and Intellectual (value) aspects.

(3) During the Stay: Be Nearby Only When Needed
While saying "Feel free to contact me anytime" is important, being overly attentive can be counterproductive. The "connection" in Airbnb is also about mastering the sense of distance.

(4) After the Stay: Request Reviews by Asking for "Impressions" Rather Than "Evaluations"
Instead of saying "Please give us 5 stars," ask "Please tell us honestly what you liked and what could be improved." Trustworthy communication can lead to future revisits.

8. Reactions on Social Media: Opinions Are Divided Because "What People Want from Airbnb" Varies

As of the time of publication, the article itself shows 0 shares and 0 comments on the Phys.org page, indicating no visible "controversy" or major discussion on that page.Phys.org

However, the theme of "Is human touch necessary in Airbnb?" has long had varying degrees of interest online. A similar point of contention is clearly divided into two camps in Airbnb-related discussions on Hacker News.

A: The Value of Human Touch and Lived-in Feel
Some voices say, "Hotels are impersonal. Even if it's a bit uneven, the 'lived-in feel' is good," finding value in a "human-like space" that includes kitchen utensils and a sense of life. This aligns well with the Con­genial (cozy) experience described in the study.Hacker News