Greening the guest bedroom: Exploring hosts’ perspectives on environmental certification for Airbnb

Abstract

The rapid rise of home-sharing and peer-to-peer accommodation has exposed new opportunities and issues in the hospitality industry. Given the heightened attention to and awareness of environmental issues in tourism and hospitality, this study explored the likelihood and motivations of Airbnb hosts towards participating in an environmental certification program. Currently, there are no such programs associated with Airbnb or this sector of the sharing economy. As part of this exploratory study, semi-structured interviews with Airbnb hosts in the Greater Toronto Area were conducted to uncover the opinions and motivations of Airbnb hosts towards participating in a potential program, and what program design elements would enhance their likelihood of participation. Results indicated a willingness to participate in an environmental certification program, driven by economic factors and personal values. Host opinions regarding preferred design elements provide insight into factors important to the development and success of such a potential program. Environmental certification is a common tool in tourism to signal environmental commitment by operators, but such a program does not yet exist for home-sharing.