Impact of Airbnb on customers' behaviour in the UK hotel industry

Airbnb is one of the sectors of the sharing economy that is disrupting the hotel industries. In order to find approaches for hotels to mitigate the threat from Airbnb, this research will focus on the major elements influencing customers to choose Airbnb and the issues for the future of the hotel industry. Previous studies have looked at how Airbnb influences customer behaviour, and the impact of Airbnb on the hotel industry, but so far no study has been conducted focusing on the impact of Airbnb on the UK hotel industry. Therefore the purpose of this research is to evaluate the impact of Airbnb on customers’ behaviour within the UK hotel industry in order to determine how the hotel sectors can mitigate the threats posed by Airbnb. This paper highlights managerial and industrial implications.