Reflection of new lifestyles

Using Airbnb has benefits lifestyles and society. Choosing Airbnb, for customers, is another way to communicate a movement in their lifestyle: which can be defined as being of environmental concern, more equality, and freedom while lessening regulation and consumption.

64

When staying at the environmentally-friendly Airbnb system, customers believe they are choosing a sustainable option. The reasons that explain this customers’ belief are as follows. Airbnb operates by offering the best deal, with exceptional quality, by re-appropriating resources to customers at a reasonable price. Customers are provided a stay with their basic needs met, while providers minimize the expense of additional services such as daily cleaning or a 24 hour receptionist. The rented space is an underused space.

For example, a host is away on holiday and his house is left unused. He decides to rent an available room to others to utilize the space to the fullest. In this way, preferring to stay at Airbnb is associated with a positive environmental spirit: using available resources while reducing consumption.

“At a hotel, there are things like shampoo and stuff; the towel washed every day like crazy. It is quite wasteful. I do not need my towel washed every day” – Cindy

“So I am interested in the environment and kind of stuff so maybe it more environmental”

– Cindy

“I think it actually is quite like economical to because the house is empty. Like

someone is not using it, so it is used by someone else while they are not there” – Peter

Customers found that when staying at Airbnb, they are encouraged to experience a new way of life: travel, trust in people, kindness between strangers, an increasing a sharing and social spirit. Although staying in a stranger’s house could be risky, for both hosts and guests, taking risk is an unavoidable aspect of travel. Customers found an increased depth of meaning in a journey that encourages them to expand their comfort zones.

“You can step outside your comfort zone” – Kimmy

“It’s a bit risky (staying at Airbnb), but I think taking risks is part of traveling” – Peter

Some respondents shared that they could imitate other people’s life when staying at their houses. The house could represent a traditional house which is associated with customers’ childhood or house of celebrities. Customers could experience a life that they

65

have been dreamed about but did not have a chance to do in their daily lives. With Airbnb accommodation, they could affordable for access to those places.

“When I stay in Kyoto, the room is exactly like Nobita⁴ room. A typical traditional Japanese room: with bamboo mattress, a small table in the middle, near a closet like the one of Doraemon⁵. It was interesting like I can live the life of my favorite story from childhood” – Peter

“There was one in particular in London, we stay in a very nice place in London area (name). Like it kind of the special place in London, very expensive and a lot of celebrities live there. Kind of place so I could never live cause I never have enough money to afford to live there. So it is really cool. I got stay there via Airbnb” – Julia

“I can live in special houses that normally I can’t afford” – Lily

The relationship between hosts and guests, in sharing economy, is perceived differently in comparison with traditional business. In traditional hostels or hotels, guests are customers, and the receptionists and housekeepers, serve the customer's needs. In this traditional model, customers stay in the room, enjoy the service and pay their fee. In the sharing economy, hosts are not a hostel or hotel staff; they are owners. Guests are required to be more independent and self-reliant for their needs. Hosts may help on a volunteer basis while the relationship remains equally and personally. Guests are required to act respectfully toward the hosts and their household. In return, guests are treated in a more personal manner because hosts are like new friends not professional attendants.

Customers perceived this change in relationship as a benefit of the sharing economy.

Sharing systems contribute to promoting independence and equality between service providers and users.

“When you are at a hotel, people are professional but somehow emotionless. They will say “Hello sir! How are you?”, “Yes sir!” I would prefer Airbnb. It is more equal. No one has to serve anyone” – Tomas

4 A famous comic character in Doraemon Series

5 A famous comic character in Doraemon Series

66

“Host is not hotel staff. You couldn’t such as expect they have to serve you or answer your question. Of course, if you choose a hotel you depend more on the hotel staff and can make question whenever you like. When staying at Airbnb, you will look for answer by your own” – Nancy

The change in relationship between hosts and guests, in another meaning, enhances the sense of ownership when customers staying at Airbnb. The feeling of living in a true house is more personal and more realistic. Customers perceive that they actually live the life they wish rather than just rent it for one or two nights. Similarly, guests’ behaviors toward guests are more personal and emotional because it is a close bonding between individuals instead of standardized service manner.

“Things are prepared for you. Like host said ‘I just wash this bed linen for you, this is your bed, this closet you can use.”– Carol

“You feel more like home where everything is yours than in hotel where you just rent it”

– Nancy