Airbnb today launched Go Near, a new initiative to support economic growth through local travel. The announcement comes as travel takes its initial steps to recover from the impact of the COVID-19 pandemic.
The travel industry, including Airbnb, has been hit hard by COVID-19 and there will continue to be tremendous uncertainty, but our booking data shows that travel is beginning to bounce back and new research has identified a series of trends that will shape travel in the weeks and months to come. This fact sheet details the steps we are taking to work with local communities and best serve Australian hosts and guests based on the trends we are seeing, which include:
- Nearly half of Australian respondents said they’ll prefer to stay within a day’s drive for their first trip, according to a survey commissioned by Airbnb.
- Half of Australians said the purpose of that first trip will be ‘to be with family or friends’.
- Despite heading into the winter months, Australians are most likely to use their first trip to visit the beach or the countryside.
- With same-state travel opening first across the country, 80 percent of bookings last week (May 31 – June 6) were for stays in regional areas outside of capital cities.
- Over the last two weeks (May 24 – June 6), there were more bookings for domestic travel on Airbnb in Australia than in the same time period last year.
- The top 10 trending destinations in Australia:
- Albany
- Busselton
- Mudgee
- Margaret River
- Wilsons Promontory
- Southern Highlands
- Far South Coast NSW
- Mid North Coast NSW
- Phillip Island
- Jervis Bay
Partnering with local communities to promote travel and economic growth
We are working with governments and tourist agencies to help restore travel in a responsible way that benefits local citizens and small businesses economically.
Today, we are unveiling a new engagement program to work even more closely and collaboratively with tourist bodies around the world. Through this program, Airbnb will share travel data and insights as well as allow these organisations to leverage our platform and channels, reaching hundreds of millions of people globally.
Destination marketing organisations looking to partner with Airbnb through this program can find more information on a new dedicated homepage that is being launched today specifically for organisations that seek to partner with Airbnb.
Go Near
In a survey commissioned by Airbnb, nearly half of Australian respondents said they’ll prefer to stay within a day’s drive for their first trip, with half of Australians saying the purpose of that first trip will be ‘to be with family or friends’.
Despite heading into the winter months, Australians are most likely to use their first trip to visit the beach or the countryside and with same-state travel opening first across the country, 80 percent of bookings last week were for stays in regional areas outside of capital cities.
Tapping into the demand for nearby trips, we are updating our app and homepage to help guests rediscover the magic in their own backyards by making it easier to book local travel and last-minute stays by featuring local trip ideas and highlighting nearby getaways. We will also launch an email and social media campaign under the banner Go Near to promote both nearby getaways and Airbnb Experiences.
Travel in Australia has begun to recover
Over the last two weeks (May 24 – June 6), there were more bookings for domestic travel on Airbnb in Australia than in the same time period last year. Last weekend (June 5-7), for the first time since February, we saw year-over-year growth in gross booking value (not including cancellations or alterations) for all reservations on Airbnb made around the globe.
Airbnb will continue to follow guidance from government and encourage safe, responsible travel to ensure guests have amazing experiences. As part of that work, in April, we announced that we had engaged former US Surgeon General Dr. Vivek Murthy to help develop an industry standard-setting Enhanced Cleaning Protocol for hosts on Airbnb.
This Protocol, which includes a step-by-step cleaning handbook designed for everyday hosts, is being made available to hosts in Australia. Hosts who commit to following the program will have a specific highlight on their listing, making it easy for guests to identify and book listings that follow the first overarching standardised protocol for cleaning and sanitisation in the home sharing industry.
The Enhanced Cleaning Protocol has been developed in consultation with leading experts in hospitality and medical hygiene, with tools and support to help hosts meet these standards.
Susan Wheeldon, Airbnb’s Country Manager for Australia and New Zealand, said: “What we’re seeing is that Aussies have been really keen to stretch their legs and get out and explore their own backyard. We know people are genuinely excited about travelling to nearby regions and revisiting their favourite holiday spots. It’s been really great to see so many of our guests immersing themselves in travel and making a big difference to communities that have been hard hit in recent months.
“These positive early signs of domestic travel getting ready to make a comeback is a welcome relief for the local families and communities who depend on Australia’s tourism industry. Australia is world-famous for our amazing natural beauty and top-notch food and beverage scene – so it’s of course no surprise that people have been so eager to book getaways.
“So far, what we’re seeing people look for are unique and affordable trips that are a stone’s throw from home and allow them to spend quality time with loved ones.
“We’re keen to work with governments around Australia to support the important work they’re doing to drive economic recovery – and we know that Aussie hosts are also ready to play a role in rebuilding tourism.
“To date, the community has been doing the right thing by following the rules and listening to government advice, for which we’re very grateful, and we urge everyone to make sure they continue doing so.”
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