Impact of Airbnb on Customers' Behavior In the UK Hotel Industry

The sharing economy is nowadays disrupting the hotel industry. Airbnb is one of the best examples of such an issue. In order to find approaches for hotels to mitigate the threat from these new accommodation forms, the present article focuses on the major elements influencing customers to choose this new platform and other related aspects affecting the future of the hotel industry. Previous studies have looked at how Airbnb influences customer behavior, but this is one of the first studies dealing with an analysis of the impact of Airbnb on the UK hotel industry. In this way, the article majorly focuses on evaluating the impact of this new accommodation and services platform on customers' behavior within the UK hotel industry. Particularly, it seeks to determine how the hospitality and hotel sectors can mitigate the threats posed by Airbnb. As a result, the article also provides managerial and industrial recommendations of the research findings.