Exploring the opportunity for an environmental certification program for Airbnb homeowner hosts

This exploratory, qualitative study was focused on answering three research questions: 1) Would Airbnb homeowner hosts be willing to participate in an environmental certification program? 2) What would motivate Airbnb homeowner hosts to participate in an environmental certification program? 3) What program design elements would enhance the likelihood of their participation in the program? The study used semi-structured face-to-face and telephone interviews to collect data from Airbnb hosts. Only hosts in the Greater Toronto Area whose property was a freehold, detached or semi-detached house were eligible for participation. Results indicated a willingness to participate in an environmental certification program, with two unique motivations revealed, specifically the ability to attract like-minded guests and measure household impacts. A number of program design elements were also reviewed, with hosts’ concerns focusing on cost and guest comfort. Hosts also expressed a preference for a program that leveraged the existing Airbnb review system.