A selling point of hotels has traditionally been the standardised service offered by their trained staff. In contrast, “peer-to-peer” accommodation – of which Airbnb is the most popular host platform – is usually run more informally by individual hosts who have little if any formal hospitality training.
What they offer instead is personal interaction, a sense of authenticity, and local knowledge about the area. And our multi-year research shows that this is often rated much more highly by visiting guests.
Our study (with colleagues), recently published in the International Journal of Hospitality Management, investigates the key reasons international guests staying all over India – one of the world’s fastest growing tourist markets – give their Airbnb accommodation a five-star review, or rather less.
One clear pattern was how guests talked about their relationship with hosts. Many appreciated meeting friendly, helpful hosts – but only when contact felt optional. Our survey and interview findings showed around one-third of guests said they were uncomfortable when communication felt too frequent or too personal.
This points to an important tension in Airbnb stays. Guests often want reassurance without intrusion. A takeaway recommendation was the importance of short, polite messages that reassure guests help is available if needed – but not excessive contact. Feeling welcome is less about ongoing interaction and more about responsiveness, clarity and respect for boundaries.
Our study began in 2019 by developing a new way of analysing thousands of Airbnb guest reviews in India to understand the key indicators of satisfaction (and dissatisfaction). After being interrupted by COVID, we followed this up with surveys and in-depth interviews in the same country to establish the priorities guests give to different aspects of how they were hosted.
Some guests also talked about experiences that stood out for the wrong reasons. These were not “horror stories”, but moments where boundaries felt unclear – such as hosts dropping by unexpectedly, asking too many personal questions, or being slow to respond when something went wrong.
Expectations also played a big role in how stays were judged. Guests who felt well-informed before arrival – about the space, the rules and the neighbourhood – tended to be more relaxed and forgiving of small issues. By contrast, even minor surprises could negatively affect how the entire experience was remembered.
These patterns became stronger after COVID. Guests became more sensitive to cleanliness, safety and communication, and many preferred less face-to-face contact than before.
With all this in mind, here are five practical ways our research suggests hosts can increase their prospects of a five-star rating – and a return stay.
1. Tell guests what to expect – truthfully
Frustrations sometimes start building before they have even arrived. Many guests, particularly from other countries, rely on clear, practical information to feel confident about their choice.
Hosts should make sure their listing answers all common questions upfront and truthfully: how check-in works, what the neighbourhood is like, whether the space suits families or remote work, and what amenities are (and are not!) available.
Small gaps between what guests expect and what they find can shape how they judge their entire stay. Guests who feel well informed are less likely to focus on minor issues.
2. Comfort counts, not just appearance
Good photos matter, but guests judge accommodation on how it feels to actually stay there. We found features such as comfortable furniture, a calm atmosphere and a sense of privacy strongly influence how enjoyable a stay feels.
Hosts do not need to make expensive upgrades. But paying attention to lighting, noise, clutter and basic comfort is non-negotiable.
3. Be responsive, but don’t overdo it
Guests value personal interaction in different ways, but they consistently appreciate hosts who are reliable and easy to reach. Yet feeling welcome does not require constant communication.
Simple actions matter: replying promptly to messages, giving clear instructions, and dealing calmly with problems when they arise. We found this sense of feeling “looked after” is closely linked to whether guests want to return.
4. Anticipate small issues before they snowball
It’s notable how often small problems can snowball during a stay. Issues such as non-working equipment are usually forgotten if clearly explained and calmly dealt with. But slow responses to concerns – or worse, displays of frustration or anger from hosts – can quickly affect how a stay is judged.
Anticipating common issues and dealing with them early can prevent small problems from overshadowing the guest experience. Clear house information, well-maintained facilities and simple backup plans all help.
5. Focus on return visits, not ratings
Positive reviews matter, but they do not tell the whole story. In our research, the most important indicator of guest satisfaction was whether they said they wanted to return.
While enjoyment and value are closely linked with recommendations, feeling comfortable and welcome plays a stronger role in repeat bookings. Creating a space that is easy to use, pleasant to stay in and welcoming will encourage guests to come back, even in a crowded market.
Small, thoughtful choices in these areas shape how guests remember their visit. Hosts who want long-term success should think beyond ratings and consider whether guests will genuinely want to return.
