Market share Airbnb in The Netherlands keeps on rising
- 5 min read
Colliers International and Hotelschool The Hague are the only parties that research Airbnb activities in European cities. This is the most comprehensive research in the Dutch market. Data is collected daily in contrary to other research that shows snapshots. In Amsterdam, more than 30,000 listings were analysed based on more than 8 million status updates. This research led to surprising results: In 2016 almost 1.7 million overnight stays were booked in Amsterdam. This is an increase of 125% compared to 2015. Airbnb doubled its market share to 10.7% (from 5.4%) in comparison to hotels. For the first time, Airbnb activities in The Hague and Rotterdam were analysed. The market share was 7.3% and 6.5% respectively. These are the conclusions from new research conducted by Colliers International and Hotelschool The Hague about Airbnb in The Netherlands.
Concentration in Amsterdam city centre
Airbnb activities are mainly concentrated in the centre part of the city. 64% of overnight stays were booked in five neighbourhoods: Centrum-West, De Baarsjes & Oud-West, Centrum-Oost, De Pijp and Westerpark. In contrary to what Airbnb claims, tourists are not spread throughout the city.
The average daily rate increased in 2016 with almost 3% to 140 euros per night, in line with the higher rates at hotels. For a shared room the rate increased significantly compared to the year before (+35%). Guests are apparently willing to pay more per night, even when they have to share a room. More and more citizens want to share in Airbnb’s success. The number of accommodations offered doubled to more than 32,000. 35% of these was offered by hosts with more than one listing. This is an indication that some listings concern professional letting.
“After the already steep increase in 2015 we see that Airbnb’s popularity grew even further in 2016”, says Dirk Bakker, Head of EMEA Hotels at Colliers International. “Because the development of new hotel rooms is lagging behind tourist growth numbers, they are looking for alternatives like Airbnb. A ban on new hotel developments won’t stop tourists from travelling to the city centre. This is an important sign to the council and hotel industry.”
Market share Rotterdam and The Hague can still grow a lot more
The Hague was the second Airbnb city in The Netherlands in 2016. 126,000 overnight stays were booked there. Rotterdam was third with 116,000 overnight stays. This is particularly interesting since Rotterdam welcomed 13% more hotel guests than The Hague. Like in other big cities in Europe, most guests stayed in and around the city centre of The Hague and Rotterdam. In both cities, about two-thirds booked an accommodation in the three most popular neighbourhoods. Most visitors in The Hague stayed in Centrum, Scheveningen and Segbroek. In Rotterdam, the top three was Centrum, Delfshaven and Noord. The average daily rates were far below Amsterdam levels. In The Hague guests paid 79 euros per night and in Rotterdam 72 euros.
Growth remains high
In the first quarter of 2017 growth remained high. In Amsterdam, more than 367,000 overnight stays were booked. An increase of 34% compared to the same period last year. In The Hague, the increase was 32% and in Rotterdam 40%. We expect that 2017 will be a record year again for Airbnb and that Rotterdam will surpass The Hague due to higher growth levels.
Jeroen Oskam, Head of Research at Hotelschool The Hague, indicates that Rotterdam and The Hague will become more important to Airbnb in the future: “Strong growth numbers underscore the influence of tourism in these cities. Because the number of hotels in The Hague and Rotterdam is still limited, Airbnb’s market share can still increase considerably.”