68. Relationship Marketing in Airbnb: A Qualitative Study on the Perspectives of Professional and nonprofessional Hosts

Casais, B., Sarmento, M., & Fernandes, J. (2025). Relationship Marketing in Airbnb: A Qualitative Study on the Perspectives of Professional and nonprofessional Hosts. Journal of Relationship Marketing, 24(2), 120–147. https://doi.org/10.1080/15332667.2024.2405305This article explores how professional (B2C) and nonprofessional (C2C) hosts develop relationship marketing strategies on Airbnb. Based on 30 semi-structured interviews with hosts from northern Portugal, the study identifies trust-building, personalization, and digital communication as central to enhancing guest satisfaction and loyalty. Initial online contact and guest reviews are essential for establishing credibility, while in-person interactions and customized services strengthen emotional bonds. Nonprofessional hosts tend to create more informal and personal relationships driven by genuine hospitality, whereas professional hosts adopt a more structured, business-oriented approach focused on efficiency and systematic feedback collection. Personalized gestures—such as small gifts, tailored services, and local recommendations—enhance value co-creation and guest experience. The article concludes that Airbnb should provide digital marketing training to nonprofessional hosts, enabling them to improve relationship management skills while preserving the authenticity and warmth that define peer-to-peer accommodation experiences.