Donald Trump is back in the White House, creating ripples across industries, including the short-term rental space. During Trump’s first term, Airbnb openly clashed with his policies, offering free stays to refugees and championing community, diversity and inclusion. But times have changed. Today, as other companies pivot toward pragmatism, focusing on profits and aligning with policymakers—Airbnb faces a crossroads. Can it hold onto its values in this new era, or will it adapt to the demands of a changing audience, especially Gen Z?
Let’s dive into what’s changing, why it matters, and how it might impact property managers like yourself.
Airbnb’s Values vs. Gen Z’s Wallet
The Millennial-era messaging that worked so well for Airbnb may now face a mismatch with the priorities of today’s travelers, especially Gen Z. Here’s why:
- Affordability Comes First: With inflation and rising costs squeezing wallets, this generation prioritizes deals, discounts, and budget-friendly options over ideals.
- A Split Audience: While young women lean into progressive ideals, 56% of young men supported Trump in the 2024 election.
Airbnb at a Turning Point: Will It Reinvent Itself or Stay Rooted?
So, what’s next for Airbnb? Here are three paths the company might consider:
- Stay True to Its Values: Double down on the messaging that made it famous, even if it risks alienating some of today’s cost-conscious travelers.
- Balance Ideals and Practicality: Highlight affordable stays and easy booking alongside sustainability, inclusion, and other efforts.
- Pivot to Profit: Follow the lead of other big brands that are suspending diversity and environment initiatives, focus on business growth, and put social causes on the back burner.
Why Property Managers Should Care About Airbnb’s Next Big Decision: Balancing Values and Profitability
The decisions Airbnb makes in the coming months could have far-reaching implications for property managers. Here are three key considerations:
- Evolving Consumer Preferences: Hosts may need to adapt their listings to cater to Gen Z travelers, emphasizing value-for-money features like budget-friendly pricing, flexible cancellation policies, and convenience.
- Sustainability Initiatives: While environmental messaging may take a backseat, hosts with eco-friendly properties could still capitalize on niche demand from conscious travelers, as sustainability remains a key travel trend for 2025.
- Regulatory Compliance: Airbnb’s potential alignment with new policies could lead to shifts in platform requirements, making it crucial for property managers to stay updated.
What the Experts Are Saying About Airbnb’s Dilemma
This debate has sparked diverse opinions from experts and professionals in the short-term rental space:
- Bob Garner, Founder of EnviroRental, a free resource hub for sustainability in short-term rentals, says strong values appeal to younger generations, but if companies abandon them, it signals a lack of authenticity
- Florian Stenström, Co-Founder of Smily, a property management software for all short-term rental managers and concierges, says balancing business growth with core values will be Airbnb’s greatest challenge in this new political and economic climate.
- Arié Levy, Entrepreneur – Président SPLM IDF, a representative body for professionals in the furnished rental industry in France says, Airbnb’s position as a publicly traded company adds pressure to prioritize profits over activism. This balancing act will define its future.
- Travis Puckett– Co-Founder, of Revpar Pro a Revenue management platform says, that as someone who worked on diversity projects at Airbnb, he can say with certainty that Airbnb will be committed to holding their brand standard in a way that is fair for everyone involved.