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Latin America Could Be Top Market for Airbnb

Brazil shows highest adoption rate of home and lodging rentals services

May 29, 2014 | Retail & Ecommerce | Travel

There’s still plenty of room for growth in the home and lodging rentals space, but Q1 2014 data from GlobalWebIndex suggests uptake has been highest in Latin America.

Internet Users Worldwide Who Have Rented Rooms/Apartments Through a Home and Lodging Rentals Service*, by Region, Q1 2014 (% of respondents)

Three in 10 internet users polled in the region had rented a room or apartment through a service such as Airbnb. This was twice the percentage of respondents for the No. 2 market, Asia-Pacific, and more than double the worldwide average of 14%.

As the 2014 FIFA World Cup nears, it’s possible that residents in Latin America who are traveling to the soccer tournament in Brazil are choosing to rent rooms and apartments over staying at crowded, and likely expensive, hotels.

An October 2013 article from Advertising Age noted that Airbnb intended to launch an awareness campaign in Brazil that focused around the World Cup, with the goal of attracting residents who planned to travel to the 12 cities where games would be played.

Based on the GlobalWebIndex research, efforts like this may be working.

Internet Users in Select Countries Who Have Rented Rooms/Apartments Through a Home and Lodging Rentals Service*, Q1 2014 (% of respondents)

Broken down by country, results showed that internet users in Brazil were the most likely to have rented a room or apartment through a home and lodging rentals service. Fully 40% of respondents from the country said they had done so, compared with 24% in both Indonesia and the Philippines and 19% in both Thailand and Malaysia.

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