How you name your Airbnb’s title matters: comparison of seven countries

Abstract

In the fiercely competitive peer-to-peer accommodation business, it is critical that hosts advertise their homes effectively. This study aims to investigate, in a peer-to-peer accommodation context, the listing title’s impact on a property’s financial performance. Drawing on language expectancy theory, this work examines the linguistic styles of listing titles. Based on multiple analyses of 110,167 observations of seven Asian countries, this study found each country has significantly different linguistic styles that maximize financial performance. The findings of the study suggest that consumers’ expectation on listing titles varies by location; meeting such expectations is linked to higher financial performance.

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