Airbnb potential customers are defined as British consumers who are aware of Airbnb, hold a positive or neutral view of the brand, have never booked a stay with the company and have plans to travel in 2023.

Arrows designate statistical significance of greater than +2.0 (▲) and less than -2.0 (▼) between the responses of the target group (Airbnb potential customers) and the control group (Airbnb current customers).