In the travel industry today, it’s impossible to avoid hearing about the threat of Airbnb and its impending domination of competitors.

At this year’s Skift Global Forum, the audience was eager to hear how a variety of travel brands were preparing to compete with Airbnb, and stay relevant in the changing travel landscape.

But did you know that 63 percent of avid U.S. travelers have never even used Airbnb before?

This was one of the most intriguing and surprising findings that emerged from our Experiential Traveler Survey this year, along with other insights regarding booking channel preferences, in-destination attitudes, travel motivators, and much more.

Last week we launched the latest report in our Skift Research service, U.S. Experiential Traveler Trends 2018: Skift Research’s Annual Survey & Data Analysis On Traveler Behavior, Motivations & Preferences. This report covers the results of the second annual Experiential Traveler Survey, along with brief analysis of the collected data.

Below is an excerpt of the report. Get the full report here to keep up on the trends.

The continuing rise in popularity of alternative lodging companies, exemplified by Airbnb, means that today’s travelers have more choices than ever when it comes to selecting their travel accommodations.

In this section, we present the survey questions that uncover Avid Travelers’ accommodation preferences, in general, and more specifically with regards to hotels and Airbnb rentals.

One-third of Avid Travelers have used Airbnb at least once during a past leisure trip.

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Among those who have used Airbnb in the past, almost nine out of 10 reported being satisfied or very satisfied with their last Airbnb and experience.

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This is the latest in a series of research reports, analyst calls, and data sheets aimed at analyzing the fault lines of disruption in travel. These reports are intended for the busy travel industry decision maker. Tap into the opinions and insights of our seasoned network of staffers and contributors. Over 200 hours of desk research, data collection, and/or analysis goes into each report.

After you subscribe, you will gain access to our entire vault of reports, analyst calls, and data sheets conducted on topics ranging from technology to marketing strategy to deep-dives on key travel brands. Reports are available online in a responsive design format, or you can also buy each report a la carte at a higher price.

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Photo Credit: This York, UK apartment, which is offered on Airbnb, is more than 600 years old and has been dubbed 'The Chamber.' Lore has it that York, UK is one of the most haunted cities in the world. Airbnb