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THE DISRUPTORS
Tourists explore a volcano on Reunion, Nicola D’Elia …
off the coast of Africa. Airbnb has Entrepreneurship is a
grown strongly on the island common thread that unites
the Airbnb community
on several other online platforms, relies and freedom they have at home when they for the Middle East and Africa, Nicola PHOTOS: ISTOCKPHOTO, GETTY/GALLO IMAGES, SUPPLIED
on Airbnb for 80% of her bookings. travel. They want the liberty of preparing D’Elia, visited Nairobi for the Global
their own meals rather than being limited Entrepreneurship Summit in July last year.
“Guests who come via Airbnb are by a hotel menu. Many, myself included,
very diverse. I recently hosted a 70-year- like having more space and a more homely D’Elia was previously responsible for
old from Switzerland,” she says. “What feeling than many hotel rooms allow.” Facebook’s expansion in Europe, the
distinguishes Airbnb travellers is that they Middle East and Africa. His appointment
have different expectations from those Essentially, believes Msipa, travellers and the subsequent assembly of a
who book hotels. They look for interesting are seeking comfort and flexibility at marketing team that includes former
local experiences rather than a relaxing reasonable prices, which is one of the Marketing Manager of Cape Town
stay in a hotel. They are more adventurous reasons Airbnb is increasingly popular and Tourism, Velma Corcoran, who is now
than typical tourists and like unusual why it is likely to continue to grow across Airbnb’s Regional Market Consultant for
things. I have met the most interesting the continent. Southern Africa, has already born fruit.
people because of the site.
The lifestyles, tastes While South Africa continues to host
“But, certainly, Airbnb gives younger and choices of tourists the largest Airbnb community in Africa,
people more opportunities to travel have shifted markedly listings in Morocco have almost doubled,
because of access to inexpensive with more than 3 000 listings in the
accommodation. I think younger travellers The brand, which was founded in the city of Marrakesh alone. Kenya has also
are also drawn to the site because every US city of San Francisco in 2008, has seen strong growth and has almost
experience is different, while hotels are big plans for Africa, where its listings are 3 000 properties listed, which is a 135%
basically all similar.” well in excess of 40 000. Although some increase from a year ago. Homeowners
homeowners across the continent – most in Mauritius, Madagascar, Reunion and
Zimbabwean businesswoman and notably in South Africa, Morocco and Seychelles are also increasingly turning
Airbnb host, Bernie Msipa – whose one- Kenya – have listed their accommodation to the website to rent accommodation.
bedroom apartment in Harare is popular on the site for several years, the online
among business and leisure travellers – rental company expressed its ambition Entrepreneurial attitude
believes the site’s success is also due to significantly increase business on
to a change in trends. continent when Chief Executive Officer Among the things Airbnb believes will
Brian Chesky and General Manager drive growth on the continent is the largely
“It is my experience that people’s entrepreneurial attitude of its people.
lifestyles, tastes and preferences have
shifted and the hospitality industry has “Entrepreneurship is a common thread
not been spared,” says the Institute of that unites the Airbnb community across
Marketing Management (IMM) graduate. the globe,” says D’Elia. “More hosts in
“People want the kind of independence key African regions identify with the status
36 strategicmarketingafrica Issue 4 2016
