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Airbnb listings in Morocco have Tshifhiwa
almost doubled, with more than 3 000 Tshivhengwa … All
in the city of Marrakesh alone accommodation
providers must
play by the
same rules
‘self-employed’ on their Airbnb profile than US$450-million in direct revenue to Airbnb against any technology that is introduced –
any other profession. We want to help each year. The amount excludes money provided it follows all required legislations
empower people across the continent hotel guests are likely to spend on food from national, provincial and local
to make extra income while providing and beverages during their stay. government. Our concern is that Airbnb
travellers with authentic experiences.” does not seem to be operating under any
Commenting on the report, Egyptian legislation or regulations.”
Airbnb’s high hopes for Africa are, he hospitality consultant and founder of
continues, further supported by the unique Revenueyourhotel.com, Ahmed Mahmoud, Among the regulations controlling the
nature of many of the activities available. says although it focuses on New York formal hospitality industry, but not, he says,
“African experiences are diverse and many the study gives a strong indication of the necessarily adhered to by Airbnb hosts
are truly life-changing. Think, for example, impact of Airbnb for the hotel industry are: issues around business zoning; liquor
of tracking gorillas in the Rwandan at large. The site has quickly become a licenses; health and safety procedures; tax
rainforests and sand-boarding in Namibia. threat to hotels as an increasing number compliance; and various local bylaws.
We encourage travellers to parts of the of travellers choose to book with the ever-
continent that have been overlooked in the growing list of independent hosts on the “It is important that all commercial
past; places that offer experiences that website rather than with traditional hotels. short-term accommodation providers play
have transformative effects on people. by the same rules,” says Tshivhengwa.
The potential for growth because of this is It is difficult for hotels to compete “Fedhasa will continue to lobby
bigger in Africa than in most other places because Airbnb is able to scale supply at government to ensure that the laws that
in the world.” minimal cost and because the site offers govern the accommodation sector be
such diversity of options. applied to Airbnb.”
It seems, then, that African
entrepreneurs and those in the tourism Although there are no figures available The future of the sharing economy –
industry should welcome Airbnb. It is, says to measure the impact of Airbnb on the an economic model in which individuals
the company and its hosts, encouraging accommodation industry in Africa as yet, are able to borrow or rent assets owned
more people to visit the continent, many the Federated Hospitality Association by someone else and for which Airbnb is
of whom are young and likely to come of Southern Africa (Fedhasa) is alarmed something of a poster child – is uncertain.
back again in future – possibly with bigger enough to have begun preparing an For many, it holds the key to generating
travelling budgets. impact study. increased income. For some, it is integral to
building massively profitable businesses.
Opposing voices “The fact that Airbnb is operating here
means that bed nights are being taken For others, it represents unassailable
But not everyone is welcoming. A study away from the formal accommodation competition and threatens the status
conducted in New York City last year found industry,” says the Chief Executive Officer quo. Time will tell how markets will
that hotels in that area lose approximately of Fedhasa, Tshifhiwa Tshivhengwa. respond and whose business models
“As an industry association, we are not will flourish.
Issue 4 2016 strategicmarketingafrica 37
