Understanding your target audience is one of the most important steps in creating a successful Airbnb listing.
Whether you’re hosting in a busy urban area like Nairobi’s Westlands or a quiet neighborhood like Kileleshwa, knowing what kind of guests typically book short-term stays in your area will help you tailor your space, pricing, and listing description for maximum bookings and 5-star reviews.
But how exactly do you determine who your likely guests are? Here’s a breakdown of how to identify and attract the right audience whether they’re business travelers, tourists, expats, or locals on staycations.
1. Analyze Your Location’s Appeal
Your property’s neighborhood will often determine the type of guest you’re most likely to attract. Ask yourself:
- Is the area close to office parks, corporate buildings, or convention centers? → Likely business travelers
- Is it near tourist attractions, museums, or nightlife spots? → Likely tourists
- Is the area known for international schools, embassies, or gated communities? → Likely expats
- Is it scenic, peaceful, or close to malls and restaurants? → Likely local staycationers
Examples in Nairobi:
- Westlands: Great for business travelers and tourists
- Kilimani & Kileleshwa: Popular with digital nomads, expats, and locals
- Karen or Lavington: Ideal for luxury travelers, families, and long-term expats
2. Study Competing Airbnb Listings
Go on Airbnb and search for listings in your area. Look at:
- The language used in the titles and descriptions
- Guest reviews—many reviewers mention the purpose of their visit
- Amenities offered (e.g., work desks and fast Wi-Fi hint at business travelers; tour recommendations hint at tourists)
- Average length of stay—short stays often mean tourists or business trips; longer stays may mean expats or relocators
This competitive analysis gives you clear insights into what’s working and for whom.
3. Look at Booking Patterns
If you’re already hosting:
- Are your guests checking in on weekdays and leaving by Friday? → Most likely business travelers
- Are bookings concentrated around holidays and weekends? → Probably tourists or locals
- Are guests staying 2–4 weeks or longer? → Likely expats, medical tourists, or students
- Do your guests ask about nightlife, attractions, or where to find Kenyan food? → Tourists or locals
Guest messages and reviews often offer clues about why they chose your place.
4. Use Airbnb’s Built-In Analytics
If you’re a current host, Airbnb provides data under the “Performance” tab. This section can help you:
- Identify guest countries of origin
- See peak booking dates
- Review booking lead time (how far in advance people book)
- Track repeat guests (common among locals or expats)
This data helps you improve your targeting and optimize for the audience that books most often.
5. Join Local Airbnb Host Communities
Join Facebook groups, WhatsApp host forums, or Nairobi Airbnb communities where people share trends and guest behaviors. You’ll hear valuable feedback on:
- Which areas are seeing a spike in tourist or business traffic
- Seasonal trends (e.g., locals booking during school holidays)
- Emerging guest preferences (e.g., demand for pet-friendly stays or remote work spaces)
Networking with other hosts helps you stay ahead of the game.
6. Customize Your Listing Based on Guest Type
Once you identify your primary guest type, tailor your Airbnb listing accordingly:
For business travelers:
- Highlight fast Wi-Fi, a desk, and quiet space
- Mention proximity to CBD or office hubs
- Offer early check-in or flexible policies
For tourists:
- List nearby attractions and transport access
- Add local tour info or guidebooks
- Offer luggage storage or flexible checkout
For expats or long stays:
- Emphasize the full kitchen, washer/dryer, and storage space
- Offer discounts for weekly/monthly bookings
- Mention nearby international schools or hospitals
For locals on staycation:
- Emphasize luxury, comfort, and privacy
- Offer romantic or family-friendly touches (e.g., Netflix, bathtubs, board games)
- Highlight proximity to malls, spas, and restaurants
The success of your Airbnb listing heavily depends on your ability to match your offering with your target guest’s needs.
By researching your location, studying your competition, using guest behavior patterns, and refining your listing, you’ll attract the right kind of guest whether it’s a business executive in town for meetings or a couple escaping the city hustle for a cozy weekend.
Know your guest. Serve them well. And watch your Airbnb thrive.
