A new academic study has found that Airbnb safety reviews – even when they make up less than one percent of all feedback – can have a powerful effect on traveler behavior. The research, published in Marketing Science, examined millions of Airbnb guest reviews and concluded that safety concerns, whether about a property or its neighborhood, reduce bookings and lower nightly prices.
The study analyzed 4.8 million reviews from listings across Atlanta, Chicago, Los Angeles, New Orleans, and New York City between 2015 and 2019. Researchers identified two types of feedback: listing safety reviews, which flag issues inside a property such as broken locks or poor maintenance, and vicinity safety reviews, which raise concerns about the surrounding neighborhood.
Although only 0.5% of all reviews mentioned safety issues, their impact was clear. Occupancy rates dropped by 1.5–2.4%, and nightly prices fell by roughly 1.5% following such mentions. Guests who personally experienced safety problems were 60% less likely to book with Airbnb again.
The findings also show that user-generated safety feedback aligns closely with official crime data from these cities. In other words, when guests described feeling unsafe in an area, those neighborhoods often had higher recorded crime levels. This correlation underscores how reviews can reflect real-world risks, even when they are subjective.
The research exposes a significant dilemma for Airbnb and other digital travel platforms. Removing or downplaying neighborhood safety reviews could protect short-term profits by keeping listings attractive, but it risks eroding guest trust and long-term credibility. On the other hand, promoting full transparency might reduce immediate bookings yet strengthen consumer confidence over time.
“Airbnb faces a difficult balance between consumer protection and platform profits,” said co-author Ginger Zhe Jin of the University of Maryland. “Highlighting safety concerns benefits users but can negatively impact revenues.”
Transparency, however, may be the key to long-term sustainability. The authors suggest that providing contextual information – such as verified safety data or clearer neighborhood profiles – could help users make better-informed decisions without entirely deterring them. This kind of openness might also strengthen Airbnb’s reputation for reliability, especially as travelers increasingly prioritize trust when booking accommodations online.
For its part, Airbnb has emphasized that the study covers an older period and doesn’t reflect the safety and review updates introduced in recent years. The company maintains that it does not remove reviews mentioning safety concerns, whether about a property or its surrounding area.
Airbnb’s core challenge remains finding the right level of transparency that reassures travelers without discouraging hosts. As platforms like Airbnb continue to evolve, the question becomes whether greater openness can transform skepticism into trust – and whether travelers will ultimately reward honesty over perfection.
