The figure is a stark reminder that while the brand has garnered plenty of headlines it remains a niche offering with just 7% of people using the service.

The somewhat surprising figures are part of a recent survey by research firm Canadean, which contacted 2,000 UK consumers.

The company posed a number of questions about Airbnb, such as whether people had ever heard of it and if they would ever use it. Airbnb does resonate slightly more with the younger generation. Some 30% of 18-24 year olds and 36% of 25-34 year olds recognised the name, versus only 9% of over-65s.

Big in London

Perhaps unsurprisingly Londoners were the most familiar with the brand, with 41% of those who responded stating that they had heard of it, compared with 59% who hadn’t.

Those based in Northern Ireland were the least familiar (92% said they did not recognise the brand), followed by the north-east and West Midlands (both 88%).

For those who have used Airbnb, they revealed a number of reasons for doing so. Some 3% said it was because they enjoyed living like a local, others said it was because of price (3%), while a selection said it was because the accommodation was nearer to where they wanted to be (2%).

Almost two thirds of people said they would not consider using Airbnb, and of those who were open to the idea most said they would only do so if it was more than 30% cheaper than a hotel (9%). Respondents’ main reason for not wanting to use Airbnb was that they did not feel comfortable in someone else’s home (54%), with just under half (44%) saying they were not familiar with the brand.

Founded only seven years ago in California, Airbnb has grown to become one of the best-known travel “disrupters”.

Along with rivals, such as Onefinestay, it has aimed to shake-up the traditional accommodation market – one dominated by hotel chains – by directly connecting people looking for a room with people who have a room. Companies such as Hyatt have chosen to invest in Onefinestay while others have called for tighter regulation.

Black economy

Speaking last year, Abta chair Noel Josephides took a swipe at the likes of Airbnb.

“Classified adverts have always been there, and we tolerated it. But what companies like Airbnb have done is use the internet as a platform to allow the black economy to grow and grow.

“The majority of those letting their property don’t declare their income. Can you imagine the economic loss of these people who are not paying taxes? “Why should legitimate businesses have to be laden with taxes?” Airbnb has however made some friends.

Earlier this year, the company was formally legalised in London, allowing people in the capital to rent out their room for up to three months.

An Airbnb spokesperson said: “Three years ago, the US accounted for the majority of trips on Airbnb. Today it’s less than 30%, with the majority now happening in Europe. We are still experiencing a major growth period in the UK, with outbound travel up by 132% year-on-year and over 67,500 homes listed in this region. Almost doubling in the past year, we anticipate this upward trend to continue as we establish ourselves in the UK and beyond.”

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