A selling point of hotels has traditionally been the standardised service offered by their trained staff. In contrast, “peer-to-peer” accommodation – of which Airbnb is the most popular host platform – is usually run more informally by individual hosts who have little if any formal hospitality training. What they offer instead is personal interaction, a sense of authenticity, and local knowledge about the area. And our multi-year research shows that this is often rated much more highly by visiting guests. Our study (with colleagues), recently published in the International Journal of Hospitality Management, investigates the key reasons international guests staying all over India – one of the world’s fastest growing tourist markets – give their Airbnb accommodation a five-star review, or rather less. One clear pattern was how guests talked about their relationship with hosts. Many appreciated meeting friendly, helpful hosts – but only when contact felt optional. Our survey and interview findings showed around one-third of guests said they were uncomfortable when communication felt too frequent or too personal. This points to an important …