With the major football tournament in Russia dominating conversations around the globe, Airbnb has reported a huge increase in guests from the Middle East staying in Airbnb listed properties in Russia during the tournament.
An estimated 3,000 football fans from the Middle East have packed in to a home booked on the Airbnb platform across Russia during the tournament.
There are 40 times as many guests travelling from Saudi Arabia to Russia during the period (June 14 – July 15) compared to the same period in 2017.
The number of UAE visitors staying in Russian properties listed on Airbnb has jumped by almost 850% compared to last year, with an estimated total of 177,000 international guests will be staying in a home booked on Airbnb in Russia during the tournament.
The pricepoint per reservation averages 203 AED per guest per night, and guests are staying three to four nights per reservation on average when in Russia.
In previous major sports tournaments, including the 2018 Winter Olympic Games in Pyeongchang 15,000 guests had arrived to stay at Airbnb locations in Gangwon Province and the 2016 Rio Olympics where there were over 55,000 guest arrivals with Airbnb.
This demonstrates the popularity of global sports tournaments, the convenience for visitors to locate near major stadiums for matches and how local hosts can benefit from putting their property on Airbnb.
Brands Vs Audience
Another analysis of the viewing habits, online behaviors, and attitudes of the tournament fans, reveals interesting insights about how brands can reach out to these fans.
Let’s look at these interesting numbers: 47% of Internet users watch the World Cup on TV or online. Also, according to Global Web Index, 51% of fans will use social media while watching TV.
Another set of numbers reveals 44% of male Internet users and 29% of female Internet users watch the World Cup.
In terms of generations, 33% of Gen Z Internet Users, and 39% of Millennials watch the World Cup on TV.
This is opposed to 37% of Gen X and 35% of Baby Boomers, according to Global Web Index.