Strategic framework for host acquisition
Mapped the motivations, barriers, emotions and support needs that shape the hosting journey.
Our work
Unlocking host growth by building confidence, not just listings
A leading global accommodation platform partnered with 2CV to accelerate host acquisition and improve conversion from prospective hosts to active listings in Australia.
While awareness of the platform was already high, many potential hosts were hesitating before taking the final step. We helped uncover the emotional, practical and financial barriers preventing people from hosting, creating a clearer roadmap for sustainable host growth.
Sector:
Travel & Hospitality
Market:
Australia
Expertise:
Customer Journey Insight, Behavioural Research, Growth Strategy
The client wanted to increase host acquisition and improve conversion from interested prospects to active hosts.
Despite strong brand recognition, many Australians were delaying or abandoning the decision to list their homes due to concerns around financial uncertainty, operational complexity and the emotional realities of welcoming strangers into their personal space.
The challenge extended beyond onboarding design. The business needed to understand what was preventing people from feeling confident enough to host and where intervention could have the greatest impact.
Our approach
We designed a multi-phase qualitative research programme across Australia’s major cities to map the end-to-end journey into hosting.
Our work included:
- In-home research with prospective and first-time hosts
- Exploration of emotional, financial and logistical barriers to hosting
- Journey mapping from initial consideration through to active hosting
- Analysis of the wider hosting ecosystem and support needs
This approach provided a rich understanding of the motivations, anxieties and practical challenges influencing hosting decisions.
The Results
Clearer conversion opportunities
Identified the key friction points limiting host confidence, informing future marketing, onboarding and support strategies.
Roadmap for sustainable growth
Delivered actionable recommendations to strengthen trust, improve conversion and accelerate host acquisition across Australia.
The bold decision
Rather than focusing on how to make listing easier, we reframed the challenge around making hosting feel more achievable, worthwhile and supported.
Our research revealed that the biggest barriers emerged long before the onboarding process began. By shifting attention towards emotional reassurance alongside practical guidance, we helped reposition the platform as a trusted hosting partner rather than simply a booking marketplace.
This fundamentally changed where and how the business could influence conversion.