When browsing Airbnb or a similar home-sharing service, have you ever been tempted to book a stay because of the presence of a furry four-legged friend?
If the sight of one of the cutest dog breeds makes you want to confirm your booking, you might not be alone. New research has indicated that pets can have a powerful effect on both the decision to book a stay and also the relationship between host and guest when they get there.
Lu Lu, associate professor at Temple University’s School of Sport, Tourism and Hospitality Management, found in a study published in the International Journal of Hospitality Management that the ‘cuteness’ of a host’s pet can “reduce psychological distance” between host and guest, make the host seem warmer, and increase a potential guest’s likelihood of booking.
However, pets are less effective in encouraging those guests with a “strong need for uniqueness” to book.
Lu brought up the ‘baby schema’ concept – that humans are predisposed to find certain animals cute because they exhibit similar features to those of babies, such as a large head and large eyes, and small noses.
“We found that the baby schema theory can translate into pets because people will want to protect them since they feel they are more tender and vulnerable, which can influence their decision-making in renting an Airbnb,” she explained.
Lu and her fellow researchers conducted five experiments across three studies and found that ‘cute’ pets have a much stronger effect than less cute pets. They used pictures of cats, dogs, rabbits, and lizards grouped into high-cuteness and low-cuteness categories based on attributes like facial structure, size, and color.
Those participants who viewed listings featuring pets in the high-cuteness group were more likely to make a reservation than those who viewed listings featuring pets in the low-cuteness group, suggesting that a conventionally cute pet could be a real advantage for home-sharing hosts but also potentially other businesses.
In her research, Lu also highlighted that pet parentship has increased since the Covid-19 pandemic, in part due to the positive effects pets can have on mental health.
If you’re thinking of getting a dog, take a look at these first-time dog owner tips, and if you’re tempted to get a cat, here’s what I wish I knew before getting a cat – written by a fellow cat parent
