https://phaidrabg.bg.ac.rs/o:35596 doi:10.62863/GSLQ1073 ISBN: 978-86-7680-469-6 http://creativecommons.org/licenses/by-nc-nd/4.0/legalcode Exploring Guest Preferences: A Focus Group Study on Airbnb Accommodation Attributes This research paper examines the hospitality industry, which was significantly transformed by the sharing economy, focusing on peer-to-peer accommodation platforms like Airbnb. Through a study involving a focus group of 13 students, we aim to determine the hierarchy of accommodation attributes valued by guests in this new era of travel. The paper meticulously analyzes 14 potential attributes, ranging from the type of accommodation to host communication, and evaluates their relevance based on guest preferences. Our findings highlight that the type of accommodation, cleanliness, location, and overall rating emerge as principal considerations for guests, shedding light on the nuanced expectations within peer-to-peer accommodation. This study contributes to a deeper understanding of consumer priorities in the sharing economy and provides strategic insights for hosts and platforms striving to enhance guest satisfaction and competitive advantage. PANACEA - Setting foundation for caPAcity buildiNg of shAring Community in SErbiA (RS-ScienceFundRS-Ideje-7523041) Proceedings of the first International conference on sharing economy and contemporary business models: Theory and practice startpage: 1 endpage: 5 Keywords: Sharing economy, shared accommodation, Airbnb, focus group info:eu-repo/semantics/conferenceProceedings Ignjatović, Marina Bojković, Nataša Zornić, Nikola Kuč, Vukašin application/pdf 261570 bytes eng 2024 University of Belgrade - Faculty of Organizational Sciences