Since the start of the year, Airbnb has taken steps to combat fraudulent listings. Many online platforms suffer from the scourge of fraudulent advertisements. Whether partially or totally, the result is the same: damaged customers and a damaged reputation. Airbnb is no exception and several tens of thousands of fraudulent ads have already been found there. Airbnb does not communicate directly on the amount of damage suffered but is nevertheless accelerating its work to stem the situation. Our concierge agency in Aubagne explains the details of this experiment to you.
Research work on fraudulent ads:
Airbnb quickly took corrective action. To do this, the platform has made sure to identify and take offline the fraudulent advertisements present on its platform. In doing so, the platform announced that it had removed 59 fraudulent advertisements. An already colossal number which, however, only represents a part of the ads intended to deceive users. Considering that a single ad can potentially impact several users, it is essential for Airbnb to remove each of the unwanted ads from its site, explains Joël, director of our concierge agency in Aubagne.
It’s about the reputation of the brand. Indeed, the Airbnb model is based above all on trust between the landlord and the tenant. This is all the more true as Airbnb aims to allow individuals to rent all or part of their accommodation. Tenants are therefore naturally less covered than if they used seasonal rentals from professionals. What has its advantages here is an opening for scammers: they play on the flexibility of Airbnb to attract their victims. Several strategies are emerging:
- Most common, ads are posted online for accommodations that simply do not exist. Tenants reserve, pay, but cannot benefit from their rental, it being purely virtual.
- Accommodations presented in such a way as to deceive the user: An address far from that presented, characteristics far removed from the photos and descriptions… The tenant therefore does not benefit from the service for which he has made a reservation.
- Identity theft: A very widespread practice on advertising sites which consists of duplicating a real offer without ever ensuring the promise, namely here, the provision of the rented property.
- Off-platform payments: A practice not only prohibited by Airbnb but also dangerous for tenants who can be scammed of substantial sums without possibility of recourse.
AI at Airbnb’s service to spot fraudulent listings:
Airbnb has therefore worked to develop software capable of detecting fraudulent advertisements. Software that has already made it possible to block 157 ads before they go online. To boost user trust, Airbnb President Brian Chesky announced the launch of a new feature aimed at excluding malicious users and improving trust. This initiative is currently being tested in five countries, including France, ahead of the Olympic Games, as well as Australia, Canada, the United States and the United Kingdom. It will be extended to around thirty countries in the fall.
The software system is based on the analysis of comments and data collected during previous rentals, using in particular artificial intelligence with a model specifically adapted to the needs of the brand. If problems are identified, owners will be required to provide proof of address, such as a utility bill, as well as photos for listings already online. For new listings, hosts will be required to upload photos containing GPS location data. A feature now included in the vast majority of smartphones and digital cameras.
The creation of a “Verified Listing” label by Airbnb:
The experiment is intended to lead to the implementation, by February, of a labeling of advertisements with a small “verified ad” logo, similar to that of the “superhost” profile which verifies the identity of hosts and their quality of rental management. The status of SuperHost has already proven itself in its ability to reassure tenants when making their reservation and is also one of the holy grails of the platform on the owner's side.
There is no doubt that the presence of a Verified Ad label, implemented under good conditions, will be an undeniable asset. However, it must not be complicated to obtain for real advertisements while being difficult to circumvent for fraudsters. A game of cat and mouse is therefore launched between Airbnb and should give real results from the beginning of 2024. To be continued, therefore.
