Industry Update
Press Release 1 May 2019

Book presentation: The Future of Airbnb and the ‘Sharing Economy’

By Dr. Jeroen Oskam, Director Hospitality Research Centre Hotelschool The Hague

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Hotelschool The Hague

The Hague - On 30 April 2019, Dr. Jeroen Oskam launched his book The Future of Airbnb and the 'Sharing Economy'. The first copy was presented to Agustí Colom (Councillor for Tourism, Commerce and Markets at Barcelona City Council) at the ReformBnB - Barcelona Conference. The book summarises three years of extensive research on this hot topic, which Jeroen Oskam has conducted in his role as Director of the Hospitality Research Centre of Hotelschool The Hague. The book is the first in a series regarding the future of tourism and furthers the ongoing discussion around Airbnb and the social sustainability of urban tourism.


By combining quantitative analyses with conceptual analyses of the 'sharing economy', Jeroen Oskam deconstructs the 'sharing' marketing narratives surrounding Airbnb and similar platforms. He analyses the touristification of neighbourhoods in the context of broader economic and ideological shifts, thus bridging the gap between academic and social debate. It presents four different scenarios of potential future developments and evaluates the effects of different regulatory responses, giving readers an understanding of the forces and factors at work and envisioning the ultimate consequences of current developments.

Dr. Jeroen Oskam: "I believe the concept of 'cult marketing' is crucial to understand the phenomenon of the sharing economy, and also directly explains so many of the misinterpretations and the deceitful claims that surround it. In this book, I have tried to give an interpretation of the 'sharing' platforms as a societal development. What drives these changes and what is their future outlook? Has the 'sharing' movement been taken over by greedy impostors, or has its current manifestation always been a part of their way of thinking?"

It was a logical decision to officially present the book at ReformBnB. During this conference, several international stakeholders —hotel professionals, politicians, resident associations— came together to discuss the short-term rental industry, its positive and negative impacts, and how it can be made a socially responsible and sustainable part of the economy. A perfect link with the book about the future of Airbnb and the 'Sharing Economy'.

The book is indispensable for students and researchers in the tourism and hospitality industry, futures studies and urban planning, as well as to policymakers and strategists in these sectors. The book is published by Channelview Bristol UK. Ian Yeoman (University of Victoria Wellington NZ) and Una McMahon-Beattie (University of Ulster) are the editors of the series on The Future of Tourism. The Future of Airbnb and the 'Sharing Economy' is available via

About Hotelschool The Hague

Hotelschool The Hague was founded in 1929, making it one of the oldest independent hotel schools in the world. The school has two campuses, one in The Hague and one in Amsterdam with over 2500 students and 200 employees. Since 2014, Hotelschool The Hague has been proclaimed best public Hotelschool of the Netherlands five times in a row. In 2017 and 2019, the school had the best Master in Business Administration according to the Keuzegids HBO. Graduates of Hotelschool The Hague occupy leading positions in the hospitality industry all over the world.

Marjolein Larkens
Manager Marketing & Sales Strategic Marketing & Communication Department
Phone: + 31 70 35 12 481
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