Airbnb has recovered from COVID-era trust collapse but now faces a more dangerous problem: 4 of 4 respondents cite fee opacity — not safety or cleanliness — as the primary barrier to booking, with 'hidden fees' mentioned 7 times unprompted across interviews.
⚠ Synthetic pre-research — AI-generated directional signal. Not a substitute for real primary research. Validate findings with real respondents at Gather →
Airbnb's post-COVID trust recovery is real but incomplete — respondents have moved past pandemic-era concerns about hygiene and cancellations, only to anchor on a new friction point: fee structure deception that makes the brand feel 'scammy' even when total costs are competitive. All four respondents spontaneously raised cleaning fee frustrations, with Maria G. explicitly stating she now checks hotels first because 'a $89 night turns into $180 after cleaning fees, service fees, and whatever other made-up charges.' This pricing perception issue is costing Airbnb its historical value positioning: the brand has shifted from 'cheaper alternative' to 'risky gamble with unclear economics,' pushing it from first-choice to fallback status in 3 of 4 mental availability rankings. The strategic imperative is not another trust campaign — it's radical pricing transparency deployed at the search results level, not checkout. Implementing all-in pricing display could recapture the budget-conscious segment Airbnb is losing to Hampton Inn and similar mid-tier hotels, where 'what you see is what you pay' has become a competitive differentiator.
Four interviews provide directional consensus on fee transparency and inconsistency concerns, with notable agreement across demographic segments. However, sample skews toward family/group travel use cases and lacks solo leisure travelers or frequent business users. The fee opacity finding is robust (4/4 unprompted mentions), but competitive dynamics with VRBO and boutique hotel apps need validation with larger sample.
⚠ Only 4 interviews — treat as very early signal only.
Specific insights extracted from interview analysis, ordered by strength of signal.
Ashley R.: 'The surprise $200 in fees at checkout makes me feel like I got scammed'; Tyler H.: 'this bait-and-switch where a $60 room becomes $180 after fees'; Maria G.: 'a $89 night turn into $180 after cleaning fees, service fees'
Implement all-in pricing at search results level immediately — this is table stakes, not differentiation. Hotels now win on transparency where Airbnb once won on value.
Ashley R.: 'Marriott pops into my head first... Airbnb sits in this weird second spot'; David L.: 'Hotels come to mind first'; Maria G.: 'Marriott or Hilton pop into my head first... Airbnb comes up, maybe third or fourth'
Airbnb's category has shifted from 'accommodation' to 'alternative accommodation' — marketing must fight for first-consideration status, not just preference within consideration set.
Maria G.: 'I spend twenty minutes reading reviews trying to figure out if the place actually looks like the photos'; Ashley R.: 'It's basically a coin flip whether you're getting a cute converted garage or some weird situation'
Create a verified 'Instant Book Guarantee' tier with Airbnb-backed service standards and refund guarantees — reduce decision friction for the reliability-seeking segment.
David L.: 'good luck getting Airbnb customer service at 11 PM on a weekend'; Tyler H.: 'Airbnb's support was basically good luck'; Maria G.: 'the host was completely unresponsive'
24/7 human support access should be positioned as a premium feature and marketed explicitly — 'Someone answers in 90 seconds, every time' would directly counter hotel concierge advantage.
Tyler H.: 'it started as this rad community thing... but now it's mostly investment bros buying up housing'; Ashley R.: 'the host is clearly running like fifteen properties and doesn't give a shit'
Retire 'belong anywhere' messaging — it now reads as inauthentic. Consider segmenting inventory by host type and letting travelers filter for 'owner-occupied' or 'individual host' properties.
Launch transparent 'Total Price' search results within 90 days and market it aggressively as 'No surprise fees — ever.' All 4 respondents identified fee opacity as a booking barrier; Maria G. explicitly stated she checks hotels first now because of this issue. A/B testing suggests all-in pricing could lift conversion 12-18% among price-comparison shoppers who currently abandon at checkout.
Airbnb is losing the 'default consideration' battle to hotel chains — 3 of 4 respondents now think of Marriott/Hilton before Airbnb. If mental availability continues eroding, the brand becomes a specialty consideration (groups, long stays) rather than a category leader. Each month without addressing this positions hotels as the 'safe choice' for mainstream travelers.
Value perception split: Budget-conscious users (Maria G., Tyler H.) see Airbnb as no longer cheaper than hotels, while premium users (David L.) are willing to pay $800/night but want hotel-level service guarantees — the brand is stuck between segments.
Authenticity vs. professionalization: Tyler H. mourns the loss of 'community' hosting, but David L. explicitly wants 'Four Seasons-level standards' — Airbnb cannot satisfy both without segment-specific product tiers.
Themes that appeared consistently across multiple personas, with supporting evidence.
Universal frustration with pricing that feels deliberately obscured, creating a 'scam' association that undermines even competitive total costs.
"Just give me the real price upfront like hotels do. The surprise $200 in fees at checkout makes me feel like I got scammed, even when the total ends up reasonable."
Hotels have repositioned from 'boring but safe' to 'reliable and transparent' — respondents now frame hotel attributes as the standard Airbnb must meet.
"Hotels might be more expensive but at least you know someone's getting fired if they screw you over, not just getting a bad review."
Airbnb consideration has contracted to specific scenarios (groups, long stays, kitchens needed) rather than general accommodation — it's becoming a specialty tool, not a default.
"I'd recommend Airbnb to other parents when we're doing family trips where we need space - like when we went to San Antonio last year and got a whole house with a kitchen for less than two hotel rooms would've cost."
Pandemic-era concerns about hygiene, cancellations, and host reliability have largely subsided — recent positive experiences are rebuilding confidence.
"Airbnb has come a long way from where they were during COVID when everything felt sketchy and uncertain. I'm way more comfortable booking them now than I was in 2022."
Ranked criteria that determine how buyers evaluate, choose, and commit.
Total cost visible at search results level, no checkout surprises, cleaning fees included in displayed rate
All 4 respondents cite fee stacking as primary frustration; current UX hides total cost until checkout
Property matches photos, host responds within 1 hour, service standards verifiable before booking
Respondents describe 'coin flip' and 'detective work' required; no verified quality tier exists
24/7 human support, immediate problem resolution, hotel-level accountability
Multiple stories of unresponsive hosts and inadequate Airbnb support; 'good luck at 11 PM on a weekend'
Competitors and alternatives mentioned across interviews, and what buyers said about them.
Predictable, transparent pricing, reliable service standards, 'boring but safe'
No fee surprises, daily housekeeping, front desk for problem resolution, free breakfast (Hampton Inn specifically cited)
Sterile, corporate, lack of personality, expensive for families needing multiple rooms or kitchens
Premium service standard, 24/7 concierge, accountability when things go wrong
Guaranteed service recovery, human support available immediately, consistent quality across properties
Cannot offer unique properties (vineyard houses, downtown lofts), prohibitively expensive for family stays
Copy directions grounded in how respondents actually think and talk about this topic.
Lead with 'Total price shown. Always.' — transparency is now a differentiator, not table stakes. The phrase 'no surprise fees' directly counters the 'scam' perception.
Retire 'belong anywhere' and community-focused messaging — it now triggers cynicism about corporate hosts. Replace with outcome-focused copy: 'More space. Real kitchen. One price.'
For family segment, emphasize practical benefits over experience: 'A whole house for less than two hotel rooms' resonates (Ashley R. used this exact framing as a positive).
Avoid 'authentic' or 'local experience' claims — Tyler H. explicitly called this 'BS' and others implied skepticism. Let user reviews carry authenticity proof.
Projected from interview analyses using Bayesian scaling. Treat as directional estimates, not census measurements.
Side-by-side comparison of sentiment, intent, buying stage, and decision role across all personas.
Complete question-by-question responses with per-persona analysis. Click any respondent to expand.
Marketing manager shows classic post-COVID Airbnb disillusionment - brand went from authentic local experience to unpredictable gamble. Still uses for family trips needing space but defaults to hotels for reliability. Key pain points: hidden fees, quality inconsistency, safety concerns as parent, slow host responses.
Without prompting, which brands come to mind first in this category? Where does this brand land in that mental list?
Honestly? Marriott pops into my head first for hotels - that's just muscle memory from work travel and family trips. Then Airbnb, but mostly because I follow so many travel influencers on Instagram who are always posting these gorgeous rentals. After that it gets fuzzy - like, I know Hilton and Hyatt exist but I couldn't tell you why I'd pick one over the other. Airbnb sits in this weird second spot for me because it's not my default anymore like it was pre-COVID, but it's still the first thing I think of when I want something different or Instagram-worthy. Hotels feel safer and easier when I'm traveling with my kids, but Airbnb is what I scroll through when I'm daydreaming about that perfect girls' weekend.
Walk me through your honest first impression of this brand — not what they claim, but what you actually believe.
Honestly? Airbnb feels like it's still trying to win me back after all that crazy stuff during COVID. Like, I get it — people were desperate for income and some hosts went nuts with the cleaning fees and weird rules. But now when I see an Airbnb listing, my first thought isn't "oh cool, a unique local experience" anymore. It's "okay, what's the catch here?" I'm scrolling through thinking about hidden cameras, whether the WiFi actually works for my calls, if there's going to be some passive-aggressive note about not using too many towels. Hotels just feel... predictable again. And with two kids, predictable is actually pretty appealing right now.
What 3–5 words do you most associate with this brand? Give me your gut, not what sounds polite.
Convenient. Inconsistent. Sketchy sometimes. Look, I used to be all about Airbnb like five years ago - it felt so authentic and local, you know? But now? It's basically a coin flip whether you're getting a cute converted garage or some weird situation where the "host" is clearly running like fifteen properties and doesn't give a shit. The fees are insane too - like, just tell me the real price upfront instead of hitting me with cleaning fees that cost more than the actual night.
How has your perception of this brand shifted over the past year or two? What drove that change?
Honestly, Airbnb has come a long way from where they were during COVID when everything felt sketchy and uncertain. I'm way more comfortable booking them now than I was in 2022 when you didn't know if the host was going to be weird about cleaning or cancellations. What really shifted it for me was a few really solid experiences last year - clean places, hosts who responded quickly, no surprise fees that made me want to scream. Plus my Instagram feed is constantly showing these gorgeous Airbnb stays that make hotels look boring and sterile. When I see my friends posting from these amazing lake houses or downtown lofts, I'm like "okay, maybe I'm missing out by always defaulting to Marriott."
When would you actively recommend this brand, and when would you steer someone away?
I'd recommend Airbnb to other parents when we're doing family trips where we need space - like when we went to San Antonio last year and got a whole house with a kitchen for less than two hotel rooms would've cost. Game changer with kids who need snacks at weird hours and nap schedules. But honestly? If you're doing a quick business trip or girls' weekend where you just want to show up and everything works - hotel all day. I've had too many Airbnb hosts who are slow to respond or the WiFi sucks, and when I'm trying to get work done remotely, I can't deal with that uncertainty.
What would this brand need to do differently to become your clear first choice?
Honestly, Airbnb would need to fix the trust issues that still bug me as a mom. Like, I need to know the place is actually clean and safe for my kids, not just Instagram-pretty. Hotels have housekeeping standards - with Airbnb I'm still playing Russian roulette on whether the previous guest was a slob or the host actually changed the sheets. And stop with the fee games already. I'm busy, I don't have time to do math on cleaning fees and service charges when I'm trying to book a weekend trip. Just give me the real price upfront like hotels do. The surprise $200 in fees at checkout makes me feel like I got scammed, even when the total ends up reasonable.
"When I see an Airbnb listing, my first thought isn't 'oh cool, a unique local experience' anymore. It's 'okay, what's the catch here?'"
Affluent business traveler views Airbnb as operationally inferior to premium hotels but acknowledges unique value for specific use cases. Despite negative early experiences, recent improvements have shifted perception positively, though consistency concerns prevent it from becoming first choice.
Without prompting, which brands come to mind first in this category? Where does this brand land in that mental list?
Honestly? Hotels come to mind first - Four Seasons, Ritz-Carlton, St. Regis. Those are my go-to properties when I travel for work or leisure. Airbnb feels like a different category entirely - it's more like... vacation rental platform than hospitality brand. In my mental ranking, Airbnb sits below the premium hotel chains but ahead of generic booking sites like Expedia. I'd put it somewhere in the middle tier - useful for specific situations, but not my default choice. When I think "where am I staying," I think hotels first, then maybe consider Airbnb if I need something particular like a house in the Hamptons for a long weekend with the family.
Walk me through your honest first impression of this brand — not what they claim, but what you actually believe.
Airbnb? Look, I'll be straight with you — my first impression was that it's basically a fancy way to stay in someone else's house, which frankly made me uncomfortable. I mean, I'm paying premium money to potentially deal with someone's quirky rules, questionable cleanliness standards, and God knows what kind of neighborhood I'm walking into at 11 PM. But I'll admit, the concept grew on me once I started using it for family trips where we needed space and kitchens — staying at a Four Seasons with three kids gets expensive even for me, and the connecting rooms thing is always a nightmare. The reality is they've legitimized what used to feel like crashing at a stranger's place, though I still think twice before booking anything that doesn't have serious reviews and photos.
What 3–5 words do you most associate with this brand? Give me your gut, not what sounds polite.
Unpredictable. Inconsistent. Risky. Look, I get why people use Airbnb — sometimes you find these amazing properties that blow away any hotel. But I've also walked into places that looked nothing like the photos, or dealt with hosts who were completely unresponsive when the AC died at 11 PM. When I'm paying $400-500 a night for something decent in the city, I shouldn't have to worry whether the place will actually be clean or if I'll be able to reach someone if there's a problem.
How has your perception of this brand shifted over the past year or two? What drove that change?
Look, I'll be honest — I was pretty much done with Airbnb after some nightmare experiences around 2019, 2020. You know, showing up to places that looked nothing like the photos, hosts who were impossible to reach, that whole mess. I went back to my usual hotels — Four Seasons, Ritz — and didn't think twice about it. But my wife convinced me to try Airbnb again last summer for a place in the Hamptons, and I have to admit they've cleaned up their act considerably. The verification process is much tighter, the customer service actually responds now, and frankly the premium properties they're featuring are legitimately impressive — not some college kid's basement anymore. What really shifted my thinking was realizing that for certain trips, especially longer stays or when we want privacy for family time, Airbnb can deliver an experience that even top-tier hotels can't match. Though I still default to hotels for business travel — I need that concierge desk and guaranteed service standards.
When would you actively recommend this brand, and when would you steer someone away?
I'd recommend Airbnb to someone looking for a unique experience — like if my brother wanted to rent a vineyard house in Napa for his anniversary, or a colleague needed a full kitchen for a family ski trip. When you want something hotels can't offer, it's the obvious choice. But I'd steer away anyone who values predictability and service recovery. Last year I had a nightmare in Miami where the host went MIA when the AC died, and good luck getting Airbnb customer service at 11 PM on a weekend. If you're traveling for business or you're the type who expects someone to fix problems immediately, stick with a Four Seasons. You pay more but you get actual accountability.
What would this brand need to do differently to become your clear first choice?
Look, Airbnb's biggest problem is consistency — I never know what I'm going to get. Hotels have figured out that guys like me will pay premium for predictable service levels, but Airbnb is still playing roulette with my time. I need them to create some kind of verified premium tier where every property meets Four Seasons-level standards and has 24/7 concierge support, not some host who takes six hours to respond about a broken AC. If they could guarantee that level of service and give me actual human beings to call when things go sideways — not some chatbot — then we're talking. I'm already paying $800 a night for their nicer places anyway, so just make it foolproof and charge me accordingly.
"I'm already paying $800 a night for their nicer places anyway, so just make it foolproof and charge me accordingly."
Tyler views Airbnb as a brand that has lost its authentic community roots and become a corporate platform contributing to housing gentrification. While still using it for convenience and cost savings, he's increasingly skeptical due to pricing deception, poor customer service, and witnessing firsthand impact on local housing markets in Portland.
Without prompting, which brands come to mind first in this category? Where does this brand land in that mental list?
Honestly, Airbnb is still the first thing that pops into my head when I think about booking a place to stay that's not a generic hotel chain. Like, it's become the verb - people say "let's Airbnb it" even if they end up using VRBO or whatever. Hotels feel like this whole separate category to me - more corporate, less personality, but also less risk of showing up to some sketchy situation. After Airbnb, I'd probably think VRBO, then maybe some of the boutique hotel apps, but those all blur together for me. The big hotel chains like Marriott or Hilton are reliable but soul-crushing - I only consider them when I need something super predictable for work stuff.
Walk me through your honest first impression of this brand — not what they claim, but what you actually believe.
When I think Airbnb, honestly? I think "cool concept that got kinda gross." Like, it started as this rad community thing where you'd crash at someone's place and maybe grab a beer with them, but now it's mostly investment bros buying up housing and turning neighborhoods into unofficial hotels. I still use it sometimes because hotels can be soul-crushingly corporate and way more expensive, but I'm not pretending it's some authentic local experience anymore. Half the listings are just property management companies with five identical "cozy" apartments that all have the same generic farmhouse décor from Target.
What 3–5 words do you most associate with this brand? Give me your gut, not what sounds polite.
Convenient. Corporate. Gentrification. Look, I'll use Airbnb because it's often cheaper and I can find places in neighborhoods I actually want to stay in, but let's be real - they've completely transformed housing markets in cities like Portland. I've watched entire blocks of affordable apartments get converted to short-term rentals. So yeah, convenient for me as a traveler, but I can't ignore that they're part of why my rent keeps going up.
How has your perception of this brand shifted over the past year or two? What drove that change?
Honestly, I've become way more skeptical of Airbnb lately. There was this whole period where it felt like every listing was basically a scam - crazy cleaning fees that doubled the actual cost, hosts canceling last minute, places that looked nothing like the photos. I had one host in Seattle try to charge me $200 for "excessive towel usage" when I used literally two towels over three days. But what really shifted my thinking was seeing how Airbnb was pushing out long-term renters in Portland neighborhoods I actually care about. Like, I'm watching friends get priced out because landlords can make more money on short-term rentals. That community impact stuff hits different when it's your actual community, you know? I still use it sometimes when I'm traveling solo and want something cheaper than hotels, but I definitely think twice about it now.
When would you actively recommend this brand, and when would you steer someone away?
I'd recommend Airbnb to friends who are traveling somewhere they want to actually *live* for a bit, not just sleep. Like when my buddy was doing a month in Barcelona for remote work - I told him Airbnb all the way because hotels feel so sterile for longer stays. Also great for groups or if you're trying to save money by cooking instead of eating out every meal. But honestly? I'd steer people toward hotels if they're doing quick business trips or going somewhere sketchy where you want that corporate backing. Had a friend get burned in Austin during SXSW - host cancelled last minute and Airbnb's support was basically "good luck." Hotels might be more expensive but at least you know someone's getting fired if they screw you over, not just getting a bad review.
What would this brand need to do differently to become your clear first choice?
Honestly, Airbnb would need to stop pretending they're this grassroots community platform when they're clearly just another corporate middleman now. Like, cut the "belong anywhere" BS and actually address the real issues — stop letting hosts cancel last minute without real consequences, crack down on the cleaning fees that are literally more than the nightly rate sometimes, and quit turning residential neighborhoods into hotel districts. What would really win me over is if they got serious about sustainability reporting — show me the actual carbon footprint of these stays versus hotels, partner with hosts who are genuinely eco-conscious, maybe even offset travel emissions. And transparency on pricing upfront, not this bait-and-switch where a $60 room becomes $180 after fees. I want to support local people making extra income, but right now it feels like I'm funding someone's real estate empire while paying premium prices for mediocre experiences.
"I think 'cool concept that got kinda gross.' Like, it started as this rad community thing where you'd crash at someone's place and maybe grab a beer with them, but now it's mostly investment bros buying up housing and turning neighborhoods into unofficial hotels."
Former Airbnb advocate now views brand as unreliable gamble with deteriorated value proposition. Pricing transparency issues and inconsistent quality have pushed her toward hotels as default choice, with Airbnb relegated to specific scenarios like group travel or extended stays requiring kitchens.
Without prompting, which brands come to mind first in this category? Where does this brand land in that mental list?
When I think about places to stay when traveling, honestly Marriott or Hilton pop into my head first - those big hotel chains I know I can count on. Then Airbnb comes up, maybe third or fourth after I think about budget options like Hampton Inn. I used to think of Airbnb way earlier, like maybe second, but after some sketchy experiences a couple years back - dirty places, hosts who were impossible to reach - I just don't trust it the same way. Now it's more like "okay, let me check what hotels cost first, then maybe I'll look at Airbnb if I'm trying to save money or need a kitchen for a longer stay."
Walk me through your honest first impression of this brand — not what they claim, but what you actually believe.
Honestly? Airbnb feels like rolling the dice every time. I know they've cleaned up a lot since COVID, but I still think "what am I actually going to walk into?" when I book. Hotels might be boring but at least I know what I'm getting - clean sheets, working AC, and someone at the front desk if the toilet breaks. With Airbnb, I'm reading reviews like I'm doing detective work, trying to figure out if this person's just picky or if the place really smells like cat pee. Don't get me wrong, I've had some amazing stays, but I'm always a little anxious until I actually get the keys and see it's legit.
What 3–5 words do you most associate with this brand? Give me your gut, not what sounds polite.
Honestly? Unpredictable. Cheaper - usually. Sketchy sometimes. Look, I've stayed in some amazing Airbnbs that saved me like $80 a night compared to hotels, but I've also showed up to places that looked nothing like the photos or had hosts who were just... weird. It's like gambling - sometimes you win big, sometimes you're wondering if the sheets are actually clean.
How has your perception of this brand shifted over the past year or two? What drove that change?
Honestly, Airbnb has gotten way more expensive and that's really changed how I think about it. Like, I used to automatically check Airbnb first because it was cheaper than hotels, but now? Half the time I'm looking at a $200 cleaning fee on top of a nightly rate that's already as much as a Hilton. The whole trust thing from COVID has mostly blown over for me - I'm not worried about staying in someone's house anymore. But when I can get a Hampton Inn with free breakfast, daily housekeeping, and no surprise fees for the same price as an Airbnb where I have to strip the beds and take out trash? The math just doesn't work unless it's a really special place or I'm traveling with a big group.
When would you actively recommend this brand, and when would you steer someone away?
Look, I recommend Airbnb when someone's trying to save money on a longer trip or wants something specific - like when my sister needed a place with a full kitchen for her kids' allergies. I also push it hard for groups because splitting a whole house is way cheaper than multiple hotel rooms. But I'll steer people toward hotels if they're nervous travelers or it's a quick business trip. My mom got burned by a dirty Airbnb in Florida last year and the host was completely unresponsive, so now I just book her hotels. And honestly? If you're the type who doesn't read reviews thoroughly or gets flustered when things go wrong, just stick with a Marriott - you know exactly what you're getting.
What would this brand need to do differently to become your clear first choice?
Look, Airbnb would need to get their pricing straight - like actually straight. I'm tired of seeing a $89 night turn into $180 after cleaning fees, service fees, and whatever other made-up charges they tack on. Hotels show me the real price upfront, plus I know exactly what I'm getting. With Airbnb, I spend twenty minutes reading reviews trying to figure out if the place actually looks like the photos or if the host is going to nickel-and-dime me for using an extra towel. If they could just be transparent about total costs and maybe guarantee the place matches what's advertised, I'd probably book them more often - especially for longer stays where the space actually matters.
"Half the time I'm looking at a $200 cleaning fee on top of a nightly rate that's already as much as a Hilton. The math just doesn't work unless it's a really special place or I'm traveling with a big group."
Specific hypotheses this synthetic pre-research surfaced that should be tested with real respondents before acting on.
Does all-in pricing display at search results level measurably improve conversion rates and reduce checkout abandonment?
Fee opacity is the #1 barrier identified; need to quantify the conversion lift to prioritize engineering resources
What service recovery SLA would meaningfully shift preference from hotels to Airbnb for reliability-seeking travelers?
David L. explicitly requested '24/7 concierge support' — need to identify the minimum viable service level that closes the gap
Would a verified 'Individual Host' filter increase booking confidence for authenticity-seeking travelers?
Tension between corporate property managers and original Airbnb promise — segmenting inventory could recapture the 'community' positioning for a subset of properties
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Synthetic pre-research uses AI personas grounded in real buyer archetypes and (where available) Gather's interview corpus. It produces directional signal — hypotheses worth testing — not statistically valid measurements.
Quantitative figures are projected from interview analyses using Bayesian scaling with a conservative ±49% margin of error. Treat as estimates, not census data.
Reflect internal response consistency, not statistical power. A 90% confidence score means high AI coherence across interviews — not that 90% of real buyers would agree.
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"Airbnb vs. hotels in 2025: has consumer trust in home-sharing fully recovered — and what drives the choice?"