Ghost Booking as a New Philanthropy Channel: A Case Study on Ukraine-Russia Conflict

The term ghost booking has recently emerged as a new way to conduct humanitarian acts during the conflict between Russia and Ukraine in 2022. The phenomenon describes the events where netizens donate to Ukrainian citizens through no-show bookings on the Airbnb platform. Impressively, the social fundraising act that used to be organized on donation-based crowdfunding platforms is shifted into a sharing economy platform market and thus gained more visibility. Although the donation purpose is clear, the motivation of donors in selecting a property to book remains concealed. Thus, our study aims to explore peer-to-peer donation behavior on a platform that was originally intended for economic exchanges, and further identifies which platform attributes effectively drive donation behaviors. We collect over 200K guest reviews from 16K Airbnb property listings in Ukraine by employing two collection methods (screen scraping and HTML parsing). Then, we distinguish ghost bookings among guest reviews. Our analysis uncovers the relationship between ghost booking behavior and the platform attributes, and pinpoints several attributes that influence ghost booking. Our findings highlight that donors incline to credible properties explicitly featured with humanitarian needs, i.e., the hosts in penury.