The meteoric rise of Airbnb has had hotel investors uneasy for the past year or two. However, a new report by Morgan Stanley analyst Brian Nowak suggests that concern over the company’s disruptive potential in the hotel space is likely excessive.

The Survey

Nowak’s conclusions are based partly on results of a 4,000-person survey of travelers. Survey results indicate that Airbnb has already reached 12 percent traveler penetration rate, and Morgan Stanley is predicting that rate will climb to the 16-18 percent level in 2016.

With over a 90 percent satisfaction rate and only 41 percent of those surveyed even aware of the service at this point, there’s a strong case to be made that Airbnb will continue its rapid growth in the near future.

Hotels At Risk?

For hotel investors worried…

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