A new survey from Goldman Sachs says people who use Airbnb don’t want to go back to hotels.

It underlines the fact that Airbnb’s effect on the hotel industry could be stronger than originally thought. It is high time that hotels must invest in vacation rentals.Here are the five most important reasons to do so. Airbnb has become an increasingly popular alternative to hotel rooms, and travelers seem to stick with it once they try it.

Specifically, the survey found that 79% of consumers who hadn’t used Airbnb or other “peer to peer lodging” sites prefer traditional hotels, but that number dropped by half to 40% for those who had. “We find it interesting that people ‘do a 180’ in their preferences once they use P2P lodging. They move directly from preferring traditional hotels to preferring P2P accommodations,” reads the survey results.

The survey also found that more consumers are familiar with and users of services like Airbnb, HomeAway and FlipKey. In the year 2016, 11% of survey respondents said they had used such services, while 16% said they had in the last quarter of 2015. Familiarity with them jumped from 24% to 35% during the same time period. The survey’s results also show that it’s not Millennials are the people who use Airbnb . While 67% of respondents between 18 and 24 said they had used a home-sharing service in the past year, 75% of those between 25 and 34 said yes, and 64% of those between 35 and 44 also had. Among those older than 44, the use ranged from 29% to 23%. Roughly 70% of respondents with income between $70,000 and $119,000 said they had used these services in the past year, higher than any other income bracket.

Credits Goldman Sachs, Fortune.com

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