Travellers are demanding authentic, experientially oriented opportunities with more meaningful interactions with locals. The sharing economy has emerged partly as a response to these consumer trends with major potential impacts for tourism. This research investigated the phenomenon of authenticity‐seeking tourism and its links to the hospitality sector through consumer choices related to accommodation offered by sharing economy providers. It explored the relationship between perceived authenticity of the “local” experience and its significance when purchasing accommodation. The three themes of unique accommodation interiors and atmosphere, interactions with hosts, and interactions with local culture were found to be important to Airbnb users.