Jul 25, 2026
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Add us on GoogleToday’s travelers are seeking authenticity — the chance to step into someone else’s life, even if only for a few days. And that’s exactly what’s driving interest in The Open Book, an Airbnb in Wigtown, Scotland, where guests don’t simply stay overnight; they work as booksellers.
Located in Scotland’s National Book Town, The Open Book is believed to be the world’s first “bookshop holiday.” Guests rent the apartment above a working secondhand bookstore, then spend their stay running the shop below — rearranging displays, recommending titles to customers, and organizing events, with local volunteers on hand to help.
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Opening hours vary depending on the arrival and departure of the Airbnb’s guests. According to the site, the shop is generally open six days a week, but if the resident steps out to explore rural Galloway, they’ll just have to leave a note on the door about when they’ll be back to open up shop again.
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The concept was launched by the Wigtown Festival Company (WFC) in August 2014 to celebrate independent bookstores while encouraging tourism in southwest Scotland. For the first six months, it operated as a creative project, with writers, musicians, and artists from around the world who would visit Wigtown for two weeks, live above the shop and work in the bookshop while working on their craft. The idea went viral, however, after Buzzfeed journalist Daniel Dalton wrote an article about his own experience that the site says “caused such an influx of interest that the experience was fully booked three years ahead within days.”
The Open Book in high demand
Since then, it has welcomed bibliophiles from around the world eager to swap their everyday routines for a slower pace of life centered around literature and community. The Open Book continues to be booked two years in advance, which is as far ahead as the Airbnb calendar allows. Travelers now need to join the waiting list to snag a spot on the calendar.
The one-bedroom apartment that accommodates two guests has earned a 4.94-star rating across more than 230 reviews on Airbnb. Many guests describe the experience as less about selling books and more about becoming part of the town’s close-knit community.
The £175 per night rate contributes around £10,000 a year to WFC’s charitable work, such as initiatives like the Big Wig Children’s Festival and the Big DoG Education Tour for local school children.
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Travelers are paying for stories, not just stays
The success of The Open Book reflects a broader shift in how people are spending their travel dollars.
Instead of collecting luxury hotel points or checking famous landmarks off a bucket list, many travelers are increasingly prioritizing memorable, authentic experiences that allow them to connect with local people and cultures.
Recent travel reporting suggests authenticity has become one of the industry’s biggest selling points, with travelers placing greater value on meaningful human interaction than perfectly curated itineraries.
According to McKinsey & Company research, “authenticity and local engagement matter,” as “visitors appreciate thoughtfully crafted itineraries that bring a specific locale to life.” In fact, those seeking culture and authenticity, in particular, tend to be high-budget travelers who spend the most (more than $150 per day) on holiday. And a new report from Phocuswright shows that those travelers are on the rise, with bookings in the global experiences market continuing to climb.
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“Today’s travelers show increasing signs that they do not want to visit a destination just to sit by a pool or a beach,” says the new report from Phocuswright. “Relaxing vacations are now those that include purposeful quantities of tours, activities and attractions that enhance the travel itinerary.”
It’s no wonder why “sight-doing” and “lore-chasing” — are two top 2026 travel trends. According to American Express’ 2026 Global Travel Trends report, 79% of Millennials and Gen Z, in particular, say that they’re likely to seek out local workshops or activities specific to the destination they’re visiting — such as, say, a bookshop experience in a famous literary town. After all, 82% say that they prioritize “unique, authentic experiences” over popular tourist attractions if “it makes a good story.”
In other words: They’re willing to work in a bookstore for the plot. Literally and figuratively.
Ultimately, travelers are looking for moments they can participate in rather than simply observe. And The Open Book embodies that shift perfectly. Rather than paying for luxury amenities, guests are paying to experience a different life altogether.
For a week or two, they’re not tourists. They’re shopkeepers greeting everyday customers, recommending novels to bookstore browsers, curating personalized displays, hosting their own events and becoming a part of a quaint Scottish community.
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AnnaMarie is a weekend editor for Moneywise.
