Forget five-star resorts, this Scottish Airbnb lets you live out your dream of running a bookstore — and travelers are paying to clock in

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.

The concept was launched by the Wigtown Festival Company (WFC) in August 2014 to celebrate independent bookstores while encouraging tourism in southwest Scotland.

“The Open Book was a creative response to one of Wigtown bookshops coming on the market as a way to bring new visitors to Scotland's National Book Town all year round and help to keep Wigtown 'on the map,’” Anne Barclay, the operation director and coordinator of The Open Book, told Moneywise.

For the first six months, The Open Book 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 quickly 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.

“Guests love the opportunity to run their own secondhand bookshop and to become part of Wigtown's community for the duration of their stay — with connections often lasting long after they turn the key in the shop for the last time,” Barclay said.

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.

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.