Jamaican tourism has traditionally been tightly regulated in order to protect tourists from any conceivable harm. Within the last decade however Jamaicans have started to offer Airbnb accommodations and tourism authorities are struggling with the challenge of dealing with this amorphous new form of tourism. A qualitative analysis is conducted of Airbnb accommodations in Jamaica’s six resort areas. The results indicate that for apartments guests pay more attention to the tangibles but in the more rustic dwellings they pay more attention to the experience and are more forgiving of flaws. The implications of this are discussed.