recommendations based on Internal Strength and Weaknesses: Air BnB has several internal strengths, these included brand recognition and loyalty, a global presence, variety of options, lower cost than hotels or resorts, as well as diverse culture and connection experiences. Internal weaknesses include that it dependent on the availability of host homes, as well as the quality of service, cleanliness, reliability and customer service the host's provide. The other weakness is the large variety of regulations and policies that exist in different countries, regions and cities that they must adhere to (David et al, 2024, p.259). External Strengths and Weaknesses: External strengths and weaknesses are best reviewed through a PESTEL analysis, David et al (2024) comments that the key external forces that impact a business can be divided into six categories: political, economical, social, technological, environmental, and legal (PESTEL) (p.67). Below is the PESTEL for Air BnB: Political: Regulations around short-term rentals vary and impact Air BnB operations around the globe. David et al (2024) comment Air BnB has been accused of causing limited availability of rentals to local residences as well as being responsible for increased pricing (p.359). Giner (2024) comments that Barcelona, Spain vowed to eliminate all tourist flats by 2028 (p.1.). Impacts like this where government are banning or reducing the number of tourist rentals available could be detrimental to Air BnB. Economi