I’m at GigaOM’s Roadmap Conference today in San Francisco, where earth2tech editor Katie Fehrenbacher just interviewed Airbnb co-founder Brian Chesky. He noted, “We come from an ownership society and we’re moving toward access. You’re defined by the experiences you have.” Chesky has his eye on expanding the Airbnb reach toward sublets, boats, anything that can broaden the concept of vacation renting. He told me that Europe has represented the easiest growth area for Airbnb because hosts are more trusting generally of those they rent to. As business models emerge centered on sharing and hopefully, reducing consumption in the process, trust will be a critical part of the puzzle.