This study investigates the complex relationship between a host's familial emphasis in their Airbnb descriptions and business demand, distinguishing between superhosts and regular hosts. Utilizing a novel unstructured data analysis technique, we reveal a curvilinear relationship where an optimal level of personal disclosure enhances guest attraction without compromising professional integrity. The research fills a gap by focusing on the qualitative aspects of host descriptions, offering insights into the strategic use of personal information to build trust and improve market appeal. Findings suggest that non-superhosts could benefit from highlighting family aspects to increase demand, while superhosts might maintain a personal touch to differentiate their listings. The study, while acknowledging limitations, suggests future research directions. Overall, it provides actionable insights for hosts and extends understanding of personal narrative's role in the sharing economy, advocating for a balanced approach to foster trust and engagement.