Airbnb’s Bold Pivot: From Stays to Services and Star-Studded Experiences
The platform bets big on standalone bookings—and AI—to monetize its massive audience
Airbnb is no longer just about renting a couch or a beach house. Today, the company unveiled a sweeping expansion into standalone services and experiences, letting users book everything from haircuts to celebrity-led cooking classes—with or without an accommodation attached. The move marks a strategic shift to capture revenue from its 1.5 billion annual device visits, many of which previously didn’t translate into bookings. “We’re meeting travelers where their interests are,” a company spokesperson told WIRED. “Not every trip starts with a search for a place to sleep.”
“Not every trip starts with a search for a place to sleep.”
The relaunch comes after Airbnb paused its “Experiences” feature in 2023, but this iteration is far more ambitious. Services span 10 categories (think massages, private chefs, or fitness training) across 260 cities in 8 countries, while experiences—now covering 19 categories like cultural tours and mixology classes—are available in 650 cities. Hosts offering these add-ons will face stricter verification, including license checks for regulated services like cosmetology. Airbnb’s cut? 15% for services, 20% for experiences.
Social Tools and AI: The Hidden Engines
Behind the scenes, Airbnb is leaning into social and AI features to boost engagement. Group chats for shared experiences and redesigned profile interfaces have already driven a 15x spike in completed profiles. Meanwhile, an AI concierge—currently in beta for English-speaking U.S. users—will soon go global, with plans to offer personalized itinerary suggestions. “The assistant can recommend a morning surf lesson followed by a chef-hosted lunch,” an insider revealed.
The Celebrity Play
Perhaps the flashiest addition is “Airbnb Originals,” a lineup of high-profile collaborations. Imagine learning pastry techniques from chef Raphaelle Elbaz or spiking a ball with Olympic medalist Carolina Solberg. These exclusive experiences, priced at a premium, aim to lure luxury seekers and superfans. It’s a page from MasterClass’s playbook—but with a transactional twist.
“The assistant can recommend a morning surf lesson followed by a chef-hosted lunch.”
For Airbnb, the gamble is clear: transform from a lodging marketplace into a full-fledged travel ecosystem. With margins tighter than ever in the short-term rental space, services and experiences could be the high-margin lifeline the company needs. The question is whether users will bite—or if this is one pivot too many.
