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Carlos Prego
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Karen Alfaro
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Airbnb no longer wants to be just the platform you go to find and book your next vacation home. With the tourism market on the rise, the recent memory of the pandemic, and looming regulatory challenges, it has decided to undergo one of the most significant changes in its 18-year history. According to Airbnb CEO Brian Chesky, its goal is to become a comprehensive platform for tourists.
This involves making it easier to find accommodations and offering services such as hairdressers, cooks, and massage therapists. There are even plans to learn flamenco in Madrid or go horseback riding in Cusco. It’s everything you need for your trip.
“More than Airbnb.” Although it could easily pass as a commercial slogan, the phrase captures the essence of the change the company plans to implement as summer 2025 approaches. After 18 years in business, millions of active listings and more than 2 billion registered stays, Airbnb has decided to expand its reach and undergo a makeover. The idea is simple: Airbnb no longer wants to limit itself to managing accommodations.
The app will now also let users book services and experiences. Want a personal trainer? You got it. How about hiring a chef or massage therapist? Or trying something unique, like a food tour, horseback riding, and shopping with a stylist? You got it. Airbnb aims to expand into services and provide a complete tourist experience.
Why? The company says it wants to compete with its main competitor—hotels. “People often choose hotels because of the services they offer, like room service, access to a gym, or an appointment at the spa. Starting today, you can get those services, and more, right at your Airbnb,” the company said.
But the truth is that this new business venture comes at a time marked by other factors—not just competition from other accommodation providers.
Challenges. After nearly 20 years of rapid expansion and millions of listings across much of the globe—Statista reported nearly 8 million active listings in 100,000 cities in 2024—Airbnb is now navigating an increasingly complicated regulatory landscape. New York has imposed limits. Norway is applying a tax. In cities such as Florence, officials have introduced moratoriums and restrictions on new tourist apartments, slowing expansion.
These are just a few examples of efforts to reduce the sector’s impact on residential markets. The company’s share price has also dropped compared to 2024 due to the business outlook. Despite strong recent earnings, CNN reports that Airbnb warned of a potential slowdown in bookings this quarter.
Two ideas: services and experiences. Airbnb has structured its new offerings around two categories. The first group includes chefs who prepare food at home, photographers, massage therapists, trainers, hairdressers, and catering services. Airbnb says it has evaluated the “knowledge and reputation” of all its “hosts” and guarantees they have an average of 10 years of experience, the necessary permits and verified identities.
“Best of all, you don’t need to stay at an Airbnb or even be on a trip to get these services. Schedule a blowout, training session, or massage right at home,” it said. As for prices, there are options for less than $50. Airbnb features renowned professionals, including Michelin-starred chefs, and exclusive offerings only available through the platform.
Go on a road trip or go shopping. Another part of Airbnb’s new offerings is “experiences,” available in several hundred cities. The company cited examples: a tour of Parisian heritage with an architect who worked on the reconstruction of Notre Dame, cooking classes with a Japanese chef, horseback riding through sacred Inca sites with an anthropologist, and a wrestling class in a Mexican ring with a professional wrestler. Airbnb says some of these experiences are “Airbnb Originals.”
How does Airbnb intend to achieve this? The company plans to roll out services in 260 cities across a dozen categories. New types of offerings and locations will appear in the app over time. The experiences will initially launch in more than 650 cities worldwide.
To support the new offerings, Airbnb has “completely revamped” its app to serve as an all-in-one travel platform for booking accommodations, services, and activities. “When you arrive at your destination, the app welcomes you with a detailed itinerary, including check-in details and a day-by-day view of everything you booked on Airbnb. And throughout your stay, you’ll get recommendations for experiences happening nearby,” Airbnb said.
This change comes more than two years after Chesky proposed transforming the company—a shift that required an investment of about $250 million.
Images | Airbnb
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