Airbnb, the world's largest accommodation sharing platform, is seeking new growth engines by introducing hotel-quality premium services. The strategy aims to strengthen additional services to surpass the limitation of being a 'service-less accommodation platform' and to actively target the premium accommodation market.
On the 13th (local time), Airbnb officially launched the 'Airbnb Service' feature in 260 cities worldwide. This feature is characterized by offering hotel-level ancillary services, allowing users to select from 10 categories of premium paid services when booking accommodation, including ▲private meals prepared by chefs ▲high-end spa vouchers ▲personal training (PT) experiences.
This is interpreted as a strategy launched by Airbnb in response to criticism regarding the lack of ancillary services to enhance its competitiveness. While some hosts had previously offered similar services individually, this occurred outside the platform, leading to various limitations such as payment inconvenience and trust issues. Through this integrated service, Airbnb aims to provide users with reliable premium services while also capturing additional revenue.
This strategy is similar to the 'ancillary fee model' widely used in the airline and hotel industries. The airline sector diversifies revenue through various paid options, such as baggage fees, in-flight meals, and seat upgrades, while hotels have also expanded sales with services beyond accommodation, such as spa, dining, and activities. Airbnb's strategy is to go beyond simple accommodation brokerage and monetize demand throughout the entire stay.
Brian Chesky, CEO of Airbnb, emphasized at the 'Airbnb Summer Release' event held in Los Angeles, saying, "People often had to book hotels to enjoy services or choose Airbnb for spacious, free environments. Now, we will offer both to provide a more special accommodation experience."
The experiential program 'Airbnb Experiences' will also undergo a complete overhaul. Launched in 2016, this service has provided local experience programs planned and operated by local residents, but since the suspension of new host registrations in April 2023, it has been in a stagnant state.
Airbnb plans to introduce experience products allowing fans to directly interact with artists and celebrities, under the slogan of 'special experiences offered by the most interesting people in the world.' The company is also preparing to release a program that enables fans to meet singers such as Sabrina Carpenter and football star Patrick Mahomes in special locations.
Existing experiential programs will continue to operate. Airbnb currently offers locally based experience content in 650 cities worldwide. For example, in Paris, France, there are behind-the-scenes tours with architects restoring Notre-Dame Cathedral, and in Peru, horseback riding tours to holy sites with Andes culture experts. These experiences have received positive reviews for providing travelers the opportunity to deeply understand and experience local culture.
In line with the service reorganization, Airbnb's app has undergone a major update. The app now features significantly enhanced social media (SNS) functions, allowing guests to communicate with others who participated in the experience or easily share their travel destinations with friends. Chesky stated, "Seventeen years ago, Airbnb changed the way people travel, and now we will transform into a platform that offers experiences beyond accommodation."