Airbnb is set to transform its platform into more than just a place to book accommodation. Soon, users will be able to schedule services such as hairdressing, massages, or even private catering directly through the app.
This strategic move marks a major step in Airbnb’s diversification efforts. On Tuesday, the California-based company announced that it will begin offering access to various professional services. Whether it’s a beauty treatment or a private chef experience, these new options will initially be available in 260 cities worldwide, with plans to expand further in the future.
Speaking at a conference in Los Angeles, Airbnb co-founder and CEO Brian Chesky highlighted a key area where traditional hotels still hold an advantage. “Hotels have something we don’t: services,” he explained. “In a hotel, you can order room service, use a small gym, visit a spa, or get a massage.”
Airbnb clarified that the new services have been carefully curated based on a number of criteria, including the professionals’ “expertise and reputation.” On average, these individuals have ten years of experience and are required to provide verified identification and certifications to be listed on the platform.
Alongside offerings like photographers, manicurists, and private chefs, Airbnb has also revamped its “Experiences” section. This feature allows local hosts in tourist destinations to offer guided tours and unique activities to travellers, enhancing the platform’s appeal beyond just lodging.
Introducing Premium Experiences
A particularly notable addition is a new tier of exclusive activities under the label “Airbnb Originals.” These premium experiences include options such as playing beach volleyball with Olympic athlete Carol Solberg on a beach in Rio de Janeiro, or taking part in a cosplay-meets-video-games event hosted by music star Megan Thee Stallion in Los Angeles.
While Airbnb has historically focused on making accommodation bookings easier, more affordable, and more dependable, Chesky acknowledges that the company has faced trust issues. “For every person booking an Airbnb, we estimate that nine others choose a hotel,” he noted during a recent investor call. “Customers often say they opt for hotels because they feel they’re more reliable.”
This insight has prompted the company to rethink its long-term strategy. As independent analyst Carolina Milanesi observes, simply relying on accommodation bookings is no longer sufficient. “Airbnb needs to diversify to reduce its dependency on home rentals,” she explained in an interview.
The addition of services is expected to drive more frequent engagement with the app. “People will return more often, not just once a year when they’re planning their holiday,” Milanesi said. She also pointed out that this move places Airbnb in a unique position. “There really isn’t another app where you can find all of these services in one place,” she added.