Airbnb has recently updated its app, introducing a feature that allows users to book a variety of services and experiences alongside their accommodation. Travellers can now arrange for services such as massages, haircuts, and chef-prepared meals, which can either be added to an Airbnb stay or booked independently. This feature encourages users to explore local activities, even if they are not staying in an Airbnb property.
This move is part of Airbnb’s strategy to increase engagement on its platform, as CEO Brian Chesky noted that while over 1.5 billion devices accessed the site last year, many visitors did not make any bookings. Previously, Airbnb had experimented with similar offerings but paused them in 2023 to focus on enhancing its core accommodation services. The company now aims to broaden its appeal and compete more effectively with online travel agencies like Booking.com, Tripadvisor, and service providers such as Yelp.
Currently, users can access services across ten categories, including catering, wellness treatments, personal training, and photography, in over 100 cities worldwide across eight different countries. While most experiences will require users to travel to specific venues, they will be able to book them directly through the app.
In addition to standard experiences, Airbnb is launching “Airbnb Originals,” which will feature unique experiences created in partnership with celebrities, like pastry-making classes with renowned chefs or beach volleyball games with Olympians.
The new features aim to provide a more localised experience for travellers, enhancing the appeal of staying in a city. Judson Coplan, Airbnb’s VP of Product Marketing, believes these offerings will inspire new travel ideas and encourage local exploration.
Airbnb will take a commission of 15% for services and 20% for experiences, but users will only see one consolidated price when booking. To ensure quality, hosts will undergo verification processes that assess their experience and credentials.
The app update also streamlines the user experience, guiding guests through options for stays, services, and experiences. If users have upcoming trips, they will receive recommendations for related services or experiences.
Moreover, Airbnb plans to introduce social features later this year, allowing users who have participated in experiences together to share photos and recommendations via group chats, thus fostering connections among travellers.
In line with enhancing its service, Airbnb is implementing advanced AI capabilities for customer support. The company introduced an AI-powered assistant, which provides real-time assistance rather than redirecting users to articles, with plans to roll this out more broadly soon.
These updates signify a significant shift in Airbnb’s approach, blending accommodation with experiences to create a more comprehensive travel platform that encourages exploration and engagement amongst its users.
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