Airbnb wants to do your hair, cook your dinner, massage your back and possibly photograph your honeymoon. All these services, and several more, are part of a new bid by the company to further expand beyond its roots as a lodging broker.
The company unveiled Airbnb Services — which includes 10 initial categories — while relaunching its experiences program and introducing a new app design at a media event in Los Angeles on Tuesday. Rather than heavily emphasizing lodging, the redesigned app more strongly integrates all of its offerings and encourages more interaction among guests and hosts.
This new approach opens new possibilities for the company and its customers, who could order services and experiences from home or on the road. But this step depends on a lot of behind-the-scenes work. The new services menu — which went live Tuesday with 10,500 offerings — will be offered in 260 cities, and Airbnb vows to protect consumers by carefully vetting those legions of service providers.
Airbnb, born in 2007, grew to challenge the hotel industry and became a giant in the world of hospitality. It first launched its Airbnb Experiences program in 2016, serving as a matchmaker between travelers and people offering their services as specialized tour guides and teachers. But that effort sputtered.
By 2022, many critics on Reddit and elsewhere were complaining that Airbnb experiences were unreliable, and industry website Skift reported that Airbnb had stopped adding new experiences and reduced emphasis on them on its homepage. With this relaunch, company representatives said, Airbnb is aiming to focus more narrowly on distinctive experiences that have been more closely vetted. The company also said it would include more experiences focused on meeting or spending time with celebrities.
To start, Airbnb would offer about 22,000 experiences in 650 cities in 19 categories. To announce the new moves, Airbnb co-founder and Chief Executive Brian Chesky convened hundreds of influencers, podcasters and media in a special-event space in Boyle Heights.
“What if you could Airbnb more than a place to stay?” Chesky asked the audience. “Today we are changing travel again.”
For instance, Chesky said, “Now you can book a professional chef to come right to your home.” The same goes for photographers, personal trainers, massage and spa treatments, hair-styling, makeup and nails. Moreover, “you don’t need to stay at an Airbnb to book these services. You can book them in your own city.”
Chesky said he expects to add thousands of more services over the course of 2025.
In the case of Airbnb Experiences, “we’ve learned a lot about how to make them better,” said Chesky, tacitly acknowledging the feature’s uneven history. As before, the goal is to give travelers an experience that reaches beyond the usual photo-op spots and bus-tour stops.
Stressing small groups, specific themes, Chesky said the new experiences will fall into five categories: history and culture; food and drink; nature and outdoors; art and design; and fitness and wellness. He encouraged anyone who is an expert in their city and has something to share to apply to be a host. Airbnb representatives said the vetting process, which can take up to two weeks, includes online scrutiny of a host’s work history, licensing, education and any awards — along with ongoing attention to guest reviews.
The renewed program also includes about 1,000 Airbnb Originals — adventures in the company of “the world’s most interesting people.” As examples, Chesky cited a mezcal-tasting session in Mexico City with an expert, a class with a ramen master in Tokyo, a dance with a K-pop performer in Seoul and a visit to Notre Dame with an architect who worked on the cathedral’s restoration.
Those offerings feature at least a few celebrity options, which include spending a Sunday with Kansas City Chiefs quarterback Patrick Mahomes, “learning to throw the perfect spiral” or an anime-intensive encounter called “Become an Otaku Hottie with Megan Thee Stallion.” Airbnb said those initial celebrity experiences are free, offered as a promotion, with guests chosen from applicants.
