Airbnb has unveiled a major expansion of its platform, allowing users to book a range of services — from personal chefs and trainers to professional photographers — alongside its core accommodation offerings.
The move marks a bold new step into the wider hospitality and lifestyle market, positioning the company to compete more directly with traditional hotels and experience providers.
The update was revealed on Tuesday at an event in Los Angeles by co-founder and chief executive Brian Chesky, who said the changes represent a new era for the brand. “Seventeen years ago, we changed the way people travel,” he said. “More than two billion guests later, Airbnb is synonymous with a place to stay. With the launch of services and experiences, we’re changing travel again. Now you can Airbnb more than an Airbnb.”
The new ‘services’ feature is available in 260 cities and includes 10 initial offerings such as spa treatments, catering, photography and personal training. All service providers will be vetted by Airbnb, and the company has plans to launch thousands more options globally by the end of the year.
This complements an expanded ‘experiences’ section in the app, now operating in 650 cities. Users can book activities including making pastries in Paris, learning restoration techniques in Rome, or playing volleyball with Olympians in Rio. Experiences can be booked independently of accommodation, and many cost less than $50 — a shift aimed at encouraging local bookings for weekend plans and date nights, not just holidays.
Airbnb is also incorporating social elements into the platform. Later this year, users will be able to see who else is attending an experience and connect with fellow guests via the app, in a move that blurs the lines between hospitality and social networking.
The expansion comes as Airbnb continues to diversify its revenue streams. While the platform has revolutionised the short-term rental market since launching in 2007, it is now evolving into a broader lifestyle brand.
The announcement comes despite signs of softening demand in the US, with the company recently noting a dip in consumer confidence linked to President Trump’s trade policy. Still, investors welcomed the news — Airbnb’s shares closed up 2.9% at $138.05 on Tuesday, adding $3.84 to its value.
Now valued at $83.3 billion, Airbnb is aiming to deepen its relationship with both hosts and guests by offering a seamless, all-in-one travel and lifestyle platform — one that caters to every part of the journey, from accommodation and local exploration to on-demand in-home services.