24-07-2025
Airbnb's Expansion Strategy: How Services and Experiences Are Changing the Trip
Airbnb is evolving into a full-trip platform, expanding globally with curated in-stay services like private chefs and local-led activities—available to both travelers and locals—all seamlessly integrated into its app.
Editor-in-Chief Sarah Kopit and Head of Research Seth Borko talk travel every week.
Editor-in-Chief Sarah Kopit and Head of Research Seth Borko talk travel every week.
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Airbnb is going beyond the booking—and rethinking the entire travel experience. Speaking live at Skift Forum Asia in Bangkok, Airbnb Chief Business Officer Dave Stephenson unveiled a major expansion into two areas the company believes will define its future: high-quality local experiences and on-demand services designed to elevate any stay.
'We're not just offering a bed anymore—we're offering the entire trip,' Stephenson said during a live recording of the Skift Travel Podcast. 'Experiences, services, and stays are now integrated in one seamless platform.'
This isn't Airbnb's first foray into experiences, but the approach is new. Instead of an open marketplace, the company is curating and hand-selecting activities hosted by local experts, Michelin-starred chefs, and even celebrities—what Stephenson calls 'the world's most interesting people doing amazingly interesting things.'
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The company is launching these curated experiences in over 650 cities worldwide, while on-demand services—ranging from private chefs and spa treatments to personal trainers and photographers—are now live in more than 250 cities. These services can be booked even if you're not staying in an Airbnb, and are designed to compete with lifestyle conveniences like spa apps, gym classes, and concierge offerings typically found in hotels.
'There's no app out there bringing all this together in one place,' Stephenson noted. 'You can book a blowout in New York, a ramen class in Tokyo, or a chef in your Airbnb—all through the same platform.'
Stitching the Trip Together
The Airbnb app now features a reworked Trips tab, bringing together stays, booked services, and activities in a single itinerary view. It's a play for full-trip management and a more personalized user experience.
As economic uncertainty persists, Stephenson says these affordable offerings (many under $50) serve both guests and hosts. Services and experiences also allow more people to earn as Airbnb hosts, even if they don't have a property to list.
'We're unlocking time as a valuable asset,' Stephenson said. 'If you're an expert in something—whether fitness, food, or culture—you can now be a host on Airbnb.'
Asia Leads the Way
The rollout comes as Asia-Pacific becomes one of Airbnb's fastest-growing regions, with Bangkok now the company's top destination in Asia for inbound travel. Stephenson outlined specific localization efforts for markets like Japan, Korea, and China, from brand campaigns to integrations with platforms like Naver.
In Japan, Airbnb recently launched its first-ever brand campaign. In China, the focus is on outbound travelers, especially to destinations like Korea and Japan.
Pop Culture, Set-Jetting, and Events
Travelers are increasingly influenced by pop culture, from TV shows to concerts. Airbnb sees demand spikes around major cultural moments—Taylor Swift concerts, the Olympics, even filming locations from The White Lotus.
'These events drive 4 to 5x increases in bookings,' said Stephenson. 'People want to go where their favorite artists perform or where shows were filmed—and they often need places to stay as a group.'
Airbnb works with influencers to promote these experiences and stays, offering commission-based partnerships and curated listings that resonate with specific communities.
What's Next
Airbnb is planning additional partnerships and global activations around upcoming major events, including the Winter Olympics in Milan. Stephenson hinted at more announcements in the coming weeks and months.
'We're just getting started,' he said. 'The trip doesn't begin or end with a place to sleep anymore.'
