Airbnb's makeover as a super app of experiences

The move marks Airbnb’s most ambitious reinvention since its founding - a high-stakes bet to transition from a travel brand into a platform woven into everyday life

Airbnb, once the poster child of disruptive travel innovation, is entering a new phase of growth by expanding beyond home rentals. Inspired by platforms like WeChat and Amazon, CEO Brian Chesky envisions Airbnb as a lifestyle platform - an “Airbnb of Anything” - where users not only book homes, but also access services and experiences in their hometown or travel destinations. This transformation is Airbnb’s response to slowing revenue growth, aiming to increase user engagement, unlock new revenue streams, and evolve from an occasional-use app into a daily digital companion.

Key takeaways

• Growth plateau prompted pivot: Despite 78% gross margins and 200M+ users, Airbnb's annual revenue growth has slowed to 6%. The company needs new avenues to reaccelerate.
• Super app strategy (without the name): Chesky is borrowing from WeChat and Amazon, turning Airbnb into a platform that offers not just stays but also lifestyle services - chefs, massages, guided tours, stylists, and more.
• Standalone vision: Unlike others who pursue mergers, Chesky insists Airbnb will grow organically, avoiding tie-ups with firms like Uber, DoorDash, or Expedia.
• Service expansion: New offerings are live in 650 cities with 20,000 curated listings. Services are priced affordably (mostly <$50), and Airbnb takes a 15% cut - just like with homes.
• Daily use, not yearly: The aim is to increase app usage frequency by offering experiences and services even to users not booking travel - positioning Airbnb for more regular engagement.
• Social and local layers: Airbnb is adding light social networking features so users can connect with others attending the same experiences or classes - adding community stickiness.
• AI and personalization on the horizon: The next step may involve AI-driven recommendations to tailor experiences and integrate Airbnb deeper into users’ daily lives.
• Competitive pressures loom: With VRBO, Uber, and DoorDash expanding in similar directions, Airbnb must move fast to protect its turf and build distinctive network effects.
• Investor appeal: By extending lifetime customer value and reducing dependence on travel seasons, Airbnb hopes to stabilize growth and reassure shareholders.
• Skepticism remains: Success depends not just on breadth of services, but on Airbnb’s ability to deliver quality, community, and seamless integration -without diluting its brand trust.

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