Airbnb’s new play: Hotels in the spotlight

Company rolls out aggressive plan to onboard more hotels in supply-constrained markets and win over traditional hotel guests

Airbnb is ramping up efforts to integrate hotels into its platform, targeting markets where short-term rentals are already fully booked and aiming to convert hotel guests into Airbnb customers. While homes will remain the company’s core offering, CEO Brian Chesky and CFO Ellie Mertz see hotels as a strategic supplement—especially in the U.S., a market still dominated by hotel stays. The renewed push builds on existing partnerships, such as with HotelTonight, and focuses on attracting independent hotels seeking new booking channels.

Key Takeaways

• Strategic shift: Airbnb is “significantly more aggressive” in adding hotels, particularly in high-demand markets with limited rental availability.
• Goal: Convert hotel guests: The company aims to win over traditional hotel customers, especially in the U.S., where Airbnbs are chosen less frequently than in other regions.
• Independent hotel focus: Dialogue is ongoing with independent hotels worldwide, with commissions described as “very competitive.”
• HotelTonight synergy: Many hotels on Airbnb are listed via its HotelTonight acquisition; recent U.S. promotions have linked the two platforms.
• Targeted U.S. growth: Efforts are focused on “heartland states” and Hispanic travelers, historically more hotel-oriented.
• Homes still core: Despite hotel expansion, private homes remain Airbnb’s “heart and soul.”

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