SAN FRANCISCO — Airbnb is moving further beyond short-term rentals by launching a suite of luxury services—including personal trainers, private chefs, and in-home spa treatments—on its newly redesigned app, as the company aims to blend the comforts of home with the high-end service of hotels.
The upgrade, announced Tuesday, marks one of Airbnb’s most significant expansions into lifestyle offerings since it introduced “Experiences” in 2016.
“People choose hotels for their services. People choose Airbnbs for the space… now, we’re giving you the best of both worlds,” said CEO Brian Chesky in a statement.
The new premium features, which start at under $50, will roll out in 260 cities and are available even to users who aren’t staying in an Airbnb.
Offerings range from massages and makeup artists to photographers and guided excursions—aimed at travellers who want to customise every aspect of their trip.
The update also includes a refreshed “Experiences” tab and a new “Originals” section, featuring exclusive activities like playing beach volleyball in Rio with Olympian Carol Solberg or spending a Sunday with NFL star Patrick Mahomes.
Custom Travel, Reimagined
The move reflects Airbnb’s growing bet on a more immersive and service-driven travel model. Travel experts say today’s tourists are seeking more than a bed—they want curated, often Instagram-worthy, experiences.
“Travellers are now thinking much more about how to customise the trip for themselves, not just the actual functional parts of how they get there and where they stay,” said Gary Bowerman, director of travel consultancy Check-in Asia.
Luxury travel consultant Anastasia Oriordan echoed the trend, noting that as global travellers become more seasoned, the bar for unique experiences is constantly rising.
“There are so many people that have travelled and done so many things, that the benchmark or the goalpost for unique experiences is constantly moving,” she said.
Challenges and Slowdown Signs
Airbnb’s pivot comes amid shifting consumer sentiment and regulatory headwinds.
The company recently warned that U.S. bookings may slow, citing global uncertainty and geopolitical risks, including policy shifts under former President Donald Trump’s administration.
Meanwhile, the company continues to face regulatory crackdowns in major cities around the world, where local governments have pushed back against the impact of short-term rentals on housing markets.
Despite the challenges, Airbnb says it has hosted more than two billion guests since its 2008 launch and sees its future in reimagining the full spectrum of travel—from where people stay to how they spend their time.
