In a significant bid to enhance user experience and expand its service offerings, Airbnb has revamped its application, enabling users to book luxury services such as personal training, massages, and private chefs. This new feature marks a departure from Airbnb’s traditional focus on short-term rentals, illustrating the company’s desire to broaden its portfolio and meet evolving customer demands for diverse experiences during their travels. The announcement was made by Airbnb’s co-founder and CEO, Brian Chesky, during a keynote address at a recent event in Los Angeles on May 13, 2025.
Chesky emphasized the company’s vision, stating, “People choose hotels for their services; people choose Airbnbs for the space… now, we’re giving you the best of both worlds.” This updated strategy reflects Airbnb’s response to a competitive hospitality market, where customers increasingly expect more personalized and comprehensive service offerings. The push for these luxury amenities comes at a crucial time, as recent analyses indicated a potential slowdown in bookings in the United States, partially attributed to the fluctuating economic sentiment stemming from President Trump’s trade policies.
Although Airbnb has successfully hosted over two billion guests since its inception in 2008, the platform is not without its challenges. In recent years, various cities across the globe have begun implementing stricter regulations or outright bans on short-term rentals, complicating Airbnb’s operations in certain markets. This trend shows that while demand for accommodations remains, the way they are offered may require adjustment, leading to this expansion into luxury services.
Initially, these new luxury services will be available in approximately 260 cities globally, with pricing starting below $50 (£37.57). Additionally, these offerings are not restricted to Airbnb guests; anyone can book them, which indicates a strategic move to attract a wider customer base beyond current users. Services range from spa treatments to personalized photography and makeup artistry, appealing to both tourists and locals seeking unique experiences and pampering options.
Moreover, the overhaul of the app includes the much-anticipated enhancement of the experiences tab, allowing users to book tailored tours and activities that were initially introduced in 2016. These updates aim to provide a more integrated experience akin to high-end hotels where guests expect a variety of amenities and services at their fingertips. Gary Bowerman, director at travel marketing firm Check-in Asia, commented on this shift, noting that today’s travelers are more focused on personalizing their journeys rather than merely addressing the functional aspects of accommodation and transportation.
Another exciting feature of the revamped app is the “Originals” tab, which offers exclusive experiences across the globe. These unique opportunities could include activities such as playing beach volleyball in Rio de Janeiro with celebrated Olympian Carol Solberg or enjoying a Sunday with National Football League star Patrick Mahomes. Such bespoke experiences cater to a growing trend among affluent travelers who prioritize unique, off-the-beaten-path encounters, reflecting a continual transformation in consumer expectations.
Anastasia Oriordan, a luxury travel consultant, underscored this evolving landscape of tourism, explaining that as more individuals have traveled extensively, the benchmarks for what constitutes a “unique” experience are in constant flux. This further highlights why Airbnb’s new features are not just timely but necessary for the company’s growth and relevance in a challenging market.
In summary, Airbnb’s initiatives to integrate luxury services into its platform underscore a responsive approach to current travel trends and consumer expectations. By offering personalized services alongside its established travel accommodations, Airbnb aims to redefine the way customers engage with their travel experiences. With the potential expansion of its service footprint across 260 cities and the promise of exclusive opportunities, Airbnb is positioning itself to cater to a diverse array of travel preferences, marking a new chapter in its ongoing evolution within the hospitality industry.
