US: Airbnb is set to relaunch its Experiences program after reopening its application process for hosts to submit potential Experiences listings in September last year.
Relaunching the Experiences program would signal a strategic shift to compete directly with established tour and activity platforms such as Viator and GetYourGuide. The move also marks a departure from Airbnb’s original focus on unique, off-the-beaten-path activities, as the platform now plans to incorporate mainstream attractions and popular landmarks into its offerings.
In a recent sponsored post in the Arival newsletter, Airbnb outlined its transition towards a more traditional online travel agency [OTA] model for the Experiences program. The evolution includes several key enhancements designed to streamline operations for Experience providers and improve the booking process for users, as mentioned in the post:
- Enhanced branding opportunities: Experience providers will have greater flexibility to showcase their brand identities within the Airbnb platform, allowing for more personalised listings.
- Improved connectivity: The platform will offer enhanced connectivity options to facilitate low-touch and efficient bookings, reducing administrative burdens for hosts.
- Team management features: New functions will enable operators to manage teams directly within the Airbnb system, streamlining coordination.
To further support the relaunch, Airbnb will introduce a number of platform improvements aimed at attracting a broader range of Experience providers including:
- Simplified listing creation: The process for creating and managing experience listings will be simplified.
- Competitive commission structure: Airbnb plans to implement a commission model that is competitive with industry standards, making the platform more appealing to potential hosts.
- Operator host profiles: The introduction of detailed host profiles will allow operators to build credibility and trust with potential customers by showcasing previous guest reviews.
- Cohosting and team management: Features that facilitate cohosting arrangements and team collaborations will be integrated, enabling more flexible management of experiences.
- Expanded third-party connectivity: Airbnb aims to broaden its integration capabilities with third-party services, allowing for more seamless operations.
- Broader market coverage: The platform intends to expand its reach to cover a wider array of markets.
In 2024, Airbnb quietly paused new Experiences submissions and removed an estimated 5,000 individual tours and Experiences listings that did not generate enough bookings and did not meet the company’s standards.
Since then, Airbnb CEO Brian Chesky admitted that the relaunched Experiences would have to be “more affordable” and unique if the company were to improve its product offering.
In December’s Winter Release, the firm unveiled its Co-Host Network to help its hosts who have little time on their hands find the best local hosts to manage their property, thereby driving more bookings for their listing and maximising their income. The network launched initially with 10,000 co-hosts in ten countries.
In February, though, it agreed to stop promoting and selling tickets for animal ride experiences at Egypt’s Great Pyramids of Giza, following pressure from animal rights activists.
Airbnb first diversified into Experiences, comprising unique tours and activities, in late 2016, and the company also broadened into online Experiences during the Covid-19 pandemic.
The company is expected to reveal more substantial details about the relaunched Experiences offering as part of its annual Summer Release in May, and it has also been hiring for related roles on its careers page, including ‘senior market manager, Experiences’ and ‘senior manager, Experiences sourcing – EMEA’.
