Airbnb Launches Enhanced Lifestyle Services and Experiences, Expanding Beyond Vacation Rentals

On May 21, Airbnb held its summer product launch event in Beijing, announcing the introduction of “Airbnb Services” alongside an upgrade to “Airbnb Experiences,” marking the company’s official expansion from the vacation rental sector into lifestyle services.

The initial “Airbnb Services” portfolio includes ten categories such as light meals, massage, spa, private chefs, and photography, covering 260 cities worldwide. Most services are priced below $50 (approximately 360 RMB). Service detail pages emphasize the qualifications of service providers, along with available options and pricing.

The upgraded “Airbnb Experiences” offer users the opportunity to engage with locals while exploring cities, such as touring landmarks with the restoration architect of Notre-Dame Cathedral in Paris or learning culinary skills from a Michelin-starred chef in Japan.

According to Airbnb’s user research, over 80% of respondents in China prefer the convenience of adding service options when booking accommodations, with Gen Z and family travelers showing particularly strong demand. Additionally, 85% of Chinese travelers favor localized experiences and may visit specific destinations based on particular activities.

Tourism consumption has increasingly trended toward personalization and fragmentation, with younger generations gravitating toward niche, localized experiences or combining day tours with independent travel. Activities such as diving, skydiving, and helicopter sightseeing worldwide have become new growth drivers for service providers.

In contrast, domestic online travel platforms like Mafengwo and Ctrip provide tailored experiences through local experts, including culturally immersive activities like batik making and watching sunrises over rice terraces. Overseas operations predominantly rely on attracting new merchants to supply local tours and attraction tickets, with limited direct supply chain control.

Airbnb CFO Ellie Mertz indicated that approximately $200 million will be invested in 2025 toward the development and promotion of “Airbnb Services” and “Airbnb Experiences,” covering app redevelopment, supply acquisition, and raising awareness of the new offerings.

Despite first-quarter pressures—total revenue reaching approximately $2.3 billion, up 6% year-on-year, and net profit declining by 42%—Airbnb continues to ramp up investment in new business segments. Excluding equity incentives, marketing and product development expenses in the first quarter increased by 8% and 17% year-on-year, respectively.

Airbnb aims to leverage business synergy to attract more users to book vacation rentals while increasing local user engagement frequency, enhancing platform appeal through high-frequency lifestyle services.