Airbnb has unveiled a new feature that allows travelers to book services and experiences ranging from massages and haircuts to chef-prepared meals and cultural excursions. These offerings can be added to a guest’s stay or booked independently, providing more flexibility and convenience for users.
While Airbnb had previously experimented with experiences, it paused the feature in 2023 to refocus on its core accommodation offerings. Now, the company is doubling down on its efforts to become more than just a platform for booking homes.
According to CEO Brian Chesky during the company’s Q1 2025 earnings call, Airbnb’s platform saw over 1.5 billion device visits in the past year. However, many users browse the site without actually booking a stay. The new services and experiences are designed to capture this untapped audience and encourage deeper engagement.
The move also positions Airbnb to directly compete with major players in the travel and service space, including Tripadvisor, Booking.com, Viator, GetYourGuide, and even local service platforms like Yelp.
Services Now Available in 100 Cities
Initially, Airbnb will offer bookable services across 10 categories:
- Private chefs & catering
- Prepared meals
- Photography
- Massage & spa treatments
- Personal training
- Hair, nails & makeup
These services will launch in 100 cities across eight countries. While many can be delivered to the guest’s accommodation, some may require traveling to a local venue.
Global Rollout of Experiences in 1,000 Cities
Airbnb is introducing a wide range of experiences across 19 categories in 1,000 cities worldwide. These include:
- Cultural and museum tours
- Outdoor, wildlife, and watersport activities
- Cooking classes and food tours
- Art workshops and shopping experiences
- Fitness, wellness, and beauty sessions
A highlight of this rollout is the launch of Airbnb Originals exclusive experiences curated in partnership with celebrities. Examples include baking pastries with chef Raphaelle Elbaz at French Bastards bakery and playing beach volleyball with Olympian Carolina Solberg on Rio’s iconic Leblon Beach.
“These experiences and services are a way to experience a city like a local. They’re a natural extension of our stays,” said Judson Coplan, Airbnb’s VP of Product Marketing, in a statement to TechCrunch.
He added that these offerings may even inspire users to travel more or explore new things to do in their hometown.
Host Verification and Pricing Structure
To ensure quality and trust, Airbnb will require hosts of services and experiences to undergo a verification process. This includes checks on professional experience, online presence, education, and any necessary licenses.
Airbnb will take a 15% commission on services and a 20% commission on experiences, although users will see a single, all-inclusive price when browsing and booking.
Airbnb’s new app adds a social play.
The introduction of services and experiences comes as part of a broader app redesign. Both the Airbnb Guest and Host apps are being revamped to support the new categories and enhance usability across the platform.
For travelers, the updated app will prominently feature three core sections: Stays, Services, and Experiences. Suppose a user has already booked a trip. In that case, Airbnb will proactively suggest relevant experiences or services like a nearby spa appointment or a guided local tour to help personalize the travel itinerary.
On the host side, new calendar and listing tools will make it easier to manage offerings across different categories. Hosts can now streamline bookings, availability, and guest communication from a central dashboard, whether they’re offering a stay, a private dinner, or a surf lesson.
Social Features Aim to Build Community
Airbnb also plans to roll out new social features later this year in a bid to deepen user engagement.
The platform currently supports group messaging for trip planning, but upcoming updates will introduce group chats for shared experiences. This will allow guests who participated in the same activity to stay in touch, share memories, exchange travel tips, and possibly plan future adventures together.
Airbnb believes these features will foster a stronger sense of community and inspire users to travel more often and return to Airbnb as their go-to platform.
To support this, the company is also investing in privacy protections to ensure social interactions are secure and respectful.
Building on the Momentum of Enhanced Profiles
These efforts build on Airbnb’s previous moves to encourage user connection. In 2024, the company rolled out an enhanced user profile feature, allowing travelers and hosts to share more about themselves, such as their hometown, spoken languages, and personal interests.
According to Judson Coplan, VP of Product Marketing, that update resulted in a 15x increase in completed profiles, a signal that users are eager to form deeper connections.
“There was a huge increase in people wanting to share more about themselves,” Coplan said. “For us, that was a clue that travel is about more than just logistics it’s about people. Whether it’s your host, fellow travelers, or locals you meet along the way, there’s a genuine desire for connection, especially in today’s world.
Scaling customer service with AI
In line with CEO Brian Chesky’s vision, Airbnb is investing heavily in artificial intelligence to enhance the user experience. Judson Coplan, Airbnb’s VP of Product Marketing, confirmed that the company’s AI assistant is evolving to become much more than a support tool it’s on track to function as a personal travel concierge.
Earlier this month, Chesky unveiled Airbnb’s new AI-powered customer service agent, which marks a significant leap from the company’s previous chatbot. Instead of redirecting users to help articles, the new assistant provides real-time answers directly in the chat, offering a smoother and more human-like support experience.
Initially launched for English-speaking users in the U.S., the AI assistant will be fully rolled out across this market by the end of the month. Coplan also shared that global expansion is planned for later this year, with support for additional languages and countries.
Looking ahead, Airbnb will integrate more powerful features into the AI assistant, such as:
- Personalized answers based on your booking and travel plans
- Quick action buttons for everyday tasks like modifying or canceling a reservation
- Trip inspiration and planning support tailored to user preferences
- These AI enhancements are part of Airbnb’s broader push to streamline the travel journey, from discovery and booking to in-destination experiences.
The updated Airbnb website and mobile apps for iOS and Android are now rolling out globally, reflecting the company’s most significant platform upgrade in recent years.
Experiences Reimagined: Culture, Adventure, and Local Flavor
In addition to its services, Airbnb is reviving and expanding its Experiences program, which was previously paused in 2023, to focus on its core lodging service. The new rollout includes activities such as cultural and museum tours, wildlife encounters, food and cooking classes, wellness sessions, and art workshops.
These experiences are categorized into 19 types and are available across 1,000 cities globally. While some are hosted at or near guests’ accommodations, others require short travel to specialized venues.
Airbnb has also introduced Airbnb Originals exclusive celebrity-hosted experiences such as pastry-making with chef Raphaelle Elbaz at French Bastards bakery or beach volleyball with Olympian Carolina Solberg in Rio. These one-of-a-kind events aim to create unforgettable memories and differentiate Airbnb in the increasingly competitive travel space.
Enhanced Host Tools for Seamless Management
To support this expansion, Airbnb is overhauling both its Guest and Host apps. For travelers, the platform now features distinct tabs for “Stays,” “Services,” and “Experiences.” If a guest has already booked accommodation, the app will suggest related offerings tailored to their location and interests.
For hosts, Airbnb is introducing advanced calendar and listing tools that streamline management across multiple categories. Hosts can efficiently coordinate bookings, manage availability, and update offerings, all from a unified dashboard.
This update empowers hosts to diversify their income streams while delivering more excellent value to guests.
Monetization and Trust
To support the new offerings, Airbnb will collect a 15% fee for services and a 20% fee for experiences. Users will see a single upfront price when browsing and booking. Airbnb also ensures quality control by requiring host verification, education background checks, licenses, and online presence evaluations.
This commitment to trust and transparency is intended to ensure that guests receive high-quality experiences and services while hosts benefit from Airbnb’s global audience and growing toolkit.
Frequently Asked Questions
What new features has Airbnb recently introduced?
Airbnb has launched new Experiences and Services, allowing users to book activities like guided tours, cooking classes, spa treatments, and personal chef services. In addition, the platform is rolling out social features such as group chats for shared experiences and a powerful AI assistant for personalized travel support and planning.
What are Airbnb Services, and how do they work?
Airbnb Services include offerings like massages, haircuts, photography, personal training, meal prep, and beauty treatments. These can be booked alongside a stay or independently through the app. The services are currently available in 100 cities across eight countries.
What are Airbnb Experiences?
Airbnb Experiences are curated local activities such as museum tours, water sports, food tastings, art workshops, and more. These are designed to give travelers a deeper, more authentic connection with a destination. Airbnb offers these across 1,000 cities in 19 categories.
What is Airbnb Originals?
Airbnb Originals are exclusive experiences developed in partnership with celebrities or professionals, like baking with renowned chefs or playing sports with Olympians. These are unique to Airbnb and aim to elevate the user’s travel experience.
How is Airbnb using AI in its platform?
Airbnb has launched an AI-powered customer service assistant that provides direct answers in chat without redirecting users to articles. The AI will evolve to become a trip concierge, offering personalized suggestions, booking assistance, and quick actions like cancellations.
Are these new Airbnb features available globally?
The AI assistant is currently rolling out to English-speaking users in the U.S., with plans to expand globally. Experiences and services are now available in select cities worldwide, and Airbnb will continue to expand its availability in more regions.
Conclusion
Airbnb’s expansion into services, experiences, social features, and AI tools signals a bold new chapter for the company. By building a platform that caters to every aspect of a traveler’s journey from where they stay to how they spend their time and who they connect with Airbnb is redefining what it means to travel in the digital age.
As the updated app begins rolling out globally, users can expect a more personalized, engaging, and seamless experience. Whether you’re planning a weekend getaway or a once-in-a-lifetime journey, Airbnb is aiming to be more than just a booking app it wants to be your full-time travel companion.