Airbnb Expands Its Offerings and Its Brand

Source: Airbnb

Airbnb this week announced new offerings which expands their business model far beyond what, at first glance, could appear to be just a revamp of their app.

Aside from offering short term “rentals,” Airbnb is now providing access to multiple services and unique experiences.

“Services” such as massages, haircuts, makeup artists, private chefs, etc. These services can be while you are on an Airbnb property away from your home or they can be purchased any time/where even if you are at your own home. Consumers can simply just click on a service and arrange it, even if not at an Airbnb property.

That feels really new, because it is!

“Experiences” are specially curated events that you can presumably only get via Airbnb such as “playing beach volleyball in Rio de Janeiro with Olympian Carol Solberg or spending a Sunday with National Football League superstar Patrick Mahomes.”

That feels really special, because it is!

This is actually quite a big move. This is much more than a line extension or the addition of a new product line that you might typically see from a brand. These are entirely new revenue streams. New lines of business. New ways of engaging with Airbnb, which will attract new consumer audiences who may not have ever (or would ever) considered Airbnb before.

And BTW, opening up new competitors to Airbnb as well.

As one journalist said, “this feels like a rewrite of the company.”

You can actually watch that journalist interview the Airbnb CEO (or as I like to say from my book “The Chief Brand Officer” from Airbnb) here:

Bold move? Not sure about bold. Smart. Competitive. Evolutionary for the brand. Loyalists will grab on. New users, let’s see. It’s a new way to think about Airbnb which will require new consumers to shift their behaviors for sure, which may take some time and some marketing investment.

What’s your experience? JIM