Airbnb on Thursday launched a new road map for how the
business will operate. The company estimates the changes, which apply to its
core homes business, will help it reach more than 1 billion guests annually by
2028. Though the initiative is companywide, some of the changes
will have a direct impact on the offerings for Airbnb's business travel base. "We want to become Airbnb for everyone," a
spokesperson said. "Today's workforce is included in this goal. As we
expand Airbnb to meet the needs of all travelers, we're taking the same
approach with business travel."
Collections Listings
Acknowledging that many Airbnb users rent homes with
specific purposes in mind, the company also is promoting top-rated properties
under "collections," which are based on type of use. The Airbnb for
Work and Airbnb for Family collections premiered on Thursday. Other
collections—including weddings, honeymoons, group getaways and dinner
parties—will appear on the platform later this year.
The spokesperson told BTN that the company found that
business travelers were booking more non-Business Travel Ready listings than
Business Travel Ready listings, referring to the designation that launched in
2015. The Airbnb for Work collection addresses this by organizing the
listings differently to better help travelers find properties that meet their
needs or interests. "Any listing within the Work collection will meet a
set of requirements that provide the convenience, flexibility and choice we know
companies and travelers want," the spokesperson said.
Segmenting Inventory
Also on Thursday, the company launched Airbnb Plus,
comprised of homes whose quality and comfort it has verified. Airbnb said the
homes have been inspected in person against a 100-point checklist that includes
cleanliness, design, comfort and ease of check-in. This change addresses the
common concern among users that there are no assurances of quality standards or
safety and security. In the past, executives have said that reviews by verified
guests ensure property-quality standards. However, a report from Morgan Stanley
last year attributed stalled
growth to the issues of safety and security and consistency. Airbnb Plus has
2,000 homes in 13 cities available for booking. The average rate for such
properties is $250.
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The company also will roll out a luxury offering this spring
called Beyond by Airbnb. Airbnb's acquisition of Luxury Retreats last year will
bolster that initiative. The properties will feature "custom-designed
trips of a lifetime, including the world's finest homes, custom experiences and
world-class hospitality."
New Property Categories
Airbnb properties have been characterized as either shared
space, private room or entire home. The company said these categories do not
illustrate the variety of the properties available, from boats and tree houses
to serviced apartments and boutique hotels. As such, Airbnb is adding four
property types this summer: vacation home, unique space, B&B and boutique.
The seven total categories will add transparency and sophistication to the search
process, the company stated, and allow hosts to better distinguish their
listings.
Loyalty & Recognition
Airbnb plans to create a guest membership program called
Superguest. It did not specify the particular benefits but will conduct a trial
with 100,000 guests this summer and roll it out later this year. The company
also is expanding its Superhost program with additional support and benefits.
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