Airbnb repense son modèle, vers une super-app des services

Airbnb Introduces Comprehensive Application Revamp

Airbnb has announced a significant update to its application, marking a strategic shift in its service offerings. Traditionally focused on the travel market, Airbnb is expanding its scope to include services for travelers and residents alike.

The updated platform now enables users to book local services such as cooking classes, in-home care, guided tours, prepared meals, and wellness services. These offerings are available both in users' local areas and while traveling.

Airbnb aims to extend its intermediary model beyond accommodations to include a broad range of services. This strategic move positions Airbnb as a comprehensive platform for booking various service types, similar to how one would book lodging.

The company plans to introduce these new functionalities in ten service categories, with the potential to expand into dozens or even hundreds of categories.

Initially, ten service categories will be launched in select pilot cities, with plans for gradual expansion. The services include:

In-home Chefs : Private meals at home or in rented accommodations. Massage and Wellness Services : Available at home or on-the-go. Local Guided Tours : Cultural or natural activities led by locals. Courses and Workshops : Cooking, photography, yoga, pottery, and mixology. Artisanal and Creative Activities : Offered by professionals or artists. Sports Experiences : Hiking, surfing, paddleboarding, climbing, etc. Private Events : Dinners, intimate concerts, or themed parties. Practical Services : Hairdressing, coaching, beauty treatments, etc. Family or Child Activities : Formats suitable for various audiences. Exclusive Meetings : With inspiring profiles selected by Airbnb.

The application includes new features associated with this offering: geolocated search, enriched profiles, local favorites, continuous messaging, and integrated payment.

This strategic shift addresses economic and competitive factors. It allows Airbnb to reduce dependency on travel cycles, as local services can be utilized year-round, stabilizing activity and expanding user engagement.

The diversification leverages existing assets, including a large audience, payment systems, reputation, customer support, and a brand image associated with human experiences. This allows Airbnb to capitalize on its infrastructure without external acquisition costs.

The development also revitalizes the "Experiences" vertical launched in 2016, which was paused during the pandemic, now returning in an expanded format including everyday needs.

This move is a defensive strategy against competitors like Google Maps, Yelp, or specialized urban service apps. Airbnb aims to become a "super-app" for human and local connections, capturing consumption intentions previously outside its scope.

Services offer better margin leverage, with more frequent, less complex offerings than accommodations, potentially yielding higher commission rates.

Technological and Organizational Overhaul

This repositioning required extensive work on infrastructure. Airbnb rebuilt its technology stack, rewrote its application, rethought its marketing, and created new departments, engaging the entire company for one to two years.

The new application also enables enriched profiles for users and hosts, fostering lasting interactions between participants, even beyond the experience, reflecting a more relational and community-focused positioning.

The application aims to extend beyond tourism, becoming a tool for daily life within users' own cities, connecting them with their neighborhood, community, and local service providers.

Airbnb seeks to create its own category, focusing not on an online social network but on building a real-world social network.

D’après FrenchWeb.