Airbnb’s New Direction: What Hotels Need to Know

Key features of the 2025 Summer Release

Here’s what’s new in the 2025 Summer Release:

Airbnb Services: Travelers can now book a range of professional services directly through Airbnb, including private chefs, spa treatments, fitness trainers, and more. These services are available in 260 cities and are accessible even to those not staying in an Airbnb property.

Revamped Airbnb Experiences: Airbnb has relaunched its Experiences platform, offering curated activities led by local experts in over 650 cities. These experiences range from culinary classes to cultural tours, aiming to provide travelers with authentic local engagements.

Redesigned App Interface: The Airbnb app has been overhauled to integrate bookings for homes, services, and experiences into a single itinerary. The new design includes smart recommendations and a more intuitive interface for both guests and hosts.

What this means for independent hotels

This isn’t a shift in guest expectations, it’s a response to them. Airbnb listened to what travelers felt was missing and delivered: chef-led dinners, guided hikes, wellness experiences. It’s no longer just about where you sleep—it’s about the story you build around it.

For independent hotels, this is an opportunity. Airbnb’s latest move validates something hoteliers have long known: today’s guests want more than just a bed. They’re seeking something special—an experience, a connection, a story to take home. The demand is already there, and now’s the moment for hotels to meet it in ways only they can.

With travel spend rising, guests crave value through personalization, upgrades, and meaningful experiences. The message is clear: hoteliers can no longer rely solely on the room, they must market the experience. Because if Airbnb is setting the bar, hotels need to meet, and exceed it.

Strategic considerations

• Partner smart. Collaborating with local service providers can help hotels offer more tailored, authentic experiences. Think guided tours, art or photography workshops, or wellness treatments, all without expanding your in-house team.

• Invest in the right tech. Tools that support dynamic pricing, targeted marketing, automated upselling, and streamlined operations aren’t a luxury anymore; they’re essential, especially when your competition is evolving fast.

• Put guests first. Loyalty starts with connection. From personalized emails to seamless check-ins, every touchpoint is a chance to build lasting relationships and turn one-time guests into regulars.

• Drive more direct. A healthy channel mix starts with prioritising your own booking engine. Google Hotels connects you with high-intent travelers at the moment of search, with no detours, no heavy commissions. The result? More control, better margins, and a direct path to building guest loyalty.

• Get serious about social. Today’s travelers want to experience your property before they even arrive, and your social channels are the perfect stage. Give them a glimpse of what awaits: the charm, the atmosphere, the moments. Inspire them to dream in advance, so by the time they book, they already feel connected.

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