Airbnb repositions, unveils Plus, Beyond and Collections to broaden its options

Airbnb plans to dominate world travel, once and for all. Far from the three inflated air mattresses of its past, Airbnb has unveiled a series of changes set to revolutionise the site and the way people travel.

Central to the shake-up are Airbnb Collections (homes suited to specific occasions), four new property types – Vacation Home, Unique, B&B and Boutiques (which join Shared Space, Private Room and Entire Home), and two new accommodation tiers – Airbnb Plus and Beyond by Airbnb.

In an announcement in San Francisco on Friday, Airbnb co-founder, CEO and head of community Brian Chesky said: “10 years ago we never dreamed of what Airbnb could become. In fact, people thought the idea that strangers would stay in each other’s homes was crazy. Today millions of people every night do just that.”

The central aim of the new “roadmap” puts Airbnb on a path to host more than one billion guests annually by 2028. Presently, the platform is one of the world’s largest, with 4.5 million places to stay and guests having checked into an Airbnb more than 300 million times.

In the announcement, Mr Chesky highlighted the original complaint by the platform’s naysayers (“It’s not for me”) and how the company plans to completely destroy this criticism.

“Ten years later, Airbnb is still an alternative. It’s still not for everyone… until today.”

Nate Blecharczyk, co-founder and chairman of Airbnb China, expanded on the new target markets and demographics the platform is now targeting.

“We’re at a point where Airbnb has become mainstream, certainly among certain groups, millennials in particular, but how do we [make] Airbnb mainstream for everyone?” he said.

“How do we tailor it to those using it for work, those with families, those who are looking for a more luxury experience?”

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Perhaps the most relevant change for users of the platform will be the increased search functionality and the four new categories of homes. Not limited to selecting just city and dates, guests will be able to choose from thousands of categories including architectural style, whether the home is family-friendly and even the profession of the host.

The new “unique” category finds a home for all of those properties that can only be found on Airbnb – igloos, domes, airstreams, boats.

As Chesky put it: “What do you do when you have an empty treehouse in your backyard? You put it on Airbnb.”

But it’s Airbnb Plus that is the most aggressive move against the embattled hotel industry.

Homes selected for Airbnb Plus will be verified for quality through a 100 point inspection, have beautiful interiors, exceptional hosts (a 4.8-star and above rating) and standardised amenities. “All the comforts of a home and more,” said Chesky.

The roll-out for Plus began today, with accommodation now available in 13 cities around the world (including Sydney and Melbourne).

As an attempt to capture the luxury travel market, Airbnb revealed its plan for last year’s acquisition of Luxury Retreats with Beyond by Airbnb. Launching in autumn this year, Beyond will offer fully customised trips and experiences in the world’s finest homes, retreats and villas.

Airbnb Collections was another interesting play for the company. Pitched as “perfect homes for every occasion”, Collections will provide properties in several categories: social stays, honeymoons, group getaways, dinner parties, family, work and weddings.

The key message is clear: Airbnb is no longer the go-to travel site for millennials, budget travellers and couch-surfers, as the platform turns its attention toward high-end holidaymakers, business travellers, older generations and perhaps even the wedding industry.

“We have a lot of confidence that out of our 4.5 million homes, we have something for everyone,” said Blecharczyk.

The reporter travelled to San Francisco courtesy of Airbnb