Airbnb launches redesigned app and ‘services’ tab, marking a $250m pivot beyond home rentals

Airbnb has taken a bold leap beyond its roots in home sharing with the launch of a redesigned app that now allows guests to book premium in-home services like catered meals, spa treatments, and personal trainers, just like they might at a high-end hotel.

Unveiled on Tuesday, the new app marks a significant transformation in Airbnb’s business model and a direct challenge to traditional hospitality. The update comes as part of a $200–$250 million investment into the company’s new services venture, a move executives say could shape the future of Airbnb.

“Hotels do have one thing we don’t—services,” CEO Brian Chesky said at the company’s Summer Release keynote in Los Angeles. “Now, we do too.”

The app’s new ‘Services’ tab offers 10 categories of in-home experiences, ranging from massage therapy to private chefs, available in 260 cities across the globe. Each vendor is vetted by a dedicated quality assurance team, which includes legal professionals to verify credentials and local licensing.

Airbnb co-founder Chesky said the company rebuilt the app from the ground up on a modern tech stack, enabling the company to innovate faster and more efficiently. “Until now, our app has really done one thing—let you book a home,” he said. “Now, we’re offering so much more.”

This strategic shift comes as Airbnb looks to weather headwinds from softening travel demand. Earlier this month, its shares dipped after the company posted weaker-than-expected revenue guidance for the second quarter, citing travel hesitancy between Canada and the U.S. amid economic uncertainty.

Still, executives are betting big on diversifying beyond lodging. Dave Stephenson, Airbnb’s business chief, described the relaunch as a “new chapter” for the platform. “We now feel like we have such a strong foundation that we are capable of building and expanding,” he told CNBC.

Airbnb’s services aren’t just limited to massages and meals. Guests can also book fitness coaching, hairstylists, and other specialised offerings tailored to their destination. The company hopes these extras will position Airbnb more competitively against hotels and resorts known for full-service hospitality.

Also new to the app is an updated ‘Experiences’ tab. First launched in 2016, Airbnb Experiences have now expanded to 650 cities and are divided into 19 categories—from architecture tours and landmark visits to live performances and outdoor workouts. Some events are labelled “Airbnb Originals,” including exclusive activities like a behind-the-scenes tour of Notre Dame with a restoration architect.

Airbnb is further enhancing its social features. The new messaging system, due later this year, will let users share photos and videos and will offer upgraded privacy tools to manage communications with fellow travellers. Users will also be able to see who else is joining a booked experience, adding a community element to the platform.

Looking ahead, Airbnb plans to roll out exclusive partnerships, including bespoke services and curated experiences for the 2026 Winter Olympics in Milan. These offerings, Stephenson said, will integrate directly into the app.

The push into services reflects a broader industry trend where travel platforms aim to become all-in-one lifestyle and hospitality ecosystems. For Airbnb, it’s an attempt to evolve from a home-rental startup into a full-fledged global travel brand.

With in-home spa treatments now just a few taps away, Chesky’s vision of an Airbnb stay with all the trappings of a luxury resort is no longer aspirational—it’s now live in cities around the world.