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The holiday letting giant is rethinking its strategy by refining properties on offer and introducing new experiences.
ADVERTISEMENTAirbnb is one of the world’s most-used rental sites but it’s stirred anger and criticism from tourism boards, residents and travellers in recent years. Several destinations have cracked down on the proliferating number of accommodation rentals including Florence and Barcelona to try and stem local housing crises.Some of the company’s marketing stunts have also missed the mark. Most recently, Airbnb offered guests the chance to be a gladiator in Rome’s Colosseum, which was derided by locals and officials as ‘Disneyfying’ the ancient monument. Now, the holiday letting giant is rethinking its strategy including refining the properties on offer and introducing new experiences. Airbnb sees rise in bookings in 2024Despite the growing concerns over its contribution to overtourism, Airbnb’s popularity continues to grow. Bookings during the summer quarter of 2024 rose by eight per cent to 122.8 million compared to last year. More holidaymakers are using the app to find accommodation; the proportion of mobile bookings rose by five per cent this year. The homestay company has been working to improve its app, with 50 upgrades since October to make it more personalised and accessible to first-time users. Airbnb also reported a rise in first-time bookers, particularly younger travellers.Airbnb ups local payment currency optionsAirbnb has attributed some of its increased bookings to the introduction of more local payment options. You can now pay in the local currency of countries including Vietnam, Denmark and Poland.“While our timing and investment level vary by market, our strategy is consistent: make Airbnb local and relevant,” the company said.“By spring 2025, we expect to offer nearly 40 local payment methods across five continents.Airbnb removes hundreds of ‘low quality’ listingsThe company has also become more selective in its holiday rental offerings. It said it had removed over 300,000 “low quality” properties from the site after they failed to meet guests’ expectations. ADVERTISEMENTTravellers’ stories of sub-standard rentals and hosts’ unreasonable cleaning demands often hit the headlines.Airbnb is also seeking to reduce the number of cancellations by property hosts. Although this doesn’t occur frequently, the company called it a “significant pain point” for guests. Airbnb to expand beyond accommodationAirbnb also announced it would be expanding “beyond accommodation” next year, although it did not specify details. This may relate to the Airbnb experiences offerings which were launched in 2016 but didn’t see great success. These are activities that tourists can sign up to such as local food tours or adventurous excursions. Due to their declining popularity, the company halted new sign-ups for experience hosts last year. ADVERTISEMENTTravel website Skift has speculated that Airbnb could relaunch experiences and market them to locals, not just travellers, and incorporate ticket sales for major attractions like the Louvre. Other offerings may be tied into property rentals by offering at-home experiences like massages or dinners cooked by a private chef.
