In Phocus Airbnb as an everything platform
Jan 7, 2026
Dave Stephenson, Chief Business Officer at Airbnb, shares exciting insights into how the platform is evolving from just a rental service to a comprehensive travel experience. He reveals that nearly half of the bookings for new services like massages and private chefs are from users unfamiliar with the platform. Dave discusses the importance of authentic local experiences and how the tech rebuild facilitates the integration of diverse service providers. He also hints at future plans for loyalty programs and the introduction of hotel listings, making Airbnb relevant for even more travelers.
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Services Drive Standalone Demand
- Nearly half of experiences booked on Airbnb are unrelated to accommodation, showing strong standalone demand.
- Dave Stephenson says this demonstrates people want non-stay services and that Airbnb can introduce new users to the platform.
Branding Around The Whole Trip
- Airbnb's marketing now expands the definition of the brand beyond homes to the whole trip.
- Stephenson says advertising highlights authentic stays plus community experiences to convey that broader message.
Keep Direct Traffic While Expanding
- Preserve direct and unpaid traffic while expanding offerings to keep customer acquisition efficient.
- Stephenson suggests tying services, hotels and future loyalty programs together to retain users.