The Scoop: Airbnb adds social features in bid to stand out from competitors

If you’ve ever booked a trip using Airbnb, you know it touts its unique stays like castles, luxury rentals or waterfront villas to draw customers.

But now Airbnb is adding social network-style features to the travel platform, aiming to create a more connected experience for travelers through its already-existing “Experiences” tab. This feature helps users book activities while they’re traveling. Think of a walking ghost tour in Savannah, GA or a sailing lesson in Newport, RI.

What’s new is that the company now allows users to see other guests participating in the same “Experience” booking and to message them directly.

According to Entrepreneur, when a guest books an activity, they’ll “see guests who are already going on that experience, along with where they’re from.”

The push is part of CEO Brian Chesky’s vision of transforming Airbnb into an “everything app.” He says he wants more than just travel-bookings. “I want it to be a community,” he said.

Privacy and safety are front of mind for this expansion of services, Chesky said.

When guests book an experience they’ll get a pop-up that asks whether they want to share.

If guests decline this option, the default is “don’t share.” Users can control who can message them, block or report someone and end connections even after they’ve been accepted.

Why it matters: Chesky used social listening and surveys to see what customers wanted out of a travel experience and determined it would set Airbnb apart from its competitors. The fact that it can help collect new sources of data probably didn’t hurt either.

By positioning the platform as a place where travelers can meet and connect, Airbnb is broadening its appeal beyond simply finding a place to stay.

The new features also reinforces user engagement. The longer someone stays on the app, the more opportunities Airbnb has to promote experiences, services and stays, which helps boost bookings and loyalty.

By emphasizing privacy controls and connectivity, Airbnb also addresses a key consumer concern in travel and social apps.

This is a smart PR move. It amplifies community, increases usage and reassures users that Airbnb is evolving to consumer needs.

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Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at [email protected].