From "Accommodation" to "Human Time": The Next Chapter of the Service Economy as Envisioned by Airbnb

Born during the 2008 financial crisis, Airbnb has grown into a global accommodation platform in just over a decade. However, as of 2025, the company's ambitions extend far beyond "accommodation." Founder and CEO Brian Chesky has declared an evolution into the "Amazon of services for the world," taking successive steps such as expanding into services and experiences, entering the advertising business, and redesigning the app. This article delves into Airbnb's latest strategy and the future it envisions, based on specific statements and case studies.

1. Airbnb's core asset is not "homes" but "human time"

1-1. A new perspective: "Monetizing time"

Brian Chesky says, "The greatest asset people have is not their 'home' but their 'time.' If we create a mechanism where they can monetize their skills, passions, and expertise as service providers, Airbnb can tap into an even larger market."

Currently, Airbnb processes approximately $90 billion (about 13 trillion yen) in accommodation bookings annually, but it will now target the diverse services that occur around them—such as local guides, massages, cooking classes, and cultural experiences—as new monetization targets.

1-2. Now is the chance, as there is no "Amazon of services"

"Amazon sells the contents of 'every cardboard box,' but real-world services require trust. Services where people interact directly are an area where Airbnb can leverage the strengths of its 'trust-based platform,'" says Chesky. There is significant room for entry there.

2. Scaling strategy for services and experiences: The future shown by "Icons"

2-1. "Icons" experiences through collaboration with celebrities

Airbnb launched a service called "Icons" in 2023. This is a special experience where users can interact directly with celebrities, offering extraordinary and one-of-a-kind events such as "Cooking with Megan Thee Stallion" or "Learning volleyball from an Olympic athlete in Rio."

Regarding this initiative, Chesky states, "The celebrities themselves had a strong desire to connect with their fans in a real-world setting," suggesting a background where a shift from parasocial relationships to real-world touchpoints is being sought.

2-2. Unearthing local demand

Airbnb's experience services are planned to be deployed not only for traditional travelers but also as "everyday services booked in your own city." This is expected to create new demand in markets unrelated to travel (local residents), leading to a dramatic expansion of the market size.

3. The advertising business is "inevitable" but "not urgent"

Airbnb does not yet have an advertising business. While Uber has achieved rapid growth in advertising revenue, Chesky says, "Advertising is inevitable for Airbnb, but for now, we should focus on 'more fleeting, once-in-a-lifetime opportunities.'"

His perspective indicates a strategic stance of "looking at the long term, not the short term," prioritizing the expansion of the service domain first. By incorporating advertising on top of that, he is preparing a foundation for horizontal growth.

4. The future envisioned through app redesign and AI integration

4-1. Strengthening app UX and horizontal expansion

Airbnb completely revamped its app in 2024. Chesky, who prides himself on having "created the most intuitive and beautiful app," says that by horizontally expanding the entire service starting from the user experience, they will provide convenience that hotels do not offer.

4-2. AI integration in customer support and its limitations

Generative AI has also been introduced into customer service, with AI customer support currently operational for users in English-speaking regions. However, the company emphasizes that "it is important to be a 'trusted solution' rather than placing excessive expectations on AI," and prioritizes a design that prevents AI from experiencing 'hallucinations'.

5. A Return to Founder Mode and "Hands-on Management"

Chesky, who speaks of returning to "Founder Mode," describes this as a time when "manual driving is necessary."

"Now that technology has advanced, there is a danger that large companies will fall into 'autopilot.' But we must continue to steer by hand." This stance symbolizes that Airbnb is not merely a tech company, but one with the power to execute transformation while maintaining its founding spirit.

What Airbnb aims for next is an evolution from an "app for finding places to stay" to a "platform that enriches every moment of life." Its stance of expanding into an ecosystem that turns not just living spaces, but "human time," "human passion," and "human relationships" themselves into value, is truly aimed at becoming "infrastructure for the post-GAFA era."

As ways of working, living, and connecting with others change significantly—not just in the travel and technology industries—Airbnb's movements will likely attract even more attention in the future.

Related Articles