On Wednesday, Airbnb launched a new category of experiences and stays called Icons, which will feature a variety of celebrity-driven experiences and accommodations. These include hanging out with Kevin Hart in his secret speakeasy, staying in Prince’s Purple Rain House in Minneapolis, and other unique offerings such as the Pixar Up house and Inside Out Headquarters. Most of these Icons will be available for free or at a low cost, with Airbnb planning to make 4,000 tickets available in 2024. Guests will need to verify their identity and may undergo background checks for security purposes.
Despite the free or low-cost nature of these experiences, Airbnb CEO Brian Chesky sees Icons as a way to showcase the platform’s potential for unique and exclusive offerings. Chesky mentioned that Icons is not a traditional business model, but rather a stepping stone to a new direction for Airbnb. The company sees Icons as a gateway to future experiences and a way to expand beyond their core offerings. Icons may serve as a way to attract new audiences who may not have considered Airbnb in the past, as it allows the platform to reach specific groups of people, such as Ferrari fans or Bollywood enthusiasts.
In addition to the launch of Icons, Airbnb introduced new features for group travel, enabling users to share wishlists of homes, vote on listings, and communicate with hosts through a redesigned Messages tab. The platform also enhanced the host earnings dashboard, providing hosts with performance charts and earnings reports, including data on occupancy rates and nights booked. These new features were rolled out globally on Wednesday, along with the launch of Icons, showcasing Airbnb’s continued growth and innovation in the travel industry.
The business model behind Icons remains unclear, as most of the experiences will be offered for free or at a low cost. However, Airbnb sees Icons as a way to partner with celebrities, venues, and personalities to create authentic and unique experiences that go beyond traditional advertising. Airbnb has not disclosed any financial relationships with the individuals or locations involved in Icons, but the platform believes that these partnerships add value by creating one-of-a-kind experiences that resonate with customers.
Overall, Airbnb’s launch of Icons and new features for group travel and hosts demonstrate the company’s ongoing efforts to innovate and expand its offerings beyond traditional accommodations. By partnering with celebrities, venues, and personalities, Airbnb aims to attract new audiences and offer unique experiences that go beyond the typical travel experience. With the continued growth of the platform and the introduction of new features, Airbnb is positioning itself as a leader in the travel industry, providing users with a range of options for unique and memorable travel experiences.
