Airbnb CEO assertions centering on the goal of emulating Netflix's success model.
Airbnb Embraces AI and Social Media for a New Era of Travel Discovery
Airbnb, the popular home-sharing platform, is redefining its approach to travel discovery, shifting its focus from a search-driven user experience to a more personalized and socially connected one. This change is in response to the evolving preferences of modern travellers who seek authentic, immersive experiences 13.
The strategy involves leveraging artificial intelligence (AI) and the power of social media. By integrating AI-driven tools, Airbnb aims to offer hyper-personalized itineraries and experiences, creating seamless, tailored journeys according to individual interests 1. This aligns with the growing trend of AI-itineraries gaining traction, particularly in 2025.
Airbnb is also tapping into the trend of "social rewilding," where travellers seek authentic, sensory-rich experiences connecting with locals and nature. By promoting off-the-beaten-path stays and culturally immersive activities, Airbnb aims to enhance its appeal among Gen Z and millennial audiences who heavily rely on social media for travel discovery 2.
Recognizing the rapid growth of solo female travelers, Airbnb is marketing experiences that offer freedom, cultural immersion, and wellness, often shared socially online as authentic storytelling that resonates with today’s traveler mindset 3.
Airbnb is also tailoring its offerings to the distinct preferences of younger travellers (Gen Z and Alpha), who prioritize technology integration, sustainability, and unique experiences over traditional tourism. Incorporating AI and social media tools allows Airbnb to appeal dynamically to these groups 5.
The shift in strategy is not limited to AI and social media. Airbnb is also moving its advertising efforts from TV to social media. Advertising on social media platforms allows Airbnb to shrink the gap between discovery and intent in a way that TV does not 4. Moreover, Airbnb can target customers more effectively when advertising on social media, as they can link ads to inventory and direct users to the app 6.
This new approach is already showing results. According to Brian Chesky, CEO of Airbnb, the company is already seeing positive outcomes from the redesign of its app 7. Most users on Airbnb are now booking homes directly from the homepage, a significant change from the past 17 years of Airbnb's history, where users typically input specific destinations and dates 8.
The report by GWI this year found that the share of travellers using social media for research has grown by 16% since the beginning of 2023 9. This trend is further highlighted by StudentUniverse's State of Student and Youth Travel 2024 report, which found that 89% of Gen Z discovered new destinations through TikTok, with 60% viewing the platform as the first choice for travel inspiration 10.
In May, Airbnb redesigned its app to allow users to browse and discover homes and newly-launched services and experiences, with the goal of directing travel to areas where Airbnb has available supply, increasing the conversion rate of traffic 11. This redesign marks a significant change in Airbnb's approach to travel discovery, emphasizing authentic, personalized, and socially connected experiences.
- Airbnb is leveraging artificial intelligence (AI) to offer hyper-personalized itineraries and experiences, aligning with the growing trend of AI-itineraries in 2025.
- Airbnb is promoting off-the-beaten-path stays and culturally immersive activities to appeal to Gen Z and millennial audiences who heavily rely on social media for travel discovery.
- Recognizing the rapid growth of solo female travelers, Airbnb is marketing experiences that offer freedom, cultural immersion, and wellness, often shared socially online as authentic storytelling.
- Airbnb is moving its advertising efforts from TV to social media, allowing it to shrink the gap between discovery and intent in a way that TV does not.
- Incorporating AI and social media tools allows Airbnb to appeal dynamically to younger travellers (Gen Z and Alpha), who prioritize technology integration, sustainability, and unique experiences over traditional tourism.
