Airbnb is exploring the launch of a new loyalty program designed to go beyond traditional points systems by integrating travel experiences and premium services. The initiative reflects the company’s broader shift from being solely a home-sharing platform to a comprehensive lifestyle and travel services provider.
Chief Business Officer Dave Stephenson confirmed that the program is “under consideration” as the company expands its portfolio of offerings. While no launch date has been set, Airbnb executives believe that integrating services such as private chefs, personal trainers, and massages will create a loyalty program that feels distinctive and aligns with how travelers increasingly use the platform.
A Move Beyond Traditional Points
In interviews, Stephenson emphasized that any future loyalty program would not simply reward spending with points. Instead, it would combine accommodation, curated experiences, and add-on services into a single ecosystem. This approach reflects a growing trend in the travel industry to prioritize customer engagement over simple transactional rewards.
CEO Brian Chesky has previously expressed reluctance to introduce a points-based system, arguing that Airbnb already enjoys high user retention. However, he has acknowledged that a model similar to Amazon Prime – where users gain value through bundled perks – could encourage guests to use Airbnb more frequently, including in their hometowns. This shift could transform the platform from a vacation-oriented service into an everyday lifestyle tool.
Expanding Experiences and Services
Airbnb has been steadily broadening its service offerings to prepare for such a program. In May 2025, the company enhanced its “Experiences” portfolio with new lifestyle services, allowing travelers to book private chefs, professional trainers, and massage sessions directly through the platform. These options aim to appeal to travelers seeking personalized and high-touch experiences during their stays.
By bundling these services into a loyalty program, Airbnb could offer rewards that go far beyond free nights, such as exclusive event access, local experiences, and priority booking. Stephenson noted that the company already has “a lot of tools and elements” that could make the program attractive once implemented.
Revenue Growth Beyond Accommodation
The potential loyalty program also reflects Airbnb’s ambition to diversify its revenue streams. Chesky recently projected that the company’s expanded services, including chefs and wellness offerings, could generate more than $1 billion in annual revenue. Integrating these services into a loyalty framework could strengthen customer engagement and boost the frequency of bookings.
Airbnb has taken gradual steps toward incentivizing repeat stays. Earlier this year, the company introduced its first discount initiative, allowing users to earn bonuses when booking through its HotelTonight subsidiary. A full-scale loyalty program would represent a much larger step in building long-term traveler relationships and increasing the “share of wallet” with loyal users.
As travel continues to rebound and consumer expectations evolve, Airbnb’s exploration of a loyalty program highlights its intent to evolve into a comprehensive travel and lifestyle brand, rather than remaining solely a short-term rental platform.
