Airbnb Debuts New ‘Now You Can Airbnb More Than an Airbnb’ Ad Campaign

Airbnb has rolled out its newest advertising campaign titled “Stay Grounded, Introducing Airbnb Services,” unveiling a vision that transforming a stay into a fuller travel experience.

The campaign’s tagline – “Now you can Airbnb more than an Airbnb” – underscores this expansion beyond accommodation to include diverse services such as private chefs, spa treatments, photography, and wellness options. The idea is to make travel not just about where you sleep, but how you live, eat, recharge, and connect while you’re there.

The campaign ad features narratives of guests weaving services into their stays – imagery of meals prepared in kitchens, images of massage, haircut, bowls of food, etc. It emphasizes convenience and joy in adding special touches, whether you’re staying in a city apartment, a countryside home, or a unique property in nature.

Airbnb is positioning these services as something that enhances stays, turning ordinary moments into memorable ones. The messaging suggests guests won’t need to switch between multiple apps or vendors – services will come to them during their stay, simplifying planning and elevating experience.

What Airbnb Services Brings to Travel

“Airbnb Services” is built to feel like an enriching overlay over stays. Guests can browse services from vetted providers – chefs, spa-specialists, fitness, beauty, and more – with local experts chosen for quality and reputation. This feature aims to replicate some of the best aspects of hotel amenities, but with more flexibility and local flavor.

No longer are travellers limited by what’s physically available in the lodging; instead, they may have meals cooked in-home, wellness treatments delivered locally, photography sessions tailored to their journey, or wellness/yoga instruction in beautiful surroundings.

The ad campaign also works to diminish friction: instead of booking separate experiences, travellers can plan their services along with lodging through one platform, making the whole trip more seamless. It’s not just adding optional extras – it’s about integrating travel, stay, and service into one flow. For travellers curious about authenticity, these services are designed to be local, personal, and often customizable.

For example, a chef experience may celebrate local cuisine; beauty or massage services may use regional ingredients or traditions; fitness or wellness offerings might incorporate local culture or landscapes to ground the experience.

Broader Implications for Travel & Link to Existing Innovations

This advertisement marks more than a marketing push – it reflects how travel preferences are shifting. Travellers increasingly want more than a bed; they seek experiences, personal touches, comfort, local authenticity, and ease. Platforms like Airbnb are moving to meet this shift by embedding services directly into the stay, rather than leaving them as afterthoughts.

We previously covered Airbnb’s Chef’s Table experiences, exploring how curated food-led experiences in cities like Mexico City, Seoul, Paris, and Los Angeles are part of Airbnb’s broader strategy to deepen travel engagement. This new Services campaign extends that journey – allowing guests to access those kinds of experiences more seamlessly as part of their stay.

On the host side, this opens new revenue streams. Local service providers – including chefs, photographers, spa professionals – can partner under this program, offering their talents directly through Airbnb.

This also means that quality controls, insurance, verification, and guest satisfaction must be robust, since services are more personal and interactive than lodging alone. Travelers should expect clearer descriptions, pricing transparency, safety and licensing where required, and likely options to tailor service levels.

Overall, Airbnb’s new “More Than a Stay” advertisement and service expansion suggests that the platform is redefining what it means to travel in 2025: not only where you stay, but what you do, who you meet, how you’re cared for, and what moments make it memorable.