Airbnb’s Pivot to a Lifestyle Platform Is a Wake-Up Call for Vacation Rental Operators

And a strong validation for guest experience tech.

On May 13, 2025, Airbnb launched one of its most significant updates to date. This wasn’t just a new feature or a redesigned UI, it was a strategic pivot toward becoming a lifestyle superapp.

Let’s break down what changed, why it matters, and how vacation rental managers can adapt.

🎯 The Big Shift: From Stays to Services & Experiences

With the launch of Airbnb Services and a revamped Airbnb Experiences, the platform is expanding beyond bookings. Guests can book workouts, spa treatments, cooking classes, or even personal training — whether they’re traveling or in their own home.

Through the new app experience and a sleeker listings tab, Airbnb is clearly aiming to own the entire trip, not just the nightly stay.

This move confirms what many of us in the space already believe: the guest experience is no longer an add-on — it’s the product.

It’s a strong validation for platforms like Enso Connect that have long focused on enhancing the guest journey. It also introduces new dynamics for short-term rental property managers and Airbnb hosts.

🤔 Why This Matters for Operators

For years, many hosts have shifted from “rent collectors” to experience providers. This trend is backed by data:

• 72% of travelers say they value experiences over physical products (Skift, 2024)

• Guests are 3.5x more likely to leave 5-star reviews when their stay includes personal touches or local recommendations (Airbnb)

At the same time, expectations are rising fast.

Clean beds and fast Wi-Fi are no longer enough. Travelers want foodie experiences, wildlife expeditions, wellness classes, and the most authentic things your destination has to offer.

Forward-thinking operators are investing in everything from AI-powered customer support and guest apps, to smart home automation and in-stay upsells.

With Airbnb now offering incredible services like beauty experiences, tour guides, and even fashion consultations, the pressure is on to deliver something even more unique, local, and personalized.

🧠 The Bigger Picture: Three Trends Operators Can’t Ignore

1. Hospitality is Becoming Experiential

Travelers are craving more than shelter — they want extraordinary experiences, from art workshops to immersive multi-sensory music sessions (yes, that’s part of the Airbnb Summer Release).

Platforms like Enso Connect help operators capture these moments by integrating local services directly into the guest flow. We’ve seen clients boost revenue per guest by up to 23%.

2. Travel Is Becoming Relational

Airbnb is adding social features like group trip planning, messaging, and photo sharing. This reflects a shift toward real connections, where guests remember the people and shared moments more than the accommodation itself.

Operators who personalize communication and offer curated itineraries, like a day-by-day schedule of your trip, will build lasting guest loyalty.

3. Guest Journeys Are Becoming Tech-Enabled

Airbnb’s new tools, new views, and AI integrations simplify how guests discover and book services. To stay competitive, hosts must streamline upsells, automate messaging, and personalize every touchpoint.

Enso Connect’s data shows that integrated services can boost upsell conversions by up to 35%. That’s not a nice-to-have — it’s a must in 2025.

🛠 What Can You Do Right Now?

✅ Learn

Understand the strategy behind these major updates. It’s not just about competing — it’s about evolving alongside.

✅ Adapt

Highlight your local expertise. Airbnb can’t outmatch your on-the-ground insights. Offer the best private chef, not just any.

✅ Innovate

Use tools that give you visibility and control — from earnings dashboards to automated upsells and the ability to capture guest notes.

At Enso, we’re helping operators offer upsells, automate workflows, and deliver a branded, elevated guest experience across platforms.

Take DinBnB in Norway: they generated over €7,500 in upsell revenue last month alone using Enso to craft unforgettable stays.

⚖️ Proceed with Caution

This evolution brings new opportunities — but also important questions:

• Liability
  If a service provider causes damage, who’s responsible?

• Oversight
  Will hosts be notified when providers enter their entire home or private room?

• Regulation
  Are these new offerings compliant with local laws?

• Revenue
  Airbnb is capturing the upsell — how much is left for the host?

Airbnb is doubling down on the guest experience, but also taking a larger cut. If you’ve built your upsell strategy, this could feel like a land grab.

🚀 Looking Ahead

This isn’t just a winter release or a UI tweak. It’s a strategic shift that changes how we think about short-term rentals.

Whether it’s Airbnb Originals, the Host Passport, or live sessions with Olympian Carol Solberg, the Airbnb app is becoming a discovery engine for the world’s most interesting people and amazing homes.

At Enso Connect, we’re building alongside, helping property managers maintain clarity, control, and connection.

We’ll continue integrating with platforms like Airbnb while giving operators the tools to own the guest experience and scale on their own terms.

The future of hospitality isn’t just about beds — it’s about moments. Let’s build those moments together.