%20--%3e%3cg%3e%3cg%20id='Logotype'%3e%3cg%3e%3cpath%20fill='%23141313'%20d='M46.37,250.9L136.63,28.98H0v237.25C0,296.87,21.93,318.83,52.56,318.83v-.03h160.64v-154.45l-156.9,95.23c-5.8,3.71-12.82-2.05-9.94-8.68Z'/%3e%3cpath%20fill='%23141313'%20d='M347.35,104.3c-68.33,0-115.93,44.71-115.93,108.91s47.6,108.9,115.93,108.9,115.93-44.72,115.93-108.9-47.6-108.91-115.93-108.91ZM347.35,255.04c-24.41,0-42.23-17.39-42.23-41.8s17.79-41.83,42.23-41.83,42.23,17.39,42.23,41.83-17.79,41.8-42.23,41.8Z'/%3e%3cpath%20fill='%23141313'%20d='M633.86,118.01c0,3.31-3.71,3.31-7.02,1.66-18.22-9.54-32.29-15.3-53-15.3-56.71,0-95.62,42.66-95.62,108.08s39.32,109.7,93.14,109.7v-.03c21.93,0,35.61-7.02,56.31-19.87,3.71-2.48,8.28-1.66,6.19,3.71l-5.36,12.85h86.51V28.98h-81.15v89.03ZM594.11,255.04c-24.41,0-42.23-17.39-42.23-41.8s17.79-41.83,42.23-41.83,42.23,17.39,42.23,41.83-17.79,41.8-42.23,41.8Z'/%3e%3cpath%20fill='%23141313'%20d='M1406.03,107.65l-23.58,112.61c-1.66,8.68-11.59,9.11-13.65-.4l-24.84-112.22h-94.79c-39.32,0-51.74-11.99-51.74-29.81s10.33-28.15,27.72-28.15c20.27,0,30.64,16.16,32.69,32.29h79.5C1325.35,29.38,1286.43,0,1230.52,0,1168.85,0,1130.32,36.04,1130.32,91.09v16.56h-44.71v67.07h44.71v144.08h81.15v-143.68h70.23l46.53,124.21c3.31,8.28,2.88,17.39-.4,26.1l-28.55,68.73h80.25l120.47-286.51h-93.97Z'/%3e%3cpath%20fill='%23141313'%20d='M886.41,117.98c0,3.31-3.71,3.31-7.02,1.66-19.87-9.94-34.35-15.3-54.65-15.3-60.45,0-93.97,49.29-93.97,107.65,0,64.59,37.26,98.54,87.77,98.54,23.19,0,40.57-7.02,62.1-19.47,5.37-3.31,9.51-.4,7.45,4.57-9.11,20.7-28.55,31.47-59.62,31.47h-83.2v67.07h98.5c72.04,0,123.78-47.63,123.78-114.67V107.65h-81.15v10.33ZM846.67,255.04c-24.41,0-42.23-17.39-42.23-41.8s17.79-41.83,42.23-41.83,42.23,17.39,42.23,41.83-17.79,41.8-42.23,41.8Z'/%3e%3cpath%20fill='%23141313'%20d='M1026.35,18.18c-26.1,0-44.71,16.16-44.71,39.35s18.61,39.35,44.71,39.35,44.72-16.16,44.72-39.35-18.62-39.35-44.72-39.35Z'/%3e%3crect%20fill='%23141313'%20x='985.78'%20y='107.65'%20width='81.15'%20height='211.15'/%3e%3c/g%3e%3c/g%3e%3c/g%3e%3c/svg%3e)
What is the Airbnb Experiences Relaunch?
In May 2024, Airbnb significantly revamped its Experiences program, which had allowed locals to host tours, workshops, and other activities. The relaunch introduced "Icons," a new category of extraordinary events hosted by cultural figures and celebrities, designed to generate brand excitement.
This strategic shift deprioritized the large volume of existing user-generated experiences in favor of a curated, high-quality inventory. As part of this change, Airbnb paused applications for new Experiences to focus on refining the quality and uniqueness of its offerings.
Join the Lodgify newsletter
How it works
The relaunch's centerpiece is the "Icons" category, which features a small number of exclusive, limited-time experiences. These are often hosted by well-known personalities in music, film, and art, such as a private concert or an overnight stay in a famous pop culture location.
Guests typically cannot book these directly; instead, they enter a lottery-style drawing for a chance to be selected. These Icons are either free or priced under $100 to maximize accessibility and marketing reach.
Meanwhile, the platform for regular Experiences remains, but with a halt on new host applications and an implicit higher standard for quality and originality.
Why it matters
This strategic pivot indicates Airbnb's move away from competing as a mass-market activities platform and toward becoming a brand defined by unique, exclusive content. For property hosts and managers, it highlights the growing importance of offering a unique guest journey that goes beyond just accommodation.
For existing Experience hosts, the relaunch creates uncertainty and signals that maintaining a presence on the platform will likely require a highly distinctive and well-reviewed offering.
Examples
- A guest browsing the Airbnb app enters a drawing for a new "Icon" experience for a chance to attend an intimate living room concert with a famous musician.
- A local tour guide who wanted to offer a historical walking tour discovers that Airbnb has paused new Experience applications, forcing them to consider other platforms or wait for the program to reopen.
- A family books an Airbnb stay and sees the homepage promoting a chance to stay overnight in a recreation of the X-Men Mansion, an example of a limited-run "Icon" experience.
- A property manager notices fewer standard local tours being featured on Airbnb and decides to partner with a local chef to create their own premium, bookable cooking class to upsell to guests directly.
Frequently asked questions
What are Airbnb Icons?+
Can I still apply to become an Airbnb Experience host?+
How does the Experiences relaunch affect Airbnb property hosts?+
Related terms
Airbnb
Airbnb is a globally recognized online marketplace that connects people who want to rent out their properties (hosts) with travelers seeking accommodations…
Adventure Tourism
Adventure tourism is a type of travel that involves exploration or activities with a perceived or actual level of risk, often taking place in natural…
Upselling
Upselling is a sales technique designed to encourage guests to purchase a more expensive or premium version of a product or service, or to add additional…
Guest Persona
A guest persona is a detailed, semi-fictional representation of your ideal guest, based on market research and real data about your existing customers. It…