In a recent interview with Bloomberg, Airbnb Chief Business Officer Dave Stephenson confirmed that a loyalty program is “under consideration.” While no official launch date has been announced, Stephenson noted the company has “a lot of tools and elements that will make a loyalty program attractive in the future.”
The shift comes as Airbnb ramps up its services beyond just accommodations. Over the last six months, the company relaunched Experiences, began offering bookable services like private chefs and massage therapists, and introduced its first ever rewards program through HotelTonight, offering 10% Airbnb credit on bookings in the U.S. and U.K.
According to Stephenson, this broader product mix is key: “If we create a loyalty program, we want it to be unique. We don't just want to award points for dollars. It will have to include experiences, services, and accommodation, and how all of that will be interconnected.”
The Backstory: Airbnb’s Resistance to Traditional Loyalty Programs
Airbnb has historically distanced itself from the kind of transactional loyalty programs popular in hotels and airlines. CEO Brian Chesky has repeatedly criticized point-based systems as ineffective subsidies: “You're taking your most valuable people and you're making them a little less valuable.”
Instead, Chesky has championed product excellence as the primary loyalty strategy: “The best loyalty program is building a product people love so much they want to come back. We don’t have to pay them to come back.”
But the latest moves suggest a shift in that strategy. With a more diverse portfolio of services and a global brand footprint, Airbnb now appears better positioned to introduce an experience-based loyalty model that stays aligned with its identity and new offerings.
Stephenson’s remarks came during a visit to Chicago for the launch of Airbnb’s new global live music partnership with Lollapalooza, another indicator of Airbnb’s expanding brand ecosystem.
What Hosts Should Watch
While a formal rollout is likely still a ways off, Airbnb’s pivot signals a longer-term strategy to increase customer retention and the usages of Services and Experiences.
For hosts, a loyalty program could mean increased bookings from Airbnb. Airbnb hasn’t revealed much, but if the program includes cross-category perks, STR operators could see tangible upside.
