Airbnb on what went wrong with experiences

The company discussed some of the lessons it learned about why its experiences product didn't take off as planned

Airbnb wants to improve its effectiveness in encouraging customers to book both accommodations and experiences on its platform. However, Airbnb recognizes that many guests are unlikely to book experiences at the same time they book accommodations. The key challenge is determining the optimal timing and method for promoting these additional services.

Key takeaways

• The goal for all travel companies is to get customers to book a full range of travel products, such as flights, lodging, car rentals and experiences. However, this is difficult because, with the exception of packaged tours, travelers typically do not book everything at once on a single site;
• Travelers often follow a "staggered buying pattern," securing transportation first, then accommodations, and booking activities and services closer to their trip;
• To expand its offerings, Airbnb must figure out how to effectively market these additional services to consumers at the right time, making them valuable and convenient.

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