Airbnb Plans “Something Big” in Loyalty Space to Rival OTAs and Hotels

Airbnb is anticipated to introduce a loyalty or membership program as part of its strategic push deeper into the hotel business.

Throughout 2025, the company has publicly signaled this direction by exploring various program models and piloting initial reward schemes since spring.

CEO Brian Chesky has frequently mentioned in interviews and investor briefings that Airbnb is crafting “something big” in the loyalty space, though an official rollout is not expected very soon.

Chesky stresses the importance of launching such a program to compete against OTAs and established hotel chains that already benefit from rewards programs. He admits that the absence of a loyalty program sometimes places Airbnb at a disadvantage, and introducing one could increase customer retention and booking rates.

Airbnb executives have emphasized that the program would not be a typical hotel scheme, but rather something more distinctive, although the details have not been disclosed yet.

In May 2025, Airbnb expanded into services and experiences such as hiring private chefs, trainers, and guides. This upgrade broadens the potential rewards and benefits that could be included in a loyalty or membership program.

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