Airbnb Tests Loyalty Benefits to Boost Repeat Bookings and a Rollout Could Follow

Airbnb’s CEO, Brian Chesky, said the company is running several experiments, testing different benefits, and will later “package” the best-performing options into a loyalty program for release. He also stressed Airbnb does not want a standard points program and hinted the company is aiming for something more distinctive.

Why Airbnb Is Testing Loyalty Now

Loyalty is one of the biggest levers in travel because it helps companies win repeat customers and reduces the cost of bringing travelers back. Chesky’s message is that Airbnb has grown without loyalty, but adding the right benefits could accelerate growth by increasing repeat stays and making Airbnb feel “stickier” versus hotels and major booking sites. If Airbnb succeeds, it could also shift host strategy, because loyalty perks often come with marketplace rules that influence pricing, visibility, and conversion.

What it could look like

Chesky has been clear that Airbnb is not building a classic points-and-redemptions system. In a 2024 interview, he said he doesn’t like points programs and said a paid membership model—closer to Amazon Prime in structure—could be more compelling, especially if it delivers real, easy-to-understand benefits. Airbnb is still in testing mode, with no launch date announced yet—so the key signal to watch is how these experiments evolve in the next few months.

Photo by Andrea Davis on Unsplash