Mike Windle/Getty Images
Airbnb CEO Brian Chesky.
- Airbnb is adding hotels to its platform as it attempts to broaden its appeal.
- The 10-year-old company wants to have one billion bookings a year by 2028.
- It's also launching a rewards scheme, "Superguest."
Airbnb is trying to move into the mainstream.
The $31 billion holiday rental business is adding hotels to its platform as part of a major overhaul that it hopes will get it to one billion bookings a year by 2028.
On Tuesday, the 10-year-old company announced that it is broadening its selection of options available to customers to include vacation homes, "unique" properties, bed and breakfasts, and "boutique" hotels. While some hotels and B&B's have previously listed on the platform, the update will directly list them under a dedicated category for the first time.
Airbnb is also introducing higher-end options: "Airbnb Plus," properties that have been individually vetted by the company; and "Beyond by Airbnb," a luxury tier of properties.
Starting with a trial of 10,000 customers, it is also introducing a rewards scheme called "Superguest" that will offer benefits to frequent customers.
Collectively, the changes represent an attempted broadening of the company's appeal. Historically, Airbnb has had a combative stance towards the traditional hotel industry - but with the update, it aims to directly target its customers.
CEO Brian Chesky is due to formally announce the news at an event in San Francisco, California on Thursday morning.