Today, Airbnb announced its biggest product expansion in years—and it has little to do with where you sleep.

As of its 2025 Summer Release, Airbnb is officially stepping into the “everything app” race, adding on-demand services like private chefs, personal trainers, massages, event tickets, and AI-powered concierge support. The goal: make Airbnb the central platform not just for booking where you stay, but how you travel, eat, relax, and spend.

In short, they're going from accommodations to orchestration.

The update is now live in 260 cities and brings a new tab called “Services,” offering everything from spa treatments to fitness instructors, even if you're not booking an Airbnb property. These providers are (in theory) vetted and licensed. Experiences—once a sleepy, sidelined product—are also getting a reboot, including curated city tours and a new “Airbnb Originals” section with celebrity-led events.

There’s even an AI concierge rolling out across the app, meant to offer personalized trip planning and real-time customer support. It’s all framed around the idea of “intent stacking”—turning a single app open into an entire itinerary.

What’s really happening here?

Airbnb is chasing frequency. The average user books a place to stay a few times a year. But massages, tickets, dinners, and activities? Those happen constantly. By expanding horizontally, Airbnb is trying to wedge itself into the daily rhythm of travel—not just the logistics.

It’s also a bet that Airbnb can do what platforms like WeChat have done in China: become the infrastructure layer for an entire category of life. Travel is the wedge. Lifestyle is the goal.

But there are reasons to stay cautious.

Hospitality isn’t software. It doesn’t scale neatly. People expect wildly different things from a night in a stranger’s house vs. a private chef showing up to cook for their family. Quality control across hosts is hard enough—now the company is onboarding masseuses and event vendors?

Then there’s trust. Airbnb has spent years recovering from regulatory battles and host horror stories. Adding new verticals multiplies the risk surface, especially if services are booked independently of stays. And while the AI concierge sounds slick, it remains to be seen if it can solve actual traveler problems—or just be another chatbot rerouting you to a help article.

Still, this is a smart move. Airbnb can’t just be a booking site.

Hotels and OTAs like Expedia are already cloning Airbnb’s UX. Meanwhile, new threats are emerging in AI-first travel planning. If Airbnb wants to stay relevant, it needs to be more than a place to crash—it needs to be the platform you trust to run your whole trip.

This launch doesn’t get them there yet. But it’s a step toward a bigger ambition: Airbnb as the connective tissue for how we move, spend, and experience.

Execution will be everything.