Independent properties move center stage as Airbnb seeks new growth
Sep 18, 2025
Airbnb is making hotels a core part of its platform strategy, prioritizing boutique and independent properties to capture demand when travelers can’t find suitable homes. The move shifts hotels from the margins into the main shopping flow, signaling a broader growth push.
Key takeaways
- Boutique focus: Airbnb will prioritize independent and boutique hotels, positioning them alongside home rentals in search results rather than in a separate section.
- Test markets: The company will pilot the integration in New York and select cities before expanding further.
- Commission advantage: Airbnb is pitching its 15.5% commission rate as lower than typical OTA fees, especially appealing to smaller European hotels.
- Distribution scale: With 1.6 billion device accesses a year, Airbnb is promoting its audience reach as a major draw for hotel partners.
- Growth urgency: CEO Brian Chesky said he is dissatisfied with Airbnb’s current growth rate and sees hotels as a key lever to accelerate expansion.
- Platform readiness: Product changes originally built for Airbnb Experiences now provide the foundation to scale hotel listings without a separate infrastructure build.
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