During a recent media roundtable, Airbnb CEO Brian Chesky said the company is recruiting hundreds of social media creators to offer paid experiences through the platform. Rather than simply promoting destinations, creators would design and host activities that fans can book directly through Airbnb.
The initiative builds on Airbnb’s broader expansion beyond home rentals into experiences and services, which now include guided activities, local events and other travel-related offerings.
Why Airbnb is targeting creators
According to Chesky, one of the biggest challenges for Airbnb Experiences has been attracting local customers instead of primarily serving tourists. He believes creators can help solve that problem because their audiences often live in the same cities where events would take place.
Instead of booking an activity simply because they are traveling, fans may be willing to attend an experience because it is hosted by a creator they already follow on YouTube, TikTok or Instagram.
Chesky said creators could become a gateway to generating local demand, an area where Airbnb’s experiences business has historically been more limited.
“Most experiences get travelers, but if you’re a fan of something, you’re going to book in your own city, so creators are also a gateway to local demand for experiences,” Airbnb CEO CEO Brian Chesky said.
Airbnb’s expansion
The company recently introduced features such as car rentals, grocery delivery, airport pickups, luggage storage, boutique hotel listings and exclusive FIFA World Cup 2026 experiences.
Airbnb has also partnered with celebrities, athletes and entertainment brands to offer limited-time experiences, including sports training sessions and behind-the-scenes events tied to major cultural moments.