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Inside Airbnb Experiences (2020)

Arival undertook an expansive data capture of all discernable Experiences listings on Airbnb to assess the structure and size of the business, identify the dynamics of product listings, and to determine what makes a successful Experience on Airbnb. 

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Airbnb launched Experiences in late 2016 to much fanfare as part of a grand mission to reinvent travel. The launch took the travel industry by storm, as the company unveiled a cinematic vision of unique, intimate, and often quite unusual experiences with locals that could only be found on Airbnb.  Four years on, Airbnb has grown Experiences from 500 listings to nearly 41,000 across more than 90 countries. The impact on the travel industry has been profound, yet the implications for the future of Airbnb’s business are less well understood.

Who Should Buy This Report

This report is intended for the travel industry and Airbnb analysts, organizations seeking competitive insights on Airbnb’s business, and tour and activity operators who want insights into Airbnb’s Experiences’ division.

Why Buy This Report

Airbnb Experiences could play a major role in the future of Airbnb’s business and for the tours, activities, and attractions sector. In this report, you will learn about the following:
  • The size and structure of Airbnb Experiences
  • Key trends by region and Experience category
  • The structure of the Experience host community
  • What drives the Experiences business
  • Key weaknesses and challenges facing the business
  • Key dynamics of successful Experience listings

Research Methodology

Arival undertook an expansive data capture of all discernable Experiences listings on Airbnb to assess the structure and size of the business, identify the dynamics of product listings, and determine what makes a successful Experience on Airbnb. 

Arival captured more than 40 data points on each listing, including

  • Experience name and assigned categories and sub-categories
  • Review count and score
  • Price
  • Experience duration
  • Total capacity
  • Age requirements
  • Location 
  • Product features as inclusions such as food, drink, and transportation

Our data capture includes all Experiences listings through 4Q 2019. It does not include listing activity in 2020, nor does it include data on Online Experiences.

Inside Airbnb Experiences: Table of Contents


  • Methodology

Ignored: Experiences & the IPO

  • How Big Is Airbnb Experiences?
  • How Big Could It Be?

Airbnb Experiences: An Overview

  • Key Metrics
  • Region
  • Category: Types of Experiences
  • Reviews
  • Price & Duration

Key Trends

  • Conventional Tourism with a Twist
  • Airbnb Guests Are Tourists (and They Do Touristy Things)
  • Pricing: Keep It Under $100
  • Hosts Are Mostly Guides & Locals – but Not for Long
  • Professional Operators & OTAs as “Super Hosts”
  • Multi-day Experiences

Analysis & Outlook


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