A businessmodel is not static, but constantly subject to change. In this blog we discuss the interesting business model transformation of Airbnb. We go through the Business Model Canvas of Airbnb Experiences step by step.

What is Airbnb experiences?

Airbnb Experiences offers travelers unique, locally-led activities beyond traditional tours. From cooking classes with local chefs to guided nature hikes and cultural workshops, these experiences provide authentic ways to explore a destination. Hosted by passionate locals, Airbnb Experiences allows guests to connect with the community and create unforgettable memories.

Why it’s great to study this Airbnb business model transformation?

I think this Airbnb Experiences Business Model Canvas is great because:

• It perfectly aligns with the core proposition of creating authentic, personalized experiences.
• It shows how travel can be enhanced by involving local citizens.
• It adds distinctiveness, offering unique experiences not readily available from other travel providers.

1. Customer segments | Airbnb Business Model Transformation example

Airbnb serves various customer segments with the experiences-proposition:

• Travelers: Individuals seeking unique, authentic travel experiences. Various segments like family & Gen Z.
• Local citizens: Individuals who provide unique, authentic experiences. I see them also as customer segment because Airbnb charges an commission for each experience booking.

2. Value propositions | Airbnb Business Model Transformation example

In the Airbnb Experiences Business Model Canvas example you see that that:

• The new Experiences-proposition strengthens the core proposition, namely creating unique, personalized travel experiences.
• It also creates a new proposition for a group. Local people who want to let others have a fun day with their passion.

3. Customer relationships | Airbnb Business Model Transformation example

Customer relationships are maintained in a similar way to Airbnb’s core business model.

4. Channels | Airbnb Business Model Transformation example

No substantial new channels have been added to the business model when implementing the Airbnb Experiences proposition.

5. Revenue streams | Airbnb Business Model Transformation example

The revenue model that Airbnb uses for the Experiences proposition is also the regular revenue model.

6. Core activities | Airbnb Business Model Transformation example

There are limited changes to the core activities. The same thing must be done, but now on experiences instead of stays.

7. Key resources | Airbnb Business Model Transformation example

Airbnb cleverly reuses its existing customer base. They are also building a new interesting asset: Local people who can create an interesting experience for travelers.

8. Key partners | Airbnb Business Model Transformation example

A number of new key partners have been added for this new proposition. In this case these are collaborations with tourist boards.

9. Cost structure | Airbnb Business Model Transformation example

The cost structure changes to a limited extent. The largest new cost item is paying the local residents who provide experiences. Marketing costs may also be higher in the start-up phase because drawing attention and allowing people to create a first WOW experience is important for this model to yield optimal results.

Characteristics in the new Airbnb Experiences businessmodel

The following new hacks can be observed in this business model evolvement.

• Asset valorization
• Cross selling
• Network-effects
• Solulution-provider
• End-to-end customer experience

And more…

What can you learn from this example?

I hope this Airbnb Business Model Transformation example has inspired you. What can your company learn from this business model evolvement? Need help to create winning business models? Feel free to get in touch to discuss how we can help.