tl;dr – Airbnb is in the ‘testing’ phase of a new loyalty program.
I recently reviewed the transcript of Airbnb’s Q4 2025 fiscal earnings call led by Airbnb CEO Brian Chesky, and there was an interesting discussion regarding the company’s plans for (finally) introducing a loyalty program.
A reporter asked Chesky to “talk a little bit about [his] vision for loyalty, and how that spans across the different products and services that [he aspires] to offer on the platform?”
Airbnb Chesky responded as follows:
“Yeah, and I think the thing that I would like to point out is the results we’ve had without loyalty and without sponsor listings. So I think that, you know, with loyalty, we think that could be a massive accelerant for our company. We are absolutely looking at this. I’ve said before that if we do a loyalty program, we wouldn’t want to do an out-of-the-box points program. We want to do something much more unique, and we are actually testing a lot of different tracks. So we’re testing different benefits that could be in the loyalty program, and based on the results of those tests, we’ll eventually package them and release a loyalty program. But right now we are in testing.”
So while this can easily be talked up to ‘corporate speak’, I actually think there are three relevant takeaways here:
- The obvious one: Airbnb is actively thinking about rolling out a loyalty program.
- The company is testing at least a few ways to roll out loyalty, and specifically doesn’t want to do ‘an out-of-the-box’ points program.
- (and perhaps most importantly) – Chesky views loyalty as a massive accelerant for the company.
Of these three takeaways, I think the third is most interesting. The reason being is simple: Airbnb has chirped about rolling out a loyalty program since back before the company was public (not to mention while the company was on its IPO roadshow, and then several times in the years since). One thing that’s changed – that would seemingly make it more relevant now than ever – is the fact that Airbnb is locked into more heated competition with both OTAs and booking platforms, as well as the global hotel chains.
Both those two entities, in some form, incentivize users to book direct again (and again) through their loyalty programs – whether those programs be points-based (Bonvoy Points, World of Hyatt points), programs that offer ‘redeemable cash’ (One Key Cash)], or some combination of both.
Chesky’s also seems to be aware that in this still-uncertain age of AI, everyone seems to be both trying to play offense and defense at the same time, trying to implement new technologies to the best of their abilities to capture user attention first, while also ensuring that one’s brand doesn’t get watered down by the likes of AI powered search results controlled by Google, ChatGPT or similar competitors. Airbnb is trying to stay competitive in the distribution fight by doubling down on adding hotels, but positioning itself in the minds of users as the first (or one of the first places to search) for any and every accommodation search will take more work. One of the best ways to ensure that users think to search your platform first is by having a program that rewards them for continued patronage.
I’ve made it no secret that I’m not much of an ‘Airbnb guy’ for a few reasons. First off, no matter how upscale or convenient an Airbnb might be, I always just feel like I can’t shake the feeling that I’m staying in ‘someone else’s place.’ Whether I’m traveling for a day or for a month, I don’t want to have to learn that to get Janice’s stove to fire, you have to do two quarter-turns of the knob to the right and then perform an Irish jig. I’ll always prefer the feeling that when I get the key card to my hotel room, it feels like my domicile (until I check out) and that most issues, should they arise, can be solved with a simple call down to the front desk. The second biggest reason? The lack of a loyalty program. I love to travel as much as possible, and it’s even better when your existing travel can help cover the cost of future travel. It’s high time Airbnb rolled out a loyalty program. With all the talented engineers and other folks working there, even if it’s not an ‘‘an out-of-the-box’ points program, I at least hope it’s worthwhile.
Until the loyalty program drops you can get ‘a little sumthin’ for your Airbnb purchases with this Amex deal.
