Airbnb unveils guest membership program as part of 2028 roadmap

Airbnb has unveiled a new guest membership program, Superguest, offering benefits across the entire trip. Superguest will launch initially to 10,000 guests as a trial this summer before being rolled out to Airbnb’s wider guest community before the end of the year.

It is part of Airbnb's roadmap for its core homes business, which places the company on a path to more than 1 billion annual guests by 2028. The company will also launch new tiers - Airbnb Plus and Beyond by Airbnb - in a bid to recognise hosts who go above and beyond to provide outstanding hospitality.

Airbnb Plus, available at 2,000 homes in 13 cities such as China and Australia, targets guests looking for beautiful homes, exceptional hosts and added piece of mind. Airbnb Plus hosts benefit from top placement, in-home services such as design consultation and expert photography, and premium support. Meanwhile, Beyond by Airbnb will offer custom designed trips of a lifetime, including the world's finest homes, custom experiences and world-class hospitality.

Additionally, it is also launching four new property types - vacation home, unique, B&B and boutiques - on top of its existing entire home, private room and shared space offerings. These new property types will provide greater choice of accommodation options to guests and greater transparency over the types of accommodation available. It will also help hosts better showcase their unique offerings to better match with guests' preferences.

Although Airbnb was initially designed mainly for solo travel, many travellers have found the platform suited to various types of travel such as families looking for additional space and adventurers looking to stay off the beaten track. Airbnb's Collections offering comprising Airbnb for Family and Airbnb for Work, provides travellers with options for social stays, weddings, honeymoons, group getaways and dinner parties, and will be launched later this year.

Lastly, Airbnb is expanding on its Superhost program to offer 14 new and updated benefits, including better exposure, custom urls and exclusive benefits on smart home products.

Airbnb co-founder, CEO and head of community, Brian Chesky said it aims to go further by supporting and expanding the Airbnb community so that in 10 years' time, more than 1 billion people each year will experience the benefits of "magical travel" on Airbnb.