Airbnb Experiences & Services Launch
In 2025, we expanded the definition of what an Airbnb could be with Experiences and Services. Now you can Airbnb a home, a walking tour or cooking class, a workout or a massage—and in doing so, connect authentically with the locals who make a place unique.
I was involved in shaping these two new lines of business from conception to launch, crafting product positioning, merchandising guidelines, and final creative for the release event.
Foundational Guidelines
Experiences and Services required new approaches to merchandising in our app. Our challenge lay in designing for both uniqueness and consistency. Each product page needed to feel special and bespoke to each host, but also feel like a cohesive part of the broader marketplace. We crafted extensive internal guidelines to road test how to achieve this balance, and translated this into a product flow that leveraged AI to adapt host input to our internal guidelines.
Internal guidelines
In-app flow
Airbnb Experience product page
Airbnb Service product page
Launch Event
Experiences and Services were launched during the 2025 Summer Release. Our team created all creative assets for the event— the CEO keynote presentation, product screen assets for live demos and the landing page and social posts that accompanied the launch.
Keynote
Launch social
CREDITS
Directors
Eric Schlakman
Kristen Spillman
Eric Grunbaum
Scott Trattner
Creative Directors
Sarah Litwin-Schmid
Elie Kahwagi
Sara Steinberg
Kevin Ryan
Amber Kusmenko
Ryan Lee
Copywriters
Ana Heller
Mike Heller
Brian Merrill
Marc Einhorn
Designers
Valerie Shagday
Alex Dougherty
Brandon Strouse
Verena Michelitsch
Chris Jung