Airbnb eyes a loyalty program but details remain under wraps

Friday, 02 Oct, 2025 0

Airbnb is preparing to launch its first-ever loyalty program. But travelers hoping for a classic “points-for-dollars” scheme may be in for a surprise. CEO Brian Chesky has hinted that “something big is coming,” though the company has made clear it intends to design a system that feels different from traditional hotel programs.

Various sources confirmed the information that the short-term accommodation rental company wants to change its operational model as it also looks at integrating hotels into its booking platform. A loyalty program appears as a “must-do” for Airbnb in its transformation.

Unlike Marriott Bonvoy or Hilton Honors, Airbnb’s model is not expected to revolve around earning free nights through accumulated points. Instead, executives suggest the platform may experiment with a hybrid approach—possibly blending discounts, credits, and tiered perks that extend beyond accommodation.

One early sign came through HotelTonight, the booking platform Airbnb owns. Since spring 2025, users in the U.S. and U.K. have been able to earn 10% Airbnb credit when booking hotels through the app. Analysts view this as a test run for a wider rewards strategy.

Airbnb has also broadened its ecosystem to include more services and experiences, such as private chefs, photographers, and wellness providers. Industry observers believe these additions could be folded into a loyalty offering that rewards users across multiple categories, not just overnight stays.

Speculation also points to a potential subscription-style membership with enhanced benefits like discounts, priority support, or exclusive access to unique experiences. While executives confirm that “the tools and elements” for a loyalty program are already in place, no launch date has been set.

For now, frequent Airbnb guests will need to wait to see how the company balances traveler incentives with its goal of keeping the platform distinct from hotel chains.