Airbnb Plus' Risky Bet to Push Homesharing to a New Level

When Airbnb CEO Brian Chesky took to the stage in San Francisco on February 22 and said that "Airbnb is for everyone," it was more than just a company slogan. It was a statement about the evolution of the sharing of homes that's becoming more professionalized, more standardized, and in some cases, a lot more like a hotel. Of all the new features and products Chesky outlined, the official launch of Airbnb Plus in February was particularly emblematic of this convergence taking place in the hospitality industry where the traditional categories of lodging are beginning to blur. Piloted under the project name Airbnb Select over at least a two-year period, Airbnb Plus consists of 2,000 verified listings in 13 cities around the world. These homes, Airbnb attests, have been verified by Airbnb to be "beautiful homes" with "exceptional hosts" and "premium support" for both customers and hosts, Chesky noted. And they include both entire homes, as well as private rooms and bathrooms. Verification as an Airbnb Plus listing includes a home inspection/professional photography session that adheres to a 100-point checklist. To apply for Airbnb Plus, a host has to pay a one-time $149 application fee. In return, a host gets top placement in search on the platform, access to in-home services like design consultations, and the ability to charge more for their listings. On average, Chesky said, Airbnb Plus listings go for less than $250 per night. And, he noted, a survey of Airbnb users found that 73 percent would pay more to stay in a verified home like an Airbnb Plus. And that's key: The reason why Airbnb decided to launch something like Airbnb Plus is because, as Chesky noted, "Guest expectations have evolved." [caption id="attachment_279596" align="aligncenter" width="600"] Airbnb Plus homes are meant to adhere to a list of amenities, as well as being design driven in their decor. This is an Airbnb Plus listing in Los Angeles. Source: Airbnb[/caption] What Airbnb Plus Really Represents Whereas some travelers back in 2008 when Airbnb first debuted were content with the bare minimum amenities, as in literal air mattresses, they now expect much more — and so does Airbnb, as evidenced by its new basic hospitality standards for hosts. Airbnb Plus represents the missing piece of the puzzle that Airbnb feels it needs to take homesharing into the mainstream. And while some see its debut as simply part of a natural progression for Airbnb as it grows and m