Airbnb, the global short-term rental giant, has unveiled a new feature that allows users to book personal chefs and fitness trainers as part of their travel experience, marking a bold step toward becoming a full-fledged lifestyle and wellness platform. The company announced the expansion on Tuesday, positioning it as a natural evolution of its existing “Experiences” category. The new service, available in select cities across North America, Europe, and Asia, lets travelers hire certified professionals who will come directly to their Airbnb accommodation for private sessions or events . Reimagining Hospitality On the Road“This is about making every stay feel like home—or better,” said Catherine Powell, Airbnb’s Global Head of Hosting, during a virtual press briefing. “Whether it’s waking up to a yoga session with a personal trainer or ending the day with a locally inspired meal prepared by a private chef, we’re giving guests more ways to personalize their stay.”Guests can filter listings to show accommodations that offer add-ons such as chef-cooked meals or in-home fitness training. Hosts can also partner directly with vetted service providers to bundle their homes with premium lifestyle amenities.A Boon for Local Professionals, chefs and trainers, the platform opens up a new revenue stream.
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Airbnb says it has already onboarded over 3,000 professionals through partnerships with culinary schools, fitness associations, and wellness networks.“This brings me into homes I never would have cooked in before,” said Angela Tran, a private chef based in Los Angeles who joined the pilot program last fall. “Travelers are craving not just experiences, but connections — and food is a universal way to do that.”Similarly, Alex Morgan, a certified personal trainer in London, said, “There’s something unique about guiding someone through a sunrise workout on a villa balcony. It’s personal and memorable in a way a hotel gym can’t match.”A Competitive Edge in a Crowded Market. The move comes as Airbnb faces increasing pressure from hotel chains and emerging competitors offering hybrid lodging-wellness packages. Marriott, for example, has expanded its wellness programs through its Westin and Ritz-Carlton brands, while startups like Blueground and Plum Guide have carved out niches by offering luxury, serviced stays.By embedding lifestyle services into its platform, Airbnb aims to set itself apart not just as a place to book a room, but as a comprehensive portal for curated travel living. Safety, Quality, and Pricing professionals offering services through Airbnb must undergo background checks and meet local licensing requirements. Pricing varies based on service type, experience level, and location, with chef services starting around $75 per person and personal training sessions from $60.The company said it is exploring future expansions, including wellness therapists, massage services, and even childcare options. User Response and Future Outlook: Early user feedback has been positive. “Having a chef cook dinner while we relaxed with a glass of wine made our vacation feel next level,” said Rachel Mendel, who recently booked a stay in Tuscany with a private pasta-making session included. As travel continues to rebound globally, Airbnb appears determined to reshape not just where we stay, but how we live while away.
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