New Airbnb Premium Service Targets Wealthy Travelers

Airbnb is targeting leisure travelers with a new premium tier of home and apartment rentals, in hopes of luring them away from the four- and five-star hotels in which they typically stay.

The new service will segment upscale listings into its own category on a featured section of Airbnb’s website and mobile app, Bloomberg first reported.

Properties will be inspected by Airbnb to ensure they meet a checklist of offerings like those found in hotels, including new and matching bedding, travel-size toiletries, working appliances, bottled water and a selection of teas and coffee.

Airbnb is reportedly targeting older, wealthy travelers—who have been attracted to not only by the cushy rooms and luxe amenities of hospitality companies, but also the complimentary touches and the attention to detail that Airbnb likely won’t be able to mimic.

Travelers “want to drop their bags immediately, have things like shampoo, and don’t want to work around someone else’s schedule. This applies even more so for the Park Hyatt guest,” Hyatt director for corporate communications Russin Royal said. He noted that Park Hyatt also offers full-service restaurants, spas and artwork — extras that Airbnb hosts cannot duplicate.

Airbnb is testing the pilot program, according to Bloomberg, with a full rollout expected by the end of the year.